CHANGING INDIA:

TRENDS FOR THE NEAR FUTURE

OCTOBER 2010

Photo credits (clockwise from top left): Ashok666, boltron-, hfb, HazPhotos, Sistak, judepics
WHAT WE’LL COVER
Background and Methodology
Trends in India Category-Specific Trends
Flamily/Framily Snacking Holidays

Married Singles Technology Is the New Signet Ring

Delayed Parenthood Gifting Good Health

Looking Forward—and Back Brain- and Beauty-Boosting Nutrition

The Sin Economy Hamper Pamper

Growing Older Younger

In Conclusion
BACKGROUND
AND METHODOLOGY
This presentation is based on a July 2010 trends workshop held in Goa
with more than 20 planners from JWT India. It is based on secondary
research and analysis conducted by the JWT India planners and the New
York-based global trends team.

BACKGROUND AND METHODOLOGY

A DIVERSE
COUNTRY India is big:
• The seventh-largest country by geographical area

• The world’s 11th-largest economy (in GDP terms)

• The world’s second-most populous country, with

1.2 billion people

• The world’s most populous democracy

And unequivocally diverse:

• India’s Constitution recognizes 18 major languages, and
there are many hundreds of dialects. (Hindi is the official
language, with English often used as a link language.)

• At least six practicing religions

• A wide range of regional styles in cuisine and dress

• A geography of beaches, deserts and snow-covered peaks

BACKGROUND AND METHODOLOGY

CONSUMER
FOCUS
Because of India’s diversity, it’s hard to draw generalities across the
population. This presentation focuses on one subset of the population:
This consumer segment makes up about 3.4-7.5 percent of the population,
from 34 million to 75 million people.

BACKGROUND AND METHODOLOGY

COMMON
THEMES
Trends don’t happen in isolation. They tend to intersect and work in
tandem with each other.

Here you’ll see common themes that are driving a change in relationship
dynamics, moral conduct, consumption patterns and overall lifestyle in
India, chief among them:

The rise of the nuclear family Delayed marriages

Urban migration Increased connectivity

Globalization/Westernization Modernization

Growing affluence Higher stress

BACKGROUND AND METHODOLOGY

TRENDS
IN INDIA

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 FLAMILY/
FRAMILY

8 Photo credits (clockwise from top left): Ashok666, Pedro Kwezi, sanchom, Pedro Kwezi
THE TREND
As students, single working men/women and young families migrate from
their homes and safe circle of family to urban areas, they are filling
emotional and physical voids by forming surrogate families with flatmates
and friends.

FLAMILY/FRAMILY
THE DRIVERS
• Migration, largely because good jobs and education are concentrated in a few urban areas.

• The rise of the nuclear family and decline of the extended family, which has led to greater
dependence on external support systems.

• The trend toward delaying marriage—between 1971 and 2001, the average age of first marriage
among Indian men rose from 22.7 to 24.8; for women it increased from 17.7 to 20.2.

• Financial constraints (flat sharing makes accommodation affordable): Young Indians migrating
from B and C towns are less financially secure and looking to share expenses.

• Emotional constraints (flocking creates security): Away from their own culture and family and
exposed to the vices of city life—which can feed insecurity—people create a circle of trust via
friends.

• Demanding jobs, which leave little time for the biological family. It’s easier to connect with
people with similar lifestyles.

• Technology, which is helping people stay connected with friends (if you’re at home, you’re on
Facebook or other social networks with your friends).

FLAMILY/FRAMILY
 FAMILY VS. FRIENDS*
FAMILY FRIENDS

With families scattered in different cities Reliance on friends grows.

and countries, sibling and parental ties
weaken.

Families can be judgmental, inhibiting. Friends respect your independence,

individualism more.

Family relationships can be hierarchical, Friendships offer more liberating, guilt-free

weighed down by baggage of old feuds and relationships.
quarrels.

21st-century lifestyles of young urbanites Friends can be more understanding,

have widened the communication gap with supportive.
parents.

Long hours at work, commuting leave less It’s easier to socialize with friends at the
time for family. workplace.

* The Circle of Frisson, Outlook India, June 25, 2007 FLAMILY/FRAMILY

 POP CULTURE CUES

Salaam Namaste is a 2005

Bollywood film about two young
Indians who meet while working
in Melbourne. They decide to
move in together without
formally tying the knot.
Roomies, which premiered in July, is a
Chanel [V] series about five young Wake Up Sid is a 2009 romantic comedy
friends sharing a house. They help each that follows the coming of age of the
other deal with career choices, dating spoiled, carefree son of a wealthy
dilemmas and other modern-day issues businessman.
for this demographic.
This 2009 comedy hit focuses
on the adventures of three
roommates in a hostel at the
Imperial College of
Engineering. It is the highest-
grossing Bollywood film in
India.

Airing in the major cities, international TV shows like Friends and

Sex and the City also depict friends as family. FLAMILY/FRAMILY
MARKETING TO
FRIENDS AS FAMILY
Marketers are realizing that this generation
needs all the basic products and services that
the erstwhile joint family would need.

Typical traits of this cohort include:

Communications for Airtel’s Special 5—a
feature that allows customers to stay in
touch with five other subscribers at low
rates—center around friends, not family.
In this commercial, a schoolgirl plays
with a paper boat; her five special
friends rescue her boat when rain
threatens its voyage.
They are time-crunched (easy-to-make and ready-to-eat
packaged food, quick-service home deliveries, meal-
combo packs)
They find it difficult to juggle their work, social lives and
health (debit-credit lifestyle products, such as energy
drinks, fortified functional foods, etc.)
Their lifestyle needs are functional (compact utilitarian
furniture)

FLAMILY/FRAMILY
THE POTENTIAL
The products that currently cater to the flamily/framily are marketed
under a broader umbrella of young India’s changing lifestyles. With some
modifications to products or communications, there is huge potential to
reach and resonate with this growing consumer segment.

FLAMILY/FRAMILY
IMAGINE …

Maggi Twin pack, advertised

as the ―Flatmate Pack‖—a
minor change in packaging
with the same Maggi inside.
What about television that
A flat-share fridge that has four
provides user profiles when you
doors with four keys. Now you
turn it on, like Xbox or PS3? My
don’t have to ask, ―Who ate my
favorite channels and programs
cheese?‖
need not be my friend’s favorites.

Virgin, which targets young consumers, could

offer Flatmate Credit/Friends Credit, allowing
customers to loan some of their balance to
friends without being charged by the service
provider.

FLAMILY/FRAMILY
IMAGINE …
Most young singles living together have colorful, imaginative flats. Why do
white goods have to be boring white or dull gray? Why not a fridge with a
giant Bob Marley motif? Or a washing machine with marble-effect
coloring?

Furniture and home living companies have not woken up to the flamily.
They could use their significant retail space in malls to create sections for
flat sharing that offer affordable but stylish designs made out of recycled
or natural material.

How about ―flatmate health insurance‖ as a bundling technique?

Everybody pools in for the premium, as they are far from home and may
not be ready to spend thousands of rupees for modern health care in case
of an emergency.

FLAMILY/FRAMILY
 MARRIED
SINGLES

17 Photo credit: boltron-

THE TREND
More and more couples are retaining or trying to retain their ―single‖
identity and lifestyle. With spouses maintaining separate rooms,
bathrooms, cars and/or TVs, and shopping, socializing and traveling with
friends rather than their spouse, it’s almost like two single people living
together.

MARRIED SINGLES
THE DRIVERS
• The trend toward delayed marriages: People are finding it difficult to surrender the
―space‖ they’ve become accustomed to.

• The rise of the nuclear family and decline of the extended family (in the extended
family setup, it’s less likely that the couple would live independent lives).

• Dual-income households: With both spouses working, it’s more difficult to carve out
time to spend together.

• Increased prosperity: Spouses have more resources with which to maintain two
independent lifestyles under one roof.

• Increased connectivity: The Internet and mobile phones give people always-on
connectivity to the ―single‖ world even when they’re at home.

MARRIED SINGLES
 TILL OUR “SINGLE”
WAYS DO US PART
Till death do us part seems an obsolete concept. Now even
vacations are enough reason for urban couples to part ways.
Take, for example, Nilanjan and Sharmistha Roy of Kolkata.
[They] always part ways during vacation times, simply because
they have different tastes and preferences. … Sharmistha heads
to her elder sister’s home in Bangalore where she can spend
some time with her maternal family. Nilanjan, on the other
hand, would be joining his office colleagues for a hiking
expedition to the Himalayas.
—―Till Holidays Do Us Part,‖ The Tribune, June 19, 2010
Deanne Pandey parties often without
Chikki, her husband, because he hates
partying and would rather be home with
the kids. In fact, after each of her babies,
she took a break and went out for a small
holiday with friends and Chikki stayed home
with the kids. Does this cause any rancor
between them? She doesn’t feel so.
—―Of the Rocking Parties Alone and the
Shaking Relationships,‖ MeriNews, Oct. 21,
2007

This couple’s other space frontiers include separate bathrooms and separate
suitcases. After four years together, they’ve worked out all the details. He
loves playing cricket on Saturdays so she does her own thing; every time she
wants the house to herself for a girls’ night in, he makes alternative plans. Like
with most things in a relationship, there are no rights or wrongs, just what
works for you.
—―Space, the Final (Couples) Frontier,‖ LiveMint.com, June 18, 2010

MARRIED SINGLES
TIMES OF INDIA CELEBRATES
INDEPENDENCE IN MARRIAGE
Many educated, independent-minded young
people don’t want to compromise their beliefs
and lifestyle when they marry. In response, Times
of India introduced ―Equality Matrimonials‖ to its
Sunday matrimonial classifieds, declaring: ―This
space … regards marriage as a true partnership
placing both people on an equal footing.‖

An Equality Marriage Manifesto includes the

provision that ―Personal preferences, including
those related to dress, food and hobbies, will be
respected, with no pressure from in-laws or
relatives.‖ And one ad targeting women asks,
―Does hello to marriage mean goodbye to life as
you know it?‖

MARRIED SINGLES
THE POTENTIAL
The tendency to maintain two lifestyles within one marriage will create
more demand—two cars, two TVs, etc.

Individuality/freedom/choice will emerge as areas around which brands

can have conversations (i.e., brands that offer more ―me time‖).

On the flip side, brands can help the independent-minded become

accustomed to the compromises that come with couplehood. Marketers
can find ways of facilitating those relationships, bringing the married
couple closer together.

MARRIED SINGLES
IMAGINE …
Innovations around ―his‖ and ―her‖ variants of TVs, automobiles, bank
accounts, gym memberships, etc.

Holiday packages that celebrate continued ―singlehood,‖ where each

spouse can travel with his/her own friends.

Household cleaning brands that speak to a more equitable division of labor

within the home.

Male/female TV channels.

Classes for things typically male/female—fixing the car, commando

training, cooking, stitching.

MARRIED SINGLES
 DELAYED
PARENTHOOD

24 Photo credit: hfb

THE TREND
Most urban couples are deferring kids from the first year of marriage to
two to four years post-marriage.

DELAYED PARENTHOOD
THE DRIVERS
• The rise of the nuclear family: Young couples are moving away from the traditional
extended-family setup and the expectations and pressures that go with it.

• Perfect lives: Set up as a nuclear family, newlyweds are enjoying their couplehood
and the fruits of Double Income No Kids; they want to prolong a lifestyle that will
inevitably change once a baby arrives.

• Reduced parental influence: With the rise of nuclear families and more couples
living in different cities than their parents, familial pressure is limited to that
once-a-week phone call.

• Delayed responsibility: The couple can continue to act almost as if they are still
single rather than live the conventional married lifestyle (see Married Singles).

• Birth control: Couples are more aware of their options, thanks to the government’s
aggressive family-planning campaign, as well as wider availability of birth control.

• Body beautiful: Today it’s not enough to look good until marriage; you want to
maintain your looks for life. Women don’t want to lose the body they’ve worked
hard to achieve.
DELAYED PARENTHOOD
THE POTENTIAL
With the phase between marriage and parenthood getting longer, couples
have more discretionary income—especially if both spouses are working—
and more reasons to splurge on each other. The couple are still in lovers
mode, as opposed to providers. They’re discovering each other and finding
new dimensions of their union, especially in the case of arranged
marriages. Brands can connect by portraying them as such.

With parenthood delayed, it is that much more revered, and the couple
likely has more money than their earlier counterparts. So when the baby
does come, parents are prone to spend more on the new arrival. There is
an opportunity to dramatize and romanticize the first pregnancy even
more and to add luxury to every step of this pregnancy.

DELAYED PARENTHOOD
IMAGINE …
Second honeymoons

Couples-only events/trips/retreats

First-anniversary celebrations (jewelry brands/luxury brands)

Catering to everything around the baby: fashion, accessories, new gadgets

to help mother and baby

Fashion-forward maternity clothing, as seen with offerings from FabIndia

and U.K.-based Mothercare, which has outlets in India.

Products addressing the health needs of the older mother

DELAYED PARENTHOOD
 LOOKING FORWARD—
AND BACK

29 Photo credits: Shannon Clark

THE TREND
With one foot firmly rooted in tradition and the other springboarding into
modernity, India is teetering between two mind-sets. As the rush toward
modernization drives forward, each proceeding generation experiences a
dilution or loss of heritage when it comes to language, rituals, food,
entertainment, dress, values, beliefs and so on. As a result, age-old
practices and ways of being are acquiring a new luster among those
wishing to reconnect with India’s rich cultural traditions. This is a
maturing trend.

LOOKING FORWARD—AND BACK

THE DRIVERS
• More nuclear families: With only two generations living under one roof, there are
fewer elders around to teach the next generation rituals and traditions.

• More mixed marriages: When each parent has a different set of regional traditions,
either one or both of these gets lost. (For example, parents are often multilingual,
while children typically speak only one language well—the one they’re taught in
school.)

• Dual-income households: With both spouses working, there’s less time to pass on
traditions and skills.

• Migration: More people are moving to mass centers of homogenization, where their
day-to-day lives lack exposure to their traditional culture and they begin to adopt
the ways of those around them.

• Globalization: This brings increased choices and media exposure to global products.

LOOKING FORWARD—AND BACK

 WESTERN PUSH
INDIAN PULL
WEST VS.
English-language instruction has grown five-fold over the
EAST
last 15 years into an $11-20 million industry, according
to The Wall Street Journal. And last year The Times of
India reported that Mumbai schools, noted for their
Marathi language education, have seen a drop in
enrollment for instruction in the mother tongue; According to The Financial Express, ―the number of
instead, English has steadily gained popularity. regional channels [grew] from 114 in 2008 to 135 in
2009. In comparison, only three new Hindi GECs
(general entertainment channels) were added during
the same period."

A slew of animated children’s

The sari is falling out of favor with shows based on Hindu mythology
young women across India. According to has been popping up after a 20-
a 2009 Time article, Kanjeevaram year dearth of such programming.
weavers, famous for their silk saris, But today’s animated gods don’t
sold $12 million worth of saris in 2008, just fight demons, they snowboard
down from $40 million in 2004. and play ice-hockey. According to
livemint.com, these shows
outrank traditional Western
favorites such as Tom and Jerry
and Popeye.

LOOKING FORWARD—AND BACK

 BRANDS BRIDGING THE GAP?
These products and services (both homegrown and Western) celebrate Indian
tradition while integrating elements of modernity—such as prepackaged or fast foods
suited to a fast-paced urban lifestyle—and a liberalized Indian mind-set.
Domino’s offers a
Fashion designer Anita Dongre’s Global Desi and
range of pizzas In February 2010, McCain iinter-pret labels fuse Indian and Western elements,
inspired by Indian launched Masala Fries, a incorporating traditional cuts, colors and patterns
flavors and dishes. typical French fry with Masala into Western looks.
seasoning.

When McDonald’s entered India

in 1996, it replaced its
trademark beef burger with the
Aloo McTikki sandwich, a
variation on the potato-based
Indian dish.
Tanishq, a well-known jewelry brand, is
lightheartedly tackling the new dynamic
between parents—the traditional matchmakers—
and their more modern daughters. In this TV
spot, the lure of lavish wedding jewelry helps
open a daughter’s mind to the prospect of
meeting a match.
―Kitchens of India recreates the forgotten
delicacies of a bygone era, when Maharajas
ruled the land and cooking was an art
perfected by few. Every Kitchens of India
recipe has been developed and perfected by
the Master Chefs of ITC’s award-winning
gourmet restaurants, renowned for their
delectable and authentic Indian cuisine.‖
(Company website.)
LOOKING FORWARD—AND BACK
 BRANDS BRIDGING THE GAP
& TAKING A LEAP FORWARD
Recently, brands have been taking this a step further, creating products that pay
homage to regional differences across India.

Future Group recently launched the Ektaa

brand of food products, designed to cater to
the range of tastes and preferences across
India. The first line consists of five varieties
of rice from various Indian states.
Introduced in 1999, Kurkure, a Cheetos-like snack adapted
to local tastes, ―helped create a bridge category between
Indian namkeens [snacks] and Western offerings like potato
chips [and cheese balls],‖ says Deepika Warrier, marketing
director for PepsiCo Holdings India. Earlier this year, the
brand launched three flavors based on regional spices.

LOOKING FORWARD—AND BACK

THE POTENTIAL
As Eastern and Western cultures continue to blend, there’s appeal in
marketing messages that ramp up tradition and nostalgia, painting the
past with images of purity and glorifying an uncorrupted culture. By
closely aligning themselves with cultural roots and explaining regional
origins, brands can become an extension of traditional communities—
passing on cultural histories to the next generation.

It’s unlikely the Western way of life will completely replace Indian
tradition. Instead, we’ll have a redefinition of what it means to be Indian
in today’s globalized world. Brands are in a unique position to help bridge
the divide between new and old ways by showing how a liberalized Indian
mind-set can be expressed within traditional cultural norms.

LOOKING FORWARD—AND BACK

IMAGINE …
In addition to playing up local or regional heritage in ready-to-eat
packaged foods or clothing, brands can leverage this trend in other ways:

Financial brands based on the Indian culture of savings, debit/credit

Courses to teach traditions (rituals, dance, cooking, etc.)

Literature, games, entertainment infused with tradition

LOOKING FORWARD—AND BACK

 SIN-ECONOMY

37 Photo credit: Sistak

THE TREND
Indians have traditionally adhered to a set of deeply ingrained values
revolving around fairness, family and religion. This sense of morality has
been propagated by and reflected in literature, cinema and television. But
in recent years, the social system of checks and balances has started
coming undone.

As people break free from the culture of self-restraint, they are breaking
longstanding taboos. Vice is nice, and indulgence is out of the closet. This
shift isn’t simply about overeating, it’s about eating beef.

This trend is maturing among media outlets and consumers but emerging
among brands.

SIN-ECONOMY
THE DRIVERS
• More flexible religious interpretation: As the reins of religion are loosened, so too
are ideas about what’s right and wrong.

• Urban migration: Living away from their family and community, people are free
from the restrictions and judgments traditionally placed on them.

• Access to global media and technology: While Indian media once emphasized
adherence to strict moral guidelines, it now mirrors the racier themes featured in
Western media.

• More disposable income: Where past generations would have focused on building up
savings, the lifestyles of today’s upwardly mobile middle-class Indians are focused
around entertainment, pleasure and self-indulgence.

• A more competitive generation: Having grown up in an economically strong and

liberalized India, the youngest generation is very competitive. They’ve seen new
opportunities open up, and there’s a strong desire to seize them—to get ahead at
all costs.

SIN-ECONOMY
 SIN TAKES HOLD The Indian market for beer, wine
and spirits grew by 84 percent
between 2004 and 2009, from
1,781.8 million liters to 3,276.6
million liters, according to a
December 2009 Euromonitor
International report.

In an upcoming reality show on MTV India,

Eristoff Male Fantasy 101, four young guys
will be showered with hot women, flashy cars,
Gambling is highly regulated in India, and illegal gambling is big business (an estimated
a swanky pad, VIP access to exclusive clubs
$40 billion industry). The first legally sanctioned casino opened in Goa in 2001, and at
and more as they live out their fantasies and
least six more have followed. In 2009 Sikkim became the second Indian state to allow
compete to win tickets to an Eristoff vodka
casinos and in May 2010 the first to allow sports betting beyond horse races. Despite
party in an exotic international locale. This
attempts to draw international gamblers, ―Indians are the spenders,‖ an exec from
follows on the heels of popular MTV shows
Highstreet Cruises and Entertainment told the BBC in July.
such as Splitsvilla and MTV Roadies.

Despite a ban on the sale of tobacco

Ads for watch and accessory brand Titan
Fast Track feature youth shamelessly
flaunting their ability to move from one
romantic interest to the next, lying and
cheating in the process. The message: It’s
cool to ―move on.‖
products to minors, the Global Youth
Tobacco Survey found the percentage of
Indian tobacco users aged 13-15 was at 22
percent among males and 9.6 percent among
females last year. The World Health
Organization predicts tobacco-related deaths
will rise to 13.3 percent of all deaths by
2020, from 1.4 percent in 1990.

SIN-ECONOMY
THE POTENTIAL
Conversation about what was long considered taboo is becoming
mainstream. As segments of Indian society move from repression to
expression, the sin economy is a symbol of all that’s new, experimental
and exciting in this world of seemingly infinite opportunity.

Not surprisingly, sin categories are already leveraging this trend. The next
challenge for brands is finding ways to make ―good‖ more intelligent and
edgy. How can brands inject some sin into non-sin categories, making the
good feel indulgent through new product development or brand
communications?

SIN-ECONOMY
IMAGINE …
Sin holidays

Indulgent rewards (e.g., a candy bar positioned as a sinful midday treat)

Apparel and accessory makers adding items that loosen up conservative

looks, allowing people to add a gently provocative note without leaving
their comfort zone

SIN-ECONOMY
 GROWING OLDER
YOUNGER

43 Photo credit: HazPhotos

THE TREND
The modern and hyper-hectic lifestyles of today’s twenty- and
thirtysomethings are affecting their mental and physical health. They are
aging faster, facing physical ailments and mental fatigue normally
associated with older generations.

GROWING OLDER YOUNGER

THE DRIVERS
• More sedentary lifestyles: With jobs that are largely desk-based, more people using
cars for transportation and a high penetration of consumer durables/appliances,
this cohort is less physically active.

• Poor sleeping habits: A result of longer and more erratic work hours.

• Poor eating habits: As a population ascends the socioeconomic ladder, convenience

and fast foods become more accepted and intake of sugar and fats increases. At
the same time, food consumption patterns are becoming more irregular.

• More stress: Pressure to achieve and perform is taking a toll on mental well-being.
More time spent commuting in traffic is exhausting for mind and body.

GROWING OLDER YOUNGER

 THE FACTS
• Incidence of obesity, hypertension, heart disease and other lifestyle
diseases is increasing at an alarming rate and occurring at earlier ages.

An estimated 40.9
India accounts for 60 percent of heart disease patients worldwide. million Indians suffer
from diabetes, the
The major causes of heart disease: tobacco use, physical inactivity and an unhealthy diet
often linked to that of the developed world. highest number in
the world.***
A genetic mutation that puts people at greater risk of heart disease affects 4 percent of
Indians vs. 1 percent of the world’s overall population.*
Approximately 30
More than a third of Indians age 35 to 64 are at risk of heart disease, vs. 12 percent of million Indians are
Americans in the same age cohort.**
obese.****

* CNN, April 2009

** Cardiologist Dr. Naresh Trehan
*** Global Health Progress: Innovative Solutions to Improving Health in India, 2010
**** National Family Health Survey, July 2010
GROWING OLDER YOUNGER
 GETTING SICKER YOUNGER
Forecasting the prevalence rate (%) of coronary heart disease (CHD) in India

Estimated mortality from coronary heart disease (CHD)

Source:NCMH Background Papers—Burden of Disease in India (New Delhi, GROWING OLDER YOUNGER
India), September 2005
THE POTENTIAL
Taking lessons from the developed world, brands can help to counteract
premature aging and head off lifestyle diseases by introducing more
healthy alternatives. (This will inevitably work to their advantage, as
lifestyle diseases could ultimately be linked to the consumption of their
products.)

Brands can offer services that help people unwind, relax and rejuvenate.

GROWING OLDER YOUNGER

IMAGINE …
More fast food and packaged goods brands preemptively introducing healthier and
more natural alternatives, as they’re now doing in the West, before they’re
accused of aiding and abetting unhealthy lifestyles.

Food and beverage brands developing product lines that help thirty-somethings
maintain more balanced diets.

Pharma brands providing alternative medicines that help in de-stressing.

More holiday resorts and spas catering to the need to turn back the clock. Gyms
with sections for spas and mental health counseling.

Wellness-themed homes

Life skills coaching that provides tools to cope with high-performance situations.

GROWING OLDER YOUNGER

 CATEGORY-SPECIFIC
TRENDS

50 Photo credits (clockwise from top left): keithpr, courtneyBolton, clevercupcakes, Image Triangle India, SummerTomato
 SNACKING
HOLIDAYS
The Trend
Snacking holidays—short
breaks rather than regular
holiday getaways—are gaining
popularity in tandem with the
rapidly increasing pace of
life.
51
The Drivers
More pressure: Work
schedules make it difficult to
take a long leave.
More budget airlines and
hotels to make trips
affordable.
A counter to the daily slog:
Snacking acts as a mood lifter
and reward, and a way to
beat monotony.
Social capital: Snacking
holidays provide some social
currency.
Greater interest in
experimenting: People can
try out a new destination or
activity without having to
commit to a full week or
two.
The Potential
Beyond the travel, tourism
and associated categories,
this trend has potential for
brands that provide escapism
at home or at work or those
that offer unplanned and/or
bite-sized rewards or
experiments.
Imagine …
Brand-sponsored ―no cooking
Sundays‖ or ―no studying
Fridays‖ to provide a small
escape from routine.
Bite-sizing going beyond just
holiday bookings: ―snacking
degrees‖ (e.g., a two-week
filmmaking course), three-
month car leases, try-before
you-buy schemes, etc.
Food and beverage brands
developing new flavors to
reflect broadening tastes and
cultural experiences.
Brands sponsoring tech
platforms for sharing holiday
photos/experiences.
In fashion and home décor,
brands offering more
―escapist‖ colors (cool
neutrals).
 TECHNOLOGY IS
THE NEW SIGNET RING
The Trend
The class system is being
reorganized, with techno-
mavens sitting at the top.
Flaunting and mastering
technology are the new signs
of status.
Acquiring and then mastering
technology, its complexity
and its everyday evolution is
the logical extension of
India’s focus on math and
science mastery.
52
The Drivers
The rise of the IT industry in
India and image of the
Technocrat.
The increased penetration of
and opportunities created by
mobile telephony.
Techno bling: The rise of and
increased access to techno-
cool products.
Film stars and the global
media glorifying new
technology accessories,
making them a symbol of
success.
The Potential
As more people start carrying
technology for its symbolic
rather than its functional
value, technology that can be
flashed or displayed will
benefit.
Since technology can have a
democratizing effect, luxury
technology will serve as a
way to separate the masses
from the elite—for example,
Vertu phones and high-end
music and home theater
systems.
We may see a shift in
emphasis in India from IT
services to manufacturing
technology/tech products
and consumer technology.
Imagine …
FMCG brands appropriating
technology values or
increasing the ―techiness‖ of
their design and packaging to
stay aspirational.
More collaborations with tech
brands (think Nike+).
Skins on household
electronics.
Creative markers of elite
status—i.e. making the
latest, greatest gadget
available by invitation only.
Family trees: ―Other leaders
who have bought this product
think this or have bought that
…‖
Using technology for altruism
as the ultimate sign of
supremacy.
 GIFTING
GOOD HEALTH
The Trend
Gifting is moving from giving
products (perfumes,
chocolates, jewelry, etc.) to
experiences (day at the spa,
tickets to an event, etc.) and
even to well-being itself
(e.g., a glucose meter).
53
The Drivers
A larger ―urban Robin Hood‖
trend—the desire to do good
for others and for society.
Increased health awareness.
More interest in preventive
health care versus curative,
for oneself and loved ones.
More interest in standing out:
People want to gift
something different rather
than recycle the same old
things, because a gift says a
lot about the giver.
The Potential
Brands can build consumer
connections at a far deeper
level by hitching themselves
to a cause. And there is no
cause closer to a person’s
heart, or more relevant, than
the well-being of loved ones.
Brands across categories can
play the Good Samaritan by
changing the paradigm of
gifting itself.
Imagine …
A bra brand gifting a free
checkup for breast cancer.
A sugar brand offering a
glucometer.
A laptop brand gifting a hand-
rest and stand to prevent
back and neck problems.
An auto brand that has
ergonomically designed seats
that prevent backache.
An alcohol brand partnering
with a car rental company to
organize free after-party
drop-offs.
 BRAIN- AND BEAUTY-
BOOSTING NUTRITION
The Trend
With nutrition taking center
stage in preventive health
care, nutritional supplements
and fortified foods and
beverages will proliferate.
The focus will be on
enhancing and preserving
cognitive health (for senior
citizens and children) and
beauty (for the 35-49
cohort).
The total market for
nutraceuticals in India,
valued at INR 44bn, is
growing by 21 percent
annually, according to a 2009
report from Netscribes
(India).
54
The Drivers
A shift toward seeing food as
more than just sustenance.
A shift toward preventive
therapies.
Increasing media awareness
of the foods and ingredients
that can enhance beauty/
brain power.
More R&D focused on
nutraceuticals, plus growth in
Ayurvedic and other natural
remedies.
Ongoing emphasis on
intelligence, competition and
learning as a means to climb
the social strata. Explosive
growth of education industry.
Rising disposable income and
an increase in health care
spending.
The Potential
As India catches up to
markets such as Japan,
Europe and the U.S.—which
have driven the growth of
nutraceuticals—the lines
between pharmaceuticals,
nutrition and personal care
will continue to blur. Greater
awareness of the effect of
nutrition on beauty and
cognitive health will prompt
more collaboration among
brands in these categories.
Commodities will get
branded, fortified.
Imagine …
An Ayurvedic knowledge
transfer to the global beauty
marketplace—multinational
players entering India,
looking to diversify their
natural solutions portfolios.
India’s belief in mind-body
connection finding expression
in everything from beverages
to shoes. As this trend ramps
up, watch for more brands
like Biotique, whose food and
personal care items are based
on traditional Ayurvedic
principles.
 HAMPER
PAMPER
The Trend
As Indian consumers grow
increasingly affluent, they
are seeking world-class
luxuries—they believe they
deserve the best. The value
equation is no longer simple,
as factors like image, world-
class, premium, cool, etc.,
come to play a more
important role.
Currently worth around $3
billion a year, the premium-
goods industry in India is
expected to expand by 25-30
percent annually in the next
five years.* India’s 120,000
dollar millionaires hold
roughly a third of the
country’s gross national
income, a figure that is rising
rapidly.**
The Drivers
Rising affluence and more
disposable income.
Since they have strived hard
to get where they are,
affluent Indians believe they
deserve the best for
themselves. Aspirational
products have a heightened
appeal.
The traditional Indian
mentality of saving for
tomorrow is no longer
prevalent. People believe in
living to the fullest today.
Globalization: Global
exposure has opened a world
of possibilities and
experiences to the consumer,
thereby raising aspirations.
The Potential Imagine …
Across categories, brands Infusing luxury into everyday
have opportunities to experiences (banking, retail,
introduce high-value luxury etc.).
items that satisfy affluent
Indians’ need to pamper Dedicated luxury shopping
themselves. But luxury must areas and neighborhoods, like
move from just a purchase to Fifth Avenue in New York and
an experience; otherwise, Rodeo Drive in Los Angeles.
high-end consumers will
continue to buy overseas,
driven by a less-than-stellar
shopping experience and high
luxury duties.

Increased competition and

improved retail
opportunities.
55 *Technopak Advisors **Capgemini and Merrill Lynch Wealth Management
IN CONCLUSION

56

Photo credits (clockwise from top left): Ashok666, boltron-, hfb, HazPhotos, Sistak, judepics
IN CONCLUSION
Several factors—urban migration, the rise of the nuclear family,
modernization, etc.—are changing relationship dynamics, from the
adoption of friends as family to the continuation of single-type
lifestyles post-marriage to delayed parenthood. With some
modifications to products or communications, there is huge potential
to reach and resonate with these growing consumer segments.

The push-pull between modernity and tradition will become more

exaggerated as the sin economy takes hold. Brands are in a unique
position to help bridge the divide between new and old ways by
showing how a liberalized Indian mind-set can be expressed within
traditional cultural norms.

As lifestyles get faster paced, health is becoming compromised. Taking

lessons from the developed world, brands can help to counteract
premature aging and head off lifestyle diseases by introducing more
healthy alternatives.

IN CONCLUSION
 THANK YOU

58
Ann M. Mack Jessica A. Vaughn JWT Enkay Centre, Block A, Udyog Vihar
Director of Trendspotting Trend Strategist Phase 5
JWT Worldwide JWT Worldwide Gurgaon – 122016,
ann.mack@jwt.com jessica.vaughn@jwt.com Haryana, India.

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