THE NEW DEMOGRAPHIC MAP OF INDIA
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1 THE NEW DEMOGRAPHIC MAP OF INDIA 1
2 UNDERSTANDING NEW SEC GROUPS 2
3 New SEC Understanding New SEC Groups Size % Cum A A A B B C C D D E E E Most Own / Use (60%+) AC, Car, Computer, DVD, Geyser, Dining table, MFD, basmati, Noodles, Ketchup About Half Use (30 60%) Internet, Microwave, Water purifier, Vacuum cleaner, Digital camera New Adoption (5 30%) Premium car, LCD / Plasma / projection TV, Electric kettle, Cooking range, Video camera,, Readymade paste 3
4 New SEC Understanding New SEC Groups Size % Cum A A A B B C C D D E E E Most Own / Use (60%+) AC, Car, Computer, DVD, Geyser, Dining table, MFD, basmati, Noodles, Ketchup Washing machine, Kitchen sink, Telephone, Floor cleaners, Coffee About Half Use (30 60%) Internet, Microwave, Water purifier, Vacuum cleaner, Digital camera Car, Computer, Still camera, Flat TV, Large refrigerator, Dining table, Ketchup/sauce, Jam, Glucose, Honey New Adoption (5 30%) Premium car, LCD / Plasma / projection TV, Electric kettle, Cooking range, Video camera, Readymade paste AC, Internet, Water purifier, Microwave, Vacuum cleaner, Printer, Digital camera, Cheese, Soups, Tomato paste 4
5 New SEC Understanding New SEC Groups Size % Cum A A Most Own / Use (60%+) AC, Car, Computer, DVD, Geyser, Dining table, MFD, basmati, Noodles, Ketchup Washing machine, Kitchen sink, Telephone, Floor cleaners, Coffee A Toilet cleaner, Ghee B B C C D D E E E About Half Use (30 60%) Flat TV, Large refrigerators, Internet, Microwave, Water purifier, Vacuum cleaner, Digital camera Car, Computer, Still camera, Flat TV, Large refrigerator, Dining table, Ketchup/sauce, Jam, Glucose, Honey Washing machine, DVD, Air cooler, Basmati, Noodles New Adoption (5 30%) Premium car, LCD / Plasma / projection TV, Electric kettle, Cooking range, Video camera, Readymade paste AC, Internet, Water purifier, Microwave, Vacuum cleaner, Printer, Digital camera, Cheese, Soups, Tomato paste Car, Computer, Geyser 5
6 New SEC Understanding New SEC Groups Size % Cum A A Most Own / Use (60%+) AC, Car, Computer, DVD, Geyser, Dining table, MFD, basmati, Noodles, Ketchup Washing machine, Kitchen sink, Telephone, Floor cleaners, Coffee A Toilet cleaner, Ghee B B C C D D E E E Electric iron, 2 wheeler, Refrigerator, Mosquito repellent About Half Use (30 60%) Flat TV, Large refrigerators, Internet, Microwave, Water purifier, Vacuum cleaner, Digital camera Car, Computer, Still camera, Flat TV, Large refrigerator, Dining table, Ketchup/sauce, Jam, Glucose, Honey Washing machine, DVD, Air cooler, Basmati, Noodles Telephone, Kitchen sink, Coffee, Floor cleaners, MFD 6 New Adoption (5 30%) Premium car, LCD / Plasma / projection TV, Electric kettle, Cooking range, Video camera, Readymade paste AC, Internet, Water purifier, Microwave, Vacuum cleaner, Printer, Digital camera, Cheese, Soups, Tomato paste Car, Computer, Geyser, Fabric bleaches
7 New SEC Understanding New SEC Groups Size % Cum A A Most Own / Use (60%+) AC, Car, Computer, DVD, Geyser, Dining table, MFD, basmati, Noodles, Ketchup Washing machine, Kitchen sink, Telephone, Floor cleaners, Coffee A Toilet cleaner, Ghee B Electric iron, 2 wheeler, Refrigerator, Mosquito repellent B Utensil cleaner C C D D E E About Half Use (30 60%) Flat TV, Large refrigerators, Internet, Microwave, Water purifier, Vacuum cleaner, Digital camera Car, Computer, Still camera, Flat TV, Large refrigerator, Dining table, Ketchup/sauce, Jam, Glucose, Honey Washing machine, DVD, Air cooler, Basmati, Noodles Telephone, Kitchen sink, Coffee, Floor cleaners, MFD Refrigerator, Toilet cleaner 7 New Adoption (5 30%) Premium car, LCD / Plasma / projection TV, Electric kettle, Cooking range, Video camera, Readymade paste AC, Internet, Water purifier, Microwave, Vacuum cleaner, Printer, Digital camera, Cheese, Soups, Tomato paste Car, Computer, Geyser Fabric bleaches Large refrigerators, Washing machine, Still camera, Ketchup, Jam
8 New SEC Understanding New SEC Groups Size % Cum A A Most Own / Use (60%+) AC, Car, Computer, DVD, Geyser, Dining table, MFD, basmati, Noodles, Ketchup Washing machine, Kitchen sink, Telephone, Floor cleaners, Coffee A Toilet cleaner, Ghee B Electric iron, 2 wheeler, Refrigerator, Mosquito repellent About Half Use (30 60%) Flat TV, Large refrigerators, Internet, Microwave, Water purifier, Vacuum cleaner, Digital camera Car, Computer, Still camera, Flat TV, Large refrigerator, Dining table, Ketchup/sauce, Jam, Glucose, Honey Washing machine, DVD, Air cooler, Basmati, Noodles Telephone, Kitchen sink, Coffee, Floor cleaners, MFD B Utensil cleaner Refrigerator, Toilet cleaner C Music system, 2 wheeler C D D E E E New Adoption (5 30%) Premium car, LCD / Plasma / projection TV, Electric kettle, Cooking range, Video camera, Readymade paste AC, Internet, Water purifier, Microwave, Vacuum cleaner, Printer, Digital camera, Cheese, Soups, Tomato paste Car, Computer, Geyser Fabric bleaches Large refrigerators, Washing machine, Still camera, Ketchup, Jam
9 New SEC Understanding New SEC Groups Size % Cum A A Most Own / Use (60%+) AC, Car, Computer, DVD, Geyser, Dining table, MFD, basmati, Noodles, Ketchup Washing machine, Kitchen sink, Telephone, Floor cleaners, Coffee A Toilet cleaner, Ghee B Electric iron, 2 wheeler, Refrigerator, Mosquito repellent About Half Use (30 60%) Flat TV, Large refrigerators, Internet, Microwave, Water purifier, Vacuum cleaner, Digital camera Car, Computer, Still camera, Flat TV, Large refrigerator, Dining table, Ketchup/sauce, Jam, Glucose, Honey Washing machine, DVD, Air cooler, Basmati, Noodles Telephone, Kitchen sink, Coffee, Floor cleaners, MFD B Utensil cleaner Refrigerator, Toilet cleaner C Music system, 2 wheeler C D D E Cooker, LPG, Talcum powder, Fabric whitener Electric iron, Ghee 9 New Adoption (5 30%) Premium car, LCD / Plasma / projection TV, Electric kettle, Cooking range, Video camera, Readymade paste AC, Internet, Water purifier, Microwave, Vacuum cleaner, Printer, Digital camera, Cheese, Soups, Tomato paste Car, Computer, Geyser, Fabric bleaches Large refrigerators, Washing machine, Still camera, Ketchup, Jam Refrigerator, Kitchen sink, Air cooler, DVD, Dining table, Milk powder
10 New SEC Understanding New SEC Groups Size % Cum A A Most Own / Use (60%+) AC, Car, Computer, DVD, Geyser, Dining table, MFD, basmati, Noodles, Ketchup Washing machine, Kitchen sink, Telephone, Floor cleaners, Coffee A Toilet cleaner, Ghee B Electric iron, 2 wheeler, Refrigerator, Mosquito repellent About Half Use (30 60%) Flat TV, Large refrigerators, Internet, Microwave, Water purifier, Vacuum cleaner, Digital camera Car, Computer, Still camera, Flat TV, Large refrigerator, Dining table, Ketchup/sauce, Jam, Glucose, Honey Washing machine, DVD, Air cooler, Basmati, Noodles Telephone, Kitchen sink, Coffee, Floor cleaners, MFD B Utensil cleaner Refrigerator, Toilet cleaner C Music system, 2 wheeler C Cooker, LPG, Talcum powder, Fabric whitener D TV, Toothpaste D Electric iron, Ghee Cooker, LPG, Mosquito repellent, Utensil cleaner 10 New Adoption (5 30%) Premium car, LCD / Plasma / projection TV, Electric kettle, Cooking range, Video camera, Readymade paste AC, Internet, Water purifier, Microwave, Vacuum cleaner, Printer, Digital camera, Cheese, Soups, Tomato paste Car, Computer, Geyser, Fabric bleaches Large refrigerators, Washing machine, Still camera, Ketchup, Jam Refrigerator, Kitchen sink, Air cooler, DVD, Dining table, Milk powder 2 wheeler, Telephone, Floor cleaner, MFD, Honey, Noodles
11 New SEC Understanding New SEC Groups Size % Cum A A Most Own / Use (60%+) AC, Car, Computer, DVD, Geyser, Dining table, MFD, basmati, Noodles, Ketchup Washing machine, Kitchen sink, Telephone, Floor cleaners, Coffee A Toilet cleaner, Ghee B Electric iron, 2 wheeler, Refrigerator, Mosquito repellent About Half Use (30 60%) Flat TV, Large refrigerators, Internet, Microwave, Water purifier, Vacuum cleaner, Digital camera Car, Computer, Still camera, Flat TV, Large refrigerator, Dining table, Ketchup/sauce, Jam, Glucose, Honey Washing machine, DVD, Air cooler, Basmati, Noodles Telephone, Kitchen sink, Coffee, Floor cleaners, MFD B Utensil cleaner Refrigerator, Toilet cleaner C Music system, 2 wheeler C Cooker, LPG, Talcum powder, Fabric whitener D TV, Toothpaste Electric iron, Ghee Cooker, LPG, Mosquito repellent, Utensil cleaner 11 New Adoption (5 30%) Premium car, LCD / Plasma / projection TV, Electric kettle, Cooking range, Video camera, Readymade paste AC, Internet, Water purifier, Microwave, Vacuum cleaner, Printer, Digital camera, Cheese, Soups, Tomato paste Car, Computer, Geyser Fabric bleaches Large refrigerators, Washing machine, Still camera, Ketchup, Jam Refrigerator, Kitchen sink, Air cooler, DVD, Dining table, Milk powder 2 wheeler, Telephone, Floor cleaner, MFD, Honey, Noodles D Fan, Tooth brush TV LPG, Iron, Toilet cleaner, Glucose E
12 New SEC Understanding New SEC Groups Size % Cum A A Most Own / Use (60%+) AC, Car, Computer, DVD, Geyser, Dining table, MFD, basmati, Noodles, Ketchup Washing machine, Kitchen sink, Telephone, Floor cleaners, Coffee A Toilet cleaner, Ghee B Electric iron, 2 wheeler, Refrigerator, Mosquito repellent About Half Use (30 60%) Flat TV, Large refrigerators, Internet, Microwave, Water purifier, Vacuum cleaner, Digital camera Car, Computer, Still camera, Flat TV, Large refrigerator, Dining table, Ketchup/sauce, Jam, Glucose, Honey Washing machine, DVD, Air cooler, Basmati, Noodles Telephone, Kitchen sink, Coffee, Floor cleaners, MFD B Utensil cleaner Refrigerator, Toilet cleaner C Music system, 2 wheeler C Cooker, LPG, Talcum powder, Fabric whitener D TV, Toothpaste Electric iron, Ghee Cooker, LPG, Mosquito repellent, Utensil cleaner 12 Toothpaste, Talcum New Adoption (5 30%) Premium car, LCD / Plasma / projection TV, Electric kettle, Cooking range, Video camera, Readymade paste AC, Internet, Water purifier, Microwave, Vacuum cleaner, Printer, Digital camera, Cheese, Soups, Tomato paste Car, Computer, Geyser, Fabric bleaches Large refrigerators, Washing machine, Still camera, Ketchup, Jam Refrigerator, Kitchen sink, Air cooler, DVD, Dining table, Milk powder 2 wheeler, Telephone, Floor cleaner, MFD, Honey, Noodles D Fan, Tooth brush TV LPG, Iron, Toilet cleaner, Glucose E Fan, Cooker, Utensil cleaner, Coffee,
13 New SEC Understanding New SEC Groups Size % Cum A Most Own / Use (60%+) Washing machine, Kitchen sink, Telephone, Floor cleaners, Coffee A Toilet cleaner, Ghee B Electric iron, 2 wheeler, Refrigerator, Mosquito repellent About Half Use (30 60%) Car, Computer, Still camera, Flat TV, Large refrigerator, Dining table, Ketchup/sauce, Jam, Glucose, Honey Washing machine, DVD, Air cooler, Basmati, Noodles Telephone, Kitchen sink, Coffee, Floor cleaners, MFD B Utensil cleaner Refrigerator, Toilet cleaner C Music system, 2 wheeler C Cooker, LPG, Talcum powder, Fabric whitener D TV, Toothpaste Electric iron, Ghee Cooker, LPG, Mosquito repellent, Utensil cleaner New Adoption (5 30%) AC, Internet, Water purifier, Microwave, Vacuum cleaner, Printer, Digital camera, Cheese, Soups, Tomato paste Car, Computer, Geyser Fabric bleaches Large refrigerators, Washing machine, Still camera, Ketchup, Jam Refrigerator, Kitchen sink, Air cooler, DVD, Dining table, Milk powder 2 wheeler, Telephone, Floor cleaner, MFD, Honey, Noodles D Fan, Tooth brush TV LPG, Iron, Toilet cleaner, Glucose E E Shampoo, Hair oil Toothpaste, Talcum powder, Electricity Tooth powder / brush, Fabric whitener, 13 Vanaspati Fan, Cooker, Utensil cleaner, Coffee, Hair wash products TV, Cooker, Music system, Electricity
14 New SEC Understanding New SEC Groups Size % Cum Most Own / Use (60%+) A Toilet cleaner, Ghee B Electric iron, 2 wheeler, Refrigerator, Mosquito repellent About Half Use (30 60%) Washing machine, DVD, Air cooler, Basmati, Noodles Telephone, Kitchen sink, Coffee, Floor cleaners, MFD B Utensil cleaner Refrigerator, Toilet cleaner C Music system, 2 wheeler C Cooker, LPG, Talcum powder, Fabric whitener D TV, Toothpaste Electric iron, Ghee Cooker, LPG, Mosquito repellent, Utensil cleaner New Adoption (5 30%) Car, Computer, Geyser Fabric bleaches Large refrigerators, Washing machine, Still camera, Ketchup, Jam Refrigerator, Kitchen sink, Air cooler, DVD, Dining table, Milk powder 2 wheeler, Telephone, Floor cleaner, MFD, Honey, Noodles D Fan, Tooth brush TV LPG, Iron, Toilet cleaner, Glucose E E Shampoo, Hair oil E Edible oil, Bathing soap, Washing cakes / powder, Tea, Biscuits Toothpaste, Talcum powder, Electricity Tooth powder / brush, Fabric whitener, Vanaspati Bicycle, Shampoo, Hair oil, Vanaspati Fan, Cooker, Utensil cleaner, Coffee, Hair wash products TV, Cooker, Music system, Electricity Tooth paste/powder / brush, Talcum powder, Fabric whitener, Mosquito repellent, Ghee, 14
15 New SEC Distribution 15
16 The New SEC Pyramid (U+R) SEC/New SEC Size in, U+R Full Database(IRS 2008 R2) A1 A2 B1 B2 C D E1 E2 R1 R2 R3 R A1 A2 A3 B1 B2 C1 C2 D1 D2 E1 E2 E Note: The two distribution are not strictly comparable as SEC is different for Urban & Rural & New SEC combines the two 16
17 How Different are New SEC Groups? Average MHI in Rs Population Avg. MHI 2900 A1 A2 A3 B1 B2 C1 C2 D1 D2 E1 E2 E3 Average HPI A1 A2 A3 B1 B2 C1 C2 D1 D2 E1 E2 E3 HPI: Household Premiumness Index Population Avg. HPI:
18 All India New SEC Distribution New SEC Distribution by State HP Punjab Haryana Uttarakhand A1 A2 A3 B1 B2 C1 C2 Rajasthan Uttar Pradesh Bihar Assam D1 Gujarat Madhya Pradesh Jharkhand WB D2 Orissa Maharashtra E1 Goa AP E2 Kerala TN E3 18
19 SEC A1 Distribution Punjab Haryana HP Uttarakhand High Rajasthan Uttar Pradesh Bihar Assam Gujarat Madhya Pradesh Jharkhand WB Maharashtra Orissa Low Goa AP Kerala TN 19
20 SEC A Distribution A = A1 + A2 + A3 = 5.4 Punjab Haryana HP Uttarakhand High Rajasthan Uttar Pradesh Bihar Assam Gujarat Madhya Pradesh Jharkhand WB Maharashtra Orissa Low Goa AP Kerala TN 20
21 SEC E Distribution Punjab Haryana HP Uttarakhand Low Rajasthan Uttar Pradesh Bihar Assam Gujarat Madhya Pradesh Jharkhand WB Maharashtra Orissa High Goa AP Kerala TN 21
22 New SEC Distribution Index SEC A1 40L+ penetration 3.5 SEC A1 - All India penetration 0.5 Index 3.5 / 0.5 X 100 = All India A1 A2 A3 B1 B2 C1 C2 D1 D2 E1 E2 E3 22
23 What Happens to Your Existing TG Based on Current SEC? A1 A2 B1 B2 A A A B B C C D D E E E Cumulative Col % * Assumed %. You may work with different %
24 Thank You 24
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