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Consumer 2.0 | Volume no. 2, Issue 22, July 2010 |
| News Roll FMCG majors bet big on go-to-mkt strategy India growing at 9.4%, says IMF Automobile industry grew by 25% in Q1 Large hearted Volkswagen Polo Petrol: Maybe as soon as tomorrow? India Spurs 'Good Times' for its Alcohol Brands Japanese giants produce for emerging-market consumers to revitalise economy Indians switch to high-priced, power-efficient air conditioners Chinese Phones For Sale: Cautionary Tales From The Emerging Markets Toyota Focused on Restoring Consumer Confidence, President Says Consumer confidence dipped in June Will India Finally Relax FDI Rules on Retail? India to Discuss Allowing Wal-Mart, Carrefour Entry The car industry in India has been on steroids. The domestic sales have reached a level of 2 million units per annum, growing in double digits. We expect it to rise further to 3.66 million units by 2014-15 and 5.2 million units by 2019-20.
The past six years have seen explosive growth and sales during this period account for over 8.5 million cars, which is as much as 60% of the total car stock in the country. Indians today buy nearly 10 times the cars they used to buy 15 years ago.  The current stock of cars running on the streets are of the order of 13 million, of which as many as 8.5 million were added during the past six years. India is set to add another 35-38 million cars to its stock during the next 10 years.
Over the past decade, India has increased its share of world cars from 1.3% to 3.3%. India is likely to go through an exponential growth phase similar to the one experienced by China and by 2020, its share of world car sales is likely to be to touching 9%. The total world car sales, meanwhile, are not likely to increase by much. The current market is of the order of 50 million cars and through the next decade it is not likely to exhibit a decadal growth of more than 10%. In fact, most of the large consuming countries are in decline and are unlikely to reach their peak consumption levels for a long time to come.
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The urban joint families of today
These are India’s urban joint families of today, an updated version of the family immortalized in the Doordarshan serial Hum Log. The chief wage earners, the patriarchs, are in their older years—74% are over 55 years of age. They are also not that well educated—just 11% have degrees, graduate and above. However, the educational level of all adults in the household is relatively higher as the younger generation has moved beyond schooling. Nearly half the households have more than two earning members, making this the richest among the E segments. The younger members, though earning, are on the first rungs of their career and jobs, contributing less to the family kitty than the fathers. With a median annual household income of Rs2.61 lakh, this segment also has a large proportion of relatively rich households—around 13% earn at least Rs10 lakh a year. E7 spends the highest share among all E segments on conveyance—22% of the budget goes into transport expenses— an outcome of more members of the household travelling to work  Insights from Indicus The A3 segment is formed by households whose chief wage earners have children above the age of 12 living with them Another hike by RBI unlikely soon It appears the RBI wants to send out a signal of being pro-active and in control right before a delayed monsoon and energy price rise. The A2 segment is much more affluent than the ones seen in the past few weeks, and a much smaller one as well. F2 chief wage earners have very low education and skill levels. They are still in their younger years, but the defining characteristic here is that they are all single and living alone, there is no family support here. Supporting Home At A Young Age F1 comprises 9 lakh households. These are relatively low income households, median annual income is Rs. 100,000 and more than 80% of the households earn less than Rs. 3 lakhs a year Short-term blips notwithstanding , we are on a long-term trend of double-digit growth in any case. Most vulnerable of urban homes E8- the chief wage earners are school-educated businessmen or skilled workers, in their older years, and living without their grown-up children. The competition in India’s mainframe market is hotting up |