Femina releases second edition of its research report under the series ‘All About Women’, decodes urban homemakers of India

Femina, India’s main girls’s model, has thrived because the vacation spot for all issues girls for over six many years bringing a spread of related movies, options, and tales bringing distinctive insights on magnificence, vogue, journey, relationships, meals, well being, and health.

Taking a leap ahead and funneling a few of the essential insights within the varied elements of a girl’s life, Femina earlier this 12 months launched a analysis report sequence referred to as ‘All About Women’. While the primary version explored the lives of millennial working moms, the second version will shed some mild on the lives of Urban Indian homemakers.

Regarded as one of many largest and most necessary viewers sub-segments in India; as we speak, city homemakers are assured, unapologetic, and lively determination makers, who’ve deeper inspirations and better aspirations. The analysis report commissioned by Femina to Karvy Insights, gives an in-depth evaluation and supplies a complete understanding of the lives of Urban homemakers, by capturing their life, self-perception, relationship with household, altering life-style owing to Covid-19, future aspirations and dissecting the buyer behaviour.

The analysis examine’s findings are a results of in depth quantitative and qualitative analysis performed over months with greater than 1200 city homemakers and 250 husbands throughout eight metros and non-metros that embody Mumbai, Delhi, Bangalore, Chennai, Kolkata, Lucknow, Patna and Ahmedabad.

The topics belong to joint and nuclear households and are of the age group of 22 to 45 years, NCCS A and 70% of the homemakers have been graduates/ postgraduates.

Elaborating on the second version of Femina’ s All About Women Report, Mr. Deepak Lamba, CEO of Worldwide Media mentioned, “The pandemic of 2020 has brought the entire world to an uncertain halt, affecting businesses, families, and individuals at large. And, at the center of this all-encompassing crisis have been the homemakers, trying their best to balance their professional, personal, and familial responsibilities.

The second edition of Femina’s All About Women report is an effort to recognize the unaccounted contribution, relevance, and importance of Urban Homemakers. It defines their transformed approach towards their lifestyle, financial aspirations, professional development, family equations, and personal choices.

Our endeavour is to decode the shift, predict their behaviour, and provide a comprehensive overview of the evolved Indian Urban homemaker.We hope that our advertiser partners can gain some relevant insights from our latest proprietary research that can help them connect more meaningfully with the urban Indian woman.”

Further commenting on the report, Ruchika Mehta, Editor at Femina mentioned, “Urban homemakers are the backbone of any family and are constantly undervalued for all their hard work and dedication. With this report we want to initiate a conversation that builds an understanding of who they are, their preferences, and their lifestyle. It captures their unstated emotions, aspirations and creates a bridge between them and the brands that seek to serve them”.

Understanding the Urban Indian Homemaker Modern-day homemakers see themselves as pro-home-managers who’re as honest and hardworking as company girls and never simply conventional housewives.

They are tech savvy ninjas who’re the inspiration of their households and have managed to maintain the happiness index at dwelling excessive regardless of the challenges.

• 80% of the respondents see themselves as superwomen who do limitless quantities of thankless work from home

• 70% of the respondents really feel unvalued and suppose extra respect is ascribed to financial revenue

• 80% idolises their mom and search inspiration from Bollywood celebrities and superstar cooks

• Most city Indian girls aspire to have a steady monetary future and tutorial excellence of their kids

• 70% see cash as a method to boost their life-style

World of a homemaker and influence of Covid-19

The pandemic of 2020 altered the approach to life of all households throughout the nation. Staying inside the house constantly for months, noticed homemakers think about cooking and kitchen tasks as essentially the most annoying duties, particularly with out the assistance of different members of the family.

Consumption of content material on OTT and social media apps have seen the very best improve. Homemakers in metros rely extra on packaged objects like immunity boosting powders, whereas these in non-metros desire pure dwelling cures. While lockdown has impacted each bodily and psychological well being, the influence is extra pronounced on psychological well being. That mentioned, the challenges have additionally helped in strengthening the bonds with spouses.

• 39% Non-Metro metropolis homemakers see cooking duties as essentially the most annoying

• 41% metro metropolis homemakers see non-cooking kitchen duties as essentially the most annoying

• 33% of husbands weren’t even conscious of cooking and kitchen duties are annoying for his or her companions

• New issues explored through the lockdown – 51% experimenting with Food and 41% began watching on-line video • 60% Homemakers in metros selected packaged immunity boosters

• 50% Homemakers from non-metros most well-liked pure immunity boosters

• 38% of homemakers felt that their psychological well being has been have an effect on

• 72% of the homemakers mentioned their relationship with their associate has improved within the lockdown

Understanding her as a client& her aspiration of formal employment

The tech savvy homemaker likes procuring on-line, appreciates gross sales & reductions, is model aware. Non-Metro homemakers too have adopted e-commerce for necessities however miss the personalization of offline procuring.

Social Media Trends & E-Commerce Boom has made her extra acquainted and accessible to manufacturers.

More Than a Third of The Homemakers Aspire to get into formal employment. Marital tasks impede skilled profession nonetheless, majority of males need girls to be financially impartial. 64% Homemakers give up their job simply earlier than or simply after marriage.

• 64% homemakers both left their job earlier than marriage or after marriage, two prevalent causes being to maintain the home and children

• One out of each three homemakers aspire to gainful employment

• 60% of the homemakers desire offline/money transactions

• 50% purchased extra necessities on-line however miss the offline personalization

Investments 70% homemakers keep nicely knowledgeable on cash issues however search the insights of their partner & buddies to validate their funding choices. They desire ‘Safer’ Financial Products reminiscent of Gold, Bank Deposits, Life Insurance.

Femina’s November difficulty will additional elaborate these insights and findings and corroborate them with content material tailor-made to the Urban homemaker. This difficulty will even make clear Femina’s targeted content material technique to cater to what girls want and the in-depth understanding of it.

(This story has been printed from a wire company feed with out modifications to the textual content.)

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