Overall household spending has increased for 58% of families

Essentials like personal care & household items see increased spending from 48% of families, a 5 percentage point rise from last month

13% of families have increased their spending on non-essential & discretionary products

Health-related expenses have surged for 40% of families

Media consumption remains stable for 22% of families

18% of respondents plan to splurge on luxury items during the festive season, while 79% opt for budget-friendly choices

14% of respondents are entering the New Year with financial resolutions

Video Streaming Platform/OTT viewership data reveals varied content preferences across different age groups, with specific interests in comedy, long-form, and short-form videos

65% of respondents acknowledge improvements in road conditions in the last ten years

72% of the respondents perceive improvements in public transportation

Post the Jal Jeevan Mission implementation, 65% of the respondents now have access to clean drinking water

77% of the respondents recognise progress in rural electrification post the launch of Pradhan Mantri Sahaj Bijli Har Ghar Yojana – SAUBHAGYA,

70% of respondents note improvements in healthcare facilities following the Ayushman Bharat - PMJAY scheme

Axis My India ,a leader in consumer data analytics, presents compelling findings from the latest India Consumer Sentiment Index (CSI) that underscore the dynamic shifts in media consumption patterns across Indian households. The data reveals a nuanced change in media engagement, with a slight increase in families consuming various media forms like TV, Internet, and Radio. In the rapidly evolving digital era, marked by the widespread use of smartphones and affordable internet, there is a noticeable shift towards streaming platforms. 25% of respondents are moving away from traditional cable or satellite subscriptions, embracing the flexibility of digital streaming services. However, traditional media retains its relevance, with 40% of respondents still preferring cable subscriptions, illustrating the coexistence of traditional and digital media formats. The survey further delves into diverse content preferences across different platforms and age groups, highlighting varied interests in serials, movies, sports, and both long and short-form videos.

The January net CSI score, calculated by percentage increase minus percentage decrease in sentiment, is at +10.3, which is an increase of +0.3 from the last month.

The sentiment analysisdelves into five relevant sub-indices – Overall household spending, spending on essential and non-essential items, spending on healthcare, media consumption habits, entertainment & tourism trends.

The survey usedComputer-Aided Telephonic Interviews and included 4603 participants from 35 states and UTs. Among them, 70% were from rural areas and 30% from urban areas. In terms of regions, 25% were from the North, 27% from the East, 31% from the West, and 17% from the South of India. Among the participants, 59% were male and 41% were female. Looking at the largest groups, 28% were aged between 36 and 50 years old, while 27% were aged between 26 and 35 years old

Commenting on the CSI report, Pradeep Gupta, Chairman & MD, Axis My India,said,"It is clear we're at the dawn of a new era in how content is consumed. The rise of smartphones and accessible internet has ushered in a shift towards streaming platforms, with a significant portion of audiences embracing this new mode of engagement. Yet, importantly, traditional cable remains a steadfast choice for many, suggesting a diverse and multifaceted media landscape. This blend of new and old, from serials to movies, and sports to varied video formats, reveals a rich tapestry of consumer preferences that transcend age groups and traditional norms. Looking ahead, these insights point to a future where media consumption is not about choosing between digital and traditional, but rather about how these mediums can coexist and complement each other.”

On topics of current national interest:

• The advent of the New Year traditionally inspires a flurry of resolutions, with financial goals often topping the list for many. The latest survey data presents an intriguing narrative with 14% of respondents set to ring in the New Year with financial resolutions, pointing to a select group focused on reshaping their fiscal habits. 83% of the respondents will step into the New Year without financial resolutions, suggesting a satisfaction with their existing financial strategies. This divergence in financial forward-planning underscores the varied approaches to personal finance as a new calendar year unfolds.
• The New Year often serves as a catalyst for financial introspection, a time when many choose to focus on tax planning and investment reviews. In the spirit of fresh starts, a dedicated 14% of the respondents are proactive in their approach and engage in specific financial planning activities such as tax planning and investment reviews. 84% of the respondents do not indulge to participate in these financial planning activities implying a confidence in their ongoing financial strategies or a preference for a less seasonal approach to financial management. This landscape of financial activity highlights a population that values both planned financial recalibration and steadfast financial continuity.
• The landscape of media consumption has significantly shifted in the wake of widespread smartphone use and affordable internet access. As streaming platforms gain momentum, fuelled by the digital revolution, 25% of respondents have pivoted away from traditional cable or satellite subscriptions, opting instead for the on-demand convenience of digital streaming services. Despite this trend, a notable 40% of the respondents continue to engage with media through the conventional route of cable subscriptions. This persistence of traditional media consumption alongside the rise of streaming highlights the coexistence of old and new media paradigms, reflecting a diverse consumer base with varied preferences and habits in the digital age.
• The survey explored the intricate landscape of content consumption across TV and Video Streaming Platforms/OTT, revealing diverse viewer preferences: o Serials on TV are favoured by 19% of the respondents o Movies are watched on TV by 20% of respondents, with another 20% of the respondents enjoying them on both TV and video streaming platforms/OTT o Sports content is equally popular on both mediums, with 22% of respondents tuning into both TV and video streaming platforms/OTT o Long-form videos or content on video streaming platforms are the choice for 16% of respondents. o Short-form videos or content on video streaming platforms attract 22% of respondents. This diverse breakdown underscores a significant shift in media consumption habits, with digital platforms gaining prominence.
• In examining TV viewership data, distinct patterns in content consumption become evident across various age groups: o For TV serials, 19% of respondents aged 36-50, and 51-60 engage in watching, while a slightly higher 21% of the respondents of those above 60 years tune into these shows o When it comes to watching movies on TV, 21% of the respondents of 18-25 age group are viewers, closely followed by 20% in both the 26-35 and 36-50 age brackets. The 51-60 age group is not far behind, with 19% indulging in movies on TV. o As for sports viewing on TV, 18% of the respondents of 18-25 age group are keen watchers, while the interest slightly increases to 19% among the 26-35 age group, and notably, 21% of respondents above 60 years also actively tune in to watch sports
• The findings of Video Streaming Platform/OTT viewership data reveals varied content preferences across different age groups: o In the comedy genre, 16% of respondents aged 51-56 show a preference for video streaming platforms/OTT o For long-form videos/content, there is a consistent interest among multiple age groups: 17% of respondents aged 18-25, 36-50, and above 60 years lean towards video streaming platforms/OTT. Similarly, 16% of those aged 36-50 also prefer these platforms for such content o When it comes to short-form videos/content, the highest preference is seen in the 36-50 age group with 24% favouring video streaming platforms/OTT. Close behind are respondents above 60 years at 23%, followed by 22% each in the 18-25 and 26-35 age brackets, and 20% in the 51-60 age group.
• In the last ten years, the Modi government has made significant strides in prioritising the development and quality of India's road infrastructure, aiming to transform connectivity across the nation. Reflective of these efforts, a substantial 65% of respondents acknowledge noticeable improvements in road conditions since 2014, suggesting that the investments and initiatives in this area have resonated positively with the public.
• Over the last decade, there has been a notable focus on improving public transportation systems in India. This focus on improving accessibility and efficiency is reflected in recent survey findings, where a substantial 72% of respondents have perceived an improvement in public transport. This significant majority suggests that the initiatives to overhaul and update public transportation facilities and services have positively influenced the general public.
• Following the implementation of the Jal Jeevan Mission, a significant initiative aiming to provide 55 liters of water per day to every rural Indian household, there has been a notable impact on water accessibility. According to the survey data, 65% of respondents now have access to clean drinking water in their localities, illustrating the positive effect of this ambitious scheme.
• The launch of Pradhan Mantri Sahaj Bijli Har Ghar Yojana – SAUBHAGYA in 2017 marked a pivotal step towards electrification in India, with 8 states achieving 100% saturation in household electrification. According to the survey findings, 77% of respondents acknowledge significant progress in rural electrification.
• The Ayushman Bharat - Pradhan Mantri Jan Arogya Yojana (PMJAY), targeting healthcare insurance provision to the poor and lower middle-income groups, has been a significant initiative in India. According to the survey findings, 70% of respondents have observed an improvement in healthcare facilities in their area. This points towards a progressive shift in healthcare accessibility and quality, marking a promising step forward in the nation's healthcare journey.

49% of families have increased spending on essential items

Non-essential product spending has risen for 15% of families

44% of households have increased their health-related expenses

Media consumption remains stable for 23% of families

Financial upliftment in 2023 compared to 2022 is felt by 46% of respondents

Consumer spending patterns show 49% leaning towards mobile phone investments, 30% interested in personal mobility, notably two-wheelers.

60% of respondents see Prime Minister Narendra Modi as 2023's most influential figure

Chandrayaan-3 lunar mission is identified as the year's defining milestone by 54% of respondents, with its success and record 8.06 million concurrent live stream views highlighting India's space exploration achievements

67% watched exit polls of the state elections

Ayushman Bharat - Jan Arogya Yojana awareness is at 27%,

28% are both aware and enrolled in Ayushman Bharat - Jan Arogya Yojana

84% of respondents are not aware of the 14-digit Ayushman Bharat Health Account (ABHA) card

Axis My India ,a leading consumer data intelligence company, reveals the latest insights into shifting media consumption habits in India. The survey highlights a notable 23% families report media consumption, resulting in a 3% increase from last month. Focusing on the ICC World Cup 2023 viewership, the study exposes diverse preferences, with 31% opting for traditional television and a significant 22% choosing the mode of mobile phones. The analysis of daily time allocation on media presents a clear trend toward digital platforms, especially for shorter durations, indicating a dynamic transformation in media consumption patterns. Axis My India's findings offer a comprehensive view of the evolving media landscape, influencing the future of consumer behavior in India.

The December net CSI score, calculated by percentage increase minus percentage decrease in sentiment, is at +9.9, which is an increase of +0.9 from the last month.

The sentiment analysisdelves into five relevant sub-indices – Overall household spending, spending on essential and non-essential items, spending on healthcare, media consumption habits, entertainment & tourism trends.

The survey usedComputer-Aided Telephonic Interviews and included 5,143 participants from 35 states and UTs. Among them, 72% were from rural areas and 28% from urban areas. In terms of regions, 23% were from the North, 24% from the East, 28% from the West, and 25% from the South of India. Among the participants, 60% were male and 40% were female. Looking at the largest groups, 30% were aged between 36 and 50 years old, while 25% were aged between 26 and 35 years old

Commenting on the CSI report, Pradeep Gupta, Chairman & MD, Axis My India,said,“As we analyse the recent trends in India's economic landscape, the subtle yet significant transformations in consumer behavior and spending emerges distinctly. The evolving spending habits reveal a fascinating dynamic of necessity versus aspiration in consumer behavior. We are seeing a nuanced evolution in how households manage their finances and what they prioritise. From embracing digital technology to rethinking financial strategies, the Indian consumer is navigating an ever-changing economic environment with adaptability and foresight. The adaptability to govt schemes also highlights the govt’s role in spreading awareness towards their initiatives as an extension of their contribution to the nation. This trend is a reflection of the current economic and political climate, but is also a crucial indicator for the retail industry, signaling shifting consumer priorities and guiding future market strategies’

On topics of current national interest:

• The survey provided insightful data on household income, spending, and consumption patterns bringing to light a spectrum of sentiments regarding the nation's economic conditions this year. 46% of the participants expressed a sense of financial upliftment in 2023 compared to 2022 terms of financial well-being. Meanwhile, 36% still hold 2022 in higher regard, feeling that the previous year offered better financial stability. Additionally, 18% of the respondents viewed 2023 as being on par with the previous year, indicating a sense of consistency in their financial experiences.
• The survey offered valuable insights into the spending patterns of consumers over the past and upcoming six months, highlighting shifts in purchase priorities. According to the findings, a significant 49% of respondent s are leaning towards investing in mobile phones, signalling a strong inclination towards technology and connectivity. Following closely, 37% of the respondents are focusing on financial prudence, with choosing a bank account being a top priority, reflecting an increased awareness and emphasis on financial management. Additionally, personal mobility emerges as a significant factor, with 30% of the respondents showing a preference for acquiring two-wheelers, underlining the growing importance of personal transportation in daily life.
• In the wake of BJP's notable victories in recent state elections, the survey tapped into the public's perception of influence in India's political sphere. Reflecting on this political landscape, 60% of the respondents identified Prime Minister Narendra Modi as the most influential figure of 2023. This perception has been further bolstered by the Prime Minister's active international engagements, including his pivotal role in the G20 summit and efforts towards elevating India's presence on the global stage. These events have clearly struck a chord with many people, contributing to the increased recognition of Narendra Modi as a significant influencer this year.
• The survey delved into identifying the top milestone missions for India in a year filled with significant events, including the ICC World Cup and the G20 Summit. A significant 54% of respondents identified the Chandrayaan-3 lunar mission as the most defining milestone of the year. This sentiment is underscored by the remarkable success of Chandrayaan-3, India's ambitious lunar mission. The event not only garnered widespread acclaim and also set a new record with 8.06 million concurrent views during its live stream, highlighting the nation's growing prowess and interest in space exploration and scientific achievements.
• The survey unveiled that a significant 62% of respondents watched the ICC World Cup 2023, showcasing the event's wide-reaching appeal. Delving deeper into the modes of viewership, it was found that 31% of the respondents followed the matches on television, while a notable 22% of the respondents opted to watch the games on their mobile phones, highlighting the diverse ways in which audiences are consuming sports content in the digital age.
• The study delved into the average daily time spent on TV and Video Streaming Platforms/OTT across various time brackets. The overall time spent on TV is 65 minutes per day compared to 61 minutes on OTT. The younger age group spend significantly higher time spent on OTT (96 minutes per day) compared to TV (60 minutes per day) o For those allocating less than 30 minutes, 14% of respondents reported spending their time on TV, while 15% preferred Video Streaming Platforms/OTT o In the 30 minutes to 1-hour category, 16% indicated TV usage compared to 13% for Video Streaming Platforms/OTT o Moving on to the 1-2 hour bracket, 24% opted for TV, while 18% chose Video Streaming Platforms/OTT o The percentages decrease for longer durations, with 10% on TV and 9% on Video Streaming Platforms/OTT for 3-4 hours o 2% on TV and 3% on Video Streaming Platforms/OTT for 5-8 hours, and o Merely 1% for both TV and Video Streaming Platforms/OTT for 9 or more hours This breakdown illustrates the varying preferences in media consumption habits, emphasizing a notable shift towards digital platforms, especially for shorter durations.
• Expanding on the findings regarding age-wise distribution, the data from Axis My India provides insights into the percentage of individuals within different age groups who spend ‘1-2 hours’ watching TV on a typical day: o 23% of 18-25 age group dedicate this time to TV o 21% of 26-35 age group dedicate this time to TV o 27% of 36-50 age group dedicate this time to TV o 26% of 51-60 age group dedicate this time to TV o 25% of above 60 age group dedicate this time to TV This suggests a fairly even distribution of TV watching habits across different age groups, with a slightly higher inclination in the 36-50 age category.
• Examining the data on a typical day's OTT viewership, distinct patterns emerge across various age groups: o Among individuals aged 18-25, a notable 25% engage with OTT platforms, o Slightly lower yet significant 24% from the 26-35 age group do the same. o The prevalence decreases in the 36-50 age group, with 17% of individuals choosing OTT for their media consumption. o Further down the age spectrum, the 51-60 age group and those above 60 exhibit similar preferences, with 12% from both demographics tuning into OTT platforms These findings highlight the varying degrees of adoption of OTT platforms across different age brackets, indicating a higher affinity among younger individuals for on-demand streaming services. This suggests a fairly even distribution of TV watching habits across different age groups, with a slightly higher inclination in the 36-50 age category.
• The survey shed light on public awareness and participation in the Ayushman Bharat - Jan Arogya Yojana, a pivotal health insurance scheme by the Government of India. It was revealed that 27% of respondents are aware of the scheme but have not taken the step to enroll. This indicates a significant level of awareness about the scheme, yet highlights a gap between awareness and action. On the other hand, 28% of respondents are aware of the scheme and have actively enrolled in the scheme, suggesting a proactive approach towards availing the health benefits offered.
• The survey provided insights into the public's awareness and adoption of the 14-digit Ayushman Bharat Health Account (ABHA) card, a key component of India's health digitisation efforts. It revealed that 84% of respondents, are unaware of the ABHA card, indicating a significant knowledge gap in this critical health initiative. This suggests a considerable gap in public knowledge regarding the ABHA and its benefits. On the other hand, 9% of respondents have actively obtained the ABHA card, indicating some level of engagement and uptake among the populace. Meanwhile, 7% of respondents, although aware of the ABHA, do not possess the card.
• With the five state elections seen as a prelude to the 2024 Lok Sabha elections the December CSI Report highlights the keen interest among the public in political trends. A significant 67% of respondents had expressed their intent to watch the exit polls of these crucial state elections, indicating a high level of engagement and curiosity about the potential outcomes and their implications. In contrast, 32% of the surveyed population are not planning to tune in for the exit polls, suggesting varying levels of political interest and engagement across the public.

57% Tune into mobile streaming app for ICC ODI Cricket World Cup 2023 - Axis My India November CSI Survey

Oppo Ads Score Big with 16% of respondents Recalling Their Promotions

57% of viewers are tuning in on Hotstar, while 49% use Linear TV/DTH to watch the ICC ODI Cricket World Cup 2023, 8% are watching it on Connected TVs

67% of respondents plan to watch the final ICC ODI World Cup matches

Oppo, Thums Up, Mahindra, Havells, Dream 11 are the top recalled brands on ICC ODI World Cup

Axis My India ,a leading consumer data intelligence company, has unveiled the latest insights from the India Consumer Sentiment Index (CSI), shedding light on significant media consumption trends. With the ICC ODI Cricket World Cup 2023 in full throttle and India dominating, overall 67% plan to watch the matches. A whopping 57% are flocking to online mobile streaming platforms such as Hotstar for live action, while 49% is hooked to their Linear Television sets, 8% are watching it on Connected TVs. Oppo, Thums Up, Mahindra, Havells, Dream 11 are the top recalled brands on ICC ODI World Cup. The report also notes that 20% of families are broadening their media horizons, with platforms such as TV, Internet, and Radio. Interestingly, consumption across these platforms remains consistent, showing no change from last month's figures.

The November net CSI score, calculated by percentage increase minus percentage decrease in sentiment, is at +9, which is an increase of +1 from the last 2 months.

The sentiment analysisdelves into five relevant sub-indices – Overall household spending, spending on essential and non-essential items, spending on healthcare, media consumption habits, entertainment & tourism trends.

The survey usedComputer-Aided Telephonic Interviews and included 4,980 participants from 35 states and UTs. Among them, 69% were from rural areas and 31% from urban areas. In terms of regions, 23% were from the North, 25% from the East, 28% from the West, and 23% from the South of India. Among the participants, 65% were male and 35% were female. Looking at the largest groups, 34% were aged between 36 and 50 years old, while 27% were aged between 26 and 35 years old

Commenting on the CSI report, Pradeep Gupta, Chairman & MD, Axis My India,said, " As the pulse of the ICC ODI Cricket World Cup 2023 quickens, India's enthusiasm resonates across both fields and screens. While a significant portion of fans eagerly tune in for the critical matches, we are seeing a blend of modern and traditional viewing preferences. Digital platforms are commanding attention, yet the charm of conventional cable/DTH remains unshaken. Interestingly, amidst the cricketing showdown, advertisements continue to play their own game of capturing viewer attention. This amalgamation of viewership patterns and advertising impact offers a compelling insight into a nation deeply invested in the sport, both on and off the pitch.”

On topics of current national interest:

• In the ICC ODI Cricket World Cup 2023, with the Indian team leading the table over 67% plan to watch the matches. Out of them, 26% of the respondents intend to tune in for the crucial final games of the current season. Meanwhile, 22% of respondents are following matches played by their preferred team, and 19% of respondents are watching almost every game of the season.
• During the ICC ODI Cricket World Cup 2023, various viewing platforms have gained traction among audiences. The survey reveals that a dominant 57% of respondents are catching the action live online mobile streaming platforms such as Hotstar. Traditional cable/DTH television still holds its ground with 49% of respondents tuning in through this medium. Notably, emerging technology isn't left behind, with 8% of enthusiasts streaming the matches on connected television sets using devices such as Fire Stick TV, Chromecast, and similar platforms.
• During the ICC ODI Cricket World Cup 2023, advertisements played a pivotal role in capturing viewer attention amidst the on-field action. According to the survey, mobile phone brand Oppo made a significant impression, with 16% of respondents recalling their advertisement the most. Close on its heels, 13% each have recognised advertisements from brands like MRF, Thums Up, Pepsi, Coca-Cola, and Havells. Additionally, Dream11, a fantasy sports platform, also managed to engage the audience effectively, with 12% of respondents recalling their promotional content.
• The survey delved into consumers' intentions regarding their shopping preferences during the upcoming festive season. Notably, 25% of the respondents are enthusiastic about shopping more as compared to last year while 23% are committed to sustaining their purchase levels as last year.
• The survey provided insights into household shopping budgets for the forthcoming festivities. A notable 56% of respondents are set to shop a budget of less than Rs 5000, while 24% plan to shop in the range of Rs. 5,000 - Rs. 10,000. Furthermore, 11% of the respondents are looking to spend between Rs. 10,000 - Rs. 20,000, while a combined segment of 7% is gearing up for shopping sprees ranging from Rs. 20,000 to a lavish Rs. 2,00,000. A significant 1% of overall population plan to spend more than Rs. 2,00,000.
• During the auspicious festive occasions, the spectrum of consumer purchases is broad and varied. It encompasses the customary on clothing and apparel but also extends to high-value items. These items range from the latest electronic gadgets, such as mobile phones, to indispensable home appliances, and even luxury investments like vehicles, real estate, and jewellery. A significant majority of 67% of respondents, indicated their intent to shop for clothes/apparel. Furthermore, 13% of the respondents have their eyes on a new mobile phone, while a noteworthy 12% of the respondents are aiming to enhance their homes with appliances such as ACs, TVs, washing machines, refrigerators, and more. 5% plan to buy a 4-wheeler.
• The survey explored the preferences of participants concerning various shopping channels they prefer when purchasing festive items. A significant 82% of respondents voiced a preference for local physical retail stores near home indicating a potent sentiment towards bolstering local enterprises. On another note, 10% of the respondents leaned towards online shopping platforms for their festive acquisitions. Meanwhile, 8% of respondents expressed favour for brand-specific physical stores, highlighting a range of diverse shopping inclinations among consumers.
• Festive shopping popularised by e-commerce platforms has emerged as a significant favourite, especially with the advent of special promotions. These themes have become increasingly popular among consumers. According to the survey, a noteworthy 22% of respondents have expressed their intention to actively participate and make purchases during these e-commerce-led shopping festivals.
• In the vibrant landscape of festive shopping, payment preferences reflected a blend of tradition and modernity. Amid the festive hustle and bustle, a substantial 79% of respondents gravitate towards the timeless charm of cash for their transactions. In a modern twist, 16% of respondents are inclined to embrace digital wallets to settle their festive purchases, while 5% opt for the convenience of debit/credit cards and online banking for transactions.
• Diwali, often hailed as the festival of prosperity and wealth, brings with it the added delight of financial bonuses for many. Employers often mark the occasion by distributing salary bonuses, allowing employees to indulge in the festive spirit with a little extra in their wallets. According to the survey, a notable 19% of respondents have received /are anticipating receiving a salary bonus due to Diwali celebrations.

5,452 people surveyed; 66% are from rural India while 34% are from urban India

Overall household spending increased for 53% (2% decrease from last month)

Essential spending increased for 43% (2% increase from last month) and non-essential spends increased for 9% (3% spike from last month)

Health spends surged for 36%, up by 2%

55% prioritize spending on food and groceries, 37% on clothing and accessories, during festive season

43% value product quality as primary during festive purchases, followed by 21% focusing on discounts

62% favour local outlets for home decor, 58% for food and groceries, and 53% for clothing

Axis My India , a leading consumer data intelligence company, unveils the latest insights from the India Consumer Sentiment Index (CSI), revealing noteworthy trends in consumer behaviour. The report showcases a diverse range of data, such an increase in overall household spending for 53% of families, highlighting a nuanced 2% dip from the last month. Additionally, the festive spirit seems to be in full swing, as 55% of respondents plan to prioritize spending on festive delights, from food and groceries to clothing and accessories. Significantly, 43% of shoppers spotlight product quality as their foremost consideration, indicating a discerning and quality-conscious consumer base. The report also celebrates the enduring appeal of local markets, with 56% of participants favouring them, echoing the "vocal for local" ethos. With the festive season ushering in renowned sales events and diverse shopping experiences, the findings provide a vibrant and optimistic outlook for businesses and consumers alike.

The October net CSI score, calculated by percentage increase minus percentage decrease in sentiment, is at +8, which is the same as compared to last 2 months.

The sentiment analysis delves into five relevant sub-indices – Overall household spending, spending on essential and non-essential items, spending on healthcare, media consumption habits, entertainment & tourism trends.

The survey used Computer-Aided Telephonic Interviews and included 5452 participants from 35 states and UTs. Among them, 66% were from rural areas and 34% from urban areas. In terms of regions, 32% were from the North, 20% from the East, 39% from the West, and 9% from the South of India. Among the participants, 64% were male and 36% were female. Looking at the largest groups, 29% were aged between 36 and 50 years old, while 28% were aged between 26 and 35 years old.

Commenting on the CSI report, Pradeep Gupta, Chairman & MD, Axis My India,said, “As we navigate through this festive season consumers are showcasing a harmonious blend of traditional values and modern preferences. As we enter this festive season, it is evident that quality and local sourcing remain paramount, yet the digital realm is undeniably shaping purchasing decisions. Brands that understand this synergy and can cater to both aspects will undoubtedly thrive. Furthermore, the survey insights reveal an undying commitment to supporting local businesses, echoing the spirit of self-reliance and the 'vocal for local' ethos. The commitment to local vendors and businesses emphasizes a deep-rooted sense of community and reflects a collective effort to foster and support local ecosystems. We see a conscientious shift towards responsible consumerism, where the emphasis is equally on the source as it is on the quality of the purchase. The consumer today is informed, engaged, and values-centric, shaping a transformative era in retail that is rich in trust, quality, digital savviness, and a deeply rooted community spirit."

On topics of current national interest:

• The survey delved into consumers' intentions regarding their shopping preferences for the upcoming festive season. Notably, 55% of respondents plan to prioritize spending on food and groceries. Moreover, 37% of respondents indicated a desire to spend on clothing and accessories. The rest are leaning towards allocating their expenditures on home décor and furnishings, electronics, and gadgets, as well as discretionary items like cars, ACs, and refrigerators. These insights underscore potential shifts in consumer patterns and their anticipated repercussions on the market.
• The survey thoroughly explored various factors and determinants that shape the respondents' purchasing choices during the festive period. Remarkably, a prominent 43% of respondent indicated that product quality is the primary factor guiding their buying choices during the festive period. Meanwhile, 21% of respondents mentioned that discounts and promotions substantially sway their purchasing decisions during these times. On the other hand, 16% of respondents recognized personal preferences as the leading factor in their festive buying choices.
• Participants place a high value on product quality, highlighting its importance above other considerations such as discounts, brand reputation, and personal preferences when shopping. A commendable 48% of participants prioritize product quality when investing in durable goods like cars, ACs, and refrigerators. Similarly, an encouraging 44% and 43% of participants seek top-quality products in the realms of food and groceries, and clothing and accessories, respectively. Furthermore, 42% and 38% of participants champion product quality as a key factor when choosing home decor and furnishing, as well as electronics and gadgets. This underlines a positive trend toward informed and quality-conscious buying choices.
• The survey delved into participants' inclinations regarding different shopping channels they prefer when purchasing festive items. A significant 56% of respondents expressed a preference for local markets and vendors, reflecting a strong inclination towards supporting local businesses. Interestingly, a modest 36% of respondents showed a preference for in-branded physical stores for their festive shopping. Meanwhile, 8% of respondents favoured e-commerce platforms for their festive purchases, showcasing the diversity in shopping preferences.
• Echoing the spirit of self-reliance, respondents demonstrated a commendable preference for shopping from local markets and vendors, championing the "vocal for local" ethos. A remarkable 62% of participants choose local outlets for their home décor and furnishing needs. Similarly, 58% of participants opt for local sources for their food and grocery shopping, while 53% of participants look locally for clothing and accessories. Notably, even for more substantial discretionary purchases like cars, ACs, and refrigerators, a significant 39% of participants still favour in-store shopping. This showcases a strong community-focused consumer trend.
• The survey delved into participants' perspectives on big ticket spending during the festive season. Interestingly 77% of participants are opting to refrain from making any big-ticket purchases during this festive time. On the other hand, 18% of participants are demonstrating a willingness to engage in significant spending, showcasing a sense of optimism and economic resilience. Meanwhile, 4% of participants are still contemplating their spending decisions, reflecting a sense of careful consideration during the festive season.
• In the vibrant landscape of festive shopping, payment preferences reflected a blend of tradition and modernity. Amid the festive hustle and bustle, a substantial 78% of respondents gravitate towards the timeless charm of cash for their transactions. In a modern twist, 16% of respondents are inclined to embrace digital wallets to settle their festive purchases, while an innovative 6% of respondents opt for the convenience of debit/credit cards and online banking for their seasonal transactions. These eclectic payment preferences underscore the harmonious blend of tradition and innovation in the festive shopping experience.
• The survey explored the preferred channels through which participants stay updated on festive promotions and discounts. 34% of participants stay updated through social media ads, showcasing the growing influence of digital platforms. Additionally, 32% of participants trust word-of-mouth, reflecting the enduring value of personal recommendations. Interestingly, a modest 12% of participants choose newspapers as their source of information on festive offers and deals, indicating a diverse range of preferred mediums.
• Social media ads emerge as a highly effective channel, with a significant majority leveraging them to stay abreast of festive deals and offers, showcasing the growing influence of digital platforms in today's festive market. 50% of respondents rely on social media advertisements for updates on offers related to electronics and gadgets. Similarly, 42% and 41% of respondents tap into these ads for offers on discretionary spends and home decor. 36% of respondents stay updated on festive offers and deals for clothing and accessories through social media ads, emphasizing the platform's significance. Interestingly, traditional word-of-mouth still holds sway for 35% of respondents, particularly when it comes to food and groceries, emphasizing the blend of digital and traditional in today's market dynamics.
• The 84-day festival season joyfully welcomes renowned sales events such as Amazon's Great Indian Festival and Flipkart's Big Billion Day, enticing shoppers to delight in making high- value purchases during this celebratory period. 20% of participants hold off for these exceptional sales to benefit from the abundant discounts and offers available. Meanwhile, 71% of participants stick to their regular spending habits, unaffected by the festive season's sales and promotions. Furthermore, an opportunistic 9% of participants make substantial purchases, contingent on the appealing discounts presented during the festive season sales. All in all, the festive season not only lights up our spirits but also opens a gateway to smart, joyous shopping experiences for everyone.
• The festive season presents an excellent opportunity for brands and businesses to forge deeper connections, fostering meaningful conversations with their customers. 33% of respondents are more likely to interact with brands when presented with compelling offers. While 39% of respondents cherish the classic touch, choosing not to interact with brands on social media for festive deals, a mere 22% of respondents abstain from leveraging social media for their online shopping needs, showcasing the enduring charm of classic approaches.
• As the festive season unveils its charm, participants' interactions with brands on social media paint an intriguing picture. In the radiant tapestry of festive season engagements, 42% of participants choose to keep their experiences with brand deals close to their heart, refraining from broadcasting them on social media. On the brighter side, 23% of participants show a budding interest in sharing their brand interactions, while an enthusiastic 10% of participants are eager to highlight their festive finds on social media. This diversity in sharing exemplifies the varied yet vibrant ways in which people choose to celebrate their festive shopping journeys.

5,048 people surveyed; 68% are from rural India while 32% are from urban India

Overall household spends increased for 55% increased (3% decrease from last month)

Essential Spends increased for 41% and non-essential spends increased for 6%

spends surged for 34%, up by 1%

28% to maintain spending, during festive season

11% of 34% will be first time online shoppers

6% intend to invest more in the stock market while, 5% plans to maintain

46% of investors optimistic about SENSEX crossing 70,000

64% showcase confidence on government policies

70% aware of the ODI World Cup

Axis My India , a leading consumer data intelligence company, unveils the latest insights from the India Consumer Sentiment Index (CSI), revealing noteworthy trends in consumer behavior. The report showcases a diverse range of data, such as the 3% decrease in overall household spending for this month compared to the previous month. Notably, 23% of respondents are anticipating increased shopping activities during the upcoming festive season, reflecting a positive sentiment towards holiday spending. Additionally, 44% of those intending to maintain their pattern of participation in e-commerce festive sales this year plan to spend more than last year. These numeric insights provide a quantitative backdrop to the evolving consumer landscape, guiding market strategies for the festive period.

The September net CSI score, calculated by percentage increase minus percentage decrease in sentiment, is at +8, which is same as last month (+8). However, the score reflects a dip of -2 from last year September 2022 (+10)

The sentiment analysis delves into five relevant sub-indices – Overall household spending, spending on essential and non-essential items, spending on healthcare, media consumption habits, entertainment & tourism trends.

The survey used Computer-Aided Telephonic Interviews and included 5048 participants from 35 states and UTs. Among them, 68% were from rural areas and 32% from urban areas. In terms of regions, 22% were from the North, 24% from the East, 28% from the West, and 26% from the South of India. Among the participants, 62% were male and 38% were female. Looking at the largest groups, 29% were aged between 36 and 50 years old, while 27% were aged between 26 and 35 years old

Commenting on the CSI report, Pradeep Gupta, Chairman & MD, Axis My India,said ,“As we approach the festive season, our insights paint an encouraging picture for the retail landscape. A significant number of respondents are ready to elevate their shopping experiences, while others are poised to maintain their spending levels. E-commerce continues to play a pivotal role, with an increasing interest in festive online sales. This evolving trend suggests a promising market dynamic. As consumer preferences shape the retail arena, we anticipate a vibrant festive shopping spree ahead, reflecting a positive and forward-looking trend."

On topics of current national interest:

• The survey delved into consumers' intentions regarding their shopping preferences for the upcoming festive season. Notably, 23% of respondents plan to shop more during the festive period as compared to last year. Additionally, 28% of participants revealed their intention to maintain their spending habits at the same level as before, hinting at a stable consumer sentiment. These responses highlight the potential shifts in consumer behavior and their possible impact on the market.
• The survey explored respondents' prior and potential involvement in festive sales organized by e-commerce giants like Amazon and Flipkart. Significantly, a notable 23% of participants confirmed their past participation in such events and expressed their intent to maintain this pattern this year as well. Additionally, 11% of those who had not engaged in festive online sales before expressed their interest in participating this year. Conversely, 7% acknowledged their previous engagement but revealed their decision not to partake this year.
• Of 23% of those who intent to maintain the pattern this year, 44% said they will be shopping more through e-commerce mediums as compared to last year. These insights provide a comprehensive understanding of consumers' past and evolving attitudes towards e-commerce festive sales, shaping strategies for these platforms.
• The survey explored participants' inclinations towards investment in the Indian stock market or other financial assets in the upcoming months. Notably, a mere 6% expressed an intention to invest more, while 10% indicated plans to invest less. Meanwhile, 5% are projected to maintain their investment levels. These insights provide a snapshot of the current sentiment towards financial market investments, emphasizing the diverse attitudes among the surveyed individuals. Notably, a significant 79% still don’t invest in stocks.
• The survey inquired about participants' perceptions regarding the potential movement of the stock exchange (SENSEX) beyond the threshold of 70,000 before the festive period of Dussherra/Diwali this year. Encouragingly, 46% of respondents who invested expressed optimism that such a milestone could be achieved. Furthermore, 8% were uncertain about the market's trajectory. These findings underscore the diverse range of opinions prevalent among respondents, reflecting the complex and multifaceted nature of stock market predictions.
• The survey delved into participants' perspectives on the government's economic policies and their perceived influence on the nation's growth. Impressively, 64% of respondents expressed a confidence in the effectiveness of policies such as Pradhan Mantri Jan Dhan Yojana and Pradhan Mantri Mudra Yojana.
• The survey inquired about respondents' awareness of the forthcoming 2023 ODI World Cup being hosted in India. Encouragingly, 70% of participants confirmed their awareness of this prestigious sporting event taking place in the country. It highlights the fact that a substantial majority of respondents are cognizant of the global cricket event's occurrence on Indian soil, reinforcing the event's prominence and reach among the surveyed audience.
• The survey sought to ascertain respondents' preferences regarding their anticipated viewing platforms for the upcoming 2023 ODI World Cup set to unfold in India. The findings reflect a diverse array of choices. Notably, 47% of respondents expressed their intention to tune in via traditional television, utilizing DTH or cable services. Demonstrating the increasing influence of digital trends, 27% indicated their inclination to follow the event on their mobile devices. A notable 9% exhibited enthusiasm to experience the tournament live by planning to attend matches at the stadium. These preferences underscore the multi-faceted avenues through which individuals are gearing up to engage with the international cricket spectacle, embracing both traditional and contemporary viewing modes.

70% watch TV shows daily, 64% read newspapers daily

5,092 people surveyed; 65% are from rural India while 35% are from urban India

Media consumption increased for 20%

70% of respondents reported watching TV shows daily, indicating that television remains a popular medium for entertainment

64% of respondents read newspapers daily, indicating that traditional print media remains relevant despite the digital age.

80% of respondents reported watching video content on platforms like YouTube, Instagram reels, Facebook shorts, etc., daily.

47% watch OTT shows daily, 49% of respondents still listen to the radio, 45% of respondents reported visiting movie halls less than once a month

National, 3rd August 2023: Axis My India, a leading consumer data intelligence company, has unveiled its latest report on the India Consumer Sentiment Index (CSI), providing invaluable insights into evolving media consumption patterns, consumer behaviour, and data privacy sentiments. The survey shows the final balance between Television media consumption and Online Video Content Consumption both dominating as primary mode of entertainment. Moreover, the report reveal trends in movie theatre visits, OTT consumption and Radio consumption. With data-driven observations and comprehensive analysis, this report serves as a crucial resource for businesses seeking to align their marketing strategies with changing consumer preferences in the digital age.: Axis My India, a leading consumer data intelligence company, has unveiled its latest report on the India Consumer Sentiment Index (CSI), providing invaluable insights into evolving media consumption patterns, consumer behaviour, and data privacy sentiments. The survey shows the change in media consumption, particularly among younger demographics, with TV News Channels and Social Media dominating as primary news sources. Moreover, the report reveals intriguing trends in movie theatre visits, online shopping habits, and preferred sources of product information. With data-driven observations and comprehensive analysis, this report serves as a crucial resource for businesses seeking to align their marketing strategies with changing consumer preferences in the digital age. The August net CSI score, calculated by percentage increase minus percentage decrease in sentiment, is at +8, which has increased as compared to last month (+7). The sentiment analysis delves into five relevant sub-indices – Overall household spending, spending on essential and non-essential items, spending on healthcare, media consumption habits, entertainment & tourism trends.

The survey was carried out via Computer-Aided Telephonic Interviews with a sample size of 5092 people across 35 states and UTs. 65% belonged to rural India, while 35% belonged to urban counterparts. In terms of regional spread, 22% belong to the Northern parts while 25% belong to the Eastern parts of India. Moreover, 28% and 26% belonged to Western and Southern parts of India respectively. 61% of the respondents were male, while 39% were female. In terms of the two majority sample groups, 31% each reflect the age group of 36YO to 50YO and the age group 26YO to 35YO.

Commenting on the CSI report, Pradeep Gupta, Chairman & MD, Axis My India,said “ The media consumption landscape is continuously evolving, revealing intriguing trends that promise a transformative future for content engagement. Digital platforms are experiencing remarkable growth, driven by tech-savvy youth, while traditional mediums like TV and newspapers retain their allure. Noteworthy is the renaissance of cinema, spearheaded by urbanites and seniors. Looking ahead, digital media's dominance is set to soar further, with online video content and OTT shows captivating millions daily. Yet, radio's enduring relevance endorses its appeal in the digitally-driven era. Businesses must adapt to these evolving preferences, crafting tailored experiences to thrive in the ever-expanding universe of media choices”.

Key findings:

• Overall household spending has increased for 58% of the families, which is an increase by 2% from last two months and the highest increase in the last five months. The net score, which was +48 last month is +46 this month. The increase is slightly higher in the southern states such as Andhra Pradesh (71% each) followed by Telangana (67%), and Karnataka (65%).
• Spends on essentials like personal care & household items have increased for 44% of families, which marks a significant increase by 13% from last month and the highest in the last five months. The net score, which was at +18 last month has surged to +23 this month which is the highest in the last five months. Essential spending reflects an increase majorly for the southern states such as Telangana (67%) Andhra Pradesh (63%) and Tamil Nadu (61%).
• Spends on non-essential & discretionary products like AC, Car, and Refrigerators have increased for 6% of families, which is an increase by 1% from last month. Discretionary spending reflects an increase majorly for the states of Meghalaya (17%), New Delhi (13%), and Odisha and Tamil Nadu (11% each).
• Expenses towards health-related items such as vitamins, tests, healthy food has surged for 33% of the families. This reflects an increase in consumption by 3% from last month. The health score which has a negative connotation i.e., the lesser the spends on health items the better the sentiments, has a net score value -14 this month. Health-related products consumption increased more for the states of Punjab (44%), Rajasthan and Chhattisgarh (42% each).
• Consumption of media (TV, Internet, Radio etc.) has increased for 20% of families, depicting an increase in media consumption percentage by 2% from last month. This increase is depicted after a decrease was reflected last month at 18%.
• Mobility has increased for 7% of the families, which is a dip by 1% from last month. Mobility is highest amongst the states of Tamil Nadu (24%), Arunachal Pradesh (14%) and Rajasthan (12%)

On topics of current national interest:

• Axis My India CSI survey aimed to understand content consumption trends among consumers. The survey covered various mediums, including television, newspapers, online video content, radio, and movie halls.
• Television Consumption: 70% of respondents reported watching TV shows daily, with 87% watching it atleast once a week, indicating that television remains a popular medium for entertainment. Regions like Northeast, Karnataka, Gujarat and Delhi recorded the highest percentage of respondents with 'everyday' consumption habits. This highlights the popularity of television in these regions.
• Newspaper Consumption: 64% of respondents read newspapers daily, indicating that traditional print media remains relevant despite the digital age. 15% of respondents read newspapers once or twice a week, showcasing a smaller but noteworthy group of occasional readers. Regions such as Karnataka, Kerala, Madhya Pradesh, and West Bengal showed the highest percentage of 'everyday' newspaper readers, suggesting strong newspaper readership in these areas.
• Online Video Content Consumption: 80% of respondents reported watching video content on platforms like YouTube, Instagram reels, Facebook shorts, etc., daily. This shows the significant impact of digital media on content consumption. 47% of respondents reported watching Over-The-Top (OTT) shows daily, reflecting the growing popularity of on-demand streaming services.
• Daily OTT Consumption: 47% watch OTT shows daily. Respondents from regions like Chhattisgarh, Gujarat, Haryana, and West Bengal reported the highest daily consumption of OTT content. This shows the growing popularity of on-demand streaming services in these areas.
• Radio Consumption: Despite the rise of digital media, 49% of respondents still listen to the radio, highlighting its continued relevance and reach.
• Movie Halls: 45% of respondents reported visiting movie halls less than once a month, indicating a decline in physical movie-going habits, possibly due to the availability of digital streaming platforms.
• In terms of spending motivations among consumers across different product categories, the survey findings revealed the top four areas where consumers plan to increase their expenses, these include health-related items (Ointments, medicines, bandages, etc), view of 31%; household items (food/drinks/grocery), view of 28%; home improvement, view of 23%; and on clothing, view of 22%.
• The survey further sought consumer responses on the products and services they either bought in the last 6 months or plan to purchase in the next 6 months.
• Bought in the last 6 months - The results revealed that 3% of respondents bought a 4-wheeler (Sedan, SUV, Mini) in the last 6 months, 7% of respondents purchased a 2-wheeler (Scooty, Bike, Electric). 1% of respondents bought a tractor in the last 6 months. Furthermore, 18% of respondents acquired a mobile phone in the last 6 months while 7% of respondents made a purchase in the home appliance category (TV, Fridge, AC) in the last 6 months. Finally, only 7% of respondents bought luxury goods (Watch/Jewelry, items more than Rs. 10,000) in the last 6 months.
• Planning to Purchase in the next 6 months - In the automotive category, 13% of respondents expressed their intention to purchase a 4-wheeler (Hatch, Sedan, SUV) in the next 6 months, while 15% of respondents plan to buy a 2-wheeler (Scooty, Bike, Electric). Regarding tractors, 6% of respondents are considering purchasing one. On consumer electronics, 17% of respondents are planning to buy a mobile phone in the next 6 months, while 13% intend to purchase home appliances. Finally, in the luxury goods category, 15% of respondents have plans to purchase in the next 6 months.
• As the festive season approaches, Axis My India surveyed consumers to understand their primary purchasing factors over the next six months. According to the findings, a significant 47% of respondents prioritize quality as their primary purchasing factor, emphasizing their preference for durable and high-quality products. This view mostly resonated with the consumers of Karnataka, Maharashtra, Punjab and Chhattisgarh. Affordability and budget-conscious choices remain essential, with 23% of respondents placing price as their top consideration. Brand equity also plays a role in consumer decisions, as 14% of respondents consider it a crucial factor, indicating trust in established and reputable brands. While though sustainability and environment-friendly options are gaining traction, only 2% of respondents prioritize these aspects in their purchases. Convenience is valued by 11% of respondents, reflecting a preference for easily accessible and time-saving options.
• Ahead of India's 76th Independence Day, the survey gauged key expectations of citizens from the government. It revealed diverse priorities among respondents. The top two expectations were to bring down inflation, with 46% of respondents emphasizing its importance, and to generate employment opportunities, which garnered 41% of the responses. Additionally, 19% of respondents highlighted the need for better infrastructure, encompassing improvements in schools, hospitals, and roads. Furthermore, 16% of respondents expressed their expectations for the government to address everyday challenges related to food, clothing, shelter, and water. Concerns about farmers' prosperity garnered the attention of 13% of respondents, while 6% stressed the importance of peace and harmony across religions. Border security and strengthening India's global image were each mentioned by 3% and 2% of respondents, respectively.
• Seeking consumer responses on whether they believe the nation has progressed more in the last 10 years (2013-2023) compared to the 10 years before that (2003-2013), it revealed that 75% of respondents hold the view that the nation has indeed made significant progress in the recent decade. On the other hand, 22% of respondents expressed a contrary opinion, believing that progress has not been substantial in the past 10 years. A smaller proportion, constituting 3% of respondents, expressed the belief that the progress remained relatively unchanged during the two periods under consideration.

44% view TV News Channels as Most Trusted Source for Latest Updates - as per Axis My India July CSI Survey

Social Media Gains Traction among Younger Audiences (23%)

5,072 people surveyed; 67% are from rural India while 33% are from urban India

Media consumption increased for 18%, more among males (20%) and 18-25YO (29%)

Mobility increased for 8%, highest among 18-25YO (14%)

TV News Channels are primary news source for latest updates followed by social media (23%), YouTube (18%), newspapers (14%)

49% visit movie theatres once a month, urban (51%), females (57%)

Local Shopkeepers (36%) and internet searches (29%) are primary sources for product information

18-25YO most frequent online shoppers, at least shop once a month (35%)

49% worried about data privacy, 18-35YO most apprehensive

National, 5th July 2023: Axis My India, a leading consumer data intelligence company, released its latest findings of the India Consumer Sentiment Index (CSI), a monthly analysis of consumer perception on a wide range of issues. The June report reveals intriguing insights into the changing spending patterns and consumer behaviour in India. Notably, overall household spending has remained consistent, with a slight increase in Rural as compared to Urban markets. Furthermore, the survey shed light on consumer preferences for summer durable products like air conditioners (AC) and refrigerators and summer products such as ice creams and beverages, revealing a slightly muted summer. These findings provide valuable insights into the evolving market trends and consumer preferences during the summer season.

(A&M + Public Issue) National, 06th June 2023: Axis My India, a leading consumer data intelligence company, has unveiled its latest report on the India Consumer Sentiment Index (CSI), providing invaluable insights into evolving media consumption patterns, consumer behaviour, and data privacy sentiments. The survey shows the change in media consumption, particularly among younger demographics, with TV News Channels and Social Media dominating as primary news sources. Moreover, the report reveals intriguing trends in movie theatre visits, online shopping habits, and preferred sources of product information. With data-driven observations and comprehensive analysis, this report serves as a crucial resource for businesses seeking to align their marketing strategies with changing consumer preferences in the digital age. The July net CSI score, calculated by percentage increase minus percentage decrease in sentiment, is at +7, which has decreased as compared to last month (+9). The sentiment analysis delves into five relevant sub-indices – Overall household spending, spending on essential and non-essential items, spending on healthcare, media consumption habits, and entertainment & tourism trends.

The survey was carried out via Computer-Aided Telephonic Interviews with a sample size of 5072 people across 35 states and UTs. 67% belonged to rural India, while 33% belonged to urban counterparts. In terms of regional spread, 23% belong to the Northern parts while 22% belong to the Eastern parts of India. Moreover, 26% and 29% belonged to Western and Southern parts of India respectively. 59% of the respondents were male, while 41% were female. In terms of the two majority sample groups, 31% reflect the age group of 36YO to 50YO and 27% reflect the age group 26YO to 35YO.

Commenting on the CSI report, Pradeep Gupta, Chairman & MD, Axis My India,said said “Amidst India's ever-changing economic landscape, our comprehensive survey reveals fascinating patterns in media consumption, information seeking, and online shopping habits. Embracing the digital era, the youth drive a surge in digital platform usage, while traditional sources like TV news maintain steadfast relevance. The cinema’s revival is noteworthy, with urbanites and seniors spearheading this trend. Trust remains paramount, as consumers rely on shopkeepers, local markets, and online searches for product insights. However, data privacy concerns loom, particularly among the younger generation. These insightful trends underscore the imperative for a versatile approach to cater to the diverse preferences of our dynamic consumer base."

Key findings:

• Overall household spending has increased for 56% of the families, which is the same as the last two months. The net score, which was +48 last month is +47 this month. The increase is slightly higher in rural households (57%).
• Spends on essentials like personal care & household items has increased for 31% of the families, which has decreased by 1% from last month. The net score, which was at +20 last month has dipped to +18 this month. Essential spends continue to increase majorly for the rural segment of the consumers (32%) and among 18-25-year-olds (38%).
• Spends on non-essential & discretionary products like AC, Car, and Refrigerators have increased for 5% of families, which is the same as last two months. The net score is 0, which was same as the last month.
• Expenses towards health-related items such as vitamins, tests, and healthy food has surged for 30% of families. This reflects a decrease in consumption by 2% from last month. The health score which has a negative connotation i.e., the lesser the spends on health items the better the sentiments, has a net score value -19 this month. Health-related products consumption increased more for the rural segment of the consumers (31%), among females (30%), and among those within the age group of 26-35-year-olds (34%).
• Consumption of media (TV, Internet, Radio, etc.) has increased for 18% of families, depicting a significant dip in increased media consumption percentage by 6% from last month. This decrease is depicted after an increase was reflected last month at 24% (the highest since April 23) majorly due to IPL. The overall, net score which was at +4 last month is at -4 this month. The increase in Media viewership percentage could be majorly reflected among males (20%) and 18-25 YO (29%) compared to older age groups.
• Mobility has increased for 8% of the families, which is the same as last month. The overall mobility net indicator score, which was at +2 last month, is at +1 this month. Mobility is highest amongst the age group of 18-25YO at 14% which is 2% more than last month for the same age group.

On topics of current national interest:

• This month Axis My India CSI survey aimed to understand the primary platform that consumers rely on to stay updated with the latest news. As per the findings, TV News Channels are the primary news source for 44% of respondents, followed by Social Media (23%) and YouTube education/news channels (18%). Newspapers accounted for only 14% of news consumption, while YouTube Shorts had 7%. TV News Channels and Newspapers are preferred majorly by viewers above 60 years while social media platforms and formats are majorly preferred by 18-25YO.
• Another key aspect explored was the frequency of movie theatre visits in recent months. The findings reveal interesting patterns in consumer behaviour, where in out of all the respondents, 49% stated that they visited movie theatres once a month, 30% twice, 8% thrice, and 13% more than three times. As a significant proportion of consumers visit movie theatres at least once a month, it could be apt to assume that a consistent interest in cinema as a form of entertainment is again rising back. This keenness is majorly witnessed amongst urban consumers (51%), and females (57%).
• When seeking information about products they intend to buy, respondents in the Axis My India survey relied on various sources. The primary sources of information were shopkeepers and local markets (36%), followed closely by internet searches (29%), indicating the significance of both traditional and digital channels. A notable 19% of respondents preferred seeking advice from friends, colleagues, or neighbours, highlighting the continued influence of word-of-mouth recommendations in purchase decisions. YouTube emerged as a source of product information for 6% of respondents, demonstrating the growing popularity of video content in informing consumer choices and Television advertisements held relevance for 5% of respondents. Only 2% refer to social media, and 1% go directly to the company website or use print media. While those above 60 years old prefer shopkeepers and local markets, 18-25YO prefer internet searches and YouTube videos. The majority of the 51-60YO prefer seeking advice from others.
• The survey further unveiled a diverse range of online shopping habits among consumers with a sizable portion yet to adopt e-commerce as their preferred mode of shopping. A significant 64% stated they never shop online. However, 11% do online shopping once a month, and 7% do so once in 6 months to 1 year. Additionally, 6% shopped online once in the last 6 months, and another 6% did so more than once in the last month. Only 3% shopped online more than once in the last 6 months, while a mere 2% engaged in online shopping almost every week. 18-25YO forms the majority segment that shops once a month (19%).
• The survey further gauged respondents’ sentiments regarding data privacy and security in the context of the increasing usage of the internet and technology in their daily lives. The findings reveal that 45% of respondents reported not being worried about data privacy and security, while 23% expressed a significant concern. Additionally, 26% reported being worried to some extent suggesting a moderate level of concern about data privacy and security. They may have a general awareness of the risks involved but may not be overly alarmed by them. A majority of 18-35YO reflect apprehension to a large extent.
• Finally, the survey also focussed on farmers' concerns about the potential repercussions of sdeficient monsoon on their farming activities in the current year. The findings revealed that 55% of farmers were highly worried, 24% expressed mild concern, 9% were optimistic about a good monsoon, and 13% expected normal monsoons. These findings highlight the apprehensions of a significant portion of farmers, emphasizing the importance of addressing agricultural challenges and potential risks associated with monsoon variability.

(Retail) Consumption of summer products like ice creams & beverages same or lesser for 79% consumers - as per Axis My India June CSI Survey

86% not planning to buy a durable product like AC, Refrigerator this summer

(A&M + Public Issue) Evolving OTT Platform Preferences Reshape the Digital Entertainment Landscape as per Axis My India June CSI Survey

37% have subscribed to some form of OTT, Jio Cinema leads with 14% subscribers

Growing awareness and acceptance of the LGBTQ+ community rights, particularly among 18-25-year-olds

(Economy) 31% confident of India's ability to avoid a recession as per Axis My India June CSI Survey

(Tech) 28% of those aware find AI tools enhance workplace productivity as per Axis My India June CSI Survey

(HR) 64% of those working in the private sector were unaffected by Job Cuts or Layoffs

Summary

9,657 people surveyed; 68% are from rural India while 32% are from urban India

Household spending increased for 56% (net score +48)

Spends on essentials increased for 32% (net score +20)

Spends on non-essential products increased for 5% (net score 0)

Health-related expenses surged for 32% (net score -21)

Consumption of media increased for 24% (net score +4)

Mobility increased for 8% (net score +2)

31% believe India will not experience an economic recession

36% affected by job cuts & lay off to some extent

4% purchased summer durable products, 9% still planning to buy

21% increased consumption of ice creams and beverages.

At an overall level, only 12% aware of AI related tools

Of those aware, 26% believe AI tools can replace human jobs

Top OTT platforms currently subscribed: Jio Cinema (14%), Hotstar (10%), Amazon Prime (7%), Netflix (4%)

Future OTT platform subscriptions: Amazon Prime (22%), Hotstar (22%), Jio Cinema (21%), Netflix (12%)

Planning to watch India vs Australia World Test Championship: 24% TV, 19% digital/mobile.

57% support equal marriage rights for same-sex couples

(Retail) National, 06th June 2023: Axis My India, a leading consumer data intelligence company, released its latest findings of the India Consumer Sentiment Index (CSI), a monthly analysis of consumer perception on a wide range of issues. The June report reveals intriguing insights into the changing spending patterns and consumer behaviour in India. Notably, overall household spending has remained consistent, with a slight increase in Rural as compared to Urban markets. Furthermore, the survey shed light on consumer preferences for summer durable products like air conditioners (AC) and refrigerators and summer products such as ice creams and beverages, revealing a slightly muted summer. These findings provide valuable insights into the evolving market trends and consumer preferences during the summer season.

(A&M + Public Issue) National, 06th June 2023: Axis My India, a leading consumer data intelligence company, has released its latest findings of the India Consumer Sentiment Index (CSI), offering valuable insights into the evolving landscape of media consumption and societal attitudes. The report highlights notable trends in media viewership, particularly a significant increase in consumption across various platforms, including TV, Internet, and Radio. Surprisingly, males and the 18-25-year-old age group exhibited the highest growth in media viewership. Additionally, the survey delved into the preferences and subscriptions of Over-The-Top (OTT) platforms, revealing the dominant platforms, such as Hotstar, Jio Cinema, Amazon Prime, and Netflix. The report also shed light on the anticipated viewership of upcoming India vs Australia World Test Championship, with varying levels of interest across TV and digital/mobile platforms. Furthermore, the report unveiled that a significant proportion of respondents showed support for granting equal marriage rights to same-sex couples, reflecting evolving societal attitudes.

(Tech+Economy+HR) National, 06th June 2023: Axis My India, a leading consumer data intelligence company, has released its latest findings of the India Consumer Sentiment Index, shedding light on optimistic consumer perceptions around the economy, employment, and technology adoption. A notable majority has expressed confidence that India will not face an economic recession or just to some extent in 2023, indicating stability for the country's economy. Furthermore, a significant proportion of participants reported being unaffected by job cuts or layoffs which contrasts with some of the global economies. Additionally, the survey highlighted the positive sentiment towards AI-related tools, with respondents acknowledging their ability to reduce workload and save time. These insights signify the growing acceptance and recognition of technology's potential to enhance productivity and efficiency in the workplace. Overall, the survey reflects a prevailing sense of optimism among consumers, with positive sentiments regarding the economy, job stability, and the increasing adoption of AI technologies.

The June net CSI score, calculated by percentage increase minus percentage decrease in sentiment, is at +9, which has remained the same as compared to last month.

The sentiment analysis delves into five relevant sub-indices – Overall household spending, spending on essential and non-essential items, spending on healthcare, media consumption habits, entertainment & tourism trends.

The survey was carried out via Computer-Aided Telephonic Interviews with a sample size of 9657 people across 33 states and UTs. 68% belonged to rural India, while 32% belonged to urban counterparts. In terms of regional spread, 30% belong to the Northern parts while 27% belong to the Eastern parts of India. Moreover, 30% and 13% belonged to Western and Southern parts of India respectively. 68% of the respondents were male, while 32% were female. In terms of the two majority sample groups, 30% reflect the age group 26YO to 35YO and 31% reflect the age group of 36YO to 50YO.

(Retail) Commenting on the CSI report, Pradeep Gupta, Chairman & MD, Axis My India,said “Understanding the shifts in consumer spending patterns is crucial in adapting to the evolving market dynamics. Household spends at an overall level has remained consistent, signifying the stability of the Indian economy. Additionally, the slight rise in essential spends for rural consumers underscores the importance of meeting basic needs by the segment and the sustained demand for non-essential and discretionary products highlights the aspirational mindset of the 26-35 age group. The insights from our survey shed light on the cautious approach towards summer season categories, with a significant majority opting to delay their purchase. These shifts in consumer behavior reflect evolving aspirations, changing priorities, and the need for businesses to adapt and cater to their evolving needs."

(A&M + Public Issue) Commenting on the CSI report, Pradeep Gupta, Chairman & MD, Axis My India, said “We have witnessed a significant shift in the preferences and usage patterns of OTT platforms among Indian consumers. The dominance of Jio Cinema and Hotstar as the top two currently subscribed platforms reflects the widespread availability and appeal of these services. The growing popularity of Amazon Prime and the consistent presence of Netflix demonstrate the increasing demand for diverse content offerings. It is intriguing to note the dynamic nature of platform preferences, with Jio Cinema surpassing others as the most widely used platform mainly on the back of IPL. This indicates the evolving landscape of consumer choices and the need for platforms to continuously innovate and cater to changing preferences. As consumers seek more personalized and engaging content experiences, platforms must continue to invest in captivating offerings to retain and attract subscribers. Our study also sheds light on the viewership preferences for the upcoming India vs Australia World Test Championship, highlighting a balanced interest in both traditional TV viewing and digital/mobile platforms. This emphasizes the importance of multi-platform strategies for broadcasting major sporting events to cater to the diverse preferences of consumers.”

(Tech+Economy+HR) Commenting on the CSI report, Pradeep Gupta, Chairman & MD, Axis My India, said “The survey underlines positive sentiment among consumers regarding the future of technology, the economy, and the job market. Our findings showcase a slow but growing acceptance and utilization of AI-related tools, offering opportunities to streamline workflows and boost productivity. As we embrace the advancements in technology, businesses can leverage this momentum to foster innovation, create job opportunities, and contribute to the overall economic growth of the country."

On topics of current national interest:

• According to the Axis My India Consumer Sentiment Survey, which encompassed a total consumer base of 9,567 individuals, the findings reveal varying opinions regarding the likelihood of India experiencing an economic recession in 2023. Among the respondents, 22% believe that India will witness a significant recession, while 19% anticipate it to some extent. On the other hand, 31% of the respondents expressed confidence that India will not face a recession, rest being unsure.
• In response to the question regarding whether respondents have been affected by job cuts or layoffs, considering those who answered "Yes" to being involved in a private/corporate job, the survey findings revealed that 17% reported being affected to a great extent, while an additional 19% stated being affected to some extent. Conversely, the majority of respondents, comprising 64%, mentioned that they have not been affected by job cuts or layoffs. These results thus highlight that a substantial portion of respondents have remained unaffected by such circumstances.
• The survey also threw light on the purchase plans for summer durable products such as air conditioners (AC) and refrigerators during the current summer season. It revealed that only 4% of the respondents have made a purchase, while 9% have plans to buy. In contrast, a significant majority of 86% expressed no intention to buy these products.
• The survey further explored consumer affinity towards summer products like ice creams and beverages compared to the previous year. Among the respondents, 21% indicated consuming more of these products this summer as compared to last year. A large sum of these respondents are 18-25YO (33%). A majority of 51% reported consuming the same amount as last year, while 28% mentioned consuming lesser than the previous year.
• Furthermore when asked about the frequency of using AI-related tools while working or studying at college, the survey revealed only a negligible percentage of respondents reported daily (1%), occasional (1%), or rare (1%) usage. In contrast, a substantial majority of participants either do not use AI tools at all (9%) or are unaware of their existence (88%). These results indicate a limited adoption and awareness of AI-related tools among the surveyed population, highlighting the need for increased education and exposure in this domain. Digging deep the survey further found that 28% of those who do use AI tools (daily, occasionally, and rarely) believe that it improves the efficiency and productivity of workplaces or educational institutions.
• When considering the ways in which AI tools influence their work or studies, respondents who reported using AI tools daily, occasionally, or rarely provided the following insights: 6% found AI tools effective in answering queries compared to other sources, 22% appreciated their ability to reduce workload and save time, and 4% acknowledged AI tools' capability to perform simple tasks with minimal interference. However 2% expressed concerns about relying too heavily on AI, and 1% reported a perceived loss of critical thinking and decision-making skills. These responses highlight the varied impacts of AI tools, ranging from improved efficiency and time savings to concerns regarding overdependence and potential effects on cognitive abilities.
• When asked about their beliefs regarding the potential for AI tools to replace human jobs in the future, respondents (excluding those who answered "Not aware”) respondents revealed a range of perspectives. 26% belief that AI tools do have the potential to replace human jobs. While 25% believe otherwise, a majority of such respondents were male (20%). Interestingly, 50% of respondents, acknowledged that only repetitive or routine tasks, which are susceptible to automation, will likely be replaced by AI tools. A majority of such respondents were male (51%).
• When asked about the OTT platforms they surveyors have ever subscribed to, they provided a range of options. The top four OTT platforms mentioned include Hotstar (15%), Jio Cinema (12%), Amazon Prime (9%), and Netflix (5%). Other platforms mentioned by respondents include Zee5 (3%), Voot (1%), YouTube Premium (1%) and others (4%).
• Comparing the responses from the previous question regarding ‘OTT platforms ever subscribed’ to with the ‘currently subscribed platforms’, the survey observed some variations. Among the respondents, the top four currently subscribed OTT platforms are Jio Cinema (14%), Hotstar (10%), Amazon Prime (7%), and Netflix (4%). It is interesting to note that the order of preference has shifted slightly, with Jio Cinema now being the most widely used platform, followed by the others. Some platforms, such as, Zee5 (2%), YouTube Premium (1%), and Voot (1%), have also experienced slight changes in their current preference ranking. These findings highlight the dynamic nature of OTT platform usage and reflect the evolving preferences of the respondents in terms of their current subscriptions.
• Examining the responses to the question regarding future OTT platform subscriptions, some interesting patterns emerge. The top four platforms that respondents plan to continue using or subscribing to in the future are Amazon Prime (22%), Hotstar (22%), Jio Cinema (21%), and Netflix (12%). It is worth noting that while Amazon Prime and Hotstar maintain their positions, Jio Cinema has caught up with Netflix in terms of future subscription intent. Additionally, some platforms like Zee5 (6%), SonyLiv (2%), and others (13%) have garnered relatively higher interest for future subscriptions compared to their current or ever subscribed rates.
• Regarding upcoming India vs Australia World Test Championship in June 2023, the survey revealed varying levels of interest among the respondents. 24% expressed their intention to watch the championship on TV, while 19% preferred to watch it on digital/mobile platforms. Additionally, 9% indicated their plan to enjoy the championship both on TV and mobile. Among those who prefer TV, the majority are above 60 years (31%), while the majority of those who prefer digital/mobile belong to the age group of 18-25YO (37%)
• On rights of LGBTQ+ community, the survey delved into their opinions on granting equal marriage rights to same-sex couples. Among those aware, 57% firmly believed that the LGBTQ+ community should be afforded equal marriage rights as heterosexual couples. A majority of the responded who agreed to this view belonged to the age group of 18-25YO.
• When asked about their awareness of the same-sex marriage issue fought at the high court, the survey revealed that 25% are aware of the issue while a majority of 75% responded negatively, indicating a lack of awareness regarding the same. Among respondents who indicated awareness of the same-sex marriage issue fought at the high court, the survey sought their opinion on whether the Supreme Court's decision to leave the matter to the parliament is the right choice. Of those respondents, 57% agreed that it is the right choice, indicating their support for the Supreme Court's decision. In contrast, 34% disagreed with the decision, expressing their belief that the Supreme Court should have taken a definitive stance on the issue.

Dream 11, Thums Up, Tata Neu, Jio captured more eyeballs during the IPL season as per Axis My India May CSI Survey

10,206 people surveyed; 64% are from rural India while 36% are from urban India

Media consumption increased for 21%, highest amongst 18-25YO

55% are watching IPL matches on TV, 45% on mobile

6% have heard about ChatGPT, out of which 81% believe it is more of a boon than bane

National, 3rd May 2023: Axis My India, a leading consumer data intelligence company, released its latest findings of the India Consumer Sentiment Index (CSI), a monthly analysis of consumer perception on a wide range of issues. The May report highlights that media viewership has increased for a significant proportion of households, with males and younger age groups displaying higher consumption rates. With the IPL fever gripping the nation, the survey shows that cable/DTH television sets are the favoured mode of watching for the middle-aged population, while the younger demographic prefers mobile (Jio Cinema). The report also highlights the top brands that captured viewers' attention, with Dream11 & Thums Up securing the highest recall among viewers.he May net CSI score, calculated by percentage increase minus percentage decrease in sentiment, is at +09, which has increased by 1 point compared to last month.

The sentiment analysis delves into five relevant sub-indices – Overall household spending, spending on essential and non-essential items, spending on healthcare, media consumption habits, entertainment & tourism trends.

The survey was carried out via Computer-Aided Telephonic Interviews with a sample size of 10,206 people across 35 states and UTs. 64% belonged to rural India, while 36% belonged to urban counterparts. In terms of regional spread, 26% belong to the Northern parts while 25% belong to the Eastern parts of India. Moreover, 29% and 19% belonged to Western and Southern parts of India respectively. 64% of the respondents were male, while 36% were female. In terms of the two majority sample groups, 32% reflect the age group 36YO to 50YO and 29% reflect the age group of 26YO to 35YO.

Commenting on the CSI report, Pradeep Gupta, Chairman & MD, Axis My India, said “Today's media landscape is evolving at a rapid pace, and our survey results highlight some intriguing trends that businesses and marketers should take note of. From a growing appetite for environmentally conscious products among young consumers, to the increasing popularity of mobile viewing during events like the IPL, to the rising interest in AI tools like ChatGPT, there are plenty of insights here for stakeholders across a range of industries. By paying attention to these shifts in consumer behavior, businesses can position themselves for success in the months and years ahead."

Key Findings on Media Consumption

On topics of current national interest:

• The survey delved deeper to understand consumer investment plans for the new financial year. The survey revealed that a majority of 26% plans to park their funds in savings account while 20% plans to invest in their own business. Moreover, 16% wants to invest in Health insurance / Life Insurance while 13% wants to invest in real estate. 8% is looking to invest in FD & RD (Fixed Deposits and Recurring Deposits) and 7% in Gold. While the majority of the female (33%) have favoured Savings Account, a majority of males have chosen to invest in Business.
• In an attempt to understand conscious purchase behaviour, the survey found out that 18% is willing to pay more than usual but less than 10% for environmentally friendly and sustainable products. While 11% is willing to pay 10-20% more only 6% can pay 20% more. This showcase a clear rise in the preference of conscious products driven by a sense of responsibility to make ethical and responsible choices. The findings also revealed that this behaviour resonates the most with 18-25YO, among men and those whose family monthly income is INR 31000 & above
• Moreover, when asked on EV vehicle preferences, 11% said that they plan to buy a 2-wheeler and 6% said that they plan to buy a 4-wheeler. Among those surveyed majority of the urban dwellers (12%) display preference for two Wheeler EVs. Various government schemes coupled with lower operating and maintenance cost has pushed consumers towards adopting Electric Vehicle in India
• The survey further deep dived to understand consumer’s perception on the education infrastructure in India. Of those surveyed, 51% said that their children go to Government schools and 57% said theirs go to Private schools. 56% of rural India are going to Government schools and 57% of urban India are going to Private schools. Only 1% said their children go to International schools. Additionally, 82% of those whose children go to Private or International schools are positive about sending their children to Government schools if it assures superior facilities and quality education.
• Finally, the survey wanted to gauge consumer’s interaction with new AI tools like ChatGPT and their perception on its efficiency. Of those surveyed (NCCS AB, Graduates & above) 6% have heard about ChatGPT. Importantly, 81% of those that have heard view the AI tool as an advantage to their work while a combined 24% views it as an obstacle to job security and data reliability. A majority of those who have heard about the AI tool and views it as an advantage belongs to the age group of 18-25YO.

Key findings:

• Overall household spending has increased for 56% of the families, which is the same as last month. The net score, which was +49 last month has decreased to +48 this month. The states, which reflected the highest increase, are West Bengal with 70%, followed by Andhra Pradesh and Telangana with 61%. The age group 26-35 displayed the highest increase (59%).
• Spends on essentials like personal care & household items has increased for 32% of the families, which reflects a dip by 1% from last month. The net score, which was at +21 last month, remains the same this month. Essential spends has increased more for families with a monthly income of INR 21-30,000 (37%). Karnataka reflects the highest essential spends with 45%.
• Spends on non-essential & discretionary products like AC, Car, and Refrigerator have increased for 5% of families; this reflects an increase of 1% from last month. The net score, which was at 0 last month, is +1 this month. Discretionary spends has increased more for families with a monthly income of INR 30,000 and above (8%). Rajasthan reflects the highest non-essential spends with 10%.
• Expenses towards health-related items such as vitamins, tests, healthy food has surged for 31% of the families. This reflects a decrease in consumption by 1% from last month. The health score which has a negative connotation i.e., the lesser the spends on health items the better the sentiments, has a net score value -21 this month. Health related products consumption increased more for female (32%) and among age group of 26-35 (about 33%).
• Mobility has increased for 7% of the families, which is an increase by 1% from last month. The overall mobility net indicator score, which was at -1 last month, is at +1 this month. 11% of the youngsters from the age group of 18-25, has gone out more in the last month as compared to other age groups.

(Retail) 15% consumers plan to buy white goods such as AC, Refrigerator this summer season- as per Axis My India April CSI Survey

Overall household spending has increased for 56%

A&M) 57% prefer watching IPL on TV, 30% on mobile: Axis My India April CSI Survey

Overall 42% plan to watch IPL 2023 season

(General Interest/HR) 50% say more job opportunities in India today than 10 Years Ago: Axis My India April Survey

35% parents wants children to choose their own career

10,034 people surveyed; 66% are from rural India while 34% are from urban India

Overall household spending up for 56%, highest from Telangana and Andhra Pradesh

Consumption of essentials products up for 33%, highest from Karnataka and Tamil Nadu

Media consumption increased for 19%, highest amongst 18-25YO

51% of youngsters (18-25YO) want to watch IPL matches

32% from rural areas show more interest in watching IPL on Mobile

Overall 15% plans to buy durables like AC or Refrigerators in the next 2-3 months

23% plans for a domestic holiday

52% considers product quality and 33% considers brand name as important factors for product purchases

Overall 30% are influenced by ads featuring celebrities

50% believe that there are more employment opportunities as compared to last 10 years

25% would prefer their children to enrol in the Govt service

(Retail + General Interest + HR) National, 3rdApril 2023: Axis My India, a leading consumer data intelligence company, released its latest findings of the India Consumer Sentiment Index (CSI), a monthly analysis of consumer perception on a wide range of issues. The April report reveals that household spending has increased for a majority of families in the country with Andhra Pradesh and Telangana leading the way. While essential spends increased more for rural segments, non-essential/discretionary spends remained the same as last month. However, with the summer season approaching, a surge in interest in buying white goods in the next few months is expected. The survey also revealed that product quality and brand name are key factors influencing product purchase decisions, with celebrities featuring in advertisements also influencing buying decisions to some extent. The enthusiasm for IPL is expected to increase further, with both TV & mobile contributing to viewership.

(A&M) National, 3rdApril 2023: Axis My India, a leading consumer data intelligence company, released its latest findings of the India Consumer Sentiment Index (CSI), a monthly analysis of consumer perception on a wide range of issues. The April report highlights that 19% of families have reported a rise in media consumption. Moreover, the survey reveals that urban areas and male viewers are leading the surge in media viewership. The enthusiasm for IPL is expected to increase further, with both TV & mobile contributing to viewership. The study also delved into the key factors that influence consumers' buying decisions, revealing that product quality and brand name remain important considerations. Additionally, the survey sheds light on the role of celebrity endorsements in driving product purchases, with younger age groups being more susceptible to their influence.

The April net CSI score, calculated by percentage increase minus percentage decrease in sentiment, is at +8, which is the same as last month. The corresponding net score last year was +11. The sentiment analysis delves into five relevant sub-indices – Overall household spending, spending on essential and non-essential items, spending on healthcare, media consumption habits, entertainment & tourism trends.

The survey was carried out via Computer-Aided Telephonic Interviews with a sample size of 10,034 people across 33 states and UTs. 66% belonged to rural India, while 34% belonged to urban counterparts. In terms of regional spread, 25% belong to the Northern parts while 26% belong to the Eastern parts of India. Moreover, 28% and 21% belonged to Western and Southern parts of India respectively. 63% of the respondents were male, while 37% were female. In terms of the two majority sample groups,29% reflect the age group 36YO to 50YO and 29% reflect the age group of 26YO to 35YO.

(Retail, General Interest + HR) Commenting on the CSI report, Pradeep Gupta, Chairman & MD, Axis My India, said “Despite a dip in consumer sentiment last year, the upcoming summer season is expected to see an increase in purchases of white goods such as air conditioners and refrigerators. However, there is still an overall sense of restraint or reduction in sentiment across indices. On a positive note, the younger generation shows promise as per the survey findings, with a slight increase in mobility suggesting a more outgoing nature. Furthermore, with more job opportunities available, this segment remains optimistic about their future. Additionally, with 30% of youngsters planning domestic holidays, there is potential for an increase in travel-related sales. These insights provide valuable information for marketers to strategize their efforts by focusing on consumer needs and preferences."

(A&M) Commenting on the CSI report, Pradeep Gupta, Chairman & MD, Axis My India, said “Closely examining the findings of our latest survey, it is clear that media consumption habits are not uniform across demographics, with variations emerging among different age and gender groups. It is noteworthy that younger age groups are showing a greater appetite for media consumption, with a particular interest in watching the Indian Premier League. Digital is expected to contribute significantly to the rise of IPL viewership. As we delve deeper into consumer behaviour, it is evident that product quality and brand name remain key considerations, but we are also seeing a significant impact of celebrity endorsements on purchasing decisions, especially among younger age groups. These insights highlight the need for brands to stay attuned to the evolving consumer preferences and tailor their marketing strategies accordingly to drive engagement and enhance customer loyalty."

Key findings:

• Overall household spending has increased for 56% of the families, this reflects a decrease of 2% from last month and 6% from April’22. The net score, which was +51 last month and +53 in April’22 has reduced to +49 this month. The two states, which reflected the highest increase, are Telangana with 70%, followed by Andhra Pradesh with 66%. The age group between 26-50 showcased the highest increase (58%).
• Spends on essentials like personal care & household items has increased for 33% of the families, which reflects a dip by 3% from last month and 15% from April’22. The net score, which was at +23 last month and +29 in April’22, has decreased to +21 this month. Essential spends has increased more for rural segment (33%) as compared to the urban counterparts (31%). Karnataka and Tamil Nadu reflects the highest essential spends with 50% and 49% respectively. The age group between 36-50 showcased the highest increase (36%).
• Spends on non-essential & discretionary products like AC, Car, and Refrigerator have increased for 4% of families, which is the same as last month and reflects a dip by 9% from April’22. The net score, which was at 0 last month, remains the same.
• Expenses towards health-related items such as vitamins, tests, healthy food has surged for 32% of the families. This reflects a decrease in consumption by 3% from last month and 6% from April’22. The health score which has a negative connotation i.e., the lesser the spends on health items the better the sentiments, has a net score value -22 this month. Health related products consumption increased more in rural areas (33%) and among age group of 26-35 (about 34%). Karnataka with 49% and Bihar with 43% reflect the highest spends in health-related products.
• Consumption of media (TV, Internet, Radio etc.) has increased for 19% of the families, which is the same as last month and reflects a dip by 3% from April’22. The overall, net score is at 0 this month. Media viewership has increased more in urban areas (21%) and among males (20%) while it is only 17% among females. In addition, media consumption is more among 18-25 YO which (29%) as compared to older age groups.
• Mobility has increased for 6% of the families, which reflects a decrease by 1% from last month and same as April’22. The overall mobility net indicator score, which was at 0 last month, is at -1 this month. 10% of the youngsters from the age group of 18-25, has gone out more in the last month as compared to other age groups.

On topics of current national interest:

• This month Axis My India’s CSI survey highlighted that with summers approaching, 15% of those surveyed plans to buy durables like AC or Refrigerators in the next 2-3 months. Moreover 19% of youngsters (18-25 YO), highest amongst all age groups are considering to buy durables like AC, fridge etc. this summer season.
• The survey also threw light on consumer travel plans this summer season. Overall 24% plans to travel of which 23% said they are planning for a domestic holiday while 1% is planning for an international vacation. Plans of travel is higher in the younger age group of 18-25 years at 30%.
• In an attempt to understand product purchase behaviour, the survey found out that 52% considers product quality and 33% considers brand name as important factors. 60% of 18-25YO puts weightage on the product quality whereas 35% of 36-50YO considers brand name as important factors. Price is overall considered as the third most important factor with a vote of only 22%.
• The survey also unveiled that advertisement in which celebrities feature, influence product buying decisions of 30% to some extent. Of this, about 35% of them are youngsters (of age 18-25) and 27% are middle-old and older age group
• On employment opportunities the survey revealed that 50% believe that there are more openings/opportunities as compared to last 10 years. 53% of the female population have a positive outlook regarding the same highlighting the raise in the number of jobs available for the gender. In addition, younger age group (18-25YO) also thinks job opportunities have increased overtime.
• Moreover, the survey discovered that among the top professions in the country 25% would prefer their children to enrol in the Govt service, 16% would prefer them to be in medical profession while 10% would prefer them to work in fields related to Engineering, Computer application, IT. A majority of 35% are of the view that their children should do whatever they want to do.
• The survey further deep dived to understand citizens’ sentiments towards the 16th edition of Indian Premier League. 42% would watch IPL this season, out of this 19% would watch all the matches whereas 22% would only watch matches where their ‘favourite’ teams will play or critical matches like eliminators and finals. About 26% of youngsters (18-25YO) wants to watch all the matches as compared to older age group highlighting their younger spirit and interest in IPL. In addition, male viewers and urban areas show more interest in watching the tournament.
• Further investigating sentiments, the study discovered that 57% would watch the matches only on cable/DTH Television sets while 30% will watch it only on mobile – Jio Cinema. 8% said they would watch on both TV and mobile. 3% plans to watch the tournament physically from the stadium. About 32% from rural areas show more interest in watching IPL on mobile given the free telecast of IPL matches. Middle age groups, of 26-50 YO would prefer watching more on television than younger age groups.

43% believe that Sensex will go beyond 70,000 in the next 3 months - as per Axis My India March CSI Survey 52% rated 2023 Union Budget as satisfactory

10124 people surveyed; 65% are from rural India while 35% are from urban India

Overall household spending has increased for 58%, net score +51

Consumption of essentials products increased for 36%, net score +23

Consumption of discretionary products increased for 4%, net score 0

Consumption of health-related items has increased for 35%, net score -24

Media consumption increased for 19%, net score -1

Mobility has increased for 7% of the families, net score 0

52% rated 2023 Union Budget presented by Finance Minister as satisfactory

72% believe that Indian economy would continue to grow in 2023

43% believe that sensex will go beyond 70,000 in the next 3 months

72% think PM Narendra Modi is India’s most influential person, next is Rahul Gandhi at 5%

Covid management (16%), infrastructure development (14%), and welfare schemes (11%) key achievements of the BJP government

29% spend 1-3hrs on watching content on OTT platforms & 8% spend more than 3 hrs

24% share their OTT passwords with their friends & family

Axis My India, a leading consumer data intelligence company, released its latest findings of the India Consumer Sentiment Index (CSI), a monthly analysis of consumer perception on a wide range of issues. The survey further highlighted that sentiments have dipped across 4 out of 5 sub-indices, importantly, sentiments have slightly dropped towards essential and non-essential spends. However, the March report reveals that consumer outlook are positive towards the 2023 Budget announcement presented by Finance Minister Nirmala Sitharaman and overall, the Indian consumer sentiment is optimistic that the country's economy will continue to grow at an accelerated rate in 2023, owing to the country's robust fight against all obstacles in the previous year. 72% think PM Narendra Modi is India’s most influential person and Covid management, infrastructure development, and welfare schemes were the key achievements of the BJP government.

The March net CSI score, calculated by percentage increase minus percentage decrease in sentiment, is at +8, from +10 last month reflecting a decrease by 2 points.

The sentiment analysis delves into five relevant sub-indices – Overall household spending, spending on essential and non-essential items, spending on healthcare, media consumption habits, entertainment & tourism trends.

The survey was carried out via Computer-Aided Telephonic Interviews with a sample size of 10124 people across 36 states and UTs. 65% belonged to rural India, while 35% belonged to urban counterparts. In terms of regional spread, 26% belong to the Northern parts while 30% belong to the Eastern parts of India. Moreover, 24% and 20% belonged to Western and Southern parts of India respectively. 67% of the respondents were male, while 33% were female. In terms of the two majority sample groups, 31% reflect the age group 36YO to 50YO

and 27% reflect the age group of 26YO to 35YO.

Commenting on the CSI report, Pradeep Gupta, Chairman & MD, Axis My India, said “The Indian Budget 2023 focused on reviving the economy, which was impacted by the COVID-19 pandemic and various other obstacles. The government announced various measures for citizens’ financial empowerment and improved standard of living. This was highly appreciated across the country. PM Modi being rated as the most influential person in India by far is no surprise. At an overall level, while consumer sentiments are subdued, it is expected to revive soon, driven by various factors such as improving economic conditions, growing consumer confidence, and changing consumer behavior. Moreover increasing adoption of e-commerce and digital payments, is likely to drive consumer spending in the near future.”

Key findings:

• Overall household spending has increased for 58% of families, decrease by 1% from last month. The net score, which was +52 last month has decreased by 1 to +51 this month.
• Spends on essentials like personal care & household items has increased for 36% of the families, which reflects a dip by 4% from last month. The net score, which was at +29 last month, has decreased by 6 to +23 this month.
• Spends on non-essential & discretionary products like AC, Car, and Refrigerator has increased for 4% of families, which reflects a decrease by 1% from last month. The net score, which was at +1 last month, is at 0 this month. Sentiment towards discretionary spending has steadily decreased over the last four months.
• Expenses towards health-related items such as vitamins, tests, healthy food has surged for 35% of the families. This reflects an increase in consumption by 2% from last month. The health score which has a negative connotation i.e., the lesser the spends on health items the better the sentiments, has a net score value -24 this month.
• Consumption of media (TV, Internet, Radio etc.) has increased for 19% of the families, which reflects a decrease by 1% from last month. The overall, net score, which was at 0 last month, is at -1 this month
• Mobility has increased for 7% of the families, which reflects an decrease by 2% from last month. The overall mobility net indicator score, which was at +2 last month, is at 0 this month.

On topics of current national interest:

• Axis My India CSI survey deep dived to understand citizens’ sentiments towards the 2023 Union Budget. The survey found out that 52% were pleased with the announcement, which sets out on a quest to fulfill the dreams of the corporates, farmers, and the middle class. However, 29% rated the budget unsatisfactory and only 10% had a neutral stance towards it.
• Further investigating sentiments, the study discovered that 72% believe that Indian economy would continue to grow in 2023 in comparison to previous year. The optimism stems from the country’s superior performance in dealing with unprecedented obstacles such as Covid, the Russia-Ukraine war, control of inflation as compared to other nations.
• The survey also highlighted that 43% believe that Sensex will go beyond 70,000 in the next three months. Whereas 25% believe that, it will remain between 55,000 to 65,000. Additionally, 18% believe that it will drop below 50,000.
• As we move towards the 2024 Lok Sabha elections, Axis My India Consumer Sentiment Survey also attempted to understand the BJP’s (Bharatiya Janata Party) contributions towards the country. Basis the same, the survey revealed that handling Covid (16%), infrastructure development (14%), and welfare schemes (11%) have been some of the key achievements of the current BJP government. The survey also discovered that 72% believe Prime Minister Narendra Modi to be India’s most influential person, followed by Rahul Gandhi at 5%, Mukesh Ambani at 4% and Yogi Adityanath at 3%.
• The survey also threw light on the OTT (Over-the-top) viewing behavior of viewers:
  • -> 29% spend 1-3hrs on watching content on OTT platforms, while 26% spend upto 30 minutes on OTT platforms. 23% watch content for 31mins-1hr and interestingly there are 8% who watch it for more than 3 hours.
  • -> Moreover, the survey also discovered that 24% share their OTT passwords with their friends & family.

73% expect reduction in prices of essential items from Budget 2023- as per Axis My India Pre-Budget CSI Survey

6100 people surveyed; 65% are from rural India while 35% are from urban India

26% wants lower personal income tax rates by 5% across all slabs

Overall household spending has increased for 59%, net score +52

Consumption of essentials products increased for 40%, net score +28

Consumption of discretionary products increased for 5%, net score +1

Consumption of health-related items has increased for 33%, net score -22

Mobility has increased for 7% of the families, up by 1% for last month

38% notice brand advertisements on TV while 32% notice ads on digital medium

Media consumption increased for 20%

Mobility has increased for 9% of the families, net score +2

Mumbai, 30th January 2023: Axis My India, a leading consumer data intelligence company, released its latest findings of the India Consumer Sentiment Index (CSI), a monthly analysis of consumer perception on a wide range of issues. The pre-budget report highlighted that reduction in price of essentials is the biggest expectation from the 2023 budget. One of the major requests which comes out in this survey is reduction in income tax rates, which will give consumers more money in hand.

The Pre-Budget net CSI score, calculated by percentage increase minus percentage decrease in sentiment, is at +10, from +08 last month reflecting an increase by 02 points.

The sentiment analysis delves into five relevant sub-indices – Overall household spending, spending on essential and non-essential items, spending on healthcare, media consumption habits, entertainment & tourism trends.

The survey was carried out via Computer-Aided Telephonic Interviews with a sample size of 6100 people across 27 states and UTs. 65% belonged to rural India, while 35% belonged to urban counterparts. In terms of regional spread, 23% belong to the Northern parts while 27% belong to the Eastern parts of India. Moreover, 28% and 22% belonged to Western and Southern parts of India respectively. 69% of the respondents were male, while 31% were female. In terms of the two majority sample groups, 33% reflect the age group 36YO to 50YO and 30% reflect the age group of 26YO to 35YO.

Commenting on the CSI report, Pradeep Gupta, Chairman & MD, Axis My India, said “Consumers are looking forward to the upcoming budget announcements as a ray of hope for better life and livelihood and there is a huge expectation in terms of price control. Consumers are also looking forward towards various measures that the government will take towards fuelling digitization in the Indian economy. Overall, despite global headwinds the Indian economy should be poised for further growth in 2023”.

Key findings:

• Overall household spending has increased for 59% of families, increased by 4% compared to last month. The net score, which was +47, last month has increased by 5 to +52 this month.
• Spends on essentials like personal care & household items has increased for 40% of the families, which reflects a dip by 1% from last month. The net score, which was at +26 last month, increased by two at +28 this month.
• Spends on non-essential & discretionary products like AC, Car, and Refrigerator has increased for 5% of families, which reflects a decrease by 2% from last month. The net score, which was at +2 last month, has reduced to +1 this month. Sentiment towards discretionary spends highlight the lowest percentage increase in the last four months.
• Expenses towards health-related items such as vitamins, tests, healthy food has surged for 33% of the families. This reflects a decrease in consumption by 6% from last month. The health score which has a negative connotation i.e., the lesser the spends on health items the better the sentiments, had a net score value of -28 last month, is at -22 this month. Sentiment towards health spends also showcase the lowest percentage increase in the last four months.
• Consumption of media (TV, Internet, Radio etc.) has increased for 20% of the families, which reflects a decrease by 1% from last four months where it has been consistent at 21%. The overall, net score, which was at -2 last month, reflects 0 this month.
• Mobility has increased for 9% of the families, which reflects an increase by 2% from last month. The overall mobility net indicator score, which was at +2 last month, has remained the same this month.

On topics of current national interest ahead of the 2023 budget:

• Deep diving deeper to understand citizens’ sentiments towards the Indian economy, the survey found out that 22% consider ‘oil prices’ to significantly impact the Indian economy this year. Moreover 16% each consider ‘inflation’ and ‘upcoming 2024 elections’ to also have a bearing this year on the economy. Government policies and Russia-Ukraine war continue to be the concern for 14% and 11% respectively.
• The CSI survey also attempted to demystify consumer expectations from the budget. It revealed top issues that the upcoming budget needs to address:
  • - A majority of 73% feels that the budget needs to address ‘reduction in prices of essential items like soap, detergent, cooking oil’.
  • - 54% believe that it should also look into GST exemption on essential items
  • - 44% wants reduction in GST % &
  • - 32% wants housing loan exemption limits to be re-looked at
• The survey also highlighted that 26% believe that Finance Minister should lower personal income tax rates in the upcoming budget by 5%. In addition, 25% wants the exemption limit to be raised beyond 2.5 lacs.
• The survey also threw light on factors that will help digitization in the Indian economy. Better banking network (view of 32%), better spread of telecom connectivity & 5G (view of 19%) and better Internet security (view of 18%) are considered important pillars of digitization.
• According to Axis My India’s Survey 38% notice brand advertisements on TV while 32% notice ads on digital medium. In addition of those surveyed 51% have noticed advertisements atleast once (or more) on digital medium.

Pre-Budget CSI Survey Index

Factors which will significantly impact the Indian economy this year?

Option	Percentage (%)
Oil prices	22
Inflation	16
Upcoming 2024 elections	16
Government policies	14
Russia-Ukraine war	11
Unemployment	5
Impact of other global economies like US, Europe, Japan	3
Covid-19	2
Other	5

Expectations from the upcoming budget?

Option	Percentage (%)
Reduction in prices of essential items like Soap, Detergent, Cooking Oil	73
GST exemption on essential items	54
Reduction in GST %	44
Relook housing loan interest repayment exemption	32
Lower personal Income Tax rates & surcharge reductions	28
Longer tax breaks & sops for start ups	27
Reduction in prices of discretionary/luxury items like Mobile Phone, Automobiles, Jewellery	21
Lower corporate tax	8
Change in long term capital gains tax exemption	7
Increase in the limit for deductions available under section 80	4

Need to re-look at personal income tax rates in the coming Budget?

Option	Percentage (%)
Yes, reduction by 5%	26
Yes, the exemption limit should be raised beyond 2.5 lacs	25
Yes, bring back the standard deduction	16
Exemption by 30% across all slabs	2
Exemption by 1-3 lacs across all slabs	1
No	11
Don’t know/Can't Say	13

73% said household expenditure has increased for them compared to last year- as per Axis My India January CSI Survey. 50% believe that it is due to the rising inflation

10019 people surveyed; 70% are from rural India while 30% are from urban India

Overall household spending has increased for 55%, decrease of -1% over previous month

Consumption of essentials products increased for 41%, a decrease of -5%

Consumption of discretionary products increased for 7%, a decrease of -1%

Consumption of health-related items has increased for 39%, net score remains same

Media consumption increased for 21%

Mobility has increased for 7% of the families, up by 1% for last month

73% believe that their household expense has increased than last year and 50% believe it is due to rising inflation

16% informed that they will invest in different investment avenues this year

34% mentioned that Childs education is their main financial goal

29% mentioned that they would look for better employment opportunities this year

30% mentioned that saving more was their key new year resolution for 2023

46% liked to watch the T20WC

49% mentioned that Flipkart was their most used e-commerce platform

35% preferred Facebook as their most used social media platform

52% informed that their time spent on internet and mobile has increased

62% believe that that the current government has been able to handle India's economic situation better than other countries this year

Axis My India, a leading consumer data intelligence company, released its latest findings of the India Consumer Sentiment Index (CSI), a monthly analysis of consumer perception on a wide range of issues. As per the January report 16% mentioned that they would invest in different mode of investment tools available such as Mutual Funds, Gold, Stock market and so on. 34% of people surveyed informed that the investment would be for their children’s education. Interestingly, 30% mentioned that Saving more was their main new year resolution in 2023 & 9% said that they want to build good financial habits. The survey also highlighted that 62% believe that the current government has been able to handle India's economic situation better than other countries in 2022

The January net CSI score, calculated by percentage increase minus percentage decrease in sentiment, is at +08, from +07 last month reflecting an increase by 01 points.

The sentiment analysis delves into five relevant sub-indices – Overall household spending, spending on essential and non-essential items, spending on healthcare, media consumption habits, entertainment & tourism trends.

The survey was carried out via Computer-Aided Telephonic Interviews with a sample size of 10019 people across 36 states and UTs. 70% belonged to rural India, while 30% belonged to urban counterparts. In terms of regional spread, 25% belong to the Northern parts while 27% belong to the Eastern parts of India. Moreover, 28% and 20% belonged to Western and Southern parts of India respectively. 61% of the respondents were male, while 39% were female. In terms of the two majority sample groups, 30% reflect the age group 36YO to 50YO and 27% reflect the age group of 26YO to 35YO.

Commenting on the CSI report, Pradeep Gupta, Chairman & MD, Axis My India, said “Our Consumer Sentiment Index shows that the sentiments were highest in H1 of 2022 post which it dipped slightly but overall, we ended 2022 with consumer sentiments better than 2021 & much better than 2020. In H2 overall consumer spending had reached a status quo bias where the keenness to increase consumption had been limited, mainly due to inflation & rise in interest rates. However, a majority mentioning that the current government has been able to handle India's economic situation better than other countries reflects India’s overall performance in 2022. Moving forward, the intent to invest & save more in 2023 reflects the current environment of resilience & cautious growth.”

Key findings:

• Overall household spending has increased for 55% of families, decreased by 1% compared to last month. The net score which was +48 last month has decreased by 1 to +47 this month
• Spends on essentials like personal care & household items has increased for 41% of the families, which reflects a decrease by 5%. The net score which was at +28 last month, decreased by two at +26 this month
• Spends on non-essential & discretionary products like AC, Car, and Refrigerator has increased for 7% of families, which reflects a decrease by 1% from last month. The net score, which was at -1 last month has increased to +2 this month, showcasing an upward sentiment
• Expenses towards health-related items such as vitamins, tests, healthy food has surged for 39% of the families. This reflects a decrease in consumption by 3% from last month. The health score which has a negative connotation i.e., the lesser the spends on health items the better the sentiments, has a net score value of -27, which remained same as last month
• Consumption of media (TV, Internet, Radio etc.) has increased for 21% of the families, which is same as last month. The overall, net score, which was at -2 last month, remains the same
• Mobility has increased for 7% of the families, which reflects an increase by 1% from last month. The overall mobility net indicator score which was at -2 last month, has reported +2 this month

On topics of current national interest:

• According to Axis My India’s CSI Survey household expense increased for 73% of families than the previous year. 50% of the surveyed thought that high costs of products & services due to inflation affected the household expense, 19% mentioned that the increased expense is because of increased health related expenses.
• In attempt to understanding the investment patterns for consumers during the new year 16% of the people surveyed said that they will invest this year and 40% said that they would invest in MF, Insurance, Gold, Stock Markets etc. and other 16% would invest in real estate. 34% of the people would like to invest for their children’s education. 30% of people resonated the idea to save more this year
• Exploring sentiments around sports and sporting event 46% mentioned that they liked watching the T20 World Cup, 25% liked to watch the IPL & 16% liked the FIFA WC.
• Demystifying the nature of consumer’s purchasing power, the survey unveils that 49% shopped through Flipkart and 24% from Amazon. 38% would buy apparels during the year end/ new year sale. 13% mentioned that they looking to buy a 4 or 2-wheeler.
• The survey also threw light on social media habits of consumers, with 35% of people who surveyed used Facebook more, 25% watched content on YouTube. 52% of people informed that their consumption of mobile/ internet has increased.
• The survey also highlighted that 62% believe that the current government has been able to handle India's economic situation better than other countries this year and the expectation for 2023 is creation of more employment opportunities.

34% said they notice in-store promotional offers - as per Axis My India December CSI Survey

Health related spends increased for 42%, highest in the last three months

10454 people surveyed; 69% are from rural India while 31% are from urban India

Overall household spending has increased for 56%, net score down by -3

Consumption of essentials products increased for 46%, net score at +28

Consumption of discretionary products increased for 8%, net score reduced to -1

Consumption of health-related items has increased for 42%, up by 3%

Media consumption increased for 21%

Mobility has increased for 6% of the families, down by 1% for last month

26% would watch matches of the ongoing FIFA world cup

34% notice instore promotional offers

50% of those who notice would base their purchasing decision based on instore promotional offers

21% would prefer to go on domestic holiday this year end

15% would prefer watching Amitabh Bachchan’s movies

25% think that Virat Kohli is India’s biggest celebrity in male category

11% think that PV Sindhu is India’s biggest celebrity in female category

Axis My India, a leading consumer data intelligence company, released its latest findings of the India Consumer Sentiment Index (CSI), a monthly analysis of consumer perception on a wide range of issues. The December report reveals that sentiments have dipped across 3 out of 5 sub-indices. While spends across health products has improved reflecting an increased by 3% from last month, sentiments however remain same as last month for essential consumption. The survey further highlights that 34% of consumers notice in store promotional offers and 50% of them believe it influences their purchase decision.

The December net CSI score, calculated by percentage increase minus percentage decrease in sentiment, is at +07, from +09 last month reflecting a decrease by 02 points

The sentiment analysis delves into five relevant sub-indices – Overall household spending, spending on essential and non-essential items, spending on healthcare, media consumption habits, entertainment & tourism trends

The survey was carried out via Computer-Aided Telephonic Interviews with a sample size of 10454 people across 33 states and UTs. 69% belonged to rural India, while 31% belonged to urban counterparts. In terms of regional spread, 24% belong to the Northern parts while 27% belong to the Eastern parts of India. Moreover, 29% and 20% belonged to Western and Southern parts of India respectively. 61% of the respondents were male, while 39% were female. In terms of the two majority sample groups, 32% reflect the age group 36YO to 50YO and 29% reflect the age group of 26YO to 35YO.

Commenting on the CSI report, Pradeep Gupta, Chairman & MD, Axis My India, said “Consumers have experienced a full circle, starting with restricted spending due to COVID19, moving on to revenge shopping after the restrictions were relaxed to festive sentiments, and finally to stagnation due to inflation. Whether it is spends on essential/discretionary products or travel and tourism inflation continues to impact these indices of consumer sentiment. This may be one of the factors influencing customers to choose domestic travel over foreign ones. The spending capacity which is elevated basis ones savings is at the moment impact by increased interest rates. Diverting spends on healthcare is another critical reason. The post pandemic behaviour of investment in health and healthy choices continues to remain top priority of several households. Finally, even though spending on essential and non-essential appears to reflect lowered sentiments, marketers should note that exploring and experiencing enticing offers from physical stores continues to influence consumer purchase decisions. Therefore, marketers should capitalise on this to improve and increase in-store purchases.”

Key findings:

• Overall household spending has increased for 56% of families which reflects a decrease by 3% points from last month. The net score which was +51 last month has decreased by -4 to +47 this month
• Spends on essentials like personal care & household items has increased for 46% of the families, which is the same as last month. The net score which was at +27 last month, increase by one this month
• Spends on non-essential & discretionary products like AC, Car, and Refrigerator has increased for 8% of families, which reflects a decrease by 3% from last month. The net score, which was at +4 last month has reduced to -1 this month, showcasing a downward sentiments post the end of the festive season
• Expenses towards health-related items such as vitamins, tests, healthy food has surged for 42% of the families, which is the highest in the last three months. This reflects an increased consumption by 3% from last month mainly because of the onset of the winter season. The health score which has a negative connotation i.e., the lesser the spends on health items the better the sentiments, has a net score value of -27, which has dipped - 4 from last month
• Consumption of media (TV, Internet, Radio etc.) has increased for 21% of the families, which is same as last month. The overall, net score, which was at -4 last month, is at -2 this month
• Mobility has increased for 6% of the families, which reflects a decrease by 1% from last month. The overall mobility net indicator score which was at -1% last month, has reported -2 this month

On topics of current national interest:

• Capturing the enthusiasm around the FIFA world cup, Axis My India’s CSI Survey discovered that 17% would be watching some key matches while 9% would be watching all matches. Gauging the preference interms of viewing medium, the survey revealed that more than half of those surveyed (58%) would view it TV, whereas 27% and 12% will view it on Mobile and OTT platforms respectively.
• Demystifying the nature of consumers engagement with instore promotional offers, the survey unveils that 34% notice promotional offers running in stores and 50% of those who notice these promotional offers indicated that it would influence their final purchase decisions.
• Deep diving into the entertainment sector, the survey exposed that Amitabh Bachchan (with 15%) is the most preferred actor, whose movies consumers like to watch the most, followed by Akshay Kumar at 7%, Salman Khan at 6%, Allu Arjun at 5% and Shah Rukh Khan at 4%.
• Exploring sentiments around India's biggest male celebrity (in sports/movies/art except political), the survey revealed that Virat Kohli with 25% is India’s favourite, followed by Amitabh Bachchan with 21% and Sachin Tendulkar at 17%. Furthermore, the survey found out that PV Sindhu with 11% is the biggest celebrity in female category, followed by Mithali Raj with 10%.
• In an attempt to understand consumer year-end travel plans around holidays, the survey points out that 21% would go on a domestic holiday this season. Deep diving into the considerations, the survey indicated that 23% would base their decision on the cost, while 17% would base it on the season and destination. Family decision falls under the third set of considerations when planning for holidays.
• The survey also threw light on the newspaper reading routine of consumers and the preferred music medium, thus reflecting on consumers personal media engagement habits. The survey found out that 35% read newspaper every day and 39% prefer to listen to music via YouTube. TV channels forms the second favoured medium for music listeners.

(Retail) 86% prefer to buy groceries from local kirana stores - as per Axis My India November CSI Survey. Amazon and Flipkart preferred apps for grocery shopping.

10207 people surveyed; 70% are from rural India while 30% are from urban India

Overall household spending has increased for 59%, net score up by +2

Consumption of essentials products increased for 46%, net score up by +2

Consumption of discretionary products increased for 11%, net score at +4

Consumption of health-related items has increased for 39%, up by 2%

Media consumption increased for 21%

Mobility has increased for 7% of the families, up by 1% from last month

61% access the internet daily

29% used internet to surf social media

23% used internet for ‘chatting’ and for watching/downloading videos

8% used internet for ‘video calling’ (WhatsApp, Facetime, and Instagram)

2% buy online groceries online, 17% of them use Amazon, while 15% utilise Flipkart

52% aware of recently launched 5G technology, 24% of them intend to switch to 5G phones, while 7% have already switched

RAM, the most prominent feature followed by brand & price while buying mobile

55% intend to watch the T20 World Cup, 69% of them will prefer to watch T20 World cup on television, 28% will watch it on their phone

Axis My India, a leading consumer data intelligence company, released its latest findings of the India Consumer Sentiment Index (CSI), a monthly analysis of consumer perception on a wide range of issues. The November report reveals that sentiments have improved across all 5 sub-indices. Spends across discretionary products increased for 11% of the families, demarcating the highest in the last five months. The survey further highlights that local kirana stores continue to remain the top choice for everyday grocery shopping, which is a view of 86%.

The November net CSI score, calculated by percentage increase minus percentage decrease in sentiment, is at +09, from +08 last month reflecting an increase by 01 point

The sentiment analysis delves into five relevant sub-indices – Overall household spending, spending on essential and non-essential items, spending on healthcare, media consumption habits & mobility trends.

The survey was carried out via Computer-Aided Telephonic Interviews with a sample size of 10207 people across 32 states and UTs. 70% belonged to rural India, while 30% belonged to urban counterparts. In terms of regional spread, 26% belong to the Northern parts while 24% belong to the Eastern parts of India. Moreover 30% and 20% belonged to Western and Southern parts of India respectively. 56% of the respondents were male, while 44% were female. In terms of the two majority sample groups, 28% each reflect the age group of 26YO to 35YO and 36YO to 50YO.

Commenting on the CSI report, Pradeep Gupta, Chairman & MD, Axis My India, said India's steady economic growth and hints of sinking prices have resulted in recovery in consumer confidence. The month-long celebrations have served to amplify this spirit. Convenience and concessions also continue to influence consumer attitudes toward purchases and the demand for goods and services. Online apps are gaining ground in consumers' minds even as local kiranas continue to meet the demand for everyday grocery shopping. Similarly, while rebates and discounts are triggering budgeted purchases, the sale of big-ticket items are still restricted. Therefore, while overall spends provide a positive outlook, one can witness novel behaviours of splurge and scrimp pertaining to categories and mode of purchase.

Key findings:

• Overall household spending has increased for 59% of families which reflects an increase by 1% from last month. The net score which was +49 last month has increased by +2 to +51 this month
• Spends on essentials like personal care & household items has increased for 46% of the families which is an increase by 2% from last month. The net score which was at +25 last month has increased by +2 to +27 this month
• Spends on non-essential & discretionary products like AC, Car, and Refrigerator has increased for 11% of families which reflects an increase by 2% from last month and the highest increase in the last 5 months. The net score which was at +3 last month has improved to +4 this month showcasing a steady upliftment in spending sentiments.
• Expenses towards health-related items such as vitamins, tests, healthy food has surged for 39% of the families. This reflects an increased consumption by 2% from last month. The health score which has a negative connotation i.e., the lesser the spends on health items the better the sentiments, has a net score value of -23, which is the same as last month.
• Consumption of media (TV, Internet, Radio etc.) has increased for 21% of the families, up by 2% after remaining stagnant at 19% for the last three months. The overall, net score, which was at -3 last month, is at -4 this month.
• Mobility has increased for 7% of the families, which reflects an increase by 1% from last month. The overall mobility net indicator score which was at -2% last month, has reported -1 this month.

On topics of current national interest:

• According to Axis My India’s CSI Survey, 61% access the internet daily. With an intent to understand consumers’ internet usage behaviour, the survey further discovered that 29% have used the internet in the last one month to surf through social networking applications (Facebook, Twitter, etc.). 23% each have used the internet as a means of ‘chatting’ (WhatsApp, Messenger, Instagram etc.) and for watching/downloading online videos. In addition, only 8% have used the internet for ‘video calling’ through WhatsApp, Facetime, and Instagram.
• 86% of households prefer to get their daily groceries from nearby "kirana stores," while only 2% use internet apps to do so. Amongst online apps, 17% of the consumers use Amazon for grocery shopping, while 15% utilise Flipkart. 8% of people favour Jio Mart
• Deep-diving into the sentiment of festivities, the survey discovered that 29% of consumers are planning to shop more or have shopped more in this festive season. 37% preferred to buy more clothes during "sales season" while 23% and 14% preferred to buy groceries and food respectively. Only 6% preferred to buy electronic appliances
• In terms of jewellery, a huge 17% purchased jewellery in this festive season. 13% have bought from family jeweller shops (local jeweller) and 4% have bought from Hall mark jeweller shops.
• 52% aware that India has recently launched 5G Tech. The survey further revealed 24% of them plans to switch to 5G Phones while 7% have already purchased.
• Further deep-diving into Mobile phone preferences, the survey found out that 15% considers RAM as the most prominent feature while buying it while 14% each consider the brand and the price of the device as important parameters. Camera quality reported to be an important concern for 11%
• In an attempt to understand consumer perception around cricket and its varied tournaments, this month’s CSI report found out that 32% believes that the relevancy of cricket as a sport continues inspite of the quantum of matches being aired. 27% are excited to watch all the matches of the upcoming T-20 Cricket World Cup. In addition, another 28% will watch only matches where India is involved & key matches like Semi Final/Final. 69% of them will prefer to watch the matches on television screens while 28% will watch it on their phone. 6% will watch it on OTT

30% prefer to watch ‘new movies’ on OTT platforms as per Axis My India October CSI Survey

24% plan to watch them on Movie Theatres

10,058 people surveyed; 67% are from rural India while 33% are from urban India

Overall household spending has increased for 58%, net score down by -4

Consumption of essentials products increased for 44%, net score down by -4

Consumption of discretionary products increased by 2%, net score up by +2

Consumption of health-related items has increased for 37%, same as the last month

Increase in media consumption remains the same as last two months, at 19%

Mobility has increased for 6% of the families, and remains the same for 85%

Sentiment to spend more than last year’s festive season up by 1% point, now at 21%

44% plans to spend on apparels this festive season

14% plans to shop from E-commerce sites this festive season

25% have received or hope to receive salary bonus/extra income this festive season

24% prefer watching new movies in theatre halls

61% watch online video content like YouTube/OTT on their mobile/home TV.

81% said that shopping for family will contribute as a ‘major’ expense this festive season

Axis My India, a leading consumer data intelligence company, released its latest findings of the India Consumer Sentiment Index (CSI), a monthly analysis of consumer perception on a wide range of issues. The October report highlights that a significant 30% plan to watch new movies on an OTT platform, 24% plan to watch it on Movie theatres & 45% prefer to wait for new movies to arrive on television. The survey further discovered that 6% have heard about the term Metaverse and look forward to experiencing AR/VR while shopping for products. 12% of those surveyed revealed that have created content/video and uploaded it on social media such as Instagram/YouTube which signifies the rise of the content creator’s generation.

The October net CSI score, calculated by percentage increase minus percentage decrease in sentiment, is at +8, from +10 last month reflecting a decrease by 2 points

The sentiment analysis delves into five relevant sub-indices – Overall household spending, spending on essential and non-essential items, spending on healthcare, media consumption habits & mobility trends

The survey was carried out via Computer-Aided Telephonic Interviews with a sample size of 10058 people across 32 states and UTs. 67% belonged to rural India, while 37% belonged to urban counterparts. In terms of regional spread, 24% belong to the Northern parts while 23% belong to the Eastern parts of India. Moreover 28% and 25% belonged to Western and Southern parts of India respectively. 61% of the respondents were male, while 39% were female. In terms of the two majority sample groups, 34% reflect the age group of 36YO to 50YO, while 30% reflect the age group of 26YO to 35YO.

(Retail & Finance) Commenting on the CSI report, Pradeep Gupta, Chairman & MD, Axis My India, said “Increase in discretionary spends across households demarcates the continuity of festive sentiments. From visiting physical stores to scanning through online sites, consumers are not only investing on household products but are also splurging for themselves and their families. However, one can witness the spending capacity to be conscious as the expenses are mostly on low budget items such as clothes as compared to heavy ticket items such as vehicles or properties. Cash though continues to be the king, digital modes of payment like UPI & debit/credit card usage is also growing rapidly.”

(A&M) Commenting on the CSI report, Pradeep Gupta, Chairman & MD, Axis My India, said “Internet in general and social media in specific has shaped consumer experiences in all spheres of life. From creating content for Instagram/YouTube to using AR/VR for testing and buying products, consumers have found ways to express their individualities amongst their online and physical social networks. Internet has in addition provided flexibility due to which despite big screen launches, consumers are growing to prefer OTT for their viewing medium. The potential of the world-wide-web is huge and is only evolving and one can only expect it further enrich consumer experiences.”

Key findings:

• Overall household spending has increased for 58% of families which reflects a decrease by 3% points from last month. The net score which was +53 last month has decreased by -4 to +49 this month
• Spends on essentials like personal care & household items has increased for 44% of the families which is a decrease by 2% points from last month. The net score which was at +29 last month has decreased by -4 to +25 this month
• Spends on non-essential & discretionary products like AC, Car, and Refrigerator has increased for 9% of families which reflects an increase by 2% points from last month. The net score which was at +2 last month has improved to +3 this month. This marks heightened consumer sentiment towards the festivities.
• Health and fitness continue to remain important for consumers amidst the festive season wherein expenses towards health-related items have increased for 37% of the families. This reflects same as last month. The health score which has a negative connotation i.e., the lesser the spends on health items the better the sentiments, has a net score value of -23, same as compared to last month.
• Consumption of media remains the same as last month, which is 19%. The overall, net score, which is -1, this month, also remains the same.
• Mobility has increased for 6% of the families, which reflects a decrease by 1% point from last month. The overall mobility net indicator score which was at 0%, last month, has reported -2 this month

On topics of current national interest:

• According to Axis My India Consumer Sentiment Index Survey, 21% of consumers plan to spend more this festive season as compared to last year. This sentiment has improved by 1% point from last month.
• 81% said that shopping for family will contribute as a ‘major’ expense this festive season. 7% aid that their major expenses will be parked towards investments
• In an attempt to understand the key areas where consumers are expected to spend this Diwali/Dusshera, the survey discovered that 44% plans to spend on apparels, while 8% each plan to spend on Mobile phones and white goods (such as AC, Washing Machine, Refrigerators).
• In terms of big-ticket items, purse strings are still tight as only 6% of consumers plan to spend on jewellery, 5% plans to spend on 2-wheeler, 3% plans to spend on four-wheeler and 1% to spend on tractor/commercial vehicle. Also, only 2% plan to spend on home/plot/or a commercial property
• The survey further revealed that a majority of 78% plans to shop from local physical retail stores near their home and 14% plans to shop from E-commerce sites like Amazon/Flipkart this festive season.
• Unveiling consumer’s purchase behaviour, Axis My India’s CSI survey revealed that 81% plan to shop using cash while 10% plans to use UPI mode of payment this festive season. Significant 5% and 3% plan to use Debit Cards and Credit Cards for payments.
• 25% have received or hope to receive salary bonus/extra income during this Diwali/Dusshera season.
• As compared to pre-Covid times 43% are buying smaller packs/sizes of their monthly groceries
• In an effort to discover consumer’s awareness and understanding of Metaverse as a concept, the survey found out that 6% have heard about the term Metaverse and look forward to experiencing AR/VR while shopping for products
• 12% of those surveyed revealed that have created content/video and uploaded it on social media such as Instagram/YouTube which signifies the rise of the generation of content creators.
• A majority of 45% said that they prefer to watch new movies once it is slotted on TV channels, while 30% prefer to watch them on OTT platforms. 24% prefer watching new movies in theatre halls reflecting that viewers are ready to return to the big screen but also of the competition these screens are facing from OTT

48% shop more during the festive season compared to rest of the year, as per Axis My India Sep CSI Survey.

20% to shop more this festive season than last year.

(A&M) 61% watch online video content like YouTube/OTT on their mobile/connected TV as per Axis My India Sep CSI Survey.

Average 9 apps used by a smartphone user.

10014 people surveyed 68% is from rural India while 32% is from urban India.

Overall household spending has increased for 61%, net score at +53.

Consumption of essentials products increased for 46%, net score up by +3.

Spends on discretionary products up by 1%, net score at +2.

Consumption of health-related items has increased for 37%, down by 1%.

Media consumption remains the same as last month, at 19%.

Mobility has increased for 7% of the families, an increase by 1%.

48% of consumers said they shop/purchase more products during the festive season as compared to rest of the year.

20% to shop more this festive season than last year.

Average 9 apps used by a smartphone user.

61% watch online video content like YouTube/OTT on their mobile/home TV.

32% notice advertisements on TV, 26% notice ads on digital medium.

15% of the farmers plan to buy new tractors within the next one year.

Axis My India, a leading consumer data intelligence company, released its latest findings of the India Consumer Sentiment Index (CSI), a monthly analysis of consumer perception on a wide range of issues. The September report reveals that sentiments have improved across key sub-indices like essential and discretionary products and increased mobility. However, sentiment remain the same as last month for media consumption and overall household expenses. This month’s survey also highlights that 48% of consumers tend to shop more during the festive season as compared to rest of the year & 20% of the consumers plan to shop more this festive season as compared to last year.

Axis My India, a leading consumer data intelligence company, released its latest findings of the India Consumer Sentiment Index (CSI), a monthly analysis of consumer perception on a wide range of issues. The September report highlights that 20% are planning to shop more this festive season. On media consumption 61% mentioned that they watch online video content either on their mobiles or connected TV.32% mentioned that they notice advertising on TV, followed by digital (26%). An interesting Page 2 of 4observation was on app usage, on an average there are 9 apps on the mobile phone of a smartphone use.

The September net CSI score, calculated by percentage increase minus percentage decrease in sentiment, is at +10, from +9 last month reflecting an increase/decrease by 1 point.

The sentiment analysis delves into five relevant sub-indices – Overall household spending, spending on essential and non-essential items, spending on healthcare, media consumption habits & mobility trends.

The August net CSI score, calculated by percentage increase minus percentage decrease in sentiment, is at +9 which remained same as last month.

The sentiment analysis delves into five relevant sub-indices – Overall household spending, spending on essential and non-essential items, spending on healthcare, media consumption habits & mobility trends.

The survey was carried outvia Computer-Aided Telephonic Interviews with a sample size of 10014 people across 32 states and UTs. 68% belonged to rural India, while 32% belonged to urban counterparts. In terms of regional spread, 23% belong to the Northern parts while 24% belong to the Eastern parts of India. Moreover 29% and 23% belonged to Western and Southern parts of India respectively. 59% of the respondents were male, while 41% were female.In terms of the two majority sample groups, 32% reflect the age group of 36YO to 50YO, while 31% reflect the age group of 26YO to 35YO.

Commenting on the CSI report, Pradeep Gupta, CMD, Axis My India, said,“After compromising past two festive seasons to the pandemic and its related constraints, this year consumers are expected to shop more during festivities. One can witness slight increase in expenses across essential and discretionary products already. Further improvement in mobility sentiments highlights the fact that more and more people are enjoying the stores and malls experience of discovering, shopping and gifting. This sentiment is also extended among the Indian farmers, wherein a significant percentage of 15% intends to buy a brand new tractor in the next one year. This is thus a crucial time for the Indian advertising business as spend are expected to bring a lot more returns than usual. As more and more people (61%) are watching online video content (Youtube/OTT) on their mobile/home TV and thereby noticing ads across TV, online and social media platforms, it is of utmost importance for the media industry to tap the right medium for addressing differentiated consumer needs."

Key findings:

• Overall household spending has increased for 61% of families which is the same as last month. The net score which was +52 last month has increased by +1 to +53 this month.
• Spends on essentials like personal care & household items has increased for 46% of the families which is an increase by 1% from last month. The net score which was at +26 this month has increased by +3 to +29.
• Spends on non-essential & discretionary products like AC, Car, and Refrigerator has increased for 7% of families which reflects an increase by 1% from last month. The net Page 3 of 4score which was at 0 last month has improved to +2 this month. This could reflect the spirit of festive season approaching.
• Consumption of health-related items has increased for 37% of the families, which reflects a decrease by 1% from last month. The health score which has a negative connotation i.e., the lesser the spends on health items the better the sentiments, has a net score value of -23, as compared to -24 last month.
• Consumption of media remains the same as last month, which is 19%. The overall, net score, which is -1, this month, also remains the same.
• Mobility has increased for 7% of the families, reflecting an increase of 1% from last month.

On topics of current national interest:

• According to Axis My India Consumer Sentiment Index Survey, 48% of consumers shop/purchase more products during the festive season as compared to rest of the year.
• Digging deeper into the festive spirit, the survey shows that 20% plan to shop more this festive season compared to last year. However 32% plan to shop the same as last year.
• In an attempt to understand consumer’s engagements with mobile apps, the survey discovered that on an average consumers have 9 apps on their smartphones. 16% use minimum of 4-8 apps, through their smartphone and 22% have more than 8 apps. A significant 24% mentioned that they use a feature phone.
• The survey further revealed that a majority of 61% watch online video content like YouTube/OTT on their mobile/home TV.
• In order to understand in which medium advertisements get noticed more, the survey found out that a majority of 32% notice advertisements on TV, while 26% notice it through online mediums. It also discovered that only 17% notice ads on social media platforms, 15% on Print, 6% on Outdoors and 2% on Radio.
• Exploring farmer’s sentiments towards new tractors, the survey found out that 10% are planning to purchase new tractors in the coming year, while 3% and 2% plan to but within 6 months and 3 months respectively. Also, a significant 86% of farmers don’t own a tractor, because of reasons like smaller land size, renting or affordability.

On Branded and Unbranded products:

• 57% of consumers i.e. 5494 prefer to purchase branded products, whereas 43% of consumers i.e. 4219 prefer to purchase unbranded products..
• According the survey, 45% of consumers i.e. 3879 prefer to buy branded clothes, 36% consumers i.e. 3100 prefer to buy branded food and 34% consumers i.e. 2919 prefer to buy branded Electronics.
• 38% of consumers i.e. 3592 are willing to pay premium price for branded products.

92% Indians would prefer buying local brands, 63% will pay more for eco-friendly products, Axis My India August CSI Survey.

56% believe India will be a developed economy in 25 years

10205 people surveyed 71% is from rural India while 29% is from urban India.

Overall household spending reflects a net score of +52, up by 2 points

73% do make health-conscious choices post the covid-19 pandemic.

87% are going out the same for short vacations, malls and restaurants, net score is -1.

34% want government to combat inflation.

28% seeks improvement in employment opportunities.

44% believe that their lives have improved in the last few years out of which 40% think their it has majorly improved in the last 8 years.

96% agree that men and women should share household responsibilities equally.

92% would prefer buying Indian brands.

63% will pay more for environmentally friendly or natural products.

44% said children’s learning was severely impacted by online education during pandemic.

39% have ‘ever’ used digital/online payment for purchases.

Axis My India, a leading consumer data intelligence company, released its latest findings of the India Consumer Sentiment Index (CSI), a monthly analysis of consumer perception on a wide range of issues. At India’s 75th year of Independence, the Consumer Sentiment Survey (CSI) explored the citizen’s view across key facets of the growing Indian economy. From unravelling expectations from the government to improved life and livelihood, the findings also explored shift in mind-set with regards to social, environmental and national issues.

From preference of Indian brands (view of 92%) over imported to choosing to pay more for environmentally friendly or natural products (view of 63%), the August report highlights the characteristics of evolving Indian shoppers. The report further reveals that 39% have done an online payment at least once and 38% believe that advertisement influences their purchase decisions

Coinciding with the 1-year anniversary of Consumer Sentiment Index, the report also shares a trend of how the consumer sentiment has fluctuated across the year, from coming out of the effect of the delta variant to the rise of sentiment during the festive season last year, the dip again during the Omicron variant scare and now the concern because of rising inflation.

The August net CSI score, calculated by percentage increase minus percentage decrease in sentiment, is at +9 which remained same as last month.

The sentiment analysis delves into five relevant sub-indices – Overall household spending, spending on essential and non-essential items, spending on healthcare, media consumption habits & mobility trends.

via Computer-Aided Telephonic Interviews with a sample size of 10205 people across 34 states and UTs. 71% belonged to rural India, while 29% belonged to urban counterparts. In terms of regional spread, 24% belong to the Northern parts while 25% belong to the Eastern parts of India. Moreover 31% and 21% belonged to Western and Southern parts of India respectively. 64% of the respondents were male, while 36% were female. In terms of the two majority sample groups, 35% reflect the age group of 36YO to 50YO, while 29% reflect the age group of 26YO to 35YO.

Commenting on the CSI report, Pradeep Gupta, CMD, Axis My India, said,“From preferring Indian brands over imported ones to paying extra for sustainable products, Indian consumers have evolved to identify themselves as ‘selective and conscious’ consumers. Moreover, healthcare has taken precedence as consumers are taking preventative care in terms of the food they eat or the lifestyle they are choosing for ensuring long-term well-being. Marketers should take note of these changing concerns as advertisement continues to be an important influencing agent. As we come close to the 75th year of independence, Indian citizens are certain that India will be able to fight against all odds and most likely become a developed nation when it touches 100 years."

Key findings:

• Overall household spending has increased for 61% of families which reflects a 2% increase from the last month. The net score which was at +50 last month has increased by +2 to +52 this month.
• Spends on essentials like personal care & household items has increased for 45% of the families which is a 1% increase over last month. The net score which was at +25 last month has improved by +1 to +26 this month.
• Spends on non-essential & discretionary products like AC, Car, and Refrigerator continues to remain the same for 88% of families. Spends however has increased for only 6% of families reflecting a net score of 0 same as previous month.
• Consumption of health-related items has increased for 38% of the families, which was 35% in the last month. The health score which has a negative connotation i.e., the lesser the spends on health items the better the sentiments, has a net score value of -24, as compared to -21 last month.
• Consumption of media has increased for 19% of the respondents, an increase by 2% from last month. The overall, net score which was at -3 in the last month is at -1, this month.
• 87% said that they are going out the same for short vacations, malls and restaurants. Increased travel is reflected only among 6% of families, a dip by 1% from last month. The overall mobility net score is at -1.

Consumer Thoughts on 75th Year of Independence:

• Acknowledging India’s progress over the last 75 years, a majority of 56% believe that India will be a developed economy when it touches 100 years.
• Addressing some expectations on the 75th year of Indian independence, the survey discovered that 34% wants the government to combat inflation, while 28% seeks improvement in employment opportunities. Focusing on farmer’s prosperity reflect a third major concern (view of 7%).
• A majority of 44% believe that their living standard has improved in the last few years. More particularly 40% attribute this improvement to the last 8 years.
• Keeping the Govt’s Atma Nirbhar Bharat initiative in mind, the survey dug deeper to understand consumers brand preferences. 92% said that they would prefer Indian brands, while only 6% said they would buy Indian as well as imported brands.
• The CSI – Survey captured consumer’s attitude towards sustainable product choices. 63% said that they are prepared to pay more for environmentally friendly or natural products.
• In an attempt to understand India’s journey towards digital payments, the survey found out that only 39% have processed digital/online payment. While a majority of 61% have still not ventured the digital medium for payments. 38% said that advertisement influences their purchase decision.
• The survey further discovered that 73% are more health conscious and are eating more healthy food post the Covid-19 pandemic.
• 44% agree that their kid’s education & learning was severely impacted by online mode of education during the Covid 19 pandemic. While only 25% believed that it had no impact.
• Highlighting a massive improvement in gender equality sentiments, the survey revealed that 96% agree that men & women should share household responsibilities equally. Both the genders share this thought equally (95% in males, 97% in females).

57% consider the brand’s reputation while making a purchase– as per Axis My India May CSI Survey.

31% reflect on price as the 2nd most important factor.

57% consider the brand’s reputation while making a purchase– as per Axis My India May CSI Survey.

10409 people surveyed 70% is from rural India while 30% is from urban India.

Overall household spending reflects a net score of +50, down by 2 points.

Increase spends on non-essential & discretionary products reflect a dip by 2% from last month.

‘Same consumption’ of essential products increased for 37%, highest surge in the last 3 months.

Health-related consumption increased for 35% of families, dip by 1% from last month.

22% satisfied with reduced petrol and diesel prices announced by the government.

13% is planning for early retirement due to work stress.

Media consumption remains the same for 62% of the families, a surge by 4%.

86% are going out the same for short vacations, malls and restaurants.

90% have still not started going to Cinema halls for watching movies.

25% have watched one or more IPL matches this season.

Axis My India, a leading consumer data intelligence company, released its latest findings of the India Consumer Sentiment Index (CSI), a monthly analysis of consumer perception on a wide range of issues. a monthly analysis of consumer perception on a wide range of issues. The July report highlights that 25% of Indians watched IPL this year, which means a significant 75% didn’t watch IPL. The survey further discovered that 65% have watched IPL through television and 29% through digital platforms. These numbers gain significant importance given the unprecedented valuation at which the IPL media rights were recently sold.

The July net CSI score, calculated by percentage increase minus percentage decrease in sentiment, is at +9, from +10 last month reflecting a very minor decrease by 1 point.

The sentiment analysis delves into five relevant sub-indices – Overall household spending, spending on essential and non-essential items, spending on healthcare, media consumption habits & mobility trends.

This month, Axis My India’s Sentiment survey delved deeper to gauge consumer views on petrol and diesel prices, interest on Indian Premier League and eagerness for movie hall experiences. The survey also strived to understand consumer’s thoughts on early retirement and factors that influences brand purchases.

The survey was carried out via Computer-Aided Telephonic Interviews with a sample size of 10409 people across 35 states & UT’s. 70% belonged to rural India, while 30% belonged to urban counterparts. In terms of regional spread, 24% of each belonged to Northern and Eastern parts while 29% and 23% belonged to Western and Southern parts of India respectively. In addition, 63% of the respondents were male, while 37% were female. In terms of the two majority sample groups, 28% reflect the age group of 36YO to 50YO, while 21% reflect the age group of 26YO to 35YO.

Commenting on the CSI report, Pradeep Gupta, CMD, Axis My India, said,“Overtime, consumer spending has reached a status quo bias where the keenness to increase consumption has been limited. This is mainly due to inflation and the after effects of pandemic which has made it difficult for consumers to see their nominal incomes recover to pre-pandemic levels. While in response to this the government has reduced the petrol and diesel prices, a major chunk of consumers are still looking for further ease. Similarly in media, one can witness respondents suffering from consumption fatigue which could be related to innumerable choice of content, ease in mobility and the availability of experiencing ‘cinema’ etc. The craze around IPL persists across platforms but whether this excitement justifies its high media rights, time will tell. Digital viewership is on a high trajectory. In terms of consumption behaviour, a significant proportion of consumers are increasingly taking their purchase decision basis reputation of the brand with price as the 2nd key factor, which shows the growing maturity of Indian consumers.”

Key findings:

• Overall household spending has increased for 59% of families which reflects a 2% dip from the last month. The net score which was at +52 last month has decreased by -2 to +50 this month.
• Spends on essentials like personal care & household items remain the same for 37% of the families which is an increase by 4% from last month. Spending however has increased for 44% of the families, which reflects a dip by 2% (i.e. 46%) from last month. The net score which was +26 last month has reduced by -1 to +25 this month.
• Spends on non-essential & discretionary products like AC, Car, and Refrigerator remains the same for 88% of families, reflecting an increase of 2% from last month. Spends however has increased for only 6% of families reflecting a slight dip of 2% from last month. The net score which was at +2 the previous month has dipped to 0 this month.
• Consumption of health-related items more or less remains the same for 51% of the families, an increase by 2% from last month. Consumption has increased for 35% of the families, reflecting a dip by 1% from last month. The health score which has a negative connotation i.e., the lesser the spends on health items the better the sentiments, has a net score value of -21, same as last month.
• Consumption of media remains the same for 62% of the respondents, an increase by 4% from last month. Consumption has increased for 17% of families, marking an overall dip by 3% from last month. The overall, net score which was at -2 in the last month is at -3 this month.
• 86% said that they are going out the same for short vacations, malls and restaurants, a dip by 1% from last month. Increased travel is reflected only among 7% of families, same as last month. The overall mobility net score is at 0.

On topics of current national interest:

• Axis My India evaluated consumers’ views on the reduction of fuel prices announced by the government. The survey discovered that 50% believe that the petrol and diesel cost should be further reduced, while 16% are not at all satisfied. Conversely 22% are aligned and happy with this reduced rate.
• Gauging consumer’s excitement around ‘cinema hall experience’ the Consumer Sentiment survey discovered that more than 10% have started going to movie theatres/halls for watching new films. However, 90% are still apprehensive of the same.
• The CSI – Survey captured consumers’ interest around the Indian Premier League (IPL). A mighty 25% said that they have watched one or more match(s) this season. Additionally, more than half - 65% said they have watched IPL on television, while 29% said they have watched it on digital platforms. 2% said they have enjoyed the match from the stadium.
• The survey dug deeper to understand factors that determine respondent’s purchase considerations. A majority of 57% consider the reputation of the brand as an important factor while purchasing from it while 31% further consider the price-point as vital factor. 8% said they are dependent on the availability of the product while 4% said that they consider advertising and marketing as important influencers for their decision.
• In an attempt to understand work related stress, the survey discovered that 13% are leaning towards an early retirement due to pressure and overbearing challenges at workplace.

48% voted for Prime Minister Narendra Modi and 28% have voted for Ratan Tata as the most resonating youth leader as per Axis My India June CSI Survey.

75% believe that increase in interest rates will impact household spending.

10613 people surveyed 73% is from rural India while 27% is from urban India.

Arvind Kejriwal is the 2nd most resonating political leader with 8% vote.

Rahul Gandhi is the 3rd most resonating political leader with 6% vote.

Mukhesh Ambani is the 2nd most resonating corporate leader with 20% vote.

Axis My India, a leading consumer data intelligence company, released its latest findings of the India Consumer Sentiment Index (CSI),a monthly analysis of consumer perception on a wide range of issues. The June finding reports consumer views on the impact of increased interest rates on household spending. The survey also gauged respondent’s views on the most resonated leaders in the corporate and in the political ecosystem amongst youth. Indian industrialist, philanthropist, and former chairman of Tata Sons - Ratan Tata with 28% and Prime Minister Narendra Modi with 48% secured the majority votes for the same.

The June net CSI score, calculated by percentage increase minus percentage decrease in sentiment, was down to +10, from +12 last month.

The sentiment analysis delves into five relevant sub-indices – Overall household spending, spending on essential and non-essential items, spending on healthcare, media consumption habits & mobility trends.

This month, Axis My India’s Sentiment survey delved deeper to understand media consumption trends across varied platforms. The report also gauged consumer views on most resonated corporate and political youth leaders. Finally the findings reflected consumer’s outlook on the direct impact of the increased interest rates on household spending.

The survey was carried out via Computer-Aided Telephonic Interviews with a sample size of 10613 people across 28 states and 8 UTs. 73% belonged to Rural India, while 27% belonged to urban counterparts. In addition, 65% of the respondents were male, while 35% were female. In terms of regional spread, 22% belonged to Northern parts, 24% belonged to Eastern parts while 30% and 24% belonged to Western and Southern parts of India. In terms of the two majority sample groups, 35% reflect the age group of 36YO to 50YO, while 29% reflect the age group of 26YO to 35YO. In addition, 65% represent the male population while 35% represent the female population.

Commenting on the CSI report, Pradeep Gupta, CMD, Axis My India, said,“The rise in inflation have impacted spending across essential, discretionary and luxury commodities. The high prices have taken away the purchasing power of the consumers wherein they are forced to restrict their expenses. This downward sentiment is not alone reflected in the expenditure side, media consumption has also dipped by 3% from last month. However, one can witness a slow and steady shift from television to digital media consumption with a higher time spent on digital. Given the interactive nature of the digital media, almost 42% have also interacted with formats like reels opening up lots of opportunities for brands and organisations to reach their younger audience. These younger spirits are however extremely aware of brands and leaders who are contributing towards the country’s social, political and economic developments. This is reflected in their choice of aspirational leaders like Narendra Modi, who is incidentally also celebrating 20 years of efficient & effective governance, and Ratan Tata who with their years of leadership, business philosophy and philanthropy have won the hearts of millions."

On topics of current national interest:

• More and more Indian organisations are expanding their footprint towards corporate social responsibility and global leadership under exceptional leaders. To understand consumer’s perception on the same, Axis My India surveyed the youth about their preferred corporate leaders. Veteran Indian industrialist, philanthropist, and former chairman of Tata Sons, Ratan Tata was voted by the majority at 28%. This was despite Mr. Tata not being actively involved with the day-to-day business aspects and shows the importance of a strong trustworthy leader. He was followed by Mukesh Ambani, Chairman & MD, Reliance Industries at 20%. Other leaders that were noted include Anand Mahindra, Gautam Adani, Narayan Murthy and Chandrashekhar.
• The CSI – Survey furthermore captured Indian Youth’s consideration in terms of the most resonating political leader. Among a vetted list of personalities, it was discovered that Prime Minister, Narendra Modi enjoyed the vast majority vote representing the choice of 48% of people, distantly followed by Arvind Kejriwal at 8% and Rahul Gandhi at 6% who was third in the list.
• Axis My India further evaluated consumers’ views on the increased rates (loans) announced by the government. The survey discovered that 75% believe that the increase in rate will directly impact household spends. However, 19% believe otherwise.
• The survey further dug deeper to understand media consumption trends among consumers. As per the survey a majority of 20% said that on an average day, they spend 1hr-2hrs watching TV. In addition, 18% spend 30mins-1hr watching TV. In terms of Digital medium, 19% said that on an average day, they spend 1hr-2hrs on the internet. A second group of 16% said that they prefer investing 2hrs-4hrs on the internet. The average time spent on digital is 66 minutes and digital is 105 minutes. The findings reflect a close competition between the two mediums and a slow but steady shift towards digital media consumption.
• The survey further explored respondents interaction with video-focused social networking formats like Instagram Reels, YouTube Videos, Facebook and Sharechat etc. Around 42% respondents accepted seeing or making content on video-focused social networking formats. Moreover, a majority of 34% revealed that YouTube was their most visited platform followed by Facebook (28%), Instagram Reels (25%), Sharechat (6%), Moj (3%) and MX Taka Tak (1%).

Political Leader who resonates most with Indian Youth	%
Narendra Modi	48
Arvind Kejriwal	8
Rahul Gandhi	6
Yogi Adityanath	4
M.K. Stalin	2
Mamata Banerjee	1
YS Jagan Mohan Reddy	1
Others	8
No One	9
Don’t Know/Can’t Say	13

Corporate Leader who resonates most with Indian Youth	%
Ratan Tata	28
Mukesh Ambani	20
Anand Mahindra	2
Gautam Adani	1
Chandrashekhar	1
Narayan Murthy	1
Others	3
No One	8
Don’t Know/Can’t Say	36

Key findings:

• Overall household spending has increased for 61% families which reflects a 5% dip from the last month. The net score which was at +58 last month has decreased by -6 to +52 this month.
• Spending on essentials like personal care & household items has increased for 46% of the families. Spends however remain the same for 34% of the families. The net score which was +29 last month has reduced by -3 to +26 this month.
• Spends on non-essential & discretionary products like AC, Car, Refrigerator has increased for 8% of families reflecting a major dip of 6% from last month. Spending nevertheless remains the same for 86% families, reflecting an increase of 6% from last month. The net score which was at +8 the previous month has dipped to +2 this month.
• Consumption of health-related items has increased for 36% families, a dip by 2% from last month. Consumption more or less remains the same for 49% of the families, an increase by 2%. The health score which has a negative connotation i.e., the lesser the spends on health items the better the sentiments, has a net score value of -21 this month as compared to -23 last month.
• Consumption of media remains the same for 58% of the respondents. Consumption has increased for 20% of families, marking an overall dip by 3% from last month. The overall, net score which was at -2 in the last month is remains same at -2 this month.
• 87% families said that they are going out the same for short vacations, malls and restaurants, a surge of 2% from last month. Increased travel is reflected only among 7% of families, a decrease by 1% from last month. The overall mobility net score is at +1.

Dream11 and Tata Neu are the most noticed brands during this IPL season as per Axis My India May CSI Survey.

22% have watched IPL this year.

10166 people surveyed 69% is from rural India while 31% is from urban India.

Overall household spending increased for 66%, net score increased to +58.

Spend on essentials has increased for 48% families and non-essential spends has increased for 14% families.

Health-related consumption increased for 38% of families.

Media consumption and mobility sentiments has increased slightly compared to last month.

35% indulged in online shopping last year.

54% report advertisement claims on TV and in newspapers are farfetched.

FD & RD and Gold are second and third most preferred investment options after insurance.

News related to Elections, Political party are preferred content among consumers,52% believe they had enough of news regarding Russia-Ukraine war.

22% of the population have watched IPL this year & a significant 78% who have not watched it yet.

Axis My India, a leading consumer data intelligence company, released its latest findings of the India Consumer Sentiment Index (CSI), a monthly analysis of consumer perception on a wide range of issues. The May report highlighted that news related to Elections, political parties, the Russia-Ukraine war; sports; entertainment and Covid related updates were the top five preferences of consumers. The survey also revealed findings within the advertising ecosystem. It discovered that majority of the respondents believe that advertisement claims on television and in the newspaper are farfetched. It also stated that ads shown by Dream11 and Tata Neu have captured the interest of consumers in this season’s IPL. At an overall level 22% of the respondents mentioned that they have watched IPL this year.

The May net CSI score, calculated by percentage increase minus percentage decrease in sentiment, was up to +12, from +11 last month and continuing the upwards trends noticed in the last 4 months.

The sentiment analysis delves into five relevant sub-indices – Overall household spending, spending on essential and non-essential items, spending on healthcare, media consumption habits & mobility trends.

This month, Axis My India’s Sentiment survey delved deeper to comprehend consumers’ views about advertisement claims on television and newspapers, most featured brands during IPL, preferred news content and interest in the Russia-Ukraine war- related news. The survey also gauged consumers’ outlook on quick gratification schemes offered and plans on New Year investments.

The survey was carried out via Computer-Aided Telephonic Interviews with a sample size of 10166 people across 30+ states and UTs. 69% belonged to Rural India, while 31% belonged to urban counterparts. In addition, 68% of the respondents were male, while 32% were female. In terms of regional spread, 26% each belonged to Northern and Eastern parts of India, while 31% and 17% belonged to Western and Southern parts of India. In terms of the two majority sample groups, 31% reflect the age group of 26YO to 35YO, while 30% reflect the age group of 36YO to 50YO.

Commenting on the CSI report, Pradeep Gupta, CMD, Axis My India, said,“The evolved and re-energised consumer community reflects optimism towards increasing expenditure in discretionary spends showcasing their affinity to ‘what they want rather than what they need’. This provides a ray light for brand and marketers to tap towards the shifting priorities of consumers. While brands are striving to capture the instant gratification instincts of consumers there is a need to understand context and content to capture the right eyeballs. On a holistic level, it is necessary to shake the long-drawn perception of consumers being a homogenous community as every individual has distinct aspirations, seeks different investment plans, and consume varied news. The news industry has grown in the last year or two with the Pandemic, the Russia -Ukraine war or the Sri-Lankan economy crisis but elections & political news remain the most watched content by viewers. Interestingly even with better opportunities abroad, 64% Indians would prefer to stay in India and work towards a better living, something we all should be proud of."

Key findings:

• Overall household spending has increased for 66% of families which reflects a 4% increase from the last month. The net score which was at +53 last month has increased by +5 to +58 this month.
• Spending on essentials like personal care & household items has increased for 48% of the families and remains the same as compared to last month. Spends however remain the same for 33% of the families. The net score which was +29 last month has remained the same this month.
• Spends on non-essential & discretionary products like AC, Car, Refrigerator has increased for 14% of families reflecting an increase of 1% from last month. Spending nevertheless remains the same for 80% of the families reduced by -2. The net score has remained the same at +8 compared to previous month.
• Consumption of health-related items has increased for 38% of families. Consumption more or less remains the same for 47% of the families, while decreased consumption is witnessed among 15%. The health score which has a negative connotation i.e., the lesser the spends on health items the better the sentiments, has a net score value of -23 this month.
• Consumption of media has increased for 23% of the families reflecting an increase by 1% from last month. Consumption remains the same for a majority of 52% of families. The overall, net score which was at -1 in the last month is at -2 this month.
• 85% of families said that they are going out the same for short vacations, malls and restaurants. Increased travel is reflected only among 8% of families, an increase by +2 from last month. The overall mobility net score is at 1.

On topics of current national interest:

• Axis My India further evaluated consumers’ views on advertisement on television and on newspapers. The survey discovered that 54% reason that advertising claims made on these platforms are unbelievable. However, 22% believe otherwise.
• In an attempt to understand brand visibility and exposure during IPLs, the survey discovered that in the current season 9% of the total respondents have noticed ads by Dream 11 - Indian fantasy sports platform that allows users to play fantasy cricket and 6% have noticed ads by Tata Neu from Tata Digital. Among those who have watched IPL this season, Dream 11 is recalled by 41% & Tata Neu by 30%. At an overall level, 22% have watched IPL & 78% mentioned they have not watched IPL this season.
• Demystifying consumers’ online behaviour, Axis My India’s survey found out that 35% indulged in online shopping in the last one year. In addition, the survey revealed that 19% views quick gratification schemes by Indian food and groceries apps (such as 10 minutes delivery Zomato, Big-basket / Licious / Dunzo–same day delivery) positively believing it to be ‘convenient and time effective’ but a sizable 77% have not tried it yet.
• Gauging consumer sentiment on financial investment plans The CSI – Survey revealed that 13% plans to invest in Health insurance / Life Insurance while 4% plans to invest in Fixed Deposits and Recurring Deposits. Furthermore 3% are considering investments in Shares/Mutual Funds while 2% plans to invest in Gold. 78% mentioned that they don’t invest or plan to do it this year.
• The survey further dug deeper to unravel viewers content behaviour. As per the survey a majority of 36% said that they prefer watching news related to elections and political parties while 22% is interested in news related to Russia-Ukraine War. In addition, two secondary preferences involve information related to sports (20%) and entertainment (16%). A majority of 52% further said that they have watched enough of Russia-Ukraine war related news.
• Finally, the CSI survey revealed that 33% would prefer to migrate in another country in search for better opportunity and lifestyle where as a sizable 64% would prefer to stay in India.

41% trusts television as a medium, 60% seeks new information on the internet As per Axis My India March CSI Survey

33% to view IPL on television at home or outside in mall/pub/friends place this season.

Over 10,086 people surveyed 67% is from rural India while 33% is from urban India.

Consumer Sentiment highest in the last one year, with a Net Score of +11.

Overall household spending increased for 62%, an 8% increase from last month.

Increase in essential spends and non-essential spends by 5% each.

Health-related consumption decreased for 16% of families.

Media consumption remained the same for 55% of families.

Mobility sentiments maintain a net score of Zero.

55% supports the Modi government’s stand on the Russian Ukraine War.

10% to view IPL on digital mediums, 2% to watch it live.

18% planning to buy or exchange products like AC/Fridge this summer season.

13% plan for domestic holidays while 84% has no plans of travel.

60% seeks new information on the internet, 41% trusts television as a medium followed by digital at 33%.

Axis My India, a leading consumer data intelligence company, released its latest findings of the India Consumer Sentiment Index (CSI), a monthly analysis of consumer perception on a wide range of issues. The month of March highlights that a combined 43% prefer Television and Digital mediums for watching IPL this season. In addition, 60% seek out new information on the internet while 41% consider television as the most trusted medium, digital is second in terms of trust at 33%. 55% of families mentioned their media consumption has remained the same as last month. At an overall level, the Consumer sentiment is at the highest in last one year.

The April net CSI score, calculated by percentage increase minus percentage decrease in sentiment, was up/down to +11, from +9 last month and reflecting the highest increase in last one year.

The sentiment analysis delves into 5 relevant sub-indices – Overall household spending, spending on essential and non-essential items, spending on healthcare, media consumption habits & mobility trends.

This month, Axis My India’s Sentiment Index delved deeper to comprehend consumer’s behaviour with regard to current world affairs, IPL consumption and information- seeking motivations. The survey further revealed summer- specific holiday/leisure plans and product preferences of consumers.

The surveys were carried out via Computer Aided Telephonic Interviews with a sample size of 10086 people across 36 states. 67% belonged from Rural India while 33% belonged from urban counterparts. In addition, 63% of the respondents were male while 37% of the respondents were female. In terms of regional spread, 24% and 21% belonged to the Northern and Southern parts of India while 25% and 30% belonged to Eastern and Western parts of India. In terms of the two majority sample groups, 31% reflects the age group of 36YO to 50YO and 27% reflect the age group of 26YO to 35YO.

Commenting on the CSI report, Pradeep Gupta, CMD, Axis My India, said,“With mounting geo-politics tensions, opening up of economies and diminishing fear of Covid-19, Indian consumers are showcasing confidence and overall sentiment is at the highest in last one year. While they are seeking out every new information with the help of the ever increasing penetration of internet, a majority of the population still relies on traditional media such as television to seek accuracy of this information. Even the government’s decision to abstain from voting resonated with the country's sentiment basis welfare and security concerns of the Indian community in Ukraine and awareness of long standing political and strategic ties with Russia. Increasing expenditures across categories, domestic travels and coming together for IPL further captures the sentiment of an optimistic consumer. It reflects their intent for an improved life and lifestyle".

Key findings:

• Overall household spending has increased for 62% of families which reflects an 8% increase from the last month. The net score which was at +43 last month as increased by +10 to +53 this month.
• Spending on essentials like personal care & household items has increased for 48% of the families which reflects an increase by +5 as compared to last month. Spends however remain the same for 33% of the families, reduced by -5 from last month. The net score which was +24 last month has increased to +29 this month.
• Spends on non-essential & discretionary products like AC, Car, Refrigerator has increased for 13% of families reflecting an increase of 5% from last month. Spending nevertheless remains the same for 82% of the families. The net score has improved to +8 this month as compared to +3 in the previous month.
• Consumption of health-related items more or less remains the same for 46% of the families, while decreased consumption is witnessed among 16%. The health score which has a negative connotation i.e., the lesser the spends on health items the better the sentiments, has a net score value of -22 this month.
• Consumption of media has increased for 22% of the families reflecting the same as last month. Consumption remains the same for a majority of 55% of families. The overall, net score which was at +1 in the last month is -1 this month.
• 89% of families said that they are going out the same for short vacations, malls and restaurants. Increased travel is reflected only among 6% of families, an increase by +1 from last month. The overall mobility net score is at 0.

On topics of current national interest:

• Axis My India further evaluated consumers’ views on the Russian invasion of Ukraine and the crisis that followed. Gauging consumer's view on India’s stand, the survey discovered that 55% believe that India was right in not criticising Russia over the invasion of Ukraine. This reflects the countrymen’s confidence in the governments to take decisions based on national and strategic interest.
• Catching the excitement and thrill around the IPL, the survey discovered that a huge 33% will be watching the season on television at home or outside (mall/pub/friends’ place) while 10% showed interest in digital viewing. Only 2% reported enjoying the match live from the stadium. Marketers are thus expected to park a huge percentage of their ads on Television and Digital platforms being the most preferred medium as per the survey.
• Assessing consumers’ views on buying non-essential summer- related products, Axis My India’s survey found out that 18% are planning to buy air-conditioners/fridge or replace an old one this summer season. However, 65% are still maintaining caution.
• The CSI – Survey furthermore captured consumer’s views on summer vacation/holiday plans. 13% are considering domestic travel while only 1% is looking to go for an international trip. A majority of 84% is still averse of major traveling for leisure.
• In an attempt to understand consumer’s behaviour on information seeking, Axis My India discovered that 60% depend on the internet while seeking new information. However, 41% reports Television as the most trusted source of information followed by digital medium– the view of 33% and print – the view of 22%. This draws an interesting co-relation between the nature of the medium and the kind of need it fulfils of a consumers. While Digital caters to urgency, television caters to accuracy and honesty needs of the consumer seeking information.

Media consumption has increased for 22% of the families, 46% notice ads on digital while 29% shops online as per AMI survey

Flipkart and Amazon most preferred shopping apps among Indian consumers

Over 10,151 people surveyed 70% is from rural India while 30% is from urban India

Overall household spending increased for 54%, a 1% increase from last month

Essential spends records an increase of 43% while increase in non-essential spends is at 8% decreased by 2% from last month

Spends on non-essential & discretionary products like AC, Car, Refrigerator has increased for 8% of families.

Surge in health-related consumption is at 35%, down by 3% from last month

Consumption of TV, Internet, Radio has improved for 22% of families

90% families, going out the ‘same’ for short vacations, malls, restaurants etc

Consumption of TV, Internet, Radio has improved for 22% of families

85% consider start-ups to be the backbone of the New India in the coming years

A combined 68% believes that digital currency will result in more safe and secure mode of online transaction/ transfer of funds

Axis My India, a leading consumer data intelligence company, released its latest findings of the India Consumer Sentiment Index (CSI), a monthly analysis of consumer perception on a wide range of issues. The month of February encapsulates that while almost 46% views ads on the internet, only a little more than half of it shops online with the most preferred apps being Flipkart, Amazon and Meesho. In addition, while this month’s media consumption has increased for 22% of the families, a second majority of 29% reveal that online TV streaming services have changed the way one watches television.

The March net CSI score, calculated by percentage increase minus percentage decrease in sentiment, was up to +9, from +7 last month and reflecting an increase in the net score post the February drop because of the Omicron scare.

The sentiment analysis delves into 5 relevant sub-indices – Overall household spending, spending on essential and non-essential items, spending on healthcare, media consumption habits & mobility trends.

This month, Axis My India’s Sentiment Index dived deeper to comprehend consumer’s behaviour with regards to online streaming, advertisement and shopping. The survey further revealed most preferred app by consumers for online shopping. Finally it also gauged consumer views on the impact of upcoming five state elections, start-up ecosystem and RBI proposed digital currency on the nation.

The surveys were carried out via Computer Aided Telephonic Interviews with a sample size of 10,151 people of which 70% belonged from Rural India while 30% belonged from urban counterparts. In addition 63% of the respondents were male while 37% of the respondents were female

Commenting on CSI report, Pradeep Gupta, CMD, Axis My India, said,“With greater relaxation from the government in terms of mobility and increased encouragement from corporates to return to physical setting, we can witness the country’s effort to go back to the ‘old normal’. Consumers are spending where necessary and exercising ‘very mild’ caution on discretionary expenditures or mobility habits. Attracting consumers’ interest is also the five state elections, as they are expected to have an overall impact on the country’s economy. In addition, positive outlook towards RBI’s proposed digital currency also reflect the nations wider acceptance towards this change. PM Narendra Modi being voted as the leader best suited to guide India’s internal & external security in the wake of the current Russia-Ukraine crisis is not a surprise. Finally, increased online ad consumption & online purchase behaviour reflect the gradual dominance of digital in a consumer’s life and the need for marketers to develop an omni-channel marketing strategy.”

Key findings:

• Consumption of media has increased for 22% of the families reflecting an decrease of 2% from the last month. Consumption remains the same for a majority of 57% of families same as last month. The overall, net score of this month is at +1 as compared to +2 for the previous month
• Overall household spending has increased for 54% of families which reflects a 1% increase from the last month. The net score which was at +39 last month has increased by +5 to +44 this month
• Spends on essentials like personal care & household items has increased for 43% of the families which has maintained compared to last month. Spends however remain the same for 38% of the families. The net score which was +20 last month has increased to +24.
• Spends on non-essential & discretionary products like AC, Car, Refrigerator has increased for 8% of families. Expenditure nevertheless remains the same for 87% of the families. The net score is at to +3 remaining the same as last month.
• Consumption on health-related items more or less remains the same for 49% of the families, while a surge is witnessed among 35%. The health score which has a negative connotation i.e., the lesser the spends on health items the better the sentiments, has a net score value of -19 as compared to -20 last month. This signifies persisted apprehension for overall health and well-being of the consumers.
• 90% families said that they are going out the same for short vacations, mall and restaurant. Increased travel is reflected only among 5% of families while 5% reported reduced mobility. The overall mobility score which was at -3 last month has remained the same.

On topics of current national interest:

• Axis My India further evaluated consumer’s views on the impact of streaming services on television viewing. A majority of 57% said that online streaming services has not impacted their television viewing habits, signifying that TV is still the dominant medium in India. 29% however is of the view that online TV streaming services have changed the way one watches television, this insight unravels a surging need for video on demand services that provides flexibility in content viewing.
• To gauge advertisement attention in the mind space of consumers, the survey discovered that a huge 46% notice ads on internet. This behaviour is higher in the younger age groups as expected.
• Assessing consumer’s views on online shopping preferences, Axis My India’s survey found out that only 29% indulge in online shopping. In addition a majority of 46% prefer to shop via Flipkart, while 33% prefer to shop from Amazon. Meesho, Myntra, Snapdeal, Ajio and Paytm Mall are other preferred choices.
• The CSI – Survey furthermore captured consumer’s views on upcoming five state elections of Uttar Pradesh, Punjab, Uttarakhand, Manipur and Goa. A huge majority of 50% strongly believe that the results of these 5 state elections will have a considerable impact on the 2024 National Elections. These are the views of people residing across the nation & not just the election states.
• In an attempt to understand consumers view on a series of Budget announcement, Axis My India discovered that 68% believe that RBI’s proposed Digital currency/Digital Rupee will encourage safer and secure mode of online transaction/ transfer of funds. This positive outlook could mean a wider acceptance of the proposed digital currency upon its introduction. A minority of 13% and 6% believes that the digital rupee will ensure reduced dependency on cash/physical notes; and stimulate increased global as well as rural transaction respectively.
• Exploring consumer’s views on the start-up ecosystem, the survey discovered that 85% believes that start-ups are going to be the backbone of ‘New India’.
• Finally, 41% of respondents believe that PM Narendra Modi is best suited to handle India’s internal & external security, a factor which gains prominence considering the current Russia-Ukraine crisis.

Axis My India launches India Consumer Sentiment Index; the overall Consumer Sentiment shows a positive shift in momentum

Axis My India, a leading consumer data intelligence company, announced the launch of India Consumer Sentiment Index(CSI), a detailed trend analysis which will track real time shifts in consumer sentiment nationally.

A monthly index, the CSI will focus on providing intelligence and insights from the length and breadth of the nation, analysing several subtleties and nuances that influence perceptions and compile them into a consolidated scoring system based index. The consumer sentiment scores will be based on a moving average of adult residents across all states and Union Territories in India.

The sentiment analysis will delve into 5relevant sub-indices –Overall household spending, spending on essential and non-essential items, spending on healthcare, media consumption habits & mobility trends.

The CSI follows the methodology of a national representative random probability sample as used in the standardised CATI(Computer aided telephonic interview)methodology, covering all geographic and demographic segments across all states and Union Territories in India.

Commenting on the launch of the report, Pradeep Gupta, CMD, Axis My India, said, “The India Consumer Sentiment Index is our endeavour to capture the shifts in the pulse of the demographic as we navigate a radically altered post-pandemic world. We have selected relevant categories like inflation in household spends and expenditure on healthcare to account for everyday challenges affecting a significant percentage of the population. While the second wave negatively impacted economic sentiment around employment and business prospects, the index will aspire to demonstrate the accurate picture based on the remodelling of the vaccine distribution strategy, which has shown encouraging results. By plugging into economically and culturally significant data-points, the CSI will try to gauge, interpret,and predict the impact of macro factors on the lives of the average Indiaacross demography & geographies. Our mission is to bring out the most authentic voices via the rigour of data and analytics”

All interviews are conducted through CATI, among nationally representative sample of 10865adults. Surveys are weighted in each district by age, gender,occupation,and region.

Key findings:

• With the second wave of Covid subsiding and normalcy slowly starting up,the household spends has increased for 54% of the families. The household spend net score which is % increased -% decreased is at +39.This spend pattern is the same across Urban & Rural markets but the increase is much more in North with 61% as comparedto the other zones.
• Carrying the same trend, spends on essentials like personal care & household care products is up for 43% of families, while it’sdecreased for 27% families. The essential consumption net scoreis at +16.The difference is in eastern India where consumption has only increased in 31% households.Also housewives are more reluctant to spends on essentials as compared to the working population.
• Keeping in mind long terminsecurity the spends on non-essential & discretionary items like durables, car has increased only for 15% families with 58% saying it is the sameand decreased for 27% families. The non-essential consumption net scoreis at -12.Again,North shows a better sentiment on non-essentials with an increase for 22% families.
• Health still remains an important consideration, with consumption on health-relateditems has increased or remained same for 78% of familiesand decreased only for 22% families. This decrease is 27% in western India. The health score which has a negative connotation i.e. the lesser the spends on health items the better the sentiments, has a value of -19.
• Consumption of media has increased for 28% families, decreased for 25%& remained same for 47%. The net score of media is at +3.Media consumption increase is highestin the 18–25-yearage group which are still not going out to the extent the other age groups are.
• In terms of mobility 92% families saying they are going out the same or less on short vacations / mall / restaurants, with the overall mobility score at -24

The overall Consumer Sentiment Scoreis moving in the positive direction with a score of +0.5 over the previous month.The overall consumer sentiment score is calculated by % Increase -% Decrease and is expressed as a number from -100 to 100; the score is negative when the sentiments show more decreaseas compared to increase, and positive in the opposite situation.

Apart from the capturing sentiments which is the measure of overall consumer confidence, the study also captured some interesting trends on topical matters:

• 59% people said either offices should be opened or there should be a hybrid model of working which should be applied in terms of work.
• Interestingly 80% of families said schools should be open, which shows that parents are increasingly concerned about overall child development which has happened in the last one year. Surprisingly, in comparison to national average only 56% parents in South want the schools to open. Almost 100% of the younger age group want the schools to open.
• 74% mentioned that availability of Covid vaccines is now easier.
• With special focus to the rural households, 81% of the individuals were confident of a good kharif season on the back of a normal monsoon this year.

Media consumption high in 18–25 year age group : Axis My India report

Household Spend Increases for 54% Families : Axis My India report

Axis My India publishes India Consumer Sentiment Index

Covid wave 'subsiding', normalcy returning slowly: Axis My India's Consumer Sentiment Index

Axis My India Publishes India Consumer Sentiment Index

Axis My India Publishes India Consumer Sentiment Index

Axis My India publishes India Consumer Sentiment Index; the overall Consumer Sentiment shows a positive shift in momentum