Mov­ing World In­dia: A valu­able new au­di­ence emerges

Outdoor Asia - - Front Page -

Ur­ban­iza­tion is a global trend, and with peo­ple in cities hav­ing bet­ter ac­cess to em­ploy­ment and ameni­ties, not to men­tion the lat­est fash­ions and tech­nolo­gies, it is easy to see why more peo­ple are mi­grat­ing to them than ever be­fore. It is no dif­fer­ent in In­dia, where the pur­suit of a bet­ter life and the as­pi­ra­tion to live more like those in wealth­ier coun­tries means 590 mil­lion peo­ple will live in cities by 2025 (Mckinsey). Ki­netic’s Mov­ing World In­dia study looks at the new pop­u­la­tion seg­ments emerg­ing as a result of this trend, and where this do­mes­tic mi­gra­tion is oc­cur­ring.

“31% of the to­tal pop­u­la­tion re­sides in ur­ban ar­eas”

The study found that 42% of In­dian peo­ple had mi­grated from an­other state to live, work and play in a city or mega ur­ban ag­glom­er­a­tion (UA, see Fig1). The 2011 Cen­sus re­vealed 31% lived in ur­ban ar­eas, with this num­ber ex­pected to hit 40% by 2030. As a result of this in­tense do­mes­tic mi­gra­tion, there are now 475 UAs in ex­is­tence, an in­crease from 384 in 2001. Es­ti­mates are that 33 new UAs or cities will be es­tab­lished by 2030, with over a mil­lion peo­ple re­sid­ing in each. Un­sur­pris­ingly, the five largest mega UAs are Greater Mum­bai, Delhi, Kolkata, Chen­nai and Ban­ga­lore. Greater Mum­bai pop­u­la­tion growth fell from a 30.47% in­crease in 2011 to 12.05% in 2001. This can be at­trib­uted to sat­u­ra­tion in In­dia’s most pop­u­la­tion dense area. Sim­i­larly, growth in Delhi fell from 52.24% year- on- year to 26.69% and in Kolkata from 19.60% to 6.87%. Ki­netic re­search has led us to be­lieve Indians are now tak­ing a more ra­tio­nal ap­proach in de­cid­ing where to re­side, tak­ing over­all qual­ity of life into con­sid­er­a­tion. With eco­nomic sen­ti­ment high and good ac­cess to jobs as a result of in­creased Busi­ness Process and IT ser­vice out­sourc­ing to the sub­urbs, bet­ter con­nected in­fra­struc­ture has cre­ated a new re­al­ity for mar­ket­ing. The driv­ing forces for this shift in move­ment are pre­dom­i­nantly: 1. De­mand for dis­cre­tionary cat­e­gories such as fi­nan­cial, lux­ury or for­eign prod­ucts amongst pre­mium and mid­dle class con­sumers every­where 2. The emer­gence of new con­sumer seg­ments from Gen­er­a­tion Y: the em­pow­ered woman and the ru­ral and ed­u­cated youth in­flu­encer, both with a higher in­come and propen­sity to spend 3. The change in per­sonal con­sump­tion pat­terns, par­tic­u­larly in fist time home buy­ers

The new sus­tain­able model Mar­keters need to know where to ad­ver­tise and how to pri­ori­tise th­ese mar­kets. In an at­tempt to help reach the afore­men­tioned 82% of the pop­u­la­tion not cur­rently tar­geted, Ki­netic has iden­ti­fied three pri­or­ity clus­ters based on monthly per capita ex­pen­di­ture ( MPCE1) across In­dia’s key states.

Newspapers in English

Newspapers from India

© PressReader. All rights reserved.