New Demographic Map of India

1THE NEW DEMOGRAPHIC MAP OF INDIA

UNDERSTANDING NEW SEC GROUPS 2

Understanding New SEC Groups

3

New SEC

Size Most Own / Use (60%+)

About Half Use (30 – 60%)

New Adoption(5 – 30%)% Cum

A1 0.5 0.5

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

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

Understanding New SEC Groups

4

New SEC

Size Most Own / Use (60%+)

About Half Use (30 – 60%)

New Adoption(5 – 30%)% Cum

A1 0.5 0.5AC, 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

A2 1.8 2.3Washing 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

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

Understanding New SEC Groups

5

New SEC

Size Most Own / Use (60%+)

About Half Use (30 – 60%)

New Adoption(5 – 30%)% Cum

A1 0.5 0.5AC, Car, Computer, DVD, Geyser, Dining table, MFD, basmati, Noodles, Ketchup

Flat TV, Large refrigerators, Internet, Microwave, Water purifier, Vacuum cleaner, Digitalcamera

Premium car, LCD / Plasma / projection TV, Electric kettle, Cookingrange, Video camera, Readymade paste

A2 1.8 2.3Washing 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

A3 3.0 5.4 Toilet cleaner, GheeWashing machine, DVD, Air cooler, Basmati, Noodles

Car, Computer, Geyser

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

Understanding New SEC Groups

6

New SEC

Size Most Own / Use (60%+)

About Half Use (30 – 60%)

New Adoption(5 – 30%)% Cum

A1 0.5 0.5AC, 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

A2 1.8 2.3Washing 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

A3 3.0 5.4 Toilet cleaner, GheeWashing machine, DVD, Air cooler, Basmati, Noodles

Car, Computer, Geyser,

B1 4.0 9.4Electric iron, 2 wheeler, Refrigerator, Mosquito repellent

Telephone, Kitchen sink, Coffee, Floor cleaners, MFD

Fabric bleaches

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

Understanding New SEC Groups

7

New SEC

Size Most Own / Use (60%+)

About Half Use (30 – 60%)

New Adoption(5 – 30%)% Cum

A1 0.5 0.5AC, 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

A2 1.8 2.3Washing 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

A3 3.0 5.4 Toilet cleaner, GheeWashing machine, DVD, Air cooler, Basmati, Noodles

Car, Computer, Geyser

B1 4.0 9.4Electric iron, 2 wheeler, Refrigerator, Mosquito repellent

Telephone, Kitchen sink, Coffee, Floor cleaners, MFD

Fabric bleaches

B2 5.1 14.5 Utensil cleanerRefrigerator, 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

Understanding New SEC Groups

8

New SEC

Size Most Own / Use (60%+)

About Half Use (30 – 60%)

New Adoption(5 – 30%)% Cum

A1 0.5 0.5AC, 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

A2 1.8 2.3Washing 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

A3 3.0 5.4 Toilet cleaner, GheeWashing machine, DVD, Air cooler, Basmati, Noodles

Car, Computer, Geyser

B1 4.0 9.4Electric iron, 2 wheeler, Refrigerator, Mosquito repellent

Telephone, Kitchen sink, Coffee, Floor cleaners, MFD

Fabric bleaches

B2 5.1 14.5 Utensil cleaner Refrigerator, Toilet cleanerLarge refrigerators, Washing machine, Still camera, Ketchup, Jam

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

Understanding New SEC Groups

9

New SEC

Size Most Own / Use (60%+)

About Half Use (30 – 60%)

New Adoption(5 – 30%)% Cum

A1 0.5 0.5AC, 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

A2 1.8 2.3Washing 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

A3 3.0 5.4 Toilet cleaner, GheeWashing machine, DVD, Air cooler, Basmati, Noodles

Car, Computer, Geyser,

B1 4.0 9.4Electric iron, 2 wheeler, Refrigerator, Mosquito repellent

Telephone, Kitchen sink, Coffee, Floor cleaners, MFD

Fabric bleaches

B2 5.1 14.5 Utensil cleaner Refrigerator, Toilet cleanerLarge refrigerators, Washing machine, Still camera, Ketchup, Jam

C1 7.0 21.4 Music system, 2 wheeler

C2 7.2 28.7Cooker, LPG, Talcum powder, Fabric whitener

Electric iron, GheeRefrigerator, Kitchen sink, Air cooler, DVD, Dining table, Milk powder

D1 11.4 40.1

D2 15.1 55.1

E1 19.5 74.6

E2 15.8 90.4

Understanding New SEC Groups

10

New SEC

Size Most Own / Use (60%+)

About Half Use (30 – 60%)

New Adoption(5 – 30%)% Cum

A1 0.5 0.5AC, 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

A2 1.8 2.3Washing 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

A3 3.0 5.4 Toilet cleaner, GheeWashing machine, DVD, Air cooler, Basmati, Noodles

Car, Computer, Geyser,

B1 4.0 9.4Electric iron, 2 wheeler, Refrigerator, Mosquito repellent

Telephone, Kitchen sink, Coffee, Floor cleaners, MFD

Fabric bleaches

B2 5.1 14.5 Utensil cleaner Refrigerator, Toilet cleanerLarge refrigerators, Washing machine, Still camera, Ketchup, Jam

C1 7.0 21.4 Music system, 2 wheeler

C2 7.2 28.7Cooker, LPG, Talcum powder, Fabric whitener

Electric iron, GheeRefrigerator, Kitchen sink, Air cooler, DVD, Dining table, Milk powder

D1 11.4 40.1 TV, ToothpasteCooker, LPG, Mosquitorepellent, Utensil cleaner

2 wheeler, Telephone, Floor cleaner, MFD, Honey, Noodles

D2 15.1 55.1

E1 19.5 74.6

Understanding New SEC Groups

11

New SEC

Size Most Own / Use (60%+)

About Half Use (30 – 60%)

New Adoption(5 – 30%)% Cum

A1 0.5 0.5AC, 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

A2 1.8 2.3Washing 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

A3 3.0 5.4 Toilet cleaner, GheeWashing machine, DVD, Air cooler, Basmati, Noodles

Car, Computer, Geyser

B1 4.0 9.4Electric iron, 2 wheeler, Refrigerator, Mosquito repellent

Telephone, Kitchen sink, Coffee, Floor cleaners, MFD

Fabric bleaches

B2 5.1 14.5 Utensil cleaner Refrigerator, Toilet cleanerLarge refrigerators, Washing machine, Still camera, Ketchup, Jam

C1 7.0 21.4 Music system, 2 wheeler

C2 7.2 28.7Cooker, LPG, Talcum powder, Fabric whitener

Electric iron, GheeRefrigerator, Kitchen sink, Air cooler, DVD, Dining table, Milk powder

D1 11.4 40.1 TV, ToothpasteCooker, LPG, Mosquitorepellent, 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

E2 15.8 90.4

Understanding New SEC Groups

12

New SEC

Size Most Own / Use (60%+)

About Half Use (30 – 60%)

New Adoption(5 – 30%)% Cum

A1 0.5 0.5AC, 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

A2 1.8 2.3Washing 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

A3 3.0 5.4 Toilet cleaner, GheeWashing machine, DVD, Air cooler, Basmati, Noodles

Car, Computer, Geyser,

B1 4.0 9.4Electric iron, 2 wheeler, Refrigerator, Mosquito repellent

Telephone, Kitchen sink, Coffee, Floor cleaners, MFD

Fabric bleaches

B2 5.1 14.5 Utensil cleaner Refrigerator, Toilet cleanerLarge refrigerators, Washing machine, Still camera, Ketchup, Jam

C1 7.0 21.4 Music system, 2 wheeler

C2 7.2 28.7Cooker, LPG, Talcum powder, Fabric whitener

Electric iron, GheeRefrigerator, Kitchen sink, Air cooler, DVD, Dining table, Milk powder

D1 11.4 40.1 TV, ToothpasteCooker, LPG, Mosquitorepellent, 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 74.6Toothpaste, Talcum powder, Electricity

Fan, Cooker, Utensil cleaner, Coffee, Hair wash products

Understanding New SEC Groups

13

New SEC

Size Most Own / Use (60%+)

About Half Use (30 – 60%)

New Adoption(5 – 30%)% Cum

A2 1.8 2.3Washing 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

A3 3.0 5.4 Toilet cleaner, GheeWashing machine, DVD, Air cooler, Basmati, Noodles

Car, Computer, Geyser

B1 4.0 9.4Electric iron, 2 wheeler, Refrigerator, Mosquito repellent

Telephone, Kitchen sink, Coffee, Floor cleaners, MFD

Fabric bleaches

B2 5.1 14.5 Utensil cleaner Refrigerator, Toilet cleanerLarge refrigerators, Washing machine, Still camera, Ketchup, Jam

C1 7.0 21.4 Music system, 2 wheeler

C2 7.2 28.7Cooker, LPG, Talcum powder, Fabric whitener

Electric iron, GheeRefrigerator, Kitchen sink, Air cooler, DVD, Dining table, Milk powder

D1 11.4 40.1 TV, ToothpasteCooker, LPG, Mosquitorepellent, 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 74.6Toothpaste, Talcum powder, Electricity

Fan, Cooker, Utensil cleaner, Coffee, Hair wash products

E2 15.8 90.4 Shampoo, Hair oilTooth powder / brush,Fabric whitener, Vanaspati

TV, Cooker, Music system, Electricity

Understanding New SEC Groups

14

New SEC

Size Most Own / Use (60%+)

About Half Use (30 – 60%)

New Adoption(5 – 30%)% Cum

A3 3.0 5.4 Toilet cleaner, GheeWashing machine, DVD, Air cooler, Basmati, Noodles

Car, Computer, Geyser

B1 4.0 9.4Electric iron, 2 wheeler, Refrigerator, Mosquito repellent

Telephone, Kitchen sink, Coffee, Floor cleaners, MFD

Fabric bleaches

B2 5.1 14.5 Utensil cleaner Refrigerator, Toilet cleanerLarge refrigerators, Washing machine, Still camera, Ketchup, Jam

C1 7.0 21.4 Music system, 2 wheeler

C2 7.2 28.7Cooker, LPG, Talcum powder, Fabric whitener

Electric iron, GheeRefrigerator, Kitchen sink, Air cooler, DVD, Dining table, Milk powder

D1 11.4 40.1 TV, ToothpasteCooker, LPG, Mosquitorepellent, 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 74.6Toothpaste, Talcum powder, Electricity

Fan, Cooker, Utensil cleaner, Coffee, Hair wash products

E2 15.8 90.4 Shampoo, Hair oilTooth powder / brush,Fabric whitener, Vanaspati

TV, Cooker, Music system, Electricity

E3 9.6 100Edible oil, Bathing soap, Washing cakes / powder, Tea, Biscuits

Bicycle, Shampoo, Hair oil, Vanaspati

Tooth paste/powder / brush, Talcum powder, Fabric whitener, Mosquito repellent, Ghee,

New SEC Distribution

15

The New SEC Pyramid (U+R)

1.1

2.1

2.5

2.5

6.1

7

3.5

5.3

3

8.4

28.4

30.1

A1

A2

B1

B2

C

D

E1

E2

R1

R2

R3

R4

16

SEC/New SEC Size in , U+R Full Database(IRS 2008 R2)

0.5

1.8

3.0

4.0

5.1

7.0

7.2

11.4

15.1

19.5

15.8

9.6

A1

A2

A3

B1

B2

C1

C2

D1

D2

E1

E2

E3

Note: The two distribution are not strictly comparable as SEC is different for Urban & Rural & New SEC combines the two

How Different are New SEC Groups?

17

0

5000

10000

15000

20000

A1 A2 A3 B1 B2 C1 C2 D1 D2 E1 E2 E3

Average MHI in Rs.

Population Avg. MHI 2900

0

50

100

150

200

250

A1 A2 A3 B1 B2 C1 C2 D1 D2 E1 E2 E3

Average HPI

Population Avg. HPI: 11.1

HPI: Household Premiumness Index

New SEC Distribution

by State

18

A1A2A3B1

B2

C1

C2

D1

D2

E1

E2

E3

All

Ind

ia N

ew

SEC

Dis

trib

uti

on

Maharashtra

AP

TN

Kerala

Madhya Pradesh

Uttar Pradesh

Uttarakhand

HP

Punjab

Haryana

Rajasthan

Gujarat

Orissa

WB

BiharAssam

Goa

Jharkhand

19

SEC A1 Distribution

Maharashtra

AP

TN

Kerala

Madhya Pradesh

Uttar Pradesh

Uttarakhand

HP

Punjab

Haryana

Rajasthan

Gujarat

Orissa

WB

BiharAssam

Goa

Jharkhand

High

Low

20

SEC A Distribution

Maharashtra

AP

TN

Kerala

Madhya Pradesh

Uttar Pradesh

Uttarakhand

HP

Punjab

Haryana

Rajasthan

Gujarat

Orissa

WB

BiharAssam

Goa

Jharkhand

High

Low

A = A1 + A2 + A3 = 5.4

21

SEC E Distribution

Maharashtra

AP

TN

Kerala

Madhya Pradesh

Uttar Pradesh

Uttarakhand

HP

Punjab

Haryana

Rajasthan

Gujarat

Orissa

WB

BiharAssam

Goa

Jharkhand

Low

High

AllIndia

New SEC Distribution Index

0

100

200

300

400

500

600

700

A1 A2 A3 B1 B2 C1 C2 D1 D2 E1 E2 E3

22

SEC A1 – 40L+ penetration 3.5SEC A1 - All India penetration 0.5Index 3.5 / 0.5 X 100 = 700

What Happens to Your Existing TG Based on Current SEC?

23

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

Cumulative Col %

* Assumed %. You may work with different %

24

Thank You