the indian women

8/3/2019 The Indian Women

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NO

ATLAS CARRYINGPAST BAGGAGE

31%urban women are in the work

force, up from 13% in 1990

23%women are internet users in

touch with global trends

Source: UNESCO


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NORTHPeriphery of tradition

Forefront of economic

change

EASTStrong traditional

practices

Western influences

started appearing

WESTDual Income

Modern yet family

oriented

SOUTHEmphasis on culture

and religion

Strong expectation

of quality and brand

conscious


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SO, WHAT

INFLUENCESHER MIND?


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CAREER &

MONEY

lac women car owners

lac credit card owners

Source: TGI, 2003


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40% of IT enabled services workforce are women

Owns cars, cell phones and works nightshift in a BPO

Source: UNESCO


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THEGROWING IMPORTANCE OF

GROOMING

growth in Personal

Care since 95

growth in Color Cosmetics

since 95

Source: Euro monitor


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Kid is the badge of her performance

Mothers (as opposed to fathers) are

fast-becoming role models of children

MY MUMMY

BEST!


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Health of family and there well

being is of utmost importance

Nothing but the best cuts for when

comes to the care of her family

FAMILY

FIRST

Best of both worlds


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She is a sensible and down to

earth personality

She knows what she is doing

and evaluates her decision at

each turn

Woman of substance

SENSE&

SENSIBILITY


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RESULTOriented

Perform or Fail

She has a measurability criteria

built in for each product and

brand

Any brand or product promise

has to constantly delivered to

maintain her loyalty


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YET A

5000 YEAR OLDCULTURE WILLMANIFEST ITSELF


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Mirchi Factor

Super saver deals

Family packs

New improved

VFMSEEKER


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Guarding oldnewspapersfor re-selling


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Market opportunities and bottlenecks

SIZING UP THIS

HYBRIDFEMALE CONSUMER


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YIN-TERTAINMENTECONOMY

Trying out new experiences

Internet cafes, coffee-houses

Shopping has turned into shoppertainment The mall experience is not always about shopping


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BRIDGING

TWO WORLDS

Women spend more time out of the house than ever before

Increased physical freedom and financial empowerment

Various bridge products adopted to connect the two Worlds

Most Indian women buy a mobile phone to stay connected with

kids, and close separation pangs


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EQUAL PARTNERSIN MARRIAGE

Buddy marriages where husband is more a friend than a

boss

Changed power equations

Womens influence in high-value purchases and

traditional male bastions


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Being well-groomed is a ticket to success

Need to stay youthful to fit in a world that is younger

than ever

Gyms and fitness clubs, youth soaps and creams

GETTINGBUFF


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BEST FRIENDMOMS

To feel more in control, moms try to forge filial friendship Listen to kids suggestions about their appearance Coax and persuade kids into doing things, than make

them do it

Moms are feeling out of control vis--vis kids upbringing Working moms feel guilty about not spending enough

time

Homemakers feel that as kids lead fuller lives, they arehardly under their watchful eye


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MULTIPLICITY

Women are playing more roles in and out of the house

Even homemakers are dealing with everyone fromthe electrician to the bank manager

Working women especially lead a heroically hectic life

Effortless juggling of home and job

Dont want to fall short in the house because they

work

CELEBRATING

OF ROLES


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Women are getting more technology-savvy

Feel the attraction of credit cards, mobiles andcomputer

Therefore, demand some level of technology inpurchases

Women buyers are demanding scientific productlogic and processes in their brands

Rise of kitchen logic in everything from

detergents to refrigerator

TECHNO-WIZ


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REMIXEDTRADITIONS

Increasing exposure to western satellite and global

lifestyles

More responsive to the glamour of the west

but staying within the boundaries of tradition

Therefore the success of creative culture cocktails

McDonalds offers Indianized fare like McCurry Pan,

McAloo Tikki Burger and Maharaja Mac to cater to

traditional Indian tastes

The influence of fusion dressing


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One in four women will earn more than her husbandA younger, larger group of women consumers will emerge

with unprecedented buying power

They will make in-roads into the strong male domains

The double income lifestyle will come to stay

Women will increasingly marry for love

They will embark on new careers & change careers no

matter what

Women will want to be portrayed as what they are

stylish, modern, daring with their own character and not

just one dimensional

Women will choose their priorities. If its balance today, it

will be more about taking control

the indian women

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