Thursday, March 19, 2009

Top 10

Here are the top 10 questions we received from our clients about
More & More - South India consumer trends report.

1. The world goes green! What about India?
We all know that Indians have a holistic relation with nature.
On the other hand, Indian industrialists like to repeat that we must get developed before thinking about environmental protection. This sounds logical but it is no more acceptable for the South Indian consumers who have deep ecological consciousness.
Unsurprisingly, our approach of sustainable development is catching the attention of non-profit organisations and government bodies. In More & More, you will learn how South India may become the world laboratory for sustainability and local living economy.

2. Is there any interest in encouraging local and national trends?
No, but it is necessary if we want to reach the next 100 million consumers who are not yet willing to afford a consumerist lifestyle. These consumers we are referring to are the ones who lead a modest lifestyle but still have a good spending potential. They need radical innovations that are contextually integrated. Thus, the future of innovation will be a mix of both local and global consumer experience. That’s the reason for which our trends report aims to facilitate people’s adhesion to global consumption pattern.

3. What kind of trends report it is?
A trends report is either:
1) Macro or Micro - Micro trends all together form macro trends.
2) Fast or Slow - The period the trend will last.
3) Global or Local - The geography of the trend.
More & More trends report focuses on Macro, Slow, Local trends.
It is useful for any industry that deals with consumers who have local or national exposure and moderated lifestyle. You will find business opportunities on medium and long-term basis.

4. Will the report be relevant for my industry?
The report deals with consumers needs and wants. As those needs and wants can be applied across all industries, the report is relevant for any brand looking to innovate in the B2C arena across South India.

5. Did you find any variations in the consumer’s behaviours between the South Indian states?
Yes and for each of the 21 trends presented we have included a map of South India showing where the trend is present. Some trends are spread all over the 4 states whereas others only affect particular states or cities. This trends report can be utilised for localising your products and services however it is not its primary objective. The objective of this report is to understand South India’s macro consumer segmentation. It makes more sense from a business perspective to focus on cross-states trends than geographically isolated ones.

6. In what way can NGOs contribute to R&D?
Our experience working with the poor clearly showed us that there is no direct relation between income level and buying capacity. NGOs have the experience of working with the poor and know what is the ecosystem associated to peoples spending habits. NGOs helped us to understand how community behaviour influences the consumption pattern of poor consumers.

7. What will be the next technological hit for India?
At last, India is coming out of the technocratic black-out it was stuck in for the past 10 years. Technology has become a fully integrated component of lifestyle. Now, we can think about humanised innovation that would require powerful technologies but not for the sake of it.
Let me say once again:
“Innovation is no more about constantly upgrading technology. Innovation is about relieving social and cultural barriers. Make global resources accessible to everyone. Free every human being from ignorance and poverty.”
Become an ambassador of India’s social revolution. More & More will provide you clues to innovate in that direction.

8. Why to make a trends report about South India and not the whole country?
We thought that this trends report could capture the whole population of India. But, after interviewing people in Mumbai and Delhi we realised that the findings would be entirely different in North and South. Hence, we decided to release 2 separate versions. This edition focuses exclusively on South India.
We are currently conducting workshops in Mumbai with NGOs, social workers and business entrepreneurs. Yet we have no doubt that North India trends will be a different blend of life experiences and consumer aspirations.

9. Can you share with us the process followed to generate these trends?
The methodology used to realise More & More consumer trends report is called Target Point. This methodology has been specially created for studying emerging market populations. It helps to understand in-depth environmental factors and underlying needs of the consumers rather than surface information with no proper indicators. Emerging market populations are often attached to their traditions and not always receptive to global trends. Hence, it is essential to understand their cultural ecosystem for framing accurate social and commercial trends.
Read about Target Point design methodology on our website:

10. Is there any business opportunity in this period of recession?
We are all feeling the cold shower of recession particularly the rich and middle class consumers who fear job cut and postpone buying expensive stuff. All sectors are affected real estate, banking, distribution, etc. Indian middle class consumers are likely to suffer and see their buying capacity decrease significantly till the economy gets better. However, it is not the case of the Indian rural market that continues to grow as a self-sustaining economy. Your company can contribute and benefit from it while providing contextual innovation.

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