THE NEW DEMOGRAPHIC MAP OF INDIA 1
UNDERSTANDING NEW SEC GROUPS 2
New SEC Understanding New SEC Groups Size % Cum A1 0.5 0.5 A2 1.8 2.3 A3 3.0 5.4 B1 4.0 9.4 B2 5.1 14.5 C1 7.0 21.4 C2 7.2 28.7 D1 11.4 40.1 D2 15.1 55.1 E1 19.5 74.6 E2 15.8 90.4 E3 9.6 100.0 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
New SEC Understanding New SEC Groups Size % Cum A1 0.5 0.5 A2 1.8 2.3 A3 3.0 5.4 B1 4.0 9.4 B2 5.1 14.5 C1 7.0 21.4 C2 7.2 28.7 D1 11.4 40.1 D2 15.1 55.1 E1 19.5 74.6 E2 15.8 90.4 E3 9.6 100.0 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
New SEC Understanding New SEC Groups Size % Cum A1 0.5 0.5 A2 1.8 2.3 Most Own / Use (60%+) AC, Car, Computer, DVD, Geyser, Dining table, MFD, basmati, Noodles, Ketchup Washing machine, Kitchen sink, Telephone, Floor cleaners, Coffee A3 3.0 5.4 Toilet cleaner, Ghee B1 4.0 9.4 B2 5.1 14.5 C1 7.0 21.4 C2 7.2 28.7 D1 11.4 40.1 D2 15.1 55.1 E1 19.5 74.6 E2 15.8 90.4 E3 9.6 100.0 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
New SEC Understanding New SEC Groups Size % Cum A1 0.5 0.5 A2 1.8 2.3 Most Own / Use (60%+) AC, Car, Computer, DVD, Geyser, Dining table, MFD, basmati, Noodles, Ketchup Washing machine, Kitchen sink, Telephone, Floor cleaners, Coffee A3 3.0 5.4 Toilet cleaner, Ghee B1 4.0 9.4 B2 5.1 14.5 C1 7.0 21.4 C2 7.2 28.7 D1 11.4 40.1 D2 15.1 55.1 E1 19.5 74.6 E2 15.8 90.4 E3 9.6 100.0 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
New SEC Understanding New SEC Groups Size % Cum A1 0.5 0.5 A2 1.8 2.3 Most Own / Use (60%+) AC, Car, Computer, DVD, Geyser, Dining table, MFD, basmati, Noodles, Ketchup Washing machine, Kitchen sink, Telephone, Floor cleaners, Coffee A3 3.0 5.4 Toilet cleaner, Ghee B1 4.0 9.4 Electric iron, 2 wheeler, Refrigerator, Mosquito repellent B2 5.1 14.5 Utensil cleaner C1 7.0 21.4 C2 7.2 28.7 D1 11.4 40.1 D2 15.1 55.1 E1 19.5 74.6 E2 15.8 90.4 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
New SEC Understanding New SEC Groups Size % Cum A1 0.5 0.5 A2 1.8 2.3 Most Own / Use (60%+) AC, Car, Computer, DVD, Geyser, Dining table, MFD, basmati, Noodles, Ketchup Washing machine, Kitchen sink, Telephone, Floor cleaners, Coffee A3 3.0 5.4 Toilet cleaner, Ghee B1 4.0 9.4 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 B2 5.1 14.5 Utensil cleaner Refrigerator, Toilet cleaner C1 7.0 21.4 Music system, 2 wheeler C2 7.2 28.7 D1 11.4 40.1 D2 15.1 55.1 E1 19.5 74.6 E2 15.8 90.4 E3 9.6 100.0 8 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
New SEC Understanding New SEC Groups Size % Cum A1 0.5 0.5 A2 1.8 2.3 Most Own / Use (60%+) AC, Car, Computer, DVD, Geyser, Dining table, MFD, basmati, Noodles, Ketchup Washing machine, Kitchen sink, Telephone, Floor cleaners, Coffee A3 3.0 5.4 Toilet cleaner, Ghee B1 4.0 9.4 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 B2 5.1 14.5 Utensil cleaner Refrigerator, Toilet cleaner C1 7.0 21.4 Music system, 2 wheeler C2 7.2 28.7 D1 11.4 40.1 D2 15.1 55.1 E1 19.5 74.6 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
New SEC Understanding New SEC Groups Size % Cum A1 0.5 0.5 A2 1.8 2.3 Most Own / Use (60%+) AC, Car, Computer, DVD, Geyser, Dining table, MFD, basmati, Noodles, Ketchup Washing machine, Kitchen sink, Telephone, Floor cleaners, Coffee A3 3.0 5.4 Toilet cleaner, Ghee B1 4.0 9.4 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 B2 5.1 14.5 Utensil cleaner Refrigerator, Toilet cleaner C1 7.0 21.4 Music system, 2 wheeler C2 7.2 28.7 Cooker, LPG, Talcum powder, Fabric whitener D1 11.4 40.1 TV, Toothpaste D2 15.1 55.1 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
New SEC Understanding New SEC Groups Size % Cum A1 0.5 0.5 A2 1.8 2.3 Most Own / Use (60%+) AC, Car, Computer, DVD, Geyser, Dining table, MFD, basmati, Noodles, Ketchup Washing machine, Kitchen sink, Telephone, Floor cleaners, Coffee A3 3.0 5.4 Toilet cleaner, Ghee B1 4.0 9.4 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 B2 5.1 14.5 Utensil cleaner Refrigerator, Toilet cleaner C1 7.0 21.4 Music system, 2 wheeler C2 7.2 28.7 Cooker, LPG, Talcum powder, Fabric whitener D1 11.4 40.1 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 D2 15.1 55.1 Fan, Tooth brush TV LPG, Iron, Toilet cleaner, Glucose E1 19.5 74.6
New SEC Understanding New SEC Groups Size % Cum A1 0.5 0.5 A2 1.8 2.3 Most Own / Use (60%+) AC, Car, Computer, DVD, Geyser, Dining table, MFD, basmati, Noodles, Ketchup Washing machine, Kitchen sink, Telephone, Floor cleaners, Coffee A3 3.0 5.4 Toilet cleaner, Ghee B1 4.0 9.4 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 B2 5.1 14.5 Utensil cleaner Refrigerator, Toilet cleaner C1 7.0 21.4 Music system, 2 wheeler C2 7.2 28.7 Cooker, LPG, Talcum powder, Fabric whitener D1 11.4 40.1 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 D2 15.1 55.1 Fan, Tooth brush TV LPG, Iron, Toilet cleaner, Glucose E1 19.5 74.6 Fan, Cooker, Utensil cleaner, Coffee,
New SEC Understanding New SEC Groups Size % Cum A2 1.8 2.3 Most Own / Use (60%+) Washing machine, Kitchen sink, Telephone, Floor cleaners, Coffee A3 3.0 5.4 Toilet cleaner, Ghee B1 4.0 9.4 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 B2 5.1 14.5 Utensil cleaner Refrigerator, Toilet cleaner C1 7.0 21.4 Music system, 2 wheeler C2 7.2 28.7 Cooker, LPG, Talcum powder, Fabric whitener D1 11.4 40.1 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 D2 15.1 55.1 Fan, Tooth brush TV LPG, Iron, Toilet cleaner, Glucose E1 19.5 74.6 E2 15.8 90.4 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
New SEC Understanding New SEC Groups Size % Cum Most Own / Use (60%+) A3 3.0 5.4 Toilet cleaner, Ghee B1 4.0 9.4 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 B2 5.1 14.5 Utensil cleaner Refrigerator, Toilet cleaner C1 7.0 21.4 Music system, 2 wheeler C2 7.2 28.7 Cooker, LPG, Talcum powder, Fabric whitener D1 11.4 40.1 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 D2 15.1 55.1 Fan, Tooth brush TV LPG, Iron, Toilet cleaner, Glucose E1 19.5 74.6 E2 15.8 90.4 Shampoo, Hair oil E3 9.6 100 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
New SEC Distribution 15
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 R4 1.1 2.1 2.5 2.5 6.1 7 3.5 5.3 3 8.4 28.4 30.1 A1 A2 A3 B1 B2 C1 C2 D1 D2 E1 E2 E3 0.5 1.8 3.0 4.0 5.1 7.0 7.2 11.4 15.1 19.5 15.8 9.6 Note: The two distribution are not strictly comparable as SEC is different for Urban & Rural & New SEC combines the two 16
How Different are New SEC Groups? 20000 15000 Average MHI in Rs. 10000 5000 0 250 200 Population Avg. MHI 2900 A1 A2 A3 B1 B2 C1 C2 D1 D2 E1 E2 E3 Average HPI 150 100 50 0 A1 A2 A3 B1 B2 C1 C2 D1 D2 E1 E2 E3 HPI: Household Premiumness Index Population Avg. HPI: 11.1 17
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
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
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
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
New SEC Distribution Index SEC A1 40L+ penetration 3.5 SEC A1 - All India penetration 0.5 Index 3.5 / 0.5 X 100 = 700 700 600 500 400 300 All India 200 100 0 A1 A2 A3 B1 B2 C1 C2 D1 D2 E1 E2 E3 22
What Happens to Your Existing TG Based on Current SEC? A1 A2 B1 B2 A1 25.6 8.9 1.6 0.2 A2 63.8 39.7 17.6 3.6 A3 80.7 63.6 42.6 21.6 B1 90.6 80.5 65.2 42.1 B2 95.6 90.7 81.4 60.9 C1 95.7 91.4 85.6 77.7 C2 98.5 96.8 93.9 83.0 D1 99.2 98.8 98.0 93.4 D2 99.6 99.5 99.5 97.7 E1 100.0 100.0 99.9 99.5 E2 100.0 100.0 100.0 100.0 E3 100.0 100.0 100.0 100.0 23 Cumulative Col % * Assumed %. You may work with different %
Thank You 24