Indian Households – Socio-Economic and Home
Durable Ownership Profiling
Juxt India Consumer Landscape Study 2010 for Sony India
• Study Overview
• Methodology Overview
• Executive Summary & Topline Findings
• Key Findings– Size estimates of Indian households
– Geographics of Indian households
– Socio-economic profile of the household
– Socio-cultural profile of the household
– Economic status of the household
– Household consumption of consumer durables
– Household consumption inclination & lifestyle profile
Table of Content
2
Most recent and representative survey-based estimates of
Indian consumers, both at household and individual level
• Based on a very large sample land survey of over 259,000 individuals spread across all
mainland states & UT’s across all the 4 regions of the country in Mar–Apr 2010 (covering
37,000 households in 101 cities and 20,000 households in 1,000+ villages – a total of over
57,000 households)
Highly comprehensive profiling of Indian consumers – in their
demographics, psychographics and consumption lifestyle
• A deeper profiling of how Indian consumers live in their regular lifestyle, including details about
their location, economic status, psychographic profile, day-to-day lifestyle habits & preferences
and their shopping orientation & preferences
• Key demographic profiling is based on 259,000+ individuals sample (accounting for all
individuals living in the surveyed households). Psychographic and personal consumption
lifestyle profiling is based on 57,000 individuals sample (the individual respondent who
answered the survey questions)
Study Overview
Methodology Overview
A land survey is being conducted to profile and estimate the Indian consumers, both at
the level of ‘household’ and ‘individuals’ as consumption entities. The survey covers
‘towns’ and ‘villages’ of all population strata in all the mainland states and union
territories in India (covering all the key, and 69 of the total 77 regions in India as
classified by NSSO)
Though the selection of towns and villages was ‘purposive’, the sampling within the
towns was done on ‘2-stage random’ basis (firstly a random selection of polling booths, and then
a random selection of households from the electoral list within each of these randomly selected polling booths);
within villages sampling was done on ‘systematic random’ basis (selection of every nth
house in the village)
To make the survey findings representative of the entire Indian population (and
not just of the surveyed households and individuals) appropriate state-wise, urban
district/village class and SEC combination level household ‘representation weights’, as
derived from the authentic ‘Govt. of India’ base-level population statistics
(NSSO/Census), were applied to the survey data
Executive Summary
Urban households form only 1/3rd of India, need to think beyond Urban: The 77.63 million
households from Urban India account for only about 32.3% of Indian households. Only about 12% of
the Urban households are from the top 25 cities of India, top 6 cities in total have about 7% (18million
households). This is critical for a mass marketer to understand to arrive at the real potential.
Western region is a significant market only within the top 25 city cluster: Though 35% of
Indian & 29% urban Indian households are from Northern India yet 40% of households within top 25
city cluster are from Western India. In fact 15% of Urban households are from Maharastra & Tamilnadu
each.
Families of married couples with youngest children below 12yrs. age (Maturing Mentors)
form the biggest segment (44%) of urban households: Contrary to popular belief, only about
1/5th of Indian households are with 3 generations living jointly under one roof (Dynasties). Newly
married couples without a child are only 4% of Indian households.
Members’ highest education profile is better than the chief wage earner (the one who
contributes maximum towards monthly household expenses) of the household: 8% of the
households are with a CWE being graduate & above however, there are 17% households with
members who are graduate & above. This has a big implication on the conventional socio economic
classification in India as the marketing currency.
The Big Picture
6
The occupational profile in the household is better than that of the Chief Wage Earners: While
18% of the household has a CWE as Shop Owner/Petty Trader/Business Owners there are 26% households
with members with Shop Owner/Petty Trader/Business Ownership as current occupation. Similarly against
5% households with CWE working as Junior level salaried employees 7% households has any member
working as a Junior level salaried employee.
Time to look beyond the conventional SEC A & B households and play the mass market game:
Only about 23% of the Indian households (18million) are from the top urban socio economic classes A & B.
On the other hand these households are not necessarily affluent, SEC A households in urban India on an
average have a monthly household income of only Rs. 14,811. The income ladder shows that one of the
largest rural SEC R1 have a better monthly average income (Rs. 7102) than the lower urban SECs like SEC
D & E (Rs. 6,751 & Rs. 5,785).
80% of urban households earn less than Rs. 1,50,000 annually, hence the mass market
products needs to be prices appropriately: Only about 2% of Indian households & 3% urban
households earn more than Rs. 40,000 every month. Largest segment of households (56%) are with a
meager monthly household income of Less than Rs. 6,250 (Rs. 80,000 annually).
72% of the Indian households has just one earning member: Against the 4.6 average members in
Indian households only about 1.4 members on average are earning members in households. 85% of the
Indian urban households (76% of all households) have either salary or earning from business as their
source of monthly household income.
The Big Picture
7
80% of Indian households are staying in a less than 1000 sq. ft carpet area house:
Though maximum of Indian households are staying in their own house and only about 10% are
staying on a rented place yet the carpet area of houses is less than 1000 sq ft.
TV is the only household durable that is well penetrated at a national level, new
demand can only be replacement: 69% of urban & about 49% of rural households own a
colour TV. Within the top 25 cities or top 6 cities the colour TV penetration is as high as 80%. Of
these almost half are owning a flat/regular TV suggesting that the opportunity is mostly going to
come from replacement demand.
Lower penetration of other assets provides opportunity but must evaluate it with
lenses of affluence level of Indian households: VCD is the only other durable which is owned
by 29% households in India, all other electronic durables (Music System, Portable Music Player,
Camera, Video Camera & Gaming devices) are at a sub 10% penetration level.
The Indian households are value driven and price conscious: 87% of Indian households put
their value orientation as ‘cheapest in price’ followed by ‘gives basic features at reasonable price’
and put highest priority to ‘price’ (75%), ‘brand Image’ (59%) and ‘performance quality’ (39%) as
their buying orientations.
The Big Picture
8
Topline Findings
There are 241 million households in India with rural India accounting for almost
68% of total Indian households
There are 78 million urban households in India, with 12% of total Indian
households residing in top 25 cities
Top 6 urban cities in India at an overall level have 18 million households and
account for 7% of total Indian households
Among the individual cities, Kolkata has the highest number of households
(3.87million) followed by Delhi (3.66 million)
Size estimates of Indian households
Urban Indian household on an average has 4.3 members in the family, while it is
slightly higher at 4.7 in rural India
While Delhi households, on an average has 5 members in the family, Mumbai
households are the smallest with 3 members on an average
Size estimates of Indian households
Geographics of Indian households
India lives in villages with 68% of Indian households living in rural area
While ‘North’ region is the most densely populated region, urban households are
nearly equally distributed in the West, South & North
2/5th of the households from among top 25 cities fall in West region
Uttar Pradesh followed by Maharashtra is the most densely populated state
Relatively smaller, ‘tier 3’ towns account for 60% of all urban Indian households
Geographics of Indian households
Among the top 25 cities, Metro towns account for 69% of total urban households
Most of the rural households (59%) come from ‘larger’ population size villages
(Above 2,000 population ones). In fact, nearly 9 out of 10 rural households are
coming from 1000+ population villages
Nearly 8 out of 10 CWE of all Indian household is literate; the proportion being
higher in urban India
Households with ‘Graduate or above’ CWEs are found relatively more in urban
areas (11% as against 6% in rural areas)
Among top 6 cities, households of Hyderabad show extreme levels of educational
qualification; on one hand it has the maximum proportion (16%) of ‘Graduate or
above CWEs’ and on the other hand, proportion of illiterate CWEs is also the highest
(24%)
Unskilled/skilled workers form the largest ‘occupational’ chunk of urban households
while Shop owners/Petty trader/Business owners form the second biggest
occupational group of urban households at 24%; more than all the corporate/self
employees put together
Socio-economic profile of CWE of the household
Mumbai households have the highest proportion of Shop owners/Petty
trader/Business owners (44%) and corporate employees (28%)
At all India level, SEC ‘R4’ forms the biggest chunk of Indian households, followed
by SEC ‘R3’ and ‘R5’ while in urban areas SEC ‘E’ account for the largest
proportion at 12%
Mumbai has the maximum proportion of households coming from SEC A, a fact
that reflects in the consumption pattern of Mumbai households too
Bangalore is the youngest of all the cities, with 35% of the households in
Bangalore defined as ‘Baby Sitters’ (married couple with the eldest child below
12 years); while 1/3rd of Kolkata households are defined as Dynasties ( 3
generation family)
Socio-economic profile of CWE of the household
Almost 9 out of 10 Indian households are ‘Hindus’ overall. Interestingly, ‘Muslim’
households are relatively more in urban India
While Kolkata has maximum proportion of Muslim households (21%), Bangalore &
Chennai have the highest proportion of Hindu households (95%)
Among those who disclosed their caste, relatively ‘backwardly’ categorized caste
groups are relatively higher in proportion at an overall level
Hindi is the preferred language of reading to almost 1/3rd of all the Indian
households; the highest preference being in Delhi
More than half of both urban and rural rural households(51%) are educated
completely in ‘vernacular’ languages, while another 1 in 5 are also partly educated in
vernacular languages
Socio-cultural profile of CWE of the household
Nearly 3/5th of urban households of India fall under the ‘Strugglers’ segment, with
the lowest ability to spend depicted by very low to low per-capita family income, no
automobile, credit card or any running loan in the family
Relatively Mumbai households have the highest ability to spend, with 49% of them
having moderate ability to spend (‘Balancers’) and 12% having adequate to high
ability to spend
The biggest chunk of Indian households come from ‘Rs. 6,250 or lesser’ MHI group
at 56%, followed by Rs. 6,250 – 12,500 MHI group at 31%. The upper income
groups constitutes only 12% of all Indian households
Chennai is the most affluent city among the top 6 cities with the average MHI
being Rs. 17,421
Economic status of household
72% of the Indian households have only 1 earning member in the family while rural
areas have marginally more multiple income households at 30% (26% in urban areas)
Delhi has the highest ‘average earning members per household’ figure at 1.6 while it
is the lowest for Chennai at 1.1
77% of households in Delhi own a house; highest among all the top 6 cities while 65%
of Kolkata households live in a house that is taken on rent
Chennai has the highest proportion of ‘large sized houses’ with carpet area more than
1500 sq ft
Majority of Indian households have only a bicycle as a vehicle (58%); even in the
urban areas (at 47%)
Economic status of household
69% of urban households own a TV with almost half of them owning a regular/flat
TV of size 29 inch or less
LG is the highest selling brand of Color TV with 27% of the urban households
owning it
12% of urban households own a desktop and 2% of them own a laptop with most
of the households owning an assembled computer
Households in Mumbai has the highest proportion of laptop owners
Household consumption of consumer durables
17% of urban households own a refrigerator with the penetration being highest in
Mumbai
Single door-less than 200 litre is most popular type of fridge among households
LG is the highest selling brand of fridge with 30% of the urban households owning
it
8 % of urban households own a washing machine, with the penetration being
highest in Mumbai
LG is the highest selling brand of washing machine with 30% of the urban
households owning it
Household consumption of consumer durables
Household consumption inclination & lifestyle profile
Almost half of all Indian households are ‘economy’ buyers in their value orientation, and
another 1 in 3 are pure ‘price’ buyers, eventually making 4 out of 5 of them essentially
‘budget’ buyers
Mumbai households have the largest proportion of ‘premium quality’ buyers (30%), while
Chennai has the largest proportion of ‘economy’ buyers (64%)
While 3 out of 4 Indian households give high importance to ‘price’ in making buying choices,
slightly lesser proportion of households also gives high importance to ‘brand image’ (probably
highlights a buying logic that if the desired brand comes at the desired price they’ll take it, if not, they may sacrifice the desired
brand but not the desired price)
Functionality attributes (quality, usage, looks, features, etc) appear as their ‘next’ set of priorities
Almost 4 in 5 of the urban households are categorized as ‘Shopophobic’ (ones who have low
levels of shopping orientation, hates shopping and shops only when it is necessary)
Households of Bangalore followed by Mumbai show relatively greater orientation
towards shopping
Almost 2/3rd of all urban households do not invest in any financial instruments and
are therefore classified as ‘Non-Investing’
Among those households who have invested in at least one financial instrument,
nearly 1 in 5 have invested in single financial instrument
Households of Mumbai, followed by Hyderabad & Delhi have show higher propensity
to invest in multiple financial instruments
Household consumption inclination & lifestyle profile
Key Findings
Size Estimates of Indian households
24
City ListTop 25 Cities – by population as per Indian Census 2001
1 Delhi 14 Lucknow
2 Kolkata 15 Nagpur
3 Mumbai 16 Patna
4 Chennai 17 Indore
5 Bangalore 18 Vadodara
6 Hyderabad 19 Nashik
7 Thane 20 Agra
8 Ahmedabad 21 Bhopal
9 Pune 22 Ludhiana
10 Kalyan-Dombivali 23 Faridabad
11 Surat 24 Ghaziabad
12 Kanpur 25 Meerut
13 Jaipur
Households in India
No. of households (in millions)
% of total India households
All India 241.22
Urban 77.63 32.2%
Rural 163.59 67.8%
Top 25 cities 28.35 11.8%
Top 6 cities 17.64 7.3%
Mumbai 2.85 1.2%
Delhi 3.66 1.5%
Bangalore 2.10 0.9%
Kolkata 3.87 1.6%
Chennai 2.02 0.8%
Hyderabad 1.69 0.7%
25
Size estimates of households across India & major cities
• There are 241 million households in India
• Rural India accounts for almost 68% of total Indian households reinstating the fact that India
still lives in villages
• 12% of the total India households reside in top 25 cities
• Kolkata has the largest number of households in India (3.87 mn)
Family SizeAverage no. of member in the
family
All India 4.6
Urban 4.3
Rural 4.7
Top 25 cities 4.1
Top 6 cities 3.9
Mumbai 3.0
Delhi 5.0
Bangalore 3.5
Kolkata 3.7
Chennai 3.8
Hyderabad 4.2
26
Family Size of the households
• On an average, an urban Indian household has 4.3 members while it is slightly higher at
4.7 in rural India
• Delhi households are the most densely populated households, with the average family
size standing at 5.0
Key Findings
Geographics of Indian Households
32%
68%
Urban Rural
By Urban-Rural Divide
28• 68% of Indian households are rural households
35%29%
37%26%
20%
16%
22%
14% 22%
25%29%
23%
21%
33%
26%18%
40%
21%
24%21%
0%
25%
50%
75%
100%
All India Urban Rural Top 25 Cities Top 6 Cities
West
South
East
North
By Regions
29
• ‘North’ is the most populated region with 35% of the Indian households
residing in this region
• ‘West’ shows a relative urban household skew, with 40% of the households
residing in top 25 cities of India coming from this region
Sample Base: 58,288 37,912 20,376 18,687 4,968
StatesAll
India Urban RuralSample Base 58,288 37,912 20,376
Jharkhand 2% 2% 3%
Punjab 2% 3% 2%
Haryana 2% 2% 2%
Chhattisgarh 2% 1% 2%
Delhi 2% 5% 0%
North east 1% 1% 1%
Jammu & Kashmir 1% 1% 1%
Himachal Pradesh 0.4% 0.2% 1%
Uttaranchal 0.4% 1% 0.3%
Chandigarh 0.2% 0.4% 0.0%
Goa 0.1% 0.3% 0.1%
Pondicherry 0.1% 0.3% 0.1%
StatesAll
India Urban RuralSample Base 58,288 37,912 20,376
Uttar Pradesh 15% 10% 17%
Maharashtra 10% 15% 8%
Andhra Pradesh 9% 7% 9%
West Bengal 8% 8% 8%
Bihar 8% 2% 10%
Tamil Nadu 7% 12% 5%
Madhya Pradesh 6% 5% 6%
Karnataka 5% 7% 5%
Rajasthan 5% 4% 6%
Gujarat 5% 7% 4%
Orissa 4% 2% 4%
Kerala 3% 3% 4%
Assam 3% 1% 3%
By States
30
• ‘Uttar Pradesh’ is the most populated state with 15% of the Indian
households residing there
By ‘Urban District’ Class
31
• When seen from the ‘market size’ classification of these urban centers, the
smaller ‘tier 3’ towns account for the bulk (60%) of all urban household
• Among the top 25 cities, Metro towns account for 69% of total urban households
Urban Districtby Population size
% All India Households
Sample Base 58,288
Up to 1 Lakh 25%
1 Lakh – 5 Lakh 24%
5 Lakh – 10 Lakh 20%
Above 10 Lakh 32%
By ‘Urban District’ Class
32
• When seen from the ‘market size’ classification of these urban centers, the
smaller ‘tier 3’ towns account for the bulk (60%) of all urban household
• Among the top 25 cities, Metro towns account for 69% of total urban households
Urban Districtby Market Size
% All India Households
% Top 25 cities %Top 6 cities
Sample Base 58,288 18,687 4,968
Metro 20% 69% 92%
Urban Uptowns 10% 22% 0%
Emerging Towns 10% 2% 0%
Other Smaller Towns 60% 7% 8%
By Village Type
33
• Most of the rural households (59%) come from ‘larger’ population size
villages (>2,000 population ones). In fact, 1,000+ population villages account
for nearly 8 out of 10 rural households
Village Class by Population Size % Rural Households
Sample Base 20,376
Less than 500 Person 2%
500 - 999 Person 10%
1,000 - 1,999 Person 29%
2,000 or more Person 59%
Key Findings
Socio – Economic Profile of the household
Family Classification
%age of Indian Households
All India Urban Rural Top 25 citie
s
Top 6 cities
Mum Delhi B’lore K’kata Chennai
H’bad
Sample Base
58,288
37,91
2
20,37
6
18,687
4,968 800
800
798
758
613
799
Free Birds 1% 2% 1% 4% 6% 5% 6% 0.1% 16% 1% 0.2%
Nest Builders 4% 6% 3% 8% 8% 16% 3% 21% 2% 6% 4%
Baby Sitters 28% 25% 29% 26% 26% 23% 25% 35% 15% 25% 30%
Maturing Mentors 44% 43% 44% 40% 38% 44% 43% 30% 29% 46% 47%
Dynasties 19% 18% 19% 18% 17% 8% 21% 9% 30% 15% 14%
Vintage Wines 5% 5% 4% 4% 4% 3% 3% 4% 6% 7% 4%
Lone Diggers 0.3% 0.3% 0.2% 1% 1% 0.2% 0.1% 1% 2% 0.1% 0.3%
Family Classification by lifecycle stage*
35
• 44% of Indian households can be classified as ‘Maturing Mentors’ with a family
comprised of a married couple and the youngest child above 12 years
• Bangalore is the youngest of all the cities, with 35% of the households in Bangalore
defined as ‘Baby Sitters’ ; while 1/3rd of Kolkata households are defined as Dynasties
( 3 generation family)
*The Natural Family Lifecycle StageProgression Model & Segmentation
3-generation joint family
Married couples with the eldest child below 12 years
Married couple with the youngest child above 12
years
Young married couples without any children
Single independents
Middle age or elderly married couples living alone
Div
orc
ee, W
idow
AGE
PROGRESSION
2-generation nuclear family
Family expandsFamily splits
Sin
gle
pare
nt
Marriage
Child birth
Child grows
Child marries and
has child
Unmarried child moves
out
Married child moves out
Parents die
Child moves out
Spouse die
Spousedie/divorce
Spousedie/divorce
Spouse die/divorce
Child marries and moves
out
Child moves out
Free Birds
Nest Builders
Dynasties
Vintage Wines
Baby Sitters
Maturing Mentors
Lone Diggers
* Note – The model is indicative of the main natural transition points between family types. It is not meant to be an exhaustive depiction of all possible transition points
The family segments in the ‘natural family lifecycle stages’ model are derived from the member composition of the family, and defined by a
combination of the age and marital status of all members present in the family (and sharing the same kitchen) and not just by the age and marital
status of the chief wage earner
Educational Qualification
%age of Indian Households
All India Urban Rural Top 25 citie
s
Top 6 cities
Mum Delhi B’lore K’kata Chennai
H’bad
Sample Base
58,293
37,91
7
20,37
6
18,692
4,568 800
800
798
758
613
799
Illiterate 22% 15% 26% 12% 12% 3% 14% 13% 11% 7% 24%
Up to SSC/HSC 69% 70% 69% 68% 68% 65% 72% 70% 70% 72% 51%
College but not graduate 1% 4% 0% 5% 6% 10% 2% 3% 7% 7% 8%
Graduate or plus - General stream 7% 10% 6% 14% 13% 21% 10% 13% 10% 11% 13%
Graduate or plus - Professional stream 1% 2% 0% 2% 2% 1% 3% 2% 2% 2% 3%
Highest Educational qualification of CWE
37
• Nearly 8 out of 10 CWE of all Indian household is literate; the proportion being higher in
urban India
• Households with ‘Graduate or above’ CWEs are found relatively more in urban areas
(11% as against 6% in rural areas)
• Among top 6 cities, households of Hyderabad show extreme levels of educational
qualification; on one hand it has the maximum proportion (16%) of ‘Graduate or above
CWEs’ and on the other hand, proportion of illiterate CWEs is also the highest (24%)
Educational Qualification
%age of Indian Households
All India Urban Rural Top 25 citie
s
Top 6 cities
Mum Delhi B’lore K’kata Chennai
H’bad
Sample Base
58,293
37,91
7
20,37
6
18,692
4,568 800
800
798
758
613
799
Illiterate 3% 3% 4% 3% 3% 2% 2% 5% 5% 1% 2%
Up to SSC/HSC 63% 64% 62% 61% 59% 48% 66% 69% 61% 56% 52%
College but not graduate 17% 13% 20% 12% 14% 19% 9% 9% 15% 15% 18%
Graduate or plus - General stream 15% 17% 14% 21% 20% 30% 17% 15% 16% 23% 22%
Graduate or plus - Professional stream 2% 4% 1% 4% 4% 2% 7% 2% 3% 5% 7%
Highest Educational qualification in the household –
any member
38
• Households with ‘Graduate or above’ members are found relatively more in urban
areas (21% as against 15% in rural areas)
• Among top 6 cities, households of Mumbai are the most highly educated households
with 32% of the households having at least one member Graduate or above
Occupational Profile
%age of Indian Households
All India Urban Rural Top 25 citie
s
Top 6 cities
Mum Delhi B’lore K’kata Chennai
H’bad
Sample Base
58,293
37,91
7
20,37
6
18,692
4,568 800
800
798
758
613
799
Unskilled/Skilled Workers 56% 63% 53% 53% 52% 27% 50% 62% 52% 69% 64%
Shop Owners/Petty Traders/Business owners 18% 24% 15% 28% 30% 44% 32% 21% 35% 13% 23%
Self-employed Professionals 1% 1% 0% 2% 2% 2% 2% 1% 2% 6% 1%
Corporate Employees - Junior Level 5% 11% 3% 15% 14% 25% 14% 14% 9% 9% 11%
Corporate Employees - Mid/Senior Level 1% 1% 0% 3% 2% 3% 2% 2% 1% 2% 2%
Farmer (Owner/Non-owner) 19% - 28% - - - - - - - -
Retired/Unemployed/Other 1% - 1% - - - - - - - -
Current Occupational Profile of CWE
39
• Unskilled/skilled workers form the largest ‘occupational’ chunk of urban households
• Shop owners/Petty trader/Business owners form the second biggest occupational
group of urban households at 24%, i.e, more than all the corporate/self employees put
together
• Mumbai households have the highest proportion of Shop owners/Petty
trader/Business owners (44%) and corporate employees (28%)
Occupational Profile
%age of Indian Households
All India Urban Rural Top 25 citie
s
Top 6 cities
Mum Delhi B’lore K’kata Chennai
H’bad
Sample Base
58,293
37,91
7
20,37
6
18,692
4,568 800
800
798
758
613
799
Unskilled/Skilled Workers 53% 60% 49% 50% 50% 25% 47% 61% 51% 67% 62%
Shop Owners/Petty Traders/Business owners 26% 24% 27% 27% 30% 42% 31% 21% 35% 14% 23%
Self-employed Professionals 1% 1% 1% 2% 2% 2% 1% 1% 3% 6% 1%
Corporate Employees - Junior Level 7% 12% 4% 17% 16% 28% 18% 15% 11% 9% 12%
Corporate Employees - Mid/Senior Level 1% 2% 0.4% 3% 2% 3% 3% 2% 1% 3% 2%
Farmer (Owner/Non-owner) 12% - 18% - - - - - - - -
Retired/Unemployed/Other 1% - 1% - - - - - - - -
Highest Occupational Profile in the household – any member
40
• Unskilled/skilled workers form the largest ‘occupational’ chunk of urban households
• Shop owners/Petty trader/Business owners form the second biggest occupational
group of urban households at 24%, i.e, more than all the corporate/self employees put
together
• Mumbai households have the highest proportion of Shop owners/Petty
trader/Business owners (42%) and corporate employees (31%)
Socio-Economic Classification – Conventional
SEC %age of Indian Households
All India Urban Rural Top 25 cities
Top 6 cities
Mum Delhi B’lore K’kata Chennai H’bad
Sample Base
57,360 36,984
20,376
19,498
4,968
800
800
798
758
613
799
Sec-A 3% 9% - 9% 10% 24% 12% 13% 8% 8% 7%
Sec-B 5% 14% - 15% 15% 36% 19% 16% 13% 14% 10%
Sec-C 5% 17% - 17% 17% 31% 21% 15% 15% 16% 16%
Sec-D 7% 23% - 24% 23% 7% 20% 14% 27% 23% 31%
Sec-E 12% 37% - 35% 36% 2% 28% 42% 38% 39% 35%
R1 7% - 10% - - - - - - - -
R2 13% - 19% - - - - - - - -
R3 15% - 21% - - - - - - - -
R4 19% - 28% - - - - - - - -
R5 15% - 21% - - - - - - - -
41
(By highest education level and current occupation profile of CWE of the household)
• At all India level, SEC ‘R4’ forms the biggest chunk of Indian households, followed by
SEC ‘R3’ and ‘R5’
• In urban areas, SEC ‘E’ account for the largest proportion of households at 37%
• Mumbai has the maximum proportion of households coming from SEC A, a fact that
reflects in the consumption pattern of Mumbai households too
SEC %age of Indian Households
All India Urban Rural Top 25 cities
Top 6 cities
Mum Delhi B’lore K’kata Chennai H’bad
Sample Base
58,293
37,917
20,376
18,687
4,56
8
800
800
798
758
613
799
Sec-A 4% 11% - 15% 16% 26% 14% 13% 11% 17% 15%
Sec-B 5% 17% - 21% 21% 33% 20% 17% 17% 16% 19%
Sec-C 7% 22% - 25% 24% 33% 25% 23% 20% 24% 21%
Sec-D 8% 24% - 19% 20% 6% 22% 22% 24% 24% 23%
Sec-E 9% 26% - 19% 20% 1% 20% 26% 29% 19% 21%
R1 13% - 19% - - - - - - - -
R2 18% - 27% - - - - - - - -
R3 12% - 18% - - - - - - - -
R4 17% - 26% - - - - - - - -
R5 7% - 10% - - - - - - - -
42
(By highest education level and highest occupation profile of ‘any member’ of the
household)
Socio-Economic Classification – Neo
• However, when re-looked from the ‘neo-classification’ of SEC groups, while the
broad pattern of SEC ladder among the households remain the same, the
individual proportion of SEC ‘R1’ and SEC ‘R2’ in the rural areas increase
noticeably (by 6% and 5% respectively)
1% 1% 2% 3% 1% 1% 4%
51% 53%58%
44%
63%
86%
29% 35%11%
22%26%
21%
20%
28%
30%1%
50%
11%62%
51%
20%
4%
32%
3% 5% 7%2%
51%
20%29%
12% 16%
54%
26% 26%32%
0%
25%
50%
75%
100%
All India Urban Rural Top 25Cities
Top 6Cities
Mumbai Delhi B'lore Kolkata Chennai H'bad
Can't Say/ NA
Partly
English/ Partly
Vernacular
Completely
Hindi/ Vernacular
Completely
English
Medium of Education
43
• More than half of both urban and rural rural households(51%) are educated completely in
‘vernacular’ languages, while another 1 in 5 are also partly educated in vernacular
languages
• Only 1 in 100 urban households have had their complete education in ‘English’ ; highest
being in Hyderabad (7%)
• Clearly the ‘prime’ language of communication with Indian households is ‘vernacular’
Sample Base: 58,293 37,912 20,376 18,687 4,968 800 800 798 758 613 699
Language %age of Indian Households
All India Urban Rural Top 25 cities
Top 6 cities
Mum Delhi B’lore K’kata Chennai H’bad
Sample Base
58,288
37,912
20,376 18,687
4,96
8 800
800
798
758
613
799
Hindi 35% 35% 36% 39% 37% 43% 92% 1% 31% 0.4% 2%
Marathi 8% 11% 7% 17% 11% 41% - 1% - 1% 1%
Bengali 8% 7% 8% 8% 13% 0% - 0.2% 60% 0.1% -
Tamil 7% 11% 5% 6% 10% 0% - 1% - 86% 0.2%
Telugu 5% 5% 5% 4% 6% 2% - 4% - 2% 53%
Gujarati 4% 6% 4% 8% 2% 7% - 0.3% 1% - 0.1%
Kannada 4% 5% 4% 6% 9% 1% - 73% 0.1% - 1%
Malayalam 3% 3% 4% 0.1% 0.1% 0.0% - 0.3% 0.2% - 0.1%
Oriya 3% 2% 4% - 0.1% 0.1% - 0.1% 0.1% - -
Assamese 2% 1% 3% - - - - - - - -
Preferred language of reading – Top 10
44• Hindi is the preferred language of reading to almost 1/3rd of all the Indian households; the
highest preference being in Delhi
Religion %age of Indian Households
All India Urban Rural Top 25 citie
s
Top 6 cities
Mum Delhi B’lore K’kata Chennai
H’bad
Sample Base
58,288
37,91
2
20,37
6
18,687
4,968 800
800
798
758
613
799
Hinduism 90% 87% 92% 86% 85% 92% 79% 95% 78% 95% 82%
Islam 6% 10% 5% 12% 12% 7% 15% 3% 21% 5% 16%
Christianity 1% 1% 1% 1% 2% - 6% - 0.2% - 0.1%
Sikhism 2% 2% 2% 1% 1% 1% 0.1% 2% 1% - 2%
Buddhism 0% 0% 0.0% 0.1% - - - 0.1% 0.1% - 0.1%
Jainism 1% 1% 0.4% 0.4% - - - - - - -
Religion
45
• Almost 9 out of 10 Indian households are ‘Hindus’ overall. Interestingly,
‘Muslims’ households are relatively more in urban India
• While Kolkata has maximum proportion of Muslim households (21%),
Bangalore & Chennai have the highest proportion of Hindu households (95%)
Caste %age of Indian Households
All India Urban Rural Top 25 citie
s
Top 6 cities
Mum Delhi B’lore K’kata Chennai
H’bad
Sample Base
58,288
37,91
2
20,37
6
18,687
4,968 800
800
798
758
613
799
General 13% 17% 11% 18% 21% 4% 15% 7% 67% - 8%
OBC 16% 11% 18% 5% 3% 2% 4% 0.1% 2% 7% 4%
SC 14% 12% 15% 9% 11% 4% 6% 7% 14% 39% 6%
ST 5% 3% 7% 1% 2% 0.4% 1% 9% 1% 0.3% 0.3%
Not disclosed 53% 57% 50% 66% 64% 89% 75% 77% 16% 55% 83%
Caste
46
• Though the majority of the households did not disclose their caste identity,
among those who did, the relatively ‘backwardly’ categorized caste groups
are relatively higher in proportion at an overall level
Key Findings
Economic Status of the household
56%44%
62%
31%
7%
29% 34%14%
31%
36%
43%44%
66%36%
33%
37%
29%
43%
10%15%
7%
20% 22% 25%32%
14%26%
9%
16%
3% 1% 3% 3% 3% 1% 2%
16%
4%
37%52%
26%
28%
4%2%
0%
25%
50%
75%
100%
All India Urban Rural Top 25Cities
Top 6Cities
Mumbai Delhi B'lore Kolkata Chennai H'bad
Above Rs.40,000
Rs. 12,500 -40,000
Rs. 6,250 -12,500
Up to Rs. 6,250
Monthly Household Income
48
• The biggest chunk of Indian households come from ‘6,250 or lesser’ MHI group at 56%,
followed by `6,250 – 12,500 MHI group at 31%. The upper income groups constitutes only
12% of all Indian households
• In urban areas, the income ladder shifts more towards higher income group with 18% of the
households having MHI above `12,500
• Chennai is the most affluent city among the top 6 cities with the average MHI being `17,421
Sample Base: 58,288 37,912 20,376 18,687 4,968 800 800 798 758 613 699
Average MHI (Rs.) 7,050 8,908 6,168 10,524 11,547 12,625 11,738 7,352 10,846 17,421 10,235
SEC Average MHI by SEC (In Rs.)
All India Top 25 cities Top 6 cities
Mum Delhi B’lore K’kata Chennai H’bad
Sample Base
58,293 18,687
4,568
800
800
798
758
613
799
SEC A
14,811
16,701 17,965
15,364
22,103
17,289
17,386
15,971
21,838
SEC B
11,012
12,081 13,032
12,574
14,835
10,188
13,142
13,180
13,095
SEC C
8,262
9,768 10,400
11,143
10,385
6,265
10,951
11,103 8,226
R1 7,102 - - - - - - -
SEC D
6,741
7,770
8,239 9,518
7,976
5,521
8,982 9,340
7,392
R2
6,738 - - - - - - -
SEC E
5,785
7,397
7,386 8,515
7,472
3,132
8,625 8,445
4,809
R3
5,571 - - - - - - -
R4
4,973 - - - - - - -
R5
4,326 - - - - - - -
49
Average MHI by SEC
• Socio economic class R1 has higher average MHI than urban SEC D, while R2 has higher MHI than SEC
E
Income source
%age of Indian Households
All India Urban Rural Top 25 cities
Top 6 cities
Mum Delhi B’lore K’kata Chennai H’bad
Sample Base
58,288
37,912
20,376 18,687
4,96
8 800
800
798
758
613
799
Salary Income 43% 57% 36% 67% 65% 64% 66% 73% 46% 93% 48%
Professional/Business Income 33% 28% 36% 28% 29% 35% 36% 26% 33% 4% 44%
Remittances from abroad 0.1% 0.2% 0.1% 0.1% 0.1% - - - - 1% 0.2%
Remittances from India 0.2% 0.2% 0.2% 0.1% 0.1% 0.1% - 0.1% 0.1% - 0.1%
Rent 1% 1% 1% 1% 1% 0.1% 0.2% 1% 0.3% 0.4% 3%
Interest/ dividend etc. from investment 0.3% 0.2% 0.3% 0.1% 0.1% - - - - - 1%
Others 19% 9% 23% 5% 4% 1% 0.2% 2% 14% 0.1% 6%
Didn’t disclose 9% 7% 9% 2% 3% 2% 1% 1% 8% 3% 1%
Source of household income
50
• Nearly 2 in 5 of all Indian households (43%) have ‘salary’ as their income source (more so in urban
areas at 57%); In the rural areas, the business/professional income is as big a source of household
incomes as salaries (at 36%)
• Chennai has the highest proportion of households for whom salary is the main source of household
income (93%)
Earning members
%age of Indian Households
All India Urban Rural Top 25 cities
Top 6 cities
Mum Delhi B’lore K’kata Chennai H’bad
Sample Base
58,288
37,912
20,376 18,687
4,96
8 800
800
798
758
613
799
1 Member 72% 74% 70% 76% 79% 80% 64% 83% 84% 91% 76%
2 Members 19% 18% 20% 16% 15% 16% 23% 13% 10% 7% 17%
3 Members 6% 5% 7% 5% 4% 3% 9% 2% 3% 2% 5%
4 Members 2% 2% 2% 2% 1% 1% 3% 1% 1% 0.4% 1%
5 or more members 1% 1% 1% 1% 1% 0.3% 1% - 2% 0.4% 1%
Avg earning member/HH
1.4
1.4
1.4
1.4
1.3
1.3
1.6
1.2
1.3
1.1
1.3
Family size 4.6 4.3 4.7 4.1 3.9 340.0% 5.0 3.5 3.7 3.8 4.2
%age of earning member/HH 30% 33% 30% 34% 33% 38% 32% 34% 35% 29% 31%
Earning members in the family
51
• 72% of the Indian households have only 1 earning member in the family
• Rural areas have marginally more multiple income households at 30% (26% in urban
areas)
• Mumbai has the highest proportion of earning members in its households while
Chennai has the lowest proportion of earning members in its households
Occupational Profile of CWE
Average earning member
All India Urban Rural Top 25 citie
s
Top 6 cities
Mum Delhi B’lore K’kata Chennai
H’bad
Sample Base
58,293
37,91
7
20,37
6
18,692
4,568 800
800
798
758
613
799
Unskilled/Skilled Workers 1.4 1.4 1.4
1.4 1.3
1.3
1.5
1.3
1.4
1.1
1.3
Shop Owners/Petty Traders/Business owners 1.3 1.4 1.3
1.3
1.3
1.2
1.5
1.2
1.2
1.2
1.4
Self-employed Professionals 1.3 1.4 1.2
1.3
1.4
1.2
2.3
1.3
1.2
1.1
1.8
Corporate Employees - Junior Level 1.3 1.4 1.2
1.3
1.3
1.2
1.5
1.1
1.2
1.2
1.3
Corporate Employees - Mid/Senior Level 1.3 1.7 1.3
1.3
1.5
1.3
1.9
1.3
1.4
1.3
1.6
Average earning members by occupation
52
• Delhi has the highest no. of earning members in the household
• Households in Delhi with CWE working at middle/senior level in a corporate or as self
employed professionals has relativily highest no. of earning member in the household
Ownership status
%age of Indian Households
All India Urban Rural Top 25 cities
Top 6 cities
Mum Delhi B’lore K’kata Chennai H’bad
Sample Base
58,288
37,912
20,376 18,687
4,96
8 800
800
798
758
613
799
Owned - Inherited 69% 50% 79% 36% 27% 19% 35% 20% 19% 49% 28%
Owned - Purchased with self fund 18% 23% 16% 28% 27% 43% 38% 26% 13% 6% 23%
Owned - Purchased taking a loan 2% 3% 1% 3% 3% 3% 4% 1% 3% 1% 2%
Rented - Taken by self 9% 20% 3% 31% 40% 30% 20% 51% 61% 40% 42%
Rented - Provided by Employer 1% 2% 0.4% 2% 2% 1% 2% 1% 4% 0% 4%
Free accommodation provided by Employer 1% 2% 1% 2% 2% 4% 1% 1% 1% 4% 3%
Ownership status of house residing in
53
• Almost 89% of all Indian households reside in a house that they own (more so in rural
areas where it stands at 96%)
• 77% of households in Delhi own a house; highest among all the top 6 cities
65% of Kolkata households live in a house that is taken on rent
Carpet Area %age of Indian Households
All India Urban Rural Top 25 cities
Top 6 cities
Mum Delhi B’lore K’kata Chennai H’bad
Sample Base
58,288
37,912
20,376 18,687
4,96
8 800
800
798
758
613
799
Less than 250 Sq ft 15% 23% 12% 29% 29% 29% 36% 16% 35% 5% 36%
250 - 500 Sq ft 35% 36% 34% 42% 46% 49% 41% 58% 41% 55% 31%
500 - 1000 Sq ft 30% 25% 33% 20% 18% 19% 21% 21% 15% 15% 17%
1000 - 1500 Sq ft 12% 9% 14% 5% 4% 2% 2% 5% 4% 6% 10%
1500 - 2000 Sq ft 4% 3% 4% 2% 1% 0.1% 0.1% 0.3% 3% 3% 4%
More than 2000 Sq ft 4% 4% 4% 2% 3% 1% 0.1% 0.3% 2% 16% 3%
Size of the house living in (carpet area)
54
• 65% of Indian households live in ‘mid size houses’ with carpet area between
250-1000 sq ft
• Chennai has the highest proportion of ‘large sized houses’ with carpet area
more than 1500 sq ft
Financial Assets
%age of Indian Households
All India Urban Rural Top 25 cities
Top 6 cities
Mum Delhi B’lore K’kata Chennai H’bad
Sample Base
58,288
37,912
20,376 18,687
4,968 800
800
798
758
613
799
Bank Account 47% 53% 43% 60% 59% 91% 84% 66% 30% 20% 25%
Accidental Insurance 10% 14% 8% 14% 14% 22% 19% 6% 5% 4% 5%
Fixed Deposits 4% 7% 3% 6% 7% 6% 6% 17% 6% 1% 5%
Medical Insurance 2% 4% 1% 6% 7% 13% 5% 3% 1% 4% 4%
House Insurance 1% 3% 1% 3% 3% 3% 10% 0% 1% 0.4% 2%
Crop Insurance 1% - 1% - - - - - - - -
Chit Fund Deposits 1% 1% 0.3% 1% 2% 1% - 0% - - 22%
Demat Account 0.4% 1% 0.2% 2% 2% 6% 1% 0% 0.2% - 2%
Mutual Funds 0.3% 1% 0.1% 1% 1% 1% 1% - - - 1%
Invested in Shares 0.2% 1% 0.1% 1% 1% 1% 0.3% 2% 0.1% - 2%
RBI/Govt. Bonds 0.2% 0.2% 0.1% 0.4% 0.3% 1% - 0.2% - - -
Financial Asset Ownership
55
• More than half of the CWE of the urban households have a bank account (53%)
• Mumbai households show relatively greater preference for bank accounts (91%) and Demat
account (6%)
Financial Assets
%age of Indian Households
All India Urban Rural Top 25 citie
s
Top 6 cities
Mum Delhi B’lore K’kata Chennai H’bad
Sample Base
58,288
37,91
2
20,376
18,687
4,968 800
800
798
758
613
799
Bicycle 58% 47% 63% 31% 24% 15% 29% 43% 33% 15% 17%
Car 5% 13% 1% 7% 6% 7% 9% 10% 3% 3% 4%
Scooter 7% 11% 5% 7% 7% 2% 9% 9% 1% 8% 15%
Motor Cycle 17% 26% 12% 22% 15% 13% 20% 19% 7% 8% 28%
Commercial vehicle 2% 1% 2% 1% 1% 1% 2% 1% 1% 0.1% 1%
Vehicle Ownership
56
• Majority of Indian households have only a bicycle as a vehicle (58%); even in
the urban areas (at 47%)
• 9% of Delhi households own a car while households of Hyderabad has the
maximum proportion of two – wheelers (43%)
69%61%
73%
56%40%
56%
79%
54%
25%28%
31% 30%
49%32%
20%14%
38% 22%
6% 11%4%
13% 11% 11% 13% 10% 6% 8%17%
58%70%
60%
23%
0.6%1%0.6%0.2% 0.4% 0.1% 0.4% 0.5% 0.4% 0.2% 0.3%
0%
25%
50%
75%
100%
All India Urban Rural Top 25
Cities
Top 6
Cities
Mumbai Delhi B'lore Kolkata Chennai H'bad
Silver Spoons
Wannabes
Balancers
Strugglers
Spending Power Classification*
57
• Nearly 3/5th of urban households of India fall under the ‘Strugglers’ segment, with
the lowest ability to spend
• Relatively Mumbai households have the highest ability to spend, with 49% of them
having moderate ability to spend (Balancers) and 12% having adequate to high
ability to spend
• Hyderabad (17%) has the highest proportion of households with adequate ability
to spend (Wannabes)
Sample Base: 58,288 37,912 20,376 18,687 4,968 800 800 798 758 613 699
(by the ‘ability to spend’ of the households)
*Classifying ‘Spending Powers’ in India
Note – The ‘spending power’ of a household has been calculated as an index by taking into account its current status on 5 economic
parameters – Current Income (per-capita monthly household income), Current Short-term stretch-ability of Income (type of credit card owned), Current Short-
term shrink-ability of Income (type of loan running in the household), Long-term past economic standing (house and type of vehicle owned in the house), Long-
term economic future prospects (hierarchy of occupation of the chief wage earner of the household)
Key Findings
Household consumption consumer durables
Household Assets
%age of Indian Households
All India Urban Rural Top 25 cities
Top 6 cities
Mum Delhi B’lore K’kata Chennai H’bad
Sample Base
58,288
37,912
20,376 18,687
4,968 800
800
798
758
613
799
Color TV 55% 69% 49% 79% 80% 93% 79% 91% 51% 84% 90%
VCD/DVD Player 29% 42% 23% 49% 51% 64% 51% 55% 25% 74% 49%
Black & White TV 17% 14% 18% 8% 7% 3% 2% 3% 22% 5% 5%
Music System 10% 17% 6% 21% 23% 38% 27% 16% 13% 9% 24%
Transistor/Radio 8% 11% - - - - - - -
Portable music player 6% 10% 4% 15% 18% 32% 23% 5% 6% 10% 23%
Regular Camera 5% 9% 3% 10% 9% 18% 10% 11% 6% 3% 6%
Digital Camera 2% 4% 1% 7% 9% 14% 15% 8% 2% 3% 5%
Video Camera 1% 1% 0% 2% 3% 2% 8% 1% 1% 0.4% 4%
Video Game/P’station 2% 3% 1% 5% 5% 5% 9% 1% 2% 7% 12%
Household Asset – Current Ownership
60• Urban households show significantly higher ownership levels of most
household assets
Household Assets
%age of Indian Households
All India Urban Rural Top 25 cities
Top 6 cities
Mum Delhi B’lore K’kata Chennai H’bad
Sample Base
58,288
37,912
20,376 18,687
4,968 800
800
798
758
613
799
House 89% 76% 96% 66% 56% 64% 77% 48% 35% 56% 52%
Bicycle 58% 47% 63% 31% 24% 15% 29% 43% 33% 15% 17%
Cable connection 41% 56% 34% 65% 71% 89% 77% 89% 45% 42% 85%
Food Processor 19% 33% 13% 44% 44% 77% 26% 42% 3% 81% 50%
Fridge 17% 30% 11% 40% 37% 64% 47% 28% 15% 31% 26%
Washing machine 3% 8% 1% 11% 11% 13% 20% 12% 3% 6% 9%
Land/Plot 15% 7% 19% 3% 2% 1% 2% 0.1% 1% 0.2% 6%
Tubewell/Pump 7% 0.0% 10% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0%
Toaster/S’wich Maker 2% 3% 1% 5% 5% 10% 5% 2% 0.4% 0.2% 2%
Microwave 1% 4% 0.3% 6% 6% 9% 12% 4% 4% 2% 2%
Air Conditioner 1% 3% 0.4% 4% 5% 4% 10% 3% 3% 5% 6%
Power back up 1% 2% 1% 2% 2% 0.4% 6% 4% 0.1% 0% 1%
Household Asset – Current Ownership
61• Urban households show significantly higher ownership levels of most
household assets
Household Assets
%age of Indian Households
All India Urban Rural Top 25 cities
Top 6 cities
Mum Delhi B’lore K’kata Chennai H’bad
Sample Base
58,288
37,912
20,376 18,687
4,968 800
800
798
758
613
799
Color TV 2% 1% 3% 1% 1% 3% 0.3% 0.1% 0.1% 1%
VCD/DVD Player 2% 2% 2% 2% 2% 6% 0.4% 3% 0.1% 1% 4%
Music System 1% 2% 1% 3% 3% 4% 0.1% 21% 0.1% 4%
Digital Camera 1% 2% 1% 2% 2% 8% 0.3% 1% - - 5%
B/ W TV 1% 1% 1% 1% 1% 2% 0.0% 3% 0.2% 1%
Transistor/Radio 1% - 1% - - - - - - - -
Portable music player 1% 1% 1% 1% 1% 2% 0.1% 0.3% 0.1% 0.1% 7%
Regular Camera 1% 1% 0.4% 1% 1% 2% 0.2% 1% 3%
Video Camera 0.4% 1% 0.3% 1% 1% 1% 0.4% 0.2% 3%
Video Game/P’station 0.2% 0.3% 0.1% 0.3% 0.3%
-0.1% - - - 3%
Household Asset – Purchase Intention
(in next 1 year)
62
Household Assets
%age of Indian Households
All India Urban Rural Top 25 cities
Top 6 cities
Mum Delhi B’lore K’kata Chennai H’bad
Sample Base
58,288
37,912
20,376 18,687
4,968 800
800
798
758
613
799
Cable connection 2% 1% 2% 1% 1% 2% 2% 1% 2% 1% 1%
Fridge 1% 2% 1% 2% 1% 3% 1% 2% 1% 2% 1%
Food Processor 1% 2% 1% 3% 4% 1% 1% 2% 1% 3% 4%
Bicycle 1% 1% 2% 1% 2% 4% 1% 1% 2% 1% 2%
Land/Plot 1% 3% 1% 2% 2% 6% 1% 3% 1% 2% 2%
House 1% 1% 0.4% 2% 3% 11% 1% 1% 0.4% 2% 3%
Microwave 1% 1% 0.2% 1% 1% 1% 1% 1% 0.2% 1% 1%
Power back up 1% 1% 0.3% 1% 1% 1% 1% 0.3% 1% 1%
Air Conditioner 0.4% 1% 0.2% 1% 1% 4% 0.4% 1% 0.2% 1% 1%
Tubewell/Pump 0.4% 1% 0.4% 1%
Washing machine 2% 1% 2% 1% 1% 2% 2% 1% 2% 1% 1%
Toaster/S’wich Maker 1% 2% 1% 2% 1% 3% 1% 2% 1% 2% 1%
63
Household Asset – Purchase Intention
(in next 1 year)
Type of Color TV
%age of Indian Households
All India Urban Rural Top 25 cities
Top 6 cities
Mum Delhi B’lore K’kata Chennai H’bad
Sample Base
58,288
37,912
20,376 18,687
4,968 800
800
798
758
613
799
Regular/Flat – 21 inch or less 48% 56% 44% 61% 58% 54% 69% 56% 46% 64% 67%
Regular/Flat – 22 inch- 29 inch 7% 12% 4% 15% 16% 30% 8% 32% 5% 15% 16%
Regular/Flat - More than 29 inch 1% 1% 0.4% 2% 2% 5% 0.4% 3% 0.2% 4% 4%
LCD – Below 32 inch 0.3% 1% 0.1% 1% 1% 3% 1% 0.2% 0.2% 1% 3%
LCD – 32 inch 0.1% 0.3% 0.4% 1% 1% 1% 1% 0.2% 0.3% 0.2%
LCD - More than 32 inch 0.1% 0.1% 0.1% 0.2% 0.3% 0.1%
Plasma - 40 inch and above 0.2%
Don’t own currently 45% 31% 51% 21% 22% 7% 21% 9% 49% 16% 10%
Type of Color TV currently owned
64
• 69% of urban households own a TV with almost half of them owning a
regular/flat TV of size 29 inch or less
• Households in Bangalore has the highest proportion of regular/flat TV of size 22
– 29 inch
Color TV brands
%age of Indian Households
All India Urban Rural Top 25 cities
Top 6 cities
Mum Delhi B’lore K’kata Chennai H’bad
Sample Base
42,586
30,300
12,286
15,494
3,96
9 750
672
760
545
523
719
LG 27% 27% 26% 29% 34% 21% 40% 45% 24% 28% 48%
Samsung 13% 15% 11% 15% 16% 17% 16% 12% 12% 26% 13%
Onida 13% 12% 13% 13% 11% 18% 12% 12% 9% 4% 9%
BPL 10% 10% 10% 8% 7% 2% 7% 10% 9% 4% 9%
Videocon 9% 9% 9% 11% 7% 14% 8% 4% 5% 2% 3%
Local brand 7% 7% 8% 3% 3% 1% 3% 2% 4% 7% 1%
Sony 3% 5% 2% 8% 12% 11% 4% 5% 26% 17% 11%
Phillips 3% 3% 2% 3% 3% 5% 3% 2% 5% 3% 2%
Akai 3% 2% 3% 3% 2% 4% 3% 1% 3% - 0.2%
Sansui 2% 2% 2% 3% 2% 3% 2% 4% 1% - 2%
Brand of Color TV currently owned – Top 10
65
• LG is the highest selling brand of Color TV with 27% of the urban households
owning it
• Sony is owned by 5 % of urban households with the proportion being highest in
Kolkata
Type of computer
%age of Indian Households
All India Urban Rural Top 25 cities
Top 6 cities
Mum Delhi B’lore K’kata Chennai H’bad
Sample Base
58,288
37,912
20,376
18,687
4,56
8 800
800
798
758
613
799
Desktop 4% 12% 1% 8% 6% 12% 6% 34% 5% 5% 9%
Laptop 1% 2% 0.1% 1% 2% 3% 2% 4% 2% 0.4% 0.3%
Don’t own currently 95% 87% 99% 91% 93% 85% 94% 93% 94% 95% 90%
Type of computer currently owned
66
• 12% of urban households own a desktop and 2% of them own a laptop
• Households in Mumbai has the highest proportion of laptop owners
Computer brands
%age of Indian Households
All India Urban Rural Top 25 cities
Top 6 cities
Mum Delhi B’lore K’kata Chennai H’bad
Sample Base
3,265
2,910
355
1,305
317 51
45
43
85
25
68
Assembled 23% 25% 17% 26% 26% 6% 24% 14% 30% 20% 47%
LG 17% 18% 12% 20% 14% 12% 4% - 23% 20% 14%
HCL 14% 14% 11% 12% 12% 24% 56% 6% 1% - 5%
Samsung 12% 12% 11% 14% 12% 18% - 6% 9% 33% 19%
HP/Compaq 11% 11% 12% 9% 13% 18% 24% 11% 15% - 5%
Dell 7% 7% 7% 6% 11% 3% 20% 28% 12% - 2%
Intel 5% 5% 4% 4% 4% 22% 1% -
Acer 4% 2% 15% 1% 1% 6% 4% - - - -
Intex 3% 2% 4% 3% 1% 8% -
Lenovo 2% 2% 1% 2% 5% 3% 12% 3% 3% 27% -
Sony 1% 1% 2% 2% 2% 3% - - 6% - -
Brand of computer currently owned – Top 10
67
• Most of the households have assembled computers
• LG is the highest selling brand of computer with 18% of the urban households owning it
• Sony is owned by 1 % of urban households with the proportion being highest in Kolkata (6%)
Type of Fridge
%age of Indian Households
All India Urban Rural Top 25 cities
Top 6 cities
Mum Delhi B’lore K’kata Chennai H’bad
Sample Base
58,288
37,912
20,376 18,687
4,968 800
800 798
758
613
799
Single Door –less than 200 litre 12% 19% 9% 23% 19% 34% 14% 21% 7% 16% 15%
Single Door –more than 200 litre 4% 8% 1% 10% 11% 9% 21% 5% 4% 12% 7%
Double Door –less than 200 litre 1% 3% 0.3% 5% 6% 14% 8% 0% 3% 2% 4%
Double Door –200-300 litre 0.4% 1% 0.2% 2% 2% 7% 3% 1% 1% 1% 1%
Double Door –300-400 litre 0.1% 0.1% 0.2% 0.2% 0.4% 0.2% 0.2% 0.3% 0.1% 0.1%
Double Door –more than 400 litre - - - - - - - - - - -
Don’t own currently 83% 69% 89% 60% 63% 37% 54% 72% 85% 70% 73%
Type of fridge currently owned
68
• 17% of urban households own a refrigerator
• Households in Mumbai has the highest proportion of fridge owners
• Single door-less than 200 litre is most popular type of fridge among households, while Delhi
shows relatively greater preference for single door fridge with capacity more than 200 litre
Computer brands
%age of Indian Households
All India Urban Rural Top 25 cities
Top 6 cities
Mum Delhi B’lore K’kata Chennai H’bad
Sample Base
22,289
18,026
4,263
9,518
2,13
5 522
449
418
227
241
278
LG 30% 30% 29% 27% 27% 29% 28% 33% 20% 24% 22%
Godrej 20% 20% 20% 22% 23% 20% 23% 16% 37% 14% 35%
Whirlpool 16% 17% 15% 16% 15% 11% 15% 21% 16% 30% 7%
Samsung 11% 11% 10% 12% 13% 19% 11% 15% 6% 14% 9%
Videocon 8% 8% 8% 9% 9% 10% 11% 7% 4% 8% 4%
Kelvinator 8% 6% 10% 6% 5% 1% 7% 5% 3% 4% 15%
BPL 2% 2% 2% 2% 2% 2% 4% 1% 1% - 1%
Onida 1% 1% 1% 1% 1% 2% 1% 0.4% 1% 1% 1%
Voltas 1% 1% 1% 1% 0.4% 1% 0.3% - 1% - -
Electrolux 1% 0.4% 1% 1% 1% 1% 0.3% 0.4% 0.4% 1% -
Brand of fridge currently owned – Top 10
69
• LG is the highest selling brand of fridge with 30% of the urban households
owning it
• Whirlpool is relatively more popular in Bangalore while Godrej is popular in
Kolkata & Hyderabad
Type of washing machine
%age of Indian Households
All India Urban Rural Top 25 cities
Top 6 cities
Mum Delhi B’lore K’kata Chennai H’bad
Sample Base
58,288
37,912
20,376 18,687
4,968 800
800 798
758
613
799
S A single tub – without rinser/spinner 1% 2% 1% 2% 2% 1% 2% 3% 1% 2% 1%
S A – up to 6 kg 1% 3% 1% 5% 5% 4% 9% 4% 1% 1% 4%
S A – 6 kg or more 1% 2% 0.1% 2% 2% 3% 5% 4% 1% 1% 2%
Fully Automatic Top Load – up to 6 kg 0.3% 1% - 1% 2% 3% 3% 1% 0.2% 1% 1%
Fully Automatic Top Load – 6 kg or more 0.1% 0.3% - 1% 1% 1% 1% 1% 0.1% 1% 1%
Fully Automatic Front Load – up to 6 kg - - - 0.1% 0.1% - 0.1% - - 0.1% 1%
Fully Automatic Front Load – 6 kg or more - - - - - - - - - - -
Don’t own currently 97% 92% 99% 89% 89% 87% 80% 89% 98% 94% 91%
Type of washing machine currently owned
70• 8 % of urban households own a washing machine, with the penetration being highest in
Mumbai
Washing machine brands
%age of Indian Households
All India Urban Rural Top 25 cities
Top 6 cities
Mum Delhi B’lore K’kata Chennai H’bad
Sample Base
6,948
6,343
605
2,976
714 110
231
188
38
48
99
LG 30% 30% 33% 27% 26% 17% 32% 23% 30% 20% 22%
Whirlpool 19% 19% 20% 19% 20% 26% 15% 13% 15% 40% 24%
Videocon 15% 16% 12% 17% 12% 20% 11% 4% 14% 8% 11%
Samsung 14% 14% 13% 15% 17% 16% 20% 5% - 25% 25%
Godrej 6% 6% 6% 10% 11% 15% 11% 9% 24% 4% 5%
Onida 4% 5% 2% 4% 6% 3% 4% 24% 10% - 1%
BPL 3% 2% 4% 1% 1% 1% 1% - - - 5%
IFB 2% 2% 2% 1% 0.2% - - 0.4% - - 1%
Brand of washing machine currently owned – Top 10
71
• LG is the highest selling brand of washing machine with 30% of the urban households
owning it
• Whirlpool is relatively more popular in Chennai , Hyderabad & Mumbai
Key Findings
Household Consumption Inclination & Lifestyle Profile
Value Propositions
%age of Indian Households
All India Urban Rural Top 25 cities
Top 6 cities
Mum Delhi B’lore K’kata Chennai H’bad
Sample Base
58,288
37,912
20,376
18,687
4,96
8 800
800
798
758
613
799
The cheapest in price 41% 40% 41% 35% 34% 26% 42% 16% 31% 64% 31%
Gives basic features at reasonable price 47% 44% 48% 45% 47% 44% 38% 66% 56% 28% 47%
Gives better features at somewhat higher price 8% 11% 6% 13% 13% 18% 12% 13% 9% 4% 19%
Have the best available features at whatever price 4% 5% 4% 5% 5% 6% 8% 5% 4% 3% 2%
The most expensive available 1% 1% 1% 1% 2% 6% 0.1% 0.2% 1.8%
Value Orientation – Price-Quality Preference
73
• Almost half of all households in both urban and rural areas are ‘economy’
buyers
• Mumbai households have the largest proportion of ‘premium quality’ buyers
(30%), while Chennai has the largest proportion of ‘economy’ buyers (64%)
Buying attributes
%age of Indian Households
All India Urban Rural Top 25 cities
Top 6 cities
Mum Delhi B’lore K’kata Chennai H’bad
Sample Base
58,288
37,912
20,376 18,687
4,968 800
800
798
758
613
799
Price 75% 71% 76% 70% 72% 60% 80% 79% 80% 77% 63%
Brand Image 59% 60% 58% 62% 59% 49% 63% 65% 52% 67% 60%
Performance Quality 39% 42% 38% 56% 57% 55% 52% 37% 65% 79% 64%
Ease of usage 30% 27% 31% 28% 26% 28% 24% 36% 37% 5% 21%
Design and looks 22% 22% 22% 23% 22% 23% 33% 22% 20% 6% 15%
Premium/advance features 16% 18% 16% 18% 20% 23% 22% 13% 19% 17% 24%
Shopping experience 16% 15% 17% 16% 15% 19% 14% 16% 11% 9% 14%
Reputation of the company making the product/service 12% 13% 11% 13% 12% 19% 9% 10% 4% 19% 18%
Buying Orientation: Important attributes
74
• Over 3/4rd of all households (75%) give highest priority to ‘price’ when making buying choices in
general. It is closely followed by ‘brand image’ at 59% (probably indicates a buying logic that if the desired brand comes in the
desired price they’ll take it, but if not then they might go for the next desired brand that can come in the desired price)
• Functionality attributes (quality, usage, looks, features, etc) appear to be their ‘next’ set of priorities
• Households in Mumbai, Kolkata, Chennai & Hyderabad give relatively more importance to
performance quality than the brand image
Buying attributes
%age of Indian Households
All India Urban Rural Top 25 cities
Top 6 cities
Mum Delhi B’lore K’kata Chennai H’bad
Sample Base
58,288
37,912
20,376 18,687
4,968 800
800
798
758
613
799
Ease of payment/payment options available 9% 10% 9% 10% 10% 16% 5% 11% 5% 6% 13%
What most people around you are bauying/using 9% 9% 9% 7% 7% 9% 5% 5% 4% 5% 10%
Recommendation by shopkeeper/dealer 6% 7% 6% 6% 6% 5% 3% 12% 2% 8% 10%
Recommendation by friend/relatives/colleagues 5% 4% 5% 4% 4% 1% 2% 9% 4% 3% 5%
The celebrity endorsing the brand 2% 2% 2% 2% 2% 1% 2% 2% 1% 3% 1%
Possibility of buying online 0.4% 0.3% 1% 0.3% 0.3% 0.1% 0.3% - - 0.2% -
Buying Orientation: Important attributes (contd.)
75
Buying attributes
%age of Indian Households
All India Urban Rural Top 25 cities
Top 6 cities
Mum Delhi B’lore K’kata Chennai H’bad
Sample Base
58,288
37,912
20,376 18,687
4,968 800
800
798
758
613
799
Price Buyer 41% 40% 41% 38% 42% 25% 44% 52% 50% 46% 36%
Image Buyer 39% 38% 40% 36% 31% 38% 28% 22% 33% 23% 34%
Functionality Buyer 11% 14% 10% 16% 17% 26% 14% 8% 10% 27% 22%
Style Buyer 3% 3% 2% 4% 4% 4% 7% 6% 5% 0.1% 2%
Convenience Buyer 5% 4% 5% 5% 4% 6% 5% 9% 2% 2% 4%
Word of Mouth Buyer 1% 1% 1% 1% 1% 0.4% 1% 2% 0.4% 1% 1%
Know-tow Buyer 1% 1% 1% 1% 1% 1% 2% 1% 0.1% 1% 1%
Consumption Lifestyle Classification*
76
• 2 in 5 of all the urban & rural households in India is a ‘price buyer’
• Similar proportion of households in India is a ‘image buyer’ and gives relatively
higher importance to brand name
• Households of Mumbai, Chennai & Hyderabad consume/buy relatively more basis
the functionality of the object
*Segmentation of Indian Shoppers
Image BuyerConsiders ‘brand image’, ‘company reputation’
or shopping ‘experience as most importance
Price Buyer Considers ‘price’ as most important
Functionality BuyerGives more importance to ‘performance’ quality
and ‘advanced features’
Style Buyer Considers ‘design & looks’ as most important
Convenience BuyerGives conveniences like ‘ease of usage’, ‘ease of
payment’ and ‘online buying’ highest
importance
Word-of-Mouth
BuyerGives more importance to ‘recommendation’ by
shopkeeper, friends, relatives, colleagues, etc
Know-tow BuyerGets motivated most by what ‘others’ buy or is
‘endorsed’ by celebrities
(by product/brand ‘buying’ orientation)
Segmentation
83% 79%85%
73%59%
83% 89%78%
11% 14%15% 14%
15%
11%
30%
7%
12%
24%
5% 6% 5%8% 9%
20%
5% 4% 2%7% 12%
4% 6% 4% 1%
71% 66% 63%
10%
2% 1% 2%1%6%
0%
25%
50%
75%
100%
All India Urban Rural Top 25Cities
Top 6Cities
Mumbai Delhi B'lore Kolkata Chennai H'bad
Shopoholic
Shopenthusiast
Shopolazy
Shopophobic
Level of Consumption Impulse*
78
• Almost 4 in 5 of the urban households are categorized as ‘Shopophobic’ (ones who
have low levels of shopping orientation, hates shopping and shops only when it is necessary)
• Only 8% of the urban households show adequate to high shopping orientation
• Households of Bangalore followed by Mumbai show relatively greater
orientation towards shopping
Sample Base: 58,288 37,912 20,376 18,687 4,968 800 800 798 758 613 699
ShopophobicLow Shopping Orientation(hates shopping, shops only when necessary,
buy only what’s needed and only when things
wear out/break down)
Shopolazy
Moderate Shopping
Orientation(sees shopping as a chore, shops occasionally,
buy what’s required when things wear out/look
old/outdated)
Shopenthusiast
Adequate Shopping
Orientation(likes shopping, shops frequently, often buys
what’s trendy and willing to replace things
even if they are working/in good condition)
ShopoholicHigh Shopping Orientation (loves and enjoys shopping, compulsively buys
when shopping, picks up the latest and trendy
to keeps replacing/upgrading things regularly)
(by ‘orientation’ towards shopping)
Segmentation 1
*Segmentation of Indian Shoppers
Note – The ‘orientation’ towards shopping has been calculated by taking into account
attitude of shoppers on four parameters - Enthusiasm towards shopping, Frequency of
shopping, Frequency of replacing things at home and Keenness to buy what is latest
and trendy. For each parameter, a 4-point scale qualitative statement battery was
administered to gauge the responses.
Spend heads
Average monthly household expenditure (Rs.)
All India Urban Rural Top 25 cities
Top 6 cities
Mum Delhi B’lore K’kata Chennai H’bad
Sample Base
58,288
37,912
20,376 18,687
4,968 800
800
798
758
613
799
Basic food/grocery 1,852 2,112 1,732 2,292 2,423 2,454 3,083 2,335 1,860 2,694 1,979
Processed Food - and beverages 265 308 245 321 358 260 350 406 371 453 361
Basic Toiletries 198 230 184 245 255 221 262 282 245 319 232
Cosmetics/Grooming products 164 204 144 217 235 195 196 251 332 323 234
Rent 845 1,029 639 1,100 1,234 890 1,326 1,614 606 1,563 1,559
Telephone Bill 303 367 268 417 430 512 431 459 295 570 289
Electricity Bill 290 362 252 432 413 408 550 340 413 351 267
Kitchen Fuel 309 361 285 366 371 346 458 348 325 366 314
Monthly Household Expenditure: Common head spends
80
• Both urban & rural households spend the largest share of their income on basic
food/grocery; spend being highest in households of Delhi
• Households of Bangalore spend nearly half of their monthly spend of basic
food/groceries on rent
Monthly Household Expenditure: Common head spends (contd.)
81
• Households of Delhi spend relatively more on transport/conveyance
• Kolkata & Chennai households spend relatively more on indoor & outdoor
entertainment respectively
Spend heads
Average monthly household expenditure (Rs.)
All India Urban Rural Top 25 cities
Top 6 cities
Mum Delhi B’lore K’kata Chennai H’bad
Sample Base
58,288
37,912
20,376 18,687
4,968 800
800
798
758
613
799
Transport/Conveyance 363 450 323 536 522 456 722 529 280 388 368
Indoor entertainment 316 375 278 389 451 394 487 437 516 486 436
Outdoor entertainment 362 471 288 521 574 549 595 684 361 754 506
Loans & other liability payments 898 1,477 743 1,396
1,386 2,182 513 1,725 822 1,814 1,915
Farm Equipment running cost 278 - 438 - - - - - - - -
Cattle feed/fodder 317 - 474 - - - - - - - -
Annual Household Expenditure: Common head spends
82
• Households of Delhi spend relatively more annually on clothing, footwear &
fashion accessories
• Households of Chennai spend more on Gold/precious jewelery
Spend heads
Average yearly household expenditure (Rs.)
All India Urban Rural Top 25 cities
Top 6 cities
Mum Delhi B’lore K’kata Chennai H’bad
Sample Base
58,288
37,912
20,376 18,687
4,968 800
800
798
758
613
799
Clothing 3,349 3,790 3,146 4,121 4,364 5,652 4,890 4,107 3,063 4,425 4,166
Footwear 1,008 1,158 939 1,285 1,379 1,137 2,639 1,108 975 730 883
Fashion accessories 998 1,163 904 1,329 1,546 1,395 2,010 1,088 1,084 1,872 946
Watches 982 1,021 956 1,039 1,102 1,092 1,108 2,102 682 851 1,038
Gold/Precious Jewelry 5,147 5,554 4,896 6,069 5,420 6,581 5,131 4,822 3,500 14,541 2,376
Vehicle maintenance 2,136 2,496 1,917 2,520 3,151 2,156 3,392 1,395 1,259 2,549 7,768
Durables/Appliance purchase 2,094 2,546 1,779 2,335 2411 2,355 2,030 3,024 4,534 1,302 2,696
Holidays 2,681 3,004 2,275 3,755 3607 4,284 3,199 2,847 4,073 4,170 5,671
Annual Household Expenditure: Common head spends (contd.)
83
• Households of Kolkata & Chennai spend annually the highest towards financial
investments & savings respectively
Spend heads
Average yearly household expenditure (Rs.)
All India Urban Rural Top 25 citie
s
Top 6 cities
Mum Delhi B’lore K’kata Chennai H’bad
Sample Base
58,288
37,912
20,37
6 18,687
4,968 800
800
798
758
613
799
Financial investments 6,495 7,076 5,979 7,474 8,342 6,870 8,247 11,672 15,173 4228 2884
Savings
10,422
11,15
0
9,886
13,310
12,251
13,163
11,760
14,971 2,518
64,891
6,719
Farm Equipments Purchase & Repair 1,980 -
1,978 - - - - - - - -
House/Roof repairing 1,663 -
1,661 - - - - - - - -
Cattle Purchase 4,283 -
4,277 - - - - - - - -
Seed Purchase 2,428 -
2,427 - - - - - - - -
Type of loan
%age of Indian Households
All India Urban Rural Top 25 cities
Top 6 cities
Mum Delhi B’lore K’kata Chennai H’bad
Sample Base
58,288
37,912
20,376 18,687
4,968 800
800
798
758
613
799
Home Loan 2% 2% 2% 1% 0.8% 0.4% 0.3% 1.3% 1.1% 0.4% 1.5%
Two Wheeler Loan 1% 1% 1% 1% 0.4% 0.1% - 0.5% 0.1% 0.9% 0.9%
Education Loan 0.6% 0.3% 1% 0.1% 0.1% 0.1% - 0.6% - 0.2% 0.1%
Business Loan 0.6% 0.4% 1% 0.2% 0.2% 1% - 0.1% 0.1% 0.1% 0.3%
Car Loan 0.3% 1% 0.1% 0.3% 0.1% - 0.1% 0.1% 0.1% 0.3% 0.1%
Consumer durable Loan 0.2% 0.1% 0.2% 0.1% 0.1% 0.1% - - - 0.4% 0.1%
Seeds/Fertilizer Load 5% - 7% - - - - - - - -
Agriculture Loan 1% - 2% - - - - - - - -
Loan for Land 1% - 1% - - - - - - - -
No loan liability 89% 96% 86% 98% 98% 99% 100% 97% 99% 98% 97%
Current loan liability
84• Almost 9 out of 10 households do not have a currently running loan obligation
Investment Status Classification*
85
• Almost 2/3rd of all urban households do not invest in any financial instruments
and are therefore classified as ‘Non-Investing’
• Among those households who have invested in at least one financial
instrument, nearly 1 in 5 have invested in single financial instrument
• Households of Mumbai, followed by Hyderabad & Delhi have show higher
propensity to invest in multiple financial instruments
67% 66% 68% 66%
43%
66%
83%93%
21% 20% 20% 21%
31%
23% 18%
13%4%
36%
11% 13% 10% 14% 14%26%
10% 12%4% 3% 8%
1% 1% 1%
55%69%64%
22%
1%1% 1%
0%
25%
50%
75%
100%
All India Urban Rural Top 25Cities
Top 6Cities
Mumbai Delhi B'lore Kolkata Chennai H'bad
Swimmers
Dippers
Shallows
Non-Investing
Sample Base: 58,288 37,912 20,376 18,687 4,968 800 800 798 758 613 699
*Household Segmentation by Financial Investments
(by ‘number’ of financial instruments invested in)
Non-Investing No financial instrument invested in
ShallowsInvested in only 1 financial
instrument
Swimmers Invested in 2-3 financial
instruments
Deep Divers Invested in 4 or more financial
instruments
Segmentation 1
Appendix
Top 25 Cities
88
Top 25 Cities
1 Delhi 14 Lucknow
2 Kolkata 15 Nagpur
3 Mumbai 16 Patna
4 Chennai 17 Indore
5 Bangalore 18 Vadodara
6 Hyderabad 19 Nashik
7 Thane 20 Agra
8 Ahmedabad 21 Bhopal
9 Pune 22 Ludhiana
10 Kalyan-Dombivali 23 Faridabad
11 Surat 24 Ghaziabad
12 Kanpur 25 Meerut
13 Jaipur
City type classification by market size
89
City list by market size
City type classification by population
90
City list by population
Urban SEC grid
91
Urban SEC grid
Rural SEC grid
92
Rural SEC grid
Thank You!