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CONSUMER DURABLES
Durables required for a complete HOME
Televisions DVD / MP3 Players Washing Machines Microwave Ovens Refrigerator Air Conditioners Music Systems / Speakers Irons / Fans Toasters / Mixers / Cookware's Coffee Makers Water Filters / Purifiers Lightings & Lumaries Digital Cameras / Handicams Inverters / Power Saving Device
Source: NCAER- The Great Indian Middle Class
79.56%
17.53%
2.35%
0.39%
0.16%
Deprived
Aspirers
Seekers
Strivers
Rich Classes
64.74%
26.08%
6.76%
1.57%
0.85%
Deprived
Aspirers
Seekers
Strivers
Rich Classes
51.54%
33.93%
10.03%
2.78%
1.71%
Deprived
Aspirers
Seekers
Strivers
Rich Classes
1995-96 2005-06 2009-10
India Rising & Shining…
1995-96 2001-02 2005-06 2009-10Deprived 0.09 131.18 135.74 132.25 114.39Aspirers 0.09 - 0.2 28.90 41.26 53.28 75.30Seekers 0.2 - 0.5 3.88 9.03 13.81 22.27Strivers 0.5 - 2 0.84 1.71 4.33 8.55
Rich Classes 2 - >10 0.08 0.81 0.61 1.45
Income Class Income in Rs' Millions per annumHosueholds in Mn
Top 10 Clear Rich Cities
40241
30798
6762 6602 59444298 3202 2919 2801 2698
2000
7000
12000
17000
22000
27000
32000
37000
42000
47000
Delhi
Mum
bai
PuneKolkatta
Chennai
Hyderabad
Ahmedabad
Nagpur
Ludhiana
Banglore
Hhld
s in
000
's
Source:- NCAER The Great Indian Middle Class
Clear Rich defined as those with Household Income of Rs. 2 Mn to Rs. 5 Mn
Top 10 Sheer Rich Cities
Source:- NCAER The Great Indian Middle Class
9174
7428
16241225 1060
707 658 643 565 414
0
1000
2000
3000
4000
5000
6000
7000
8000
9000
10000
Delhi
Mum
bai
PuneKolkatta
Chennai
Nagpur
Hyderabad
Ahmedabad
Ludhiana
Banglore
Hhld
s in
000
's
Sheer Rich defined as those with Household Income of Rs. 5 Mn to Rs. 10 Mn
Top 10 Super Rich Cities
Source:- NCAER The Great Indian Middle Class
5085
4439
965525 433 425 303 267 226 199
0
1000
2000
3000
4000
5000
6000
Delhi
Mum
bai
PuneKolkatta
Chennai
Nagpur
Ahmedabad
Ludhiana
Hyderabad
Chandigarh
Hhld
s in
000
's
Super Rich defined as those with Household Income > Rs. 10 Mn
Market Summary
Delhi & Mumbai is indeed the ‘Power House’ of India The Wealthiest, Richest & Most Powerful are housed in Delhi
& Mumbai Delhi & Mumbai has the highest number of households
with income levels of Rs. 20 Lakhs and above Delhi & Mumbai also has the highest SEC A population
Indicating better Education levels also for Delhi & Mumbai Delhi & Mumbai also has the highest SEC AB population
DELHI & MUMBAI HOUSE OF AFFLUENT INDIVIDUALS with
DEEP POCKETS
Is Higher Affluence translating into Higher Consumer Durables Ownership???
1107
652
19090 79 77 71 44
0
300
600
900
1200
In (0
00)
Multiple TV ownership in Top 8 Metros
Source:- IRS (2005 R2) (Individual)
4513
2931
1001646 634 522 314 280
0
1000
2000
3000
4000
5000
In (
00
0)
Washing Machine Owners in Top 8 Metros
Source:- IRS (2005 R2) (Individual)
774
411
148 97 79 62 57 390
200
400
600
800
1000
In (0
00)
Microwave Owners In Top 8 Metros
Source:- IRS (2005 R2) (Individual)
74737146
3290
19061616 1534 1329 1257
1000
2000
3000
4000
5000
6000
7000
8000
DelhiMumbai
Kolkata
Chennai
Hyderabad
Ahmedabad
Banglore
Pune
In (
000)
Source:- IRS (2005 R2) (Individual)
Refrigerator Owners In Top 8 Metros
927
580
355
112 85 707 5
0
300
600
900
1200
In (0
00)
Air Conditioner Owners In Top 8 Metros
Source:- IRS (2005 R2) (Individual)
Consumer Durables: Summary
Delhi the No.1 market & Mumbai the No. 2 market across India for all Consumer Durables
Deeper pockets with inclination towards better lifestyle resulting in clear dominance of product ownership No. 1 in Delhi & No.2 in Mumbai
Highest Number of Multiple TV owners reside in Delhi & Mumbai
HIGHER AFFLUENCE LEVELS TRANSLATING INTO HIGHER
CONSUMER DURABLE OWNERSHIP FOR DELHI & MUMBAI CONSUMERS
Readership Summary
But Not All Individuals are Same
Delhi / Mumbai Consumers
Attitudes differ
and hence
Consumption propensity
Delhiites & Mumbaiites are not same!
The 80-20 factor means that certainpsychographic groups will be far more
profitable for your brand
