Enormous Brands decodes the ‘Lock-down Consumer’ amid Covid-19

COVID – 19 helps push the ‘Make in India’ agenda

Enormous Brands surveyed the changing sentiments, attitudes, and habitual changes in India’s citizens, across top 6 cities during the unforeseen lock-down


·         Data suggests that 47% of Indians are willing to pay up to 25% higher for Indian made goods over Chinese made products

·         66% feel PM Narendra Modi is the most apt world-leader to handle this crisis

·         56% believe that Sensex will hit 50K in less than 2 years’ time and there is a 28% increase in the internet banking users

·         74% of the population misses their daily newspaper and are waiting for the service to resume

·         TV shines over OTT. 43% see cable TV as the primary entertainment in the high-income households

Mumbai: The stay-at-home mandate has changed the behavior and attitudes of many Indians. Indians who were born and brought up asking for ‘Dhaniya’ or ‘Mirchi’ free from the vegetable vendors are now buying vegetables and other consumables without asking the prices. Stay-at-home orders have thus caused visible major shifts in people’s behavior.

COVID – 19 helps push the ‘Make in India’ agenda

42% believe that there is an active and deliberate attempt by China to spread COVID across the world for economic gains. This has led to a strong anti-China sentiment.

The data suggests that 47% of Indians are willing to pay up to 25% higher for Indian made goods over Chinese made products. There is a strong sentiment that the world should unite against China to stop using China as the world’s manufacturer, even if it is cost-inefficient.  

The BJP government is applauded for its COVID – 19 action plans

The study suggests BJP is emerging as ‘super’ force across age bands, genders and also across communities (including minorities).

PM Narendra Modi is seen by 64% as a world leader and 66% feels he is the most apt leader to handle this crisis. The government’s ‘Tech’ initiatives followed by their courage to lock-down the country and its medical response set up, were the 3 most admired achievements of the BJP government.

India’s older adopt digital

The study shows a sharp increase, as much as 47% higher adoption among elders (55-65 years) of e-commerce – ordering milk, grocery and home essentials and paying through wallets / UPI.

The banks have been promoting Internet banking for over a decade, in just the last month the data suggest that first time users have increased by 28%. The maximum shift of 33% is among the age group of 35-50 years age segments – this is the ‘bankers’ delight segment as it is the most profitable customer band.

Newspaper poised for a strong return

Lots of international researches suggest 21 days can break or form a habit. However, this study suggests otherwise when it comes to a daily newspaper. 74% miss their daily newspaper and are waiting for the service to resume.

While 29% have moved to reading newspapers online, only 4% would unsubscribe from the hard copy. Looks like the newspaper is a habit like coffee that has grown on the Indian palette, making it difficult to part with.

India is bullish about SENSEX in future

The study showed India will emerge as a winner in the on-going crisis.

58% believe that India will emerge as a ‘favorite country to trade with’. 54% state they have witnessed a drop of 30% in their stock and Mutual Fund portfolio. Even after this southward trend of the SENSEX, it is viewed optimistically. 44% believe that the SENSEX will bounce back to 40K levels in about a year’s time and 56% believe that it will hit 50K in less than 2 years’ time thanks to domestic development (22%), strong internal consumption (14%) and FII (37%).

Television grows strength to strength during lock-down

The study suggests TV still shines over OTT. 43% see cable TV as the primary entertainment in the high-income households. 13% across the sample size have re-activated their DTH / Cable subscription.

Interestingly, ‘news’ has emerged as the new GEC’s. A staggering 64% of TV viewing time across the TV viewing population is spent on the news channels. 43% believe that news reporting is unbiased and 27% believe that there is a clear indication that few news channels are pro a particular political party.  

Commenting on the outcome of the study, Mr. Ajay Verma, Managing Partner, Enormous Brands, said, “The young Indian population is behaving very differently from other parts of the globe. The study suggests a high level of optimism even in a situation that has brought the entire world in a lock-down and also showcased that households feels confident about the revival of the Indian economy.”

He further added, “This study was conducted to help brands understand how the current situation is molding the habits, behavior and attitudes of Indians. We believe this will help us shape client communication and offer strategic counsel in line with the prevailing sentiments of the consuming class.”

For additional information on this survey, individuals and companies can send an email to info@enormous.be for the full report / individual or specific sections of this research. The research covers attitude and behavior changes across segments like the employer and employee expectations, e-commerce, FMCG, BSFI, Auto, FMCG, Retail among some of the sectors covered.

The excerpts as above are from a proprietary online study done by Enormous Bands. The study was a quantitative web-based study, administered between 30th of March and 22nd of April 2020. The total sample size was 3737 and the dispersion was as follows.

Mumbai: 837, Delhi (Incl. NCR) 782, Bengaluru 774, Chennai 519, Pune 428 and Ahmedabad 397. 88% of the respondents had an annual income of Rs. 5 lakhs plus and one-fourth of the sample has an income level of Rs. 20 lakhs. 68% of the sample were graduates.

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