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a quar terly repor t by technopak OCTOBER ‘07 / VOLUME 1

india consumer
trends 2007

Overview 01

The youth brigade takes charge 02

Workforce gender bender 03

The Golden Oldies 04

Baby Boomers 05

An International Indian arrives 06

Health is wealth, health is beauty 07

consumer TREND 7
Neo-tradition and neo-spirituality 08

©Technopak Advisors Pvt. Ltd. TREND 8

‘Consumer Outlook’, a quarterly feature is an Entertain-me 09
effort by the Technopak Consumer Team to
explore the dynamic changes that are occurring TREND 9
in the industry in India today.
Looking Good 10
With this report we have attempted to provide
insight of the trends and the opportunities in
consumer market. During the course of this TREND 10
year we will be publishing reports on various Males shopping for food and grocery 11
aspects of the industry with a specific focus on
the diverse opportunities for investment.
So what does it all mean ? 12
India is at an exciting tipping point in its socio-economic progress that makes it the
cynosure of global investors. Several reasons drive this intense speculation and
interest in India - a rapidly growing economy propelled by a de-ageing demographic
profile, greater affluence, rapid urbanisation, the growth in nuclear families and a
self-confidence rarely seen in the so-called developing nations.

Each of the above factors (and many more supporting factors) has far-reaching
implications for marketers and investors interested in India. These are large scale,
sustained and measurable influences that shape people's behaviour and attitudes
and ultimately, their consumption

We at MindScape/Technopak have termed this phenomenon as the 'India Boom'.

This document uses our extensive Body-Of-Knowledge on this vibrant economy

along with some recent and rigorous analysis of the micro changes that we see
impacting the future of consumerism in the country to provide you with some
indicators of what you will doubtless see unfolding over the next decade in this
diverse and unique country.

The Knowledge Company (TKC) - Technopak's consumer and market intelligence

division - has interacted with consumers across the country, analysed data
generated by its various consumer studies, Technopak's BOK and from other
reputed sources to compile these trends for you.

The TKC consumer studies analysed include India Luxury Trends, India Consumer
Trends and The Social Values Monitor.

Our focus in this document is urban India, the metros and Class 1 towns.

India is now
< recognised as a rapidly developing nation

< are keen to invest in Indian companies

The youth brigade
trend 1 takes charge

A de-ageing population and a much younger workforce


Changes in 8Between 2003 and 2050, India will add about 250 million people to
its labour pool at the rate of 14 million per year
composition of Indian
As of today, 66% (over 740 million) of Indians are under 35 years, and
social milieu about 50% (over 550 million) under 25 Years. By 2020, 61% of Indians
will be under 35, i.e. about 780 million Indians will be in this age

Equipped with the essentials to make their presence felt in the world
India has world's
According to the National Sample Survey, the literacy rate recorded
youngest population an increase of 13.17% points from 1991 to 2001 and literacy in India
is likely to touch 75% by 2020.

India's increasingly youthful society (the youngest in the world) combined with its
rising literacy portends a future in which the world's youngest and largest workforce
will also be well qualified.
India has the highest
Rising literacy levels also mean that this younger lot will acquire jobs from corporate
numbers of intellectual streams which will in turn have a spiraling effect on their ability to source finance for
resources their lifestyle needs. This will mean the emergence of a new consuming class.

The age at which young people start working is rapidly decreasing - from a time
when corporate work-life began after post graduation, more youth today are
beginning to work straight after their graduation or even after High School.
Urban India feels more
Working at a much younger age not only increases the average disposable
confident and household income, it also empowers youth to participate more actively in the
process of decision making on household matters and acquisitions. While the
empowered financing may still be driven by the chief wage earner, the youth will influence the

Marketers will benefit from taking this into account when planning consumer

Workforce gender bender

trend 2
Women will play a more active role outside the home

The number of female heads of households grew by 16% from 2000
to 2003

In type-A cities, 72% of teenaged girls want to work after marriage

Working women form 15% of the total urban female population and <
Increase in ratio of
this is expected to rise to over 20% by 2020
working women
As exposure to the global way of life increases through direct (travel and peer
pressure) and indirect means (media), women will strive harder than ever before to
become a part of the workforce. While more educated women from liberal
households will join the corporate workforce, those from more conventional
households will use their entrepreneurial abilities to generate alternate sources of
revenue for the household. <
Urban India adopting
And will play a more active role in handling money
< a global lifestyle
An immediate outcome of this will be a woman's increased motivation to be
financially independent. Already in evidence is the fact that almost 78% of the
women who work have their own bank accounts.
Opportunities for
There will be a significant opportunity for marketers to enable the quest for financial
independence beyond the standard bank account. After all, having managed the marketers to attract
budget of the household, women have an inherent comfort with managing money
large number of
that will see them wanting to make it work harder for them.
female investors
trend 3 The Golden Oldies

Indians today are increasingly more confident and freer in their thinking about their
identity. They think of themselves as having identities beyond those of
India's GDP growth householders. This has led to significant changes in how they lead their lives.
Retirees no longer see themselves as having retired from an active role in life, and in
second highest in the fact, see themselves as people who have fulfilled all their responsibilities and are
world free to do what they want.

People over 60 constitute 10% of the population – seemingly a small percentage,

but a market of 100 million + consumers – a sizeable one by any account. And today
they are active consumers, leading full and busy lives, retired only from their jobs, if
People 60 or over that!
constitute one tenth of Retired people are spending more on themselves than ever before, and in fact
the population spend the highest proportion of wallet on apparel (as much as 23%). They spend as
much as 21% of their individual spends on financial products and between 11% to
15% on eating out and books. More retirees are traveling nowadays, either to meet
their children or to see the world. Savvy companies like Cox and Kings and SOTC
Travel & insurance have package tours targeted at this age group with activities planned at an easier
companies targeting pace to accommodate their needs.

The retired segment is also looking at life differently; from a stage when they would
retirees as potential
look forward to settling in their home town or with their son, retirees today prefer to be
customers independent while continuing to live in the city in which they have spent their working
lives. Retiree communities have sprung up in several cities which plan to unite like-
minded people of this age band in gated communities with medical facilities and
Old people are food service close at hand.
spending on Popular culture has also started reflecting this trend. The insurance sector
themselves like never increasingly chooses the benefit of financial self dependence to attract older
people. Also older people today no longer shy away from romance or affection as
before something meant only for the young. Whether it is 'Lage Raho Munnabhai' or an ad
for SBI life insurance, romance among older people is also celebrated in popular
culture today.

Baby Boomers

trend 4
In the Indian context, we are talking about the millions of children under the age of
fourteen who now constitute a huge market for all kinds of products. Children don't
just influence purchase decisions in various categories – even 'big ticket' ones like
cars or television sets - they are also a huge consumption engine. From categories
like personal care to food items, fast food, apparel, toys, books, videos, children are
not only influencing but buying. <
Children influence
With the growing number of nuclear families, rising incomes as well as double- family bind decisions
income families, children are more than ever the focus for their parents. There are
several reasons behind their growing influence and force in the economy, including from cars to holidays
the desire of parents to vicariously enjoy the kinds of toys, games and apparel they
never had access to, a competitive desire to see their child shine, acceptance of the
child's need to assert his or her individuality and express opinions even at a young
age, a wish to ensure that the child is adequately prepared for the super-competitive <
Expensive pre-schools
world out there and some amount of guilt.
attracting kids as
As a result, several categories of products and services are booming, from premium
play schools to fast food restaurants, snack foods, toys and games, movies and young as 18 months
even books.

Some indications of the size of the urban children's market: The market for children's books has grown
from a meager Rs. 3 Crores (USD 800,000) to
< Rs.2209 crores, IT Products: Rs.1978 crores, Stationery: Rs.621 over Rs.100 Crores (USD 22 million). There
crores, Health & Beauty (not including cosmetics or services): Rs.415 crores,
are six television channels focusing on kids,
Toys: Rs. 389 crores, and many more categories
from Cartoon Network and Nickelodeon to
71 percent of parents agreed that their child influences which brand is chosen
< Disney Channel and Jetix, with advertising
while buying TV sets, 70 percent for computers, 67 percent while buying mobile revenues of over Rs. 400 crores (USD 88
phones and 66 percent on the purchase of a car. In fact, one research study million). The line-up of on-demand movies by
found that 42% of the respondents said their choice of car was solely dictated Zee and Tata Sky was dominated by
by their child. children's films this summer. And it has
become part of the summer calendar at
< kids spend nearly Rs.291 crores as pocket money, as per recent
multiplexes to feature children's movies
during the summer vacations.
< for many household items have capitalised on this buying power
by tying up with popular cartoon characters and other toys. Interestingly, however most product
categories in India are dominated by
According to an international survey, brand loyalty starts by 11 years of age
unbranded products, and the space
Premium play schools have emerged which charge as much as Rs. 10,000 – Rs. occupied by brands, especially in categories
2,00,000 per year, and children as young as 18 months old are being enrolled in targeting children is as miniscule as 10%.
them. Summer programmes abound include a host of activities, from treks and
hiking to art classes and web design. The number of prestigious public schools too
is on the rise in the big cities, with annual fees even as high as Rs.10 lakhs, providing
facilities like air-conditioned classroom and activities like horse riding, tennis,
swimming etc.
An International
trend 5 Indian arrives

More integrated with the rest of the world

Dual income
8.3 million Indians travelled overseas in 2006 and the number of Indians
encouraging the trend travelling abroad is rising by a whopping 25% each year.
of non-essential 8
Over 1300 MNCs have India operations and many MNCs have their R&D
based in India
The number of expatriates working in India has shot up to over 50,000 over
the last 5 years and more multinationals are posting their Indian managers
Various countries are overseas than ever before

launching campaigns Indians are traveling more, both on business and for personal pleasure. They travel
for a variety of reasons, from visiting family to bonding with colleagues, closing
to woo Indian travelers business deals, to experience something unique or just go see the world. The
annual holiday which used to consist of a visit to the grandparents/hometown has
now become a lifestyle accessory.

With more spending power

Luxury travel
The 8.3 million Indians who traveled abroad in 2006 spent Rs.1560 crores (USD 3.5
increasingly seen as a billion) on stay, food and shopping. Indians are the highest spenders from Asia
lifestyle accessory when they travel overseas, beating even the Japanese.

Many countries around the world have realised the potency of the Indian traveller
and are launching high-decibel campaigns to woo the Indian traveller. Moreover,
Indian travellers are becoming more adventurous and travelling in search of a
unique experience. Cruises are picking up in popularity as are options like
backpacking, specialised tours for the aged or women only, and far-flung
destinations like Turkey, Peru and Alaska are also now on the radar.

Health is wealth,
health is beauty

trend 6
Health is one of the key concerns of Indians today. They are not only concerned
about being disease-free but also about maintaining their ability to lead an active life
well into old age. With longevity increasing, lifestyle diseases becoming more
common and the fading away of traditional family support structures, paying
attention to health from a reasonably young age is a form of insurance. The desire to
look young and attractive is also contributing to the focus on health. In line with the <
Physical and mental
concern for both health and beauty is the rising focus on fitness.
well-being is the
More people today try and incorporate some form of exercise into their lifestyles
–even if it is only a morning walk. The more affluent have taken to the gym in a big biggest concern
way. Where once looking like you were from a 'khaata-peeta gharana' was an
indication of propserity, today the pendulum has swung the opposite way. Gyms
have opened up in the nooks and crannies of large cities and abound in smaller
towns too.
People adopting 'back
People, particularly in the large cities, have a reasonable awareness of some of the
major lifestyle-linked diseases prevalent in India – like heart disease and diabetes. to nature' mindset
Many of them are well-informed about the state of their own body as well, particularly
men. Annual physical tests are still not very common but are increasingly
recommended by corporates as well as doctors and the media. Specialised health magazines like
Urban yuppies are demanding organic fruit and vegetables, mixing wheat bran into Prevention, targeted at women, and Men's
their rotis and taking to sugar substitutes. Dieticians are doing brisk business as are Health are finding a market. VLCC's turnover
'healthy' or low fat snacks. The market for dietetic foods in the country is estimated to last year was USD 66 million, and it now
be over Rs.1,500 crore with slimming foods growing at 13-15% per annum, and operates out of 100 centres all over the
medical foods has been growing at 10 %. country. Revenues from the country's
slimming market - including gyms and food
One of Hindi cinema's oldest conventions was the adoring wife/mother who, with her
supplement clinics - are estimated to be
own hands, would prepare 'halwa' or 'parathas' or some other fat-laden dish for her
son. Today's mums and wives are far more likely to ring alarm bells when their
$250 million and growing at 13% every year.
spouse or child becomes overweight and take action. Witness the wife in the Saffola Slimming centers alone are expected to grow
ads, Juhi Chawla in 'Jhankaar Beats' who pesters her husband to stop eating junk at 40% to 50%, according to a survey
food, or the mother in 'Ishq Vishq Pyaar Vyar' who tells her overweight son to stop conducted by the AIIMS, New Delhi, which
eating sweets. In fact, the current crop of movie heroes and heroines are all found that 43% of the population of 10
remarkable for their slim, worked-out physiques. industrial cities - including Delhi, Bangalore
and Ahmedabad - is overweight.

Far from being considered boring and

goody-goody, taking one's health seriously is
a sign of enlightenment in these times.
Neo-tradition and
trend 7 neo-spirituality

In the modern age of computers and mobiles, tradition still has its place in India, but
its easy-tradition. Tradition does not mean conforming to a rigid set of age-old rules
Youngsters keen on laid down by the stern family patriarch, despite whatever popular soap operas might
show on television. Rather, festivals and religious occasions or traditions are used
following tradition as a way to bring the family together, dress up, have fun and teach the children about
their culture. Traditions are also changing to reflect the above trend of Baby
Boomers. For example, in metros like Delhi, school children have been carrying out
a campaign against firecrackers at Diwali for the past few years with significant
Buddhism and Buddhist chanting have
become more and more popular among
people in the cities. There are Soka Gakkai Modern traditions also mean a way to carry out our cultural traditions in an easy,
societies in the top metros and some of the convenient manner. From pundits who simulcast in Sanskrit and English at
smaller cities, and increasing numbers of weddings to treaty pujas over the internet and websites like, there are
people gather on Sundays to chant together plenty of savvy marketers who are catching this trend early. It is even possible to pay
and learn more about Buddhism. Satsangs someone else to perform a puja for you at Shirdi!
too are seeing more and more people, The online matrimony business is pegged at Rs.100 crore. alone has
especially the younger generation, joining in. 90 lakh members and 75 lakh success stories. has recently
expanded into a language-oriented set of,
The Art of Living course is highly in vogue, etc.
and many celebrities have taken to it, further
fuelling its popularity. Deepak Chopra has Urban youth in India live in an interesting fusion world. A generation ago, they would
become a household name even in India, have shunned Indian music, looked down on traditions as boring and old-fashioned
and many urbanites are taking to yoga in a and protested violently at actually having to participate. But ‘Generation Now’, far
big way. from shunning the traditional, welcomes the traditions, festivities and fun. It's back to
Dandiya Raas and large scale traditional Indian weddings. Wearing mehndi and
Spirituality and philosophy are growing getting your hair coloured blonde, jeans with chappals and a kurti are no longer
sections in urban bookstores today, and incongruous but cool.
there are even specialized bookstores which
Faith in religion emerged as a comparatively weaker value in our Social Values
only stock books about spirituality.
Monitor. However, this does not mean that Indians have let go of their faith in God.
Possibly it indicates that the traditional modes of worship no longer motivate people
as much and they are leaning towards a new way of finding faith. Troubled by the
chaotic world around them and the enhanced insecurity about the future, more and
more people of all ages are turning to spiritual practices evolved out of what makes
them happy. Many of them are also motivated by the thought of belonging and
contributing to something larger than the individual.

Feng Shui is becoming a commonly followed practice and Feng Shui experts are
finding more adherents. Feng Shui shops are doing booming business and there
are scores of them in every major city. Vaastu Shastra has also become increasingly
important to people and many builders even advertise their properties as being
designed as per Vaastu principles. Reiki, TaiChi and Pranic Healing are all finding
practitioners in the big cities. Past Life regression, aromatherapy and colour crystals
as well as Tarot fortune telling are enjoying a heightened demand. Aastha, the
television channel devoted to religion, has a loyal following and is quite good at
garnering sticky eyeballs, as is Sanskaar.


trend 8
The growing hedonism of our target group is demonstrated not only by their
increasing indulgence spending but also in the growing market for entertainment.
Gaming, movies, food services, the increasing number of FM Radio channels are all
categories which have benefited from the young Indian's penchant for indulging
himself or herself. Whether it's a mobile phone or the television, consumers want
entertainment at all times. <
Urban India feels more
The 'weekend' has come of age in urban India. Weekends see a spurt of enjoyment confident and
activities, with malls, restaurants, pubs and multiplexes overflowing with audiences
of all ages, shapes and colours. The number of visitors to malls rises three-fold
between Friday – Sunday! The number of stand alone restaurants and the variety of
cuisine on offer has increased exponentially, from a mere Indian and Chinese to
Thai, Lebanese, Japanese, Italian and half a dozen Indian regional cuisines.
Industry estimates put the size of the eating out market at USD 5 billion, growing at 9- <
Greater integration of
12%. And Indian cinema is growing at 18 - 20% annually.
global culture with
Family groups, youth, couples and kids all hang out at popular destinations within
the city to celebrate their freedom from routine on Saturdays and Sundays. Indian
McDonald's ads show not only children but even old couples indulging themselves
in a treat.

But only weekends are not sacrosanct for pleasure. Urban Indians are learning to
We see culture as an
integrate small pleasures into their daily life too. As per The Knowledge Company's
India Consumer Trends survey, 30% of working singles eat out at least once a essential part of urban
month, with a majority spending about Rs.101 to 150.
Eating Out
< & Ordering In occupies 19% of the Working Singles Share of
Even in ads and movies, consumers are
Television viewing by youth is as high as four hours a day
< looking for entertainment and a lightness of
Gaming is another category which is seeing huge growth. Young Indians primarily touch. Most of the popular ads on television
use their cell phones for gaming and the market is estimated to be worth Rs. 400 nowadays are likely to be humorous or
crores, expanding to Rs. 2000 crores by 2010. Youth are paying between Rs. 50 to action-packed rather than dramatic, be it the
Rs.150 to download games into their cell phones. We found that 80% of youth are Kinetic or Chevrolet Spark ad, or the Thums
into gaming, and of those who are gamers, 34% want to play every day. Up ad featuring Kunal Kapoor. The two
biggest hits of last year, Rang de Basanti and
One can also see these changes in the news channel, as they have also
Lage Raho Munnabhai garnered a massive
transformed themselves from being solely information channels to partly being
fan-following for their ability to entertain even
entertainment channels, by having a dedicated time for entertainment news, be it
while sending a message.
from the film industry, music world or lifestyle news.
trend 9 Looking Good

Indians in general have started taking much more care of their appearance, be it
Cosmetic treatments youth, middle-aged people or the old. The old Indian attitude of restricting pride in
the appearance to one's youth has given way to an attitude that one must look the
like Botox gaining best possible at any age. This has influenced many things about the consumer's
lifestyle, from the way they dress to the brands which they wear, the care they take of
popularity themselves. From cosmetic treatments to plastic surgery, middle-aged and older
people are doing more to look and project themselves as young. The market for anti-
ageing related products is growing at around 20%, second in line after fairness
Men spending time
The hair colour category has been growing at a fast pace, with the consumer's
and money to groom desire to hide the greys. Botox already has several adherents among both socialites
and corporate executives today and expects to grow at a rate of 35% in the Indian
themselves market. Cosmetic brands like L'Oreal have launched their international ranges of
OTC cosmetic supplements in India, like the Wrinkle-Lift which instantly injects
collagen into fine wrinkles to smoothen them out.

Market for anti-ageing Men too are increasingly spending more time and money and putting more effort
into their appearance. The number of male fashion brands has shot up, and the
products growing at Men's ready-to wear segment accounts for a high 61% of the total Men's market. The
market as a whole posted a growth of 13% over 2005, while the Women and Unisex
around 20%
apparel market share grew by 15%. L'Oreal's Expert men range which launched in
2005 in India also had great offtakes from day one, and sold a reported Rs. 12 million
worth of these products last year. A new fairness cream called ‘Fair and Handsome’
has been launched targeting men. There are several salons in the big cities which
not only offer the usual hair cut and head massage but also manicures, pedicures
and facial treatments for men. The incidence of men colouring their hair is also
increasing. As per Euromonitor estimates, the market for men's grooming products
is expected to touch USD 320 million by 2011.

The spending by youth on appearance has been growing by leaps and bounds and
the number of product categories they spend on has also been expanding. A recent
lead article in a newsmagazine has discovered that pre-teens are a huge market for
the beauty and beauty-services industry.

Films like Baghban and ads too increasingly have more stylish looking people of all
ages. Magazines for women particularly reflect this trend, with specialised
magazines like Elle which focus solely on fashion. Most other women-oriented
magazines also have large sections on fashion, make-up, accessories and the
latest global trends.

Males Shopping
For Food And Grocery

Typically in the North, West and South of India, shopping for food and groceries has
always been a female domain, and it was only in the East that men shopped for
these items. The rise of modern retail has, however, seen an increase in the
incidence of men shopping for food and grocery. This has some interesting
trend 10
outcomes for the household and for marketers.

Managing the household budget has always been one of the key performance
Grocery shopping has
areas for the Indian housewife. She prides herself in being able to manage a great always been a
home and excellent food for her family while sticking to a carefully set budget. She
will evaluate promotional offers, discounts and then make a considered choice from women’s domain.
her set of considered brands.

However, when the male head of the household goes shopping, sticking to a budget
is not something he considers a priority. Since he is the main wage earner, setting or
Male shoppers buy on
stretching a budget is easy for him to do. Therefore, the food and grocery budget impulse while women
tends to be more notional as more men shop for these categories.
shoppers are budget
Secondly, male shoppers typically hate shopping with a list. It has become a
common sight in modern supermarkets to see men standing in front of a rack of driven.
merchandise and calling their wives on the cell phone to check what exactly is
Supermarkets are
Thirdly, since they are neither budget driven nor shopping with a list, it is far easier to
tempt male F&G shoppers into indiscretions of the impulse-purchase variety. Male
designed keeping
shoppers are far more likely to return home with a shopping basket that includes women shoppers in
items neither they nor their wives intended to be purchased when they set out for the
store. mind.
Fourthly, male shoppers, like male drivers, hate asking for directions. Women are
more used to food and grocery shopping and find it easier to navigate these stores. <
In the age of modern
Moreover, the placement of items in a supermarket is done keeping a female
shopper in mind, and therefore the groupings of categories are such that a female
retail, men emerge as
shopper will intuitively be able to find her way around. Male shoppers do not have the new grocery
the experience and therefore are more likely to get confused in supermarkets unless
the signage is loud and clear. shoppers
Thus, configuring a supermarket targeting a female shopper is a very different
proposition from configuring it aiming at the male shopper. Now that more males are
shopping for food and grocery, supermarket design needs to take their needs into
consideration while designing the layout, the flow as well as the displays and in-
store communication, so that they can get the best out of the shopping experience.
So what does
it all mean?

There are several contradictory forces at work at the same time, resulting in a
consumer who is trying to balance several things at the same time. The new Indian is
far more confident of himself, of his country, of his future. At the same time, the
“Air India” erosion of joint families, the move into non-pensionable jobs and the increasingly
consumption-oriented lifestyle he currently leads and would like to maintain into the
future are anxiety factors. On one hand is the impetus for enjoyment – be it travel,
appearance, doing up the home, buying technological gadgets or just enjoying
one's retirement without going into a hermit-state. On the other hand is the need to
plan for a future in which he or she will not be supported by their children but be living
independently, so financial planning for the future, maintaining health are key
“Ground India”
There is greater integration into the modern, global environment, be it in terms of
lifestyle, clothing, food or entertainment options. At the same time, there is the
counter-pull towards maintaining the uniqueness of an Indian identity and following
Indian traditions in a way that does not conflict with a modern lifestyle.

There is increasing careerism – people are starting to work at a younger age even in
middle-class homes, they are spending more hours at work than before and in a
“Roots India” hire-and-fire environment where results matter. So while earning power is higher, it
comes with higher stress. Therefore, we are seeing the beginnings of a counter-
movement towards a search for spirituality.

These three Indias are a result of large scale

transformations at work in India. Marketers To summarise the trends we have spoken about :
now have distinct opportunities to target at 8
The consumption impetus - resulting in the emergence of new segments
each of these three Indias by taking note of
the trends driving this super trend. 8
The enjoyment impetus - leading to the growth of new areas of spending

Recognising these contradictory trends and 8

The Indian identity impetus - and, consequently, the growing pride in India
and the new importance of traditions
finding creative ways to leverage them is the
challenge ahead of marketers in India today. 8
The future-planning impetus - leading to a focus on health and spirituality

And finally, the super-trend to watch out for: The emergence of three Indias – 'Air
India' , 'Ground India' and 'Roots India’

We would like to use the well-recognised, ubiquitous Indian Railway berth to

exemplify the new Indian socio-demographic composition. Much like the three tiers
of the railway berth, there are three distinct Indias on display to anyone who looks
closely – the upper berth being the international, entrepreneurial Indian; the middle
berth being the aspiring, silicon city Indian and the lower berth being the grassroots,
middling Indian.

Head Office
4th Floor, Tower A, Building 8, DLF Cyber City, Phase II,
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T: +91-80-4034 8600, F: +91-80-4034 8699
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Sun Magnetica Service Road,
Luis Wadi, Thane West,
Mumbai 400 602
T: +91-22-2583 2222, F: +91-22-2583 8408

Preeti Reddy, Vice President
Tara Prabhakar, Associate Director
consumer Priyadarshini Narendra, Associate Director

T: +91-80-40348600 F: +91-80-40348699
E :