The New Demographic Map of India

THE NEW DEMOGRAPHIC MAP OF INDIA
1
UNDERSTANDING NEW SEC GROUPS
2
Understanding New SEC Groups
New
SEC
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%+)
About Half Use
(30 – 60%)
New Adoption
(5 – 30%)
AC, Car, Computer, DVD,
Geyser, Dining table,
MFD, basmati, Noodles,
Ketchup
Internet, Microwave, Water
purifier, Vacuum cleaner,
Digital camera
Premium car, LCD / Plasma /
projection TV, Electric kettle,
Cooking range, Video camera, ,
Readymade paste
3
Understanding New SEC Groups
New
SEC
A1
Size
%
Cum
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%+)
About Half Use
(30 – 60%)
New Adoption
(5 – 30%)
AC, Car, Computer, DVD,
Geyser, Dining table, MFD,
basmati, Noodles, Ketchup
Internet, Microwave, Water
purifier, Vacuum cleaner,
Digital camera
Premium car, LCD / Plasma / projection
TV, Electric kettle, Cooking range,
Video camera, Readymade paste
Washing machine,
Kitchen sink, Telephone,
Floor cleaners, Coffee
Car, Computer, Still
camera, Flat TV, Large
refrigerator, Dining table,
Ketchup/sauce, Jam,
Glucose, Honey
AC, Internet, Water purifier,
Microwave, Vacuum cleaner,
Printer, Digital camera, Cheese,
Soups, Tomato paste
4
Understanding New SEC Groups
New
SEC
A1
Size
%
About Half Use
(30 – 60%)
New Adoption
(5 – 30%)
0.5
AC, Car, Computer, DVD,
Geyser, Dining table, MFD,
basmati, Noodles, Ketchup
Flat TV, Large refrigerators,
Internet, Microwave, Water
purifier, Vacuum cleaner, Digital
camera
Premium car, LCD / Plasma /
projection TV, Electric kettle, Cooking
range, Video camera, Readymade
paste
Car, Computer, Still camera, Flat
TV, Large refrigerator, Dining
table, Ketchup/sauce, Jam,
Glucose, Honey
AC, Internet, Water purifier,
Microwave, Vacuum cleaner, Printer,
Digital camera, Cheese, Soups,
Tomato paste
Washing machine, DVD, Air
cooler, Basmati, Noodles
Car, Computer, Geyser
Cum
0.5
Most Own / Use
(60%+)
A2
1.8
2.3
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
5
Understanding New SEC Groups
New
SEC
A1
Size
%
Cum
0.5
Most Own / Use
(60%+)
About Half Use
(30 – 60%)
New Adoption
(5 – 30%)
0.5
AC, Car, Computer, DVD,
Geyser, Dining table, MFD,
basmati, Noodles, Ketchup
Flat TV, Large refrigerators,
Internet, Microwave, Water
purifier, Vacuum cleaner,
Digital camera
Premium car, LCD / Plasma / projection
TV, Electric kettle, Cooking range, Video
camera, Readymade paste
Car, Computer, Still camera,
Flat TV, Large refrigerator,
Dining table, Ketchup/sauce,
Jam, Glucose, Honey
AC, Internet, Water purifier, Microwave,
Vacuum cleaner, Printer, Digital camera,
Cheese, Soups, Tomato paste
A2
1.8
2.3
Washing machine, Kitchen
sink, Telephone, Floor
cleaners, Coffee
A3
3.0
5.4
Toilet cleaner, Ghee
Washing machine, DVD, Air
cooler, Basmati, Noodles
Car, Computer, Geyser,
Electric iron, 2 wheeler,
Refrigerator, Mosquito
repellent
Telephone, Kitchen sink,
Coffee, Floor cleaners,
MFD
Fabric bleaches
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
6
Understanding New SEC Groups
New
SEC
A1
Size
%
Cum
0.5
Most Own / Use
(60%+)
About Half Use
(30 – 60%)
New Adoption
(5 – 30%)
0.5
AC, Car, Computer, DVD,
Geyser, Dining table, MFD,
basmati, Noodles, Ketchup
Flat TV, Large refrigerators,
Internet, Microwave, Water
purifier, Vacuum cleaner,
Digital camera
Premium car, LCD / Plasma / projection
TV, Electric kettle, Cooking range, Video
camera, Readymade paste
Car, Computer, Still camera,
Flat TV, Large refrigerator,
Dining table, Ketchup/sauce,
Jam, Glucose, Honey
AC, Internet, Water purifier, Microwave,
Vacuum cleaner, Printer, Digital camera,
Cheese, Soups, Tomato paste
A2
1.8
2.3
Washing machine, Kitchen
sink, Telephone, Floor
cleaners, Coffee
A3
3.0
5.4
Toilet cleaner, Ghee
Washing machine, DVD, Air
cooler, Basmati, Noodles
Car, Computer, Geyser
B1
4.0
9.4
Electric iron, 2 wheeler,
Refrigerator, Mosquito
repellent
Telephone, Kitchen sink,
Coffee, Floor cleaners, MFD
Fabric bleaches
Utensil cleaner
Refrigerator, Toilet
cleaner
Large refrigerators, Washing
machine, Still camera, Ketchup,
Jam
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
7
Understanding New SEC Groups
New
SEC
A1
Size
%
Cum
0.5
Most Own / Use
(60%+)
About Half Use
(30 – 60%)
New Adoption
(5 – 30%)
0.5
AC, Car, Computer, DVD,
Geyser, Dining table, MFD,
basmati, Noodles, Ketchup
Flat TV, Large refrigerators,
Internet, Microwave, Water
purifier, Vacuum cleaner,
Digital camera
Premium car, LCD / Plasma / projection
TV, Electric kettle, Cooking range,
Video camera, Readymade paste
Car, Computer, Still camera,
Flat TV, Large refrigerator,
Dining table, Ketchup/sauce,
Jam, Glucose, Honey
AC, Internet, Water purifier,
Microwave, Vacuum cleaner, Printer,
Digital camera, Cheese, Soups, Tomato
paste
A2
1.8
2.3
Washing machine, Kitchen
sink, Telephone, Floor
cleaners, Coffee
A3
3.0
5.4
Toilet cleaner, Ghee
Washing machine, DVD, Air
cooler, Basmati, Noodles
Car, Computer, Geyser
B1
4.0
9.4
Electric iron, 2 wheeler,
Refrigerator, Mosquito
repellent
Telephone, Kitchen sink,
Coffee, Floor cleaners, MFD
Fabric bleaches
B2
5.1
14.5
Utensil cleaner
Refrigerator, Toilet cleaner
Large refrigerators, Washing machine,
Still camera, Ketchup, Jam
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
Music system, 2 wheeler
8
Understanding New SEC Groups
New
SEC
A1
Size
%
Most Own / Use
(60%+)
About Half Use
(30 – 60%)
0.5
AC, Car, Computer, DVD,
Geyser, Dining table, MFD,
basmati, Noodles, Ketchup
Flat TV, Large refrigerators,
Internet, Microwave, Water
purifier, Vacuum cleaner,
Digital camera
Premium car, LCD / Plasma / projection
TV, Electric kettle, Cooking range, Video
camera, Readymade paste
Car, Computer, Still camera,
Flat TV, Large refrigerator,
Dining table,
Ketchup/sauce, Jam,
Glucose, Honey
AC, Internet, Water purifier, Microwave,
Vacuum cleaner, Printer, Digital camera,
Cheese, Soups, Tomato paste
Cum
0.5
New Adoption
(5 – 30%)
A2
1.8
2.3
Washing machine, Kitchen
sink, Telephone, Floor
cleaners, Coffee
A3
3.0
5.4
Toilet cleaner, Ghee
Washing machine, DVD, Air
cooler, Basmati, Noodles
Car, Computer, Geyser,
Electric iron, 2 wheeler,
Refrigerator, Mosquito
repellent
Telephone, Kitchen sink,
Coffee, Floor cleaners,
MFD
Fabric bleaches
Utensil cleaner
Refrigerator, Toilet cleaner
Large refrigerators, Washing machine, Still
camera, Ketchup, Jam
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
Music system, 2 wheeler
Cooker, LPG, Talcum
powder, Fabric whitener
Electric iron, Ghee
9
Refrigerator, Kitchen sink, Air cooler,
DVD, Dining table, Milk powder
Understanding New SEC Groups
New
SEC
A1
Size
%
Most Own / Use
(60%+)
About Half Use
(30 – 60%)
0.5
AC, Car, Computer, DVD,
Geyser, Dining table, MFD,
basmati, Noodles, Ketchup
Flat TV, Large refrigerators,
Internet, Microwave, Water
purifier, Vacuum cleaner,
Digital camera
Premium car, LCD / Plasma / projection
TV, Electric kettle, Cooking range, Video
camera, Readymade paste
Car, Computer, Still camera,
Flat TV, Large refrigerator,
Dining table,
Ketchup/sauce, Jam,
Glucose, Honey
AC, Internet, Water purifier, Microwave,
Vacuum cleaner, Printer, Digital camera,
Cheese, Soups, Tomato paste
Cum
0.5
New Adoption
(5 – 30%)
A2
1.8
2.3
Washing machine, Kitchen
sink, Telephone, Floor
cleaners, Coffee
A3
3.0
5.4
Toilet cleaner, Ghee
Washing machine, DVD, Air
cooler, Basmati, Noodles
Car, Computer, Geyser,
Electric iron, 2 wheeler,
Refrigerator, Mosquito
repellent
Telephone, Kitchen sink,
Coffee, Floor cleaners,
MFD
Fabric bleaches
Utensil cleaner
Refrigerator, Toilet cleaner
Large refrigerators, Washing machine, Still
camera, Ketchup, Jam
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
Music system, 2 wheeler
Cooker, LPG, Talcum
powder, Fabric whitener
Electric iron, Ghee
Refrigerator, Kitchen sink, Air cooler, DVD,
Dining table, Milk powder
TV, Toothpaste
Cooker, LPG, Mosquito
repellent, Utensil
cleaner
2 wheeler, Telephone, Floor cleaner,
MFD, Honey, Noodles
10
Understanding New SEC Groups
New
SEC
A1
Size
%
Most Own / Use
(60%+)
About Half Use
(30 – 60%)
0.5
AC, Car, Computer, DVD,
Geyser, Dining table, MFD,
basmati, Noodles, Ketchup
Flat TV, Large refrigerators,
Internet, Microwave, Water
purifier, Vacuum cleaner,
Digital camera
Premium car, LCD / Plasma / projection
TV, Electric kettle, Cooking range, Video
camera, Readymade paste
Car, Computer, Still camera,
Flat TV, Large refrigerator,
Dining table,
Ketchup/sauce, Jam,
Glucose, Honey
AC, Internet, Water purifier, Microwave,
Vacuum cleaner, Printer, Digital camera,
Cheese, Soups, Tomato paste
Cum
0.5
New Adoption
(5 – 30%)
A2
1.8
2.3
Washing machine, Kitchen
sink, Telephone, Floor
cleaners, Coffee
A3
3.0
5.4
Toilet cleaner, Ghee
Washing machine, DVD, Air
cooler, Basmati, Noodles
Car, Computer, Geyser
Electric iron, 2 wheeler,
Refrigerator, Mosquito
repellent
Telephone, Kitchen sink,
Coffee, Floor cleaners,
MFD
Fabric bleaches
Utensil cleaner
Refrigerator, Toilet cleaner
Large refrigerators, Washing machine, Still
camera, Ketchup, Jam
B1
4.0
9.4
B2
5.1
14.5
C1
7.0
21.4
C2
7.2
28.7
Cooker, LPG, Talcum
powder, Fabric whitener
Electric iron, Ghee
Refrigerator, Kitchen sink, Air cooler, DVD,
Dining table, Milk powder
D1
11.4
40.1
TV, Toothpaste
Cooker, LPG, Mosquito
repellent, Utensil cleaner
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
Music system, 2 wheeler
11
Understanding New SEC Groups
New
SEC
A1
Size
%
Most Own / Use
(60%+)
About Half Use
(30 – 60%)
0.5
AC, Car, Computer, DVD,
Geyser, Dining table, MFD,
basmati, Noodles, Ketchup
Flat TV, Large refrigerators,
Internet, Microwave, Water
purifier, Vacuum cleaner,
Digital camera
Premium car, LCD / Plasma / projection
TV, Electric kettle, Cooking range, Video
camera, Readymade paste
Car, Computer, Still camera,
Flat TV, Large refrigerator,
Dining table,
Ketchup/sauce, Jam,
Glucose, Honey
AC, Internet, Water purifier, Microwave,
Vacuum cleaner, Printer, Digital camera,
Cheese, Soups, Tomato paste
Cum
0.5
New Adoption
(5 – 30%)
A2
1.8
2.3
Washing machine, Kitchen
sink, Telephone, Floor
cleaners, Coffee
A3
3.0
5.4
Toilet cleaner, Ghee
Washing machine, DVD, Air
cooler, Basmati, Noodles
Car, Computer, Geyser,
Electric iron, 2 wheeler,
Refrigerator, Mosquito
repellent
Telephone, Kitchen sink,
Coffee, Floor cleaners,
MFD
Fabric bleaches
Utensil cleaner
Refrigerator, Toilet cleaner
Large refrigerators, Washing machine, Still
camera, Ketchup, Jam
B1
4.0
9.4
B2
5.1
14.5
C1
7.0
21.4
C2
7.2
28.7
Cooker, LPG, Talcum
powder, Fabric whitener
Electric iron, Ghee
Refrigerator, Kitchen sink, Air cooler, DVD,
Dining table, Milk powder
D1
11.4
40.1
TV, Toothpaste
Cooker, LPG, Mosquito
repellent, Utensil cleaner
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
12
Toothpaste,
Talcum
Fan, Cooker, Utensil cleaner, Coffee,
Music system, 2 wheeler
Understanding New SEC Groups
New
SEC
Size
%
Cum
Most Own / Use
(60%+)
About Half Use
(30 – 60%)
New Adoption
(5 – 30%)
Car, Computer, Still camera,
Flat TV, Large refrigerator,
Dining table,
Ketchup/sauce, Jam,
Glucose, Honey
AC, Internet, Water purifier, Microwave,
Vacuum cleaner, Printer, Digital camera,
Cheese, Soups, Tomato paste
A2
1.8
2.3
Washing machine, Kitchen
sink, Telephone, Floor
cleaners, Coffee
A3
3.0
5.4
Toilet cleaner, Ghee
Washing machine, DVD, Air
cooler, Basmati, Noodles
Car, Computer, Geyser
Electric iron, 2 wheeler,
Refrigerator, Mosquito
repellent
Telephone, Kitchen sink,
Coffee, Floor cleaners,
MFD
Fabric bleaches
Utensil cleaner
Refrigerator, Toilet cleaner
Large refrigerators, Washing machine, Still
camera, Ketchup, Jam
B1
4.0
9.4
B2
5.1
14.5
C1
7.0
21.4
C2
7.2
28.7
Cooker, LPG, Talcum
powder, Fabric whitener
Electric iron, Ghee
Refrigerator, Kitchen sink, Air cooler, DVD,
Dining table, Milk powder
D1
11.4
40.1
TV, Toothpaste
Cooker, LPG, Mosquito
repellent, Utensil cleaner
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
Toothpaste, Talcum
powder, Electricity
Fan, Cooker, Utensil cleaner, Coffee, Hair
wash products
Tooth powder / brush,
Fabric 13whitener,
Vanaspati
TV, Cooker, Music system, Electricity
E2
15.8
90.4
Music system, 2 wheeler
Shampoo, Hair oil
Understanding New SEC Groups
New
SEC
A3
Size
%
Cum
3.0
Most Own / Use
(60%+)
About Half Use
(30 – 60%)
New Adoption
(5 – 30%)
5.4
Toilet cleaner, Ghee
Washing machine, DVD, Air
cooler, Basmati, Noodles
Car, Computer, Geyser
Electric iron, 2 wheeler,
Refrigerator, Mosquito
repellent
Telephone, Kitchen sink,
Coffee, Floor cleaners,
MFD
Fabric bleaches
Utensil cleaner
Refrigerator, Toilet cleaner
Large refrigerators, Washing machine, Still
camera, Ketchup, Jam
B1
4.0
9.4
B2
5.1
14.5
C1
7.0
21.4
C2
7.2
28.7
Cooker, LPG, Talcum
powder, Fabric whitener
Electric iron, Ghee
Refrigerator, Kitchen sink, Air cooler, DVD,
Dining table, Milk powder
D1
11.4
40.1
TV, Toothpaste
Cooker, LPG, Mosquito
repellent, Utensil cleaner
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
Toothpaste, Talcum
powder, Electricity
Fan, Cooker, Utensil cleaner, Coffee, Hair
wash products
E2
15.8
90.4
Shampoo, Hair oil
Tooth powder / brush,
Fabric whitener, Vanaspati
TV, Cooker, Music system, Electricity
100
Edible oil, Bathing
soap, Washing cakes /
powder, Tea, Biscuits
Bicycle, Shampoo, Hair
oil, Vanaspati
Tooth paste/powder / brush, Talcum
powder, Fabric whitener, Mosquito
repellent, Ghee,
E3
9.6
Music system, 2 wheeler
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
A1
A2
A3
B1
B2
C1
C2
D1
D2
E1
E2
E3
1.1
2.1
2.5
2.5
6.1
7
3.5
5.3
3
8.4
28.4
30.1
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
Average MHI in Rs.
15000
10000
5000
Population Avg. MHI 2900
0
A1
A2
A3
B1
250
B2
C1
C2
D1
D2
E1
E2
E3
Average HPI
200
150
100
50
Population Avg. HPI: 11.1
0
A1
A2
A3
B1
B2
C1
C2
D1
HPI: Household Premiumness Index
17
D2
E1
E2
E3
B2
HP
Punjab
Haryana
C1
Uttarakhand
Uttar Pradesh
Rajasthan
Assam
Bihar
Jharkhand
WB
Madhya Pradesh
Gujarat
Orissa
Maharashtra
AP
All India New SEC Distribution
New SEC
Distribution
by State
A1
A2
A3
B1
C2
D1
D2
E1
Goa
E2
TN
Kerala
E3
18
SEC A1
Distribution
HP
Punjab
Uttarakhand
High
Haryana
Uttar Pradesh
Rajasthan
Assam
Bihar
Jharkhand
WB
Madhya Pradesh
Gujarat
Orissa
Low
Maharashtra
AP
Goa
TN
Kerala
19
SEC A
Distribution
HP
Punjab
A = A1 + A2 + A3 = 5.4
Uttarakhand
High
Haryana
Uttar Pradesh
Rajasthan
Assam
Bihar
Jharkhand
WB
Madhya Pradesh
Gujarat
Orissa
Low
Maharashtra
AP
Goa
TN
Kerala
20
SEC E
Distribution
HP
Punjab
Uttarakhand
Low
Haryana
Uttar Pradesh
Rajasthan
Assam
Bihar
Jharkhand
Gujarat
WB
Madhya Pradesh
Orissa
High
Maharashtra
AP
Goa
TN
Kerala
21
New SEC Distribution Index
SEC A1 – 40L+ penetration
SEC A1 - All India penetration
Index
3.5
0.5
3.5 / 0.5 X 100
=
700
700
600
500
400
300
200
All
India
100
0
A1
A2
A3
B1
B2
C1
22
C2
D1
D2
E1
E2
E3
What Happens to Your Existing TG
Based on Current SEC? Cumulative Col %
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
* Assumed %. You may work with different %
23
Thank You
24