The Indian Women
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Transcript of 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