M: For taking your time out and coming here to talk to us… you all… since you have

your phones
in your hand it'll be convenient to put it on silent -

R: We were doing that only.

R: We are doing that only.

M: (Laughs) Okay, great, thank you so much and my name is Mahima. I work with a research
agency Quantum. (Inaudible) should I speak now?

R: Yes, yes.

M: Okay. So, I'll tell you a little about what happens in the research that is being done, why we are
here. I'll tell you a little about it. So, mainly in research, it happens that there are so many
companies in the market. Pick any product, it'll have so many companies, right? So, if any
company has to understand that, how do people use that category? Where, where are the
problems, where, where, it isn't? What have been the experiences of the people? What are their
stories, right? So, understanding these things becomes very important for a company because
after that only the brands and the companies further make their strategies that what else they can
do, because everyone wants to survive here.

R: Yes, yes.

M: And if we look at it simply like any of the companies, for whom is it making? For us only. So, it
is very important for us to understand. Then only they can sell something to us . That's a simple
thing. So, that is why we do researches and try to understand the stories of the people. People's
opinions. And there is no right answer, wrong answer. There's nothing like that. This is not some
kind of a classroom. So, don't worry about that. And further, if you have any opinions, tell me
those freely. Okay? We record this conversation, both audio video, for the reason being, neither I
can write everything down nor can I remember each and everything because I meet a lot of
people. So, the recordings that we are doing now, nothing goes outside the company. And when
we complete the work, we delete the video. So, can I continue?

R: Yes.

M: That's okay with everybody?

R: Hmm… (inaudible)

M: Okay, so, do you all have any questions?

R: No.

M: No? Great. So, just remember one small thing. If someone is speaking, so, let's not try to cut
them. Once they are completed with their points, then you put forward yours, because I want to
hear it from everyone. And it's okay if anyone's point of view is completely different from your
point of view. Completely alright. Okay? So… everyone of you tell me something about yourself
once. Anybody can start again.

R: My name is Pinky. Pinky.

M: Pinky?

R: Yes.
M: Okay.

R: I have two kids. I am working in school.

M: Where?

R: School teacher in Kalka ji.

M: Okay… okay, okay. Alright. And what is your age?

R: 41.

M: You're 41?

R: Hmm…

M: And who else is there in your family?

R: I have two sons, 13 and 15.

M: Oh nice! And you live here in Kalkaji?

R: No! I live in Lajpat Nagar, but I am a school teacher in Kalkaji.

M: Oh, so from the bus…

R: Yes, yes.

R:My name is Tanu Kashyap and my age is -

M: What?

R: Tanu Kashyap.

M: Tanu? Kashyap? Oh, okay both of them are separate?

R: Yes.

M: (Laughs) Yes…

R: Age is 39.

M: Yes…

R: And I am a homemaker and I have two kids.

M: Hmm…

R: 13 and 15.

M: Okay.

R: (inaudible) I am (inaudible)

M: Hmm…

R: And I am a homemaker.

M: Hmm…

R: Oh sorry I am not a homemaker, I am a working woman.

M: New job?

R: Yes, yes. In the export company. (Inaudible)

M: So, you work in exports?

R: Yes.

M: Where?

R: In Okhla.

M: With whom?

R: What do you mean by with whom?

M: There would be any name of the company!

R: That! Sahil… sahil enterprises.

M: Sahil… oh… I've heard about Shahi…

R: No, that's -

M: But okay… Alright, okay, you are working. And?

R: I am a supervisor there.

M: Hmm…

R: Age 37.

M: Okay. Who all live at your place, (inaudible) ji?

R: I have two daughters.

M: Great!

R: 6 years and 10 years old.

M: Very interesting.

R: Myself (inaudible) my husband owns a business of (inaudible).

M: Hmm, hmm… where do you live?

R: I live in Saket.

M: Oh you are also coming from Saket. Where are you coming from?

R: I… Kalkaji.

M: Okay.

R: I (inaudible).

M: Oh, all live nearby. Very nice. (Inaudible)

R: It comes in the south only.

M: Yes, it is in the south only.

R: Manvi, homemaker, I have two daughters. 9 and 12 years.

M: Hmm…

R: Nuclear family.

M: Okay.

R: Neha Sharma. Working in (inaudible) motors and working as a team leader. And I have two
daughters.

M: Hmm…

R: And it is a nuclear family.

M: Hmm…

R: I live in Ramesh Nagar.

M: Okay, you are coming from a far place. (Laughs) Okay, so these were the question answers for
formality. What is going on in life?

R: (inaudible 4:37-4:58) Taking online classes, it became very difficult.

R: And at home also-

R: Looking after the kids whether they are online or not… It was very difficult. We were worried
about it.

M: Yeah… yeah, what were you saying?

R: Yeah, means there was a tense situation. Like, if someone is coming from outside
(incomprehensible) now, it's a bit of a relaxed situation. We can do anything like that only.

R: Yeah, true that.

R: Yeah.

R: Now, the old routine is back! (Inaudible 5:19-5:55) Now, we've been vaccinated, so it feels alright.
Now there's no problem-

M: Yeah… were you all infected of COVID?

R: No…

R: COVID (inaudible 6:00-6:27)

R: (inaudible) then it'll definitely come positive.

R: Hmm… and -

M: Except for COVID what else is going on? COVID is a gone thing now.

R: That only I am saying, as soon as it is relaxed, it's too hot out there! It's just that we stay inside our
house. Going out is a difficult thing to do.

M: Hmm… Now what else is going at your place, when you have your own time? When you have
your me time?
R: (inaudible 6:40-6:48) Facebook, WhatsApp, Instagram. Watching something on television. Kid's
projects are going on-

R: We watch web series -

R: The films which are pending that we are watching.

M: What things?

R: The upcoming films, we are watching that.

M: Yeah…

R: Web series (inaudible 7:01-7:05)

M: Everyone has subscriptions?

R: Yes, everyone has subscriptions!

R: Something or the other is there.

R: Something or the other…

R: Hotstar also… Nowadays it also has many series.

R: Yes…

M: Yeah. Social media, do you all make reels and all?

R: Reels…

R: No…

R: We keep it with ourselves only after making it.

R: (Laughs) We don't post it.

M: Why don't you post it?

R: No, I don't want to be this social.

M: You don't have to be this social!

R: Yes… no, when kids grow up in the future, then we'll see.

R: (inaudible)

R: No, then they will post, right? Then we'll get involved with them.

M: Okay, the kids aren't posting!

R: Yes, they are small right now, right?

M: So, you post yourself!

R: No, not this much!

M: What do you mean by not this much? (Laughs) Okay, so what kind of content on social media
do you prefer watching? What all is coming on social media?

R: Anything! Be it related to cooking or dresses or -

R: (inaudible 7:48-7:53)

R: There are a lot of groups on Facebook being created where many ladies have joined in. They are
selling their own manufactured suits or-

R: They are doing business.

R: They are doing business. So,-

M: Yeah!

R: So, half of the time goes in seeing their suits -

R: We get to know about the designs-

R: Or their creations. They are really good. All of -

M: Hmm…

R: It comes on Facebook that what is trending nowadays? What kind of cotton clothes are available
nowadays? What kind of clothes are trending?

M: Hmm…

R: There isn't any need of window shopping now.-

R: Yeah!

R: Now you can just go and buy it.

M: Yeah…

R: It can be clothes, makeup, jewellery, skincare…

R: Yeah, all of it (inaudible)

M: Hmm… so, explain to me in general that there might be some things that you're using since
ages?

R: Yeah.

M: Right?

R: Yeah.

M: There might be a few things that you recently started using. Okay?

R: Yeah, new, new, things keep coming in the market.

M: Yes, new, new, things keep coming. I understand. But, it keeps on coming. This is their work.

R: Hmm…

R: Hmm…

R: That is there.

M: When you all use something new… and it can be anything! Okay? Like, skin, makeup, beauty,
food, health, clothes… whatever you use. Everything! But if you have to use a new thing, then how
is that happening with all of you? What are the things that you get attracted to after seeing it?
After thinking of what-

R: First and foremost, it's the brand-

R: If the brand is a bit -

R: (inaudible) like the packing…

R: Known, then we can easily fluctuate to it.

R: We look out for natural ingredients, that it's made of natural ingredients. And packing as well.
(Inaudible)

R: Or so, if you have any problem. Like, I have a pigmentation problem. So, when any cream of such
type comes or mainly if it is Organic or herbal or of these kinds, then I'll definitely give it a try so that
maybe this one might show some effect to a bit. So-

R: Yeah!

R: If anyone has any such problem for which any cream or anything of such kind comes in the
market… like for dandruff, then we ought to try it that maybe this one might work for us-

R: Yeah, maybe this one might work.

M: With that hope you use it!

R: Yeah, with that hope we use it. (Inaudible 9:50-10:00)

M: Hmm… very interesting. And what else, what new things in your life that are there at your
place. It's in the market, that's a completely different thing. So, now that it has come to your
place… so you please think about the things that you probably have started to use in the last two
or three years. What were the reasons that you brought them to your place?

R: Good ads for it were displayed. (Inaudible)

M: Because of ads?

R: Because of ads… yes.

M: Hmm…

R: Like, they explained it well in that. So, it happens that let us try and see it-

M: Hmm…

R: Like, I tried flour. So-

M: Okay, according to the ad?

R: I tried it after seeing the ad-

M: Hmm…

R: Like, it has fibre. So, like, the kids were having constipation problems. So, because of that I
changed the flour we used after seeing the ad. It was explained well in the ad. Really well.

M: Which brand was this? Which brand was this?

R: It was Aashirwad.

M: Aashirwad… and what was it before?

R: Before?

M: Yeah! You would be using something before Aashirwad -

R: Fortune! No, the one I used to use, right? Fortune!

M: Okay, so you shifted from Fortune to Ashirwad because of the ad…

R: Yeah…

R: Like pulses and all are there, before we used to buy it from the local grocery stores just like that.

M: Yeah.

R: Now we think (inaudible) we saw organic pulses.

M: Hmm…

R: So we bought them and used it.

M: You bought them?

R: Yes.

M: Oh! Very interesting.

R: (inaudible)

M: Yeah…

R: (inaudible) It's natural. It doesn't contain any chemicals or something like that in it.

M: Hmm…

R: And also while washing you can determine -

R: Yes, the lather-

R: The lather and all are formed less in it.

M: Hmm…

R: In the organic pulses, there is less lather and the dirty water formed.

M: They have less impurities coming out from the product?

R: We can easily determine them while using it because the things which we use on a daily basis like
food stuff, or the one which we apply on our skin… that we can quickly figure out.

M: Hmm… So, one thing you all said were brands… some known brands… Can you give an example
of it and explain it to me?

R: (inaudible) Like, when we look for the first time…

M: Hmm…

R: That is there, (inaudible) Oh, it has natural, so we pick it up.

M: Hmm…

R: If there is something new and it has natural ingredients, then we pick that as well. For the first
time-

R: The main things is if it has natural ingredients.

R: (inaudible 11:58-12:00) We see that if that product is made of natural ingredients.

M: What do you mean by natural ingredients?

R: Like, some herbs… if the product has used those natural ingredients, then we preferably use
them.

M: Hmm… hmm… so on the basis of ingredients-

R: Yes…

R: Yes…

M: In the advertisement they've mentioned about the benefits, because of that… these are the
reasons because of which new, new things have come into your lives.

R: Like, some herbs and all… like, many oils and shampoos and all are coming which have herbs in
them-

R: (inaudible) like in the time of corona many things were changed.

M: Yes.

R: A lot.

M: Yes.

R: Like, I used the colour, two years ago, Garnier or m… (stutters) it was something starting with M. I
used to use that. But somewhere or the other I used to feel that my hair are turning more white.
After applying them. Because they had chemicals or what all substance. Then when I heard about
Bio from one or two of my friends, my sister also told me about it. So, then I started using it. I got a
shampoo and conditioner free alongwith it. So, because of it this happened that, since that time, I
am using shampoo as well as conditioner of Bio itself. So, then, slowly, slowly it came into cosmetics
as well.

M: Hmm… so, means it started from (inaudible) and then because of order and samples -

R: Yes-

M: It came to repeated use…

R: Yes… it came into repeated use. Because the shampoo also suited me, as well as the conditioner-

R: If we like one thing, then we wish to try the other ones as well.

R: Yes…

R: That if this is good, then it's skincare products will be good to use as well.

R: Yes… (inaudible 13:23-13:55)

M: Okay, so the compliments help you be associated with the brand-

R: Helps us be associated with the brand.

R: (inaudible)

R: We continue that only and trust it more.

R: Then you suggest them on your own as well that these are the benefits from it-

R: The user of the product, tells about it after using that product only.

M: Hmm…

R: After watching the ads, it sometimes feels like it's overdone.

M: Yeah…

R: If someone is using it then we think that let's use it. And after using it we decide how it is.

M: Now, I want you all to think. Think a bit about the few of the new brands you started using. Is it
that kind of brand which you've tried yourself and without any word of mouth, or feedback of a
user or suggestion of any friend? Now, this brand can be of any category.

R: I ordered Mamaearth's cream and lotion for my son.

M: Hmm…

R: So, listening to the name of Mamaearth, it feels that it is something… one thing is that it's name is
very catchy-

M: Yes…

R: And Mamaearth, it feels like a mother cares for their children, so there are some substances in it
that will take care of the children.

M: Hmm…

R: So, I ordered Mamaearth's cream for my son.

M: Hmm…

R: I ordered that without asking anyone about it.

M: Hmm… so the brand name was reflecting care to you…

R: Yes…

M: And your son had any issue or generally-

R: No generally only-

M: Okay…

R: Yes.

R: So, like the Biotique product, I had a lot of dark circles… so my friend told me about it like, one
time but I didn't pay much attention to it. (Inaudible) I didn't see what it is or what it isn't. I took it
and it's showing an effect on me.
M: Hmm…

R: I heard about it 6 months ago, (inaudible) after that I thought I should buy it. So I bought it,
without anyone's advice -

M: Hmm… very interesting… Okay, so this was general… Now we'll talk about skincare. Okay?
Skin… facial skin, body skin, hand hair… How do you take care of all these things? For your
individual self… What are all the things you do? For your facial skin, or body skin or for taking care
of your hair and all?

R:

M:

(Inaudible 105:00-105:09)

M: So, how many years… you've shifted two years back. Isn't it?

R: Yes.

M: (incomprehensible) just when you said April 2020?

R: 2019.

M: 2019… okay-

(Doorbell rings)

M: So… yeah…

R: (inaudible)

M: Yeah, okay fine. What all, I mean what did you do? You can tell me over here what changes you
bought.

R: Hmm?

M: What all did you change when you shifted into this house or what all you did? What did you
renovate or what did you -

R: We have recently renovated these sofas, these new cushions… we've purchased this recently
because when we came here, we didn't make much changes since-

M: Okay-

R: A lot of money was spent already.

M: Yeah.

R: So, we didn't spend a hefty amount because -

M: Yeah-

R: (inaudible) stuff like A.C., like Chimney… these were all newly installed.

M: Hmm…
R: So, we have made these expenditures recently… like, I bought a fridge six months ago and all
these came like three to four months ago only.

M: Hmm… so like, let's take this -

R: I bought this from (inaudible)

M: From (inaudible)?

R: Hmm…

M: Okay- (inaudible 105:59-106:07)

M: Is that okay?

R: Of course, of course, yeah, yeah…

M: So just-

M: Let us leave your bedroom-

R: Yeah.

M: Send the pictures of it to us. Show us the rest of the house…?

R: Yeah, alright… do I have to show the house?

M: Means, just show us how your house is.

M: Yeah… yeah, yeah.

(Inaudible 106:18-106:40)

R: Anita…

M: (inaudible) and this is your kitchen?

R: Yes.

(Silence 160:44-160:53)

M: And this is your bedroom?

R: This is my bedroom.

M: Okay, and this is your mother-in-law's bedroom?

R: Yes.

M: (inaudible) is your daughter studying?

R: Yes, she's in class 12th.

M: Okay… okay, okay.

R: This is her laptop.

M: Okay…

M: And your mother in law is sleeping right now?

R: She should be awake by this time.

M: I think she woke up and came outside (inaudible)

M: Namaste Aunty.

R: (inaudible) Welcome, welcome.

M: No, no, you sit… you sit. Okay, so one balcony is over there?

R: Yeah, over here, the rod broke down.

M: Hmm…

R: So, the curtain also fell down.

M: Okay, okay.

R: We bought that also recently.

M: No, but is there a balcony?

R: Yes. Do you want to see that balcony?

M: Yes.

R: Come over then.

M: Okay… oh! Nice! Oh, this only-

R: Yes-

M: I saw his name, I was like, it seems he is only Gupta… (chuckles)

R: Yeah…

M: Okay.

R: Okay.

(Silence 107:45-107:55)

R: All the three of our bathrooms (inaudible)

M: (inaudible)

R: Yeah.

M: In this room as well, balcony isn't there-

R: (inaudible)

M: It's only in these two?

R: Yes, that is front, right? And by the way our house is east facing.

M: Hmm… (inaudible)

M: Okay, last… I'll just do one thing and then I'll go.

R: Yeah! Sure, sure…

M: You are on social medias… which all social media are you using like Facebook-

R: WhatsApp, Facebook, Instagram…

M: Okay.

R: Twitter…

M: And online… Do you shop online?

R: Yes.

M: You manage it on your own or your daughter teaches you or-

R: No, no… on my own.

M: You do it yourself… no, no, some people say, I don't know how to use it.

R: I know how to use it very well.

M: And payment and all, as well, you do online?

R: Yes.

M: So, what payment Apps do you have?

R: I… Paytm, Gpay… and except for these I use all other things as well, like credit card, debit card…

M: You use everything (inaudible) you do yourself only.

R: Yes.

M: And this is attached to your account?

R: My account, it's personal.

M: Okay, personal account. And… in OTT… What are your favourite OTT's Apps?

R: Netflix is my most favourite.

M: Hmm…

R: Except for that, I like Zee5 as well.

M: You like Zee5 as well.

R: And a lot of people -

M: Can I see what all Apps are downloaded on your phone?

R: All are there.

M: All are there?

R: Hmm…

M: Okay… Alt Balaji, Prime, Zee5, Hotstar, MX player, (inaudible), voot, (inaudible)... Oh wow!
Which among them do you watch the most?

R: Like, I was watching that on Zee5… new web series that came… broken news.
M: A broken news?

R: Yeah… it was very nice.

M: Okay.

R: I completed watching it. The movie Forensic, that also, I completed watching.

M: Okay.

R: And I watch Netflix also, a lot… so, Netflix.

M: Netflix…

R: (inaudible)

M: Okay…

R: And since it's a smart T.V., all of it works on T.V. as well.

M: Okay… rest you can do…

M: Yeah, I'll carry on… she'll probably see you-

M: Tomorrow? Yeah… so, you're from West Delhi?

M: Yeah.

M: So, I'll see you there (inaudible)

M: I'll take a round.

M: Yeah.

R: You're in Delhi? Are you putting up in Delhi?

M: I'm in Delhi… yeah, yeah, yeah. So,

R: Cool… (chuckles)

M: Thank you so much, I really loved having a chat with you and… who knows five years later we
would be driving your work.

R: Yeah… (chuckles)

M: (inaudible) in a bigger house for sure… okay!

R: Thank you ma'am.

M: Bye (inaudible)

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