AXIS MY INDIA - CONNECTING INDIA TO BUILD INDIA. Document

Axis My India - India Consumer Sentiment Index


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."

Key findings:

On topics of current national interest:

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:

On topics of current national interest:

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:

On topics of current national interest:

(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."

Key findings:

On topics of current national interest:

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

This month Axis My India’s CSI survey threw light on the excitement around the sixteenth season of the Indian Premier League (IPL). It unveiled that 55% will watch the matches on their cable/DTH Television sets of which 61% are from urban counter cities. Moreover, 45% is expected to watch on mobile (Jio Cinema) of which 48% are from rural towns. While Mobile (Jio Cinema) is the preferred mode of watching for 18-25YO, (64%), cable/DTH Television sets are favoured by 36-50YO, (66%).

The survey also attempted to understand effectiveness of advertisement during IPL through consumer brand recall. Upon asking which brand ads have the IPL viewers noticed the most (Top of the Mind), the top brands mentioned were Dream 11, Thums Up, Tata Neu, Jio, PayTM, Amazon, LIC, Tata Tiago ev, Kamala Pasand, Kingfisher, TVS, Ceat, Rupay. However, Dream11 secured the maximum eyeballs (39%), followed by Thums Up (10%), Tata Neu (8%) and Jio (7%). Dream11, Tata Neu and Jio were recalled the most by male viewers.

Consumption of media (TV, Internet, Radio etc.) has increased for 21% of the families, which is an increase by 2% from last month. The overall, net score is at 2 this month. Media viewership has increased more among males (22%) and among 18-25 YO which (30%) as compared to older age groups.


On topics of current national interest:

Key findings:

(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:

On topics of current national interest:

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:

On topics of current national interest:

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:

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

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:

On topics of current national interest:

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:

On topics of current national interest:




(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:

On topics of current national interest:

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:

On topics of current national interest:

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:

On topics of current national interest:

On Branded and Unbranded 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:

Consumer Thoughts on 75th Year of Independence:




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:

On topics of current national interest:




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:


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:




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:

On topics of current national interest:




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:

On topics of current national interest:

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:

On topics of current national interest:



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:

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:

26% surfs internet while simultaneously watching television and 41% agreed that ads influences purchase behaviour - As Per Axis My India February CSI Survey

89% going out same as compared to last month to malls, short vacations, restaurants etc

Over 10525 people surveyed 70% is from rural India while 30% is from urban India.

Overall household spending has increased for 53%, majorly in South & west regions, 6% dip from last month.

Essential and discretionary spendings increased for 43% and 10% of families respectively – lowest surges in the last 5 months.

Slight dip on expenditure related to health items, net score at -20 as compared to -23 last month.

Mobility remains the same for 89% families, going out for short vacations, malls, restaurants etc inspite of the Omicron scare.

Media consumption remains the same for 54% families - highest in the last five months

41% agreed that ads influences purchase behaviour

26% surfs internet while simultaneously watching television reflecting the growing trend of multi-screen behaviour

67% believe that women are better at financial/investment management as compared to men

41% fearful of the security of the financial/personal information entered online

48% confident that Omicron wont impact their financial stability

50% engage in sports/exercise to remain fit reflecting the growing trend of the Fit-India movement

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 January reveals that almost half of the respondents (41%) believes that advertisement influences purchase decisions. 26% reveal a habit of engaging with both television and mobile phone simultaneously, thus opening deeper conversations on rising multi-screen user behaviour and scope of competitive advertising among different platforms. Moreover media consumption in general remains the same for 54% of the families, highest in the last five months.

This month, Axis My India’s Sentiment Index also delved deeper to understand consumers view on varied issues of national interest. These include privatisation of loss making public sector companies like that of Air India, views on economic recovery by 2022, alternatives to rising fuel prices, investment preferences, sentiments around Diwali and on brand advertisement placements.

The February net CSI score, calculated by percentage increase minus percentage decrease in sentiment, was down to +7, from +10 last month in lieu of the observed drop in household spending both across the essential and non-essential categories since the past 3 month, which was further accentuated by the Omicron scare in January.

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 further investigated the influence of advertisement on purchase decisions, parallel viewing behaviour with reference to television and mobile phones and consumer’s approach to health and fitness. The survey also delved deeper to understand various facets of financial behaviour, these include apprehensions with sharing financials/personal information online, outlook on the impact of omicron on financial security and gender based investment management perceptions.

The surveys were carried out via Computer Aided Telephonic Interviews with a sample size of 10525 people across 36 states. 70% belonged from Rural India while 30% belonged from urban counterparts. In addition 59% of the respondents were male while 41% of the respondents were female

Commenting on the Ocober report, Pradeep Gupta, CMD, Axis My India, said,“The survey captures consumer’s apprehension yet preparedness and confidence to the advent of Omicron. While essential, non-essential and health related increased expenditures witnessed a dip, consumers at the same time have expressed their confidence of not being financially impacted by the 3rd Wave. Moreover, in our attempt to discover consumer information consumption habit, we witnessed a growing possibility of shared space competitiveness between TV and online for influencing ad based purchase decisions. However online space unlike TV is an interactive platform and thereby possess the challenges of ensuring security and safety of data shared by consumers. Overall with the nation’s sentiments resuming back to slow and steady normalcy and more opportunities opening up within the media space, advertisers and marketers are in a sweet spot and should thereby leave no space untouched.”

Key findings:

On topics of current national interest:

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.

42% Families to spend more or same this festive season, finds Axis My India study on Consumer Sentiment.

Over 10482 people surveyed across 28 states and 7 UTs.

Discretionary spending rises for 21% households on account of festive season.

88% of office going individuals were happy with the offices reopening.

79% of the households report increased or same healthcare related expenditure.

83% of households still averse to domestic or international travel.

Axis My India, a leading consumer data intelligence company, released its findings of the India Consumer Sentiment Index, a monthly analysis of consumer perception on a wide range of issues, for the month of August.

The net CSI score, calculated by subtracting the percentage increase from the percentage decrease in sentiment, was recorded at +6,rising at the fastest pace over the last month, indicative of a positive shift in consumer consumption metrics.

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.

The surveys was carried out via Computer Aided Telephonic Interviews with a sample size of 10482 people. 72% of the people surveyed were male and 28% female. The respondents were from 28 states and 7 Union Territories.

Commenting on the August report, Pradeep Gupta, CMD, Axis My India, said, “As the festive season approaches, consumers are slowly stepping out–as proven by increased numbers for nonessential spending and mobility. This should have a positive effect on the hospitality industry which has been severely affected due to the pandemic. Tourism, however, continues to be a concern as 83% of the respondents are still averse to travelling. Economic sentiment is looking buoyant with ~64% of the respondents expecting the Sensex to cross 60,000 before the end of this year. Along with the nation-wide vaccination drive, over 96% respondents pledging to adhere to all covid protocols, it is hoped that there will not be a surge in cases post the festive season. A net positive score of an additional 5.5 points over the last month indicates a steady progress towards social and economic normalcy, with this trend expected to improve further in the next few months. Overall, we hold a cautious but optimistic outlook on consumer sentiments. 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 India across demography & geographies. Our mission is to bring out the most authentic voices via the rigour of data and analytics”

Key findings:

  • Overall household spending has increased for 56% of the families which is an increase of 2 percentage points, the same figure being 54% last month. Increase is highest in North India at 61%. The net score is at +42.
  • The spends increase on essentials like personal & household care is at 47%, an increase of 4 percentage point over last month. The net score is +21.
  • Spends on non-essential & discretionary products is still cautious with 21% families mentioning an increase but which is still a growth as the same figure was 15% in July. This shows the festive spirit slowing building up with the net score having increased to +9 from -12 last month. Interestingly, the sentiment increase is highest in Rural India.
  • Health still remains an important consideration, with consumption on health-related items has increased or remained same for 79% of families and decreased only for 21% families. 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.
  • Consumption of media has increased for 25% families & remained same for 47%. The corresponding increase figure was 28% last month. Net score is at -3. The media consumption increase is highest in the 18-25 year old age group at 32%.
  • In terms of mobility 93% families saying they are going out the same or less on short vacations/mall/restaurants, with the overall mobility score is at -8 which is an improvement over last month which was at -24.

On topics of current national interest:

  • When asked will you shop more or less this festive season, 42% of families said they will shop more or same as compared to last year. This gives an indication that there is sense of cautious optimism and the pent-up demand or degree of revenge shopping which happened last year might not be the same this year. This expected increase in spends is higher among private & government service employees.
  • 8% of the office going individuals were happy that offices are starting to open and felt that productivity is better from office.
  • 83% are not yet looking at a travel/holiday this year and 15% mentioned they would only travel domestically.
  • Showing a sign of self-maturity, 96% people said they will implement Covid appropriate behaviour this festive and hopefully this will reduce the level of cases in case the 3rd wave strikes.
  • On current euphoria around the Sensex, of those who invest, 64% believe that the BSE Sensex will cross the mark of 60,000 in the next few months with 29% saying it will come down. Additionally, in a true reflection of Indian investor population there is still a vast majority of 74% who don’t invest yet in stock market.

Axis My India - CSI survey : 40% of India have watched IPL at least once this season, 31% of those watched have viewed it on a digital platform (OTT)

Over 10639 people surveyed across rural and urban India in between 10th September and 30th September 2021.

46% of families will shop clothes over big ticket items on account of Dusshera/Diwali.

6% of the families will use their personal savings for making purchases this festive season.

40% of India has watched IPL atleast once, 31% of those watched have viewed it on a digital platform.

Overall consumer sentiment rises by 1 point in October over last month.

33% are buying electronics online while high value items like jewellery; and groceries, are still bought physically.

27% have increased their usage of UPI/wallet payments, 49% still don’t use it.

Axis My India, a leading consumer data intelligence company, released its findings of the India Consumer Sentiment Index (CSI), a monthly analysis of consumer perception on a wide range of issues, for the month of September.

The net CSI score, calculated by percentage increase minus percentage decrease in sentiment, was recorded at +7, rising at a constant pace over the last three months, indicative of a positive shift in consumer consumption metrics.

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 Consumer Sentiment Index also delved deeper to understand perception around festival spends, pre and post Covid behavioural changes in terms of online purchase and UPI/wallet payment and citizen’s interest in IPL.

The surveys were carried out via Computer Aided Telephonic Interviews with a sample size of 10639 people. 59% belonged from Rural India while 41% belonged from urban counterparts covering 28 states and 8 union territories.

Commenting on the September report, Pradeep Gupta, CMD, Axis My India, said, “As the pandemic retreats, we are seeing a steady return to normalcy, but with a cautious control over spending considerations. This is highlighted in the survey as 46% of the respondents will prefer spending on small ticket items such as clothes, while only 11% of the respondents will consider buying a two-wheeler or car. Expenditure on household essentials is more or less same since the last two months. However, expenditure on healthcare decreased compared to last month, suggesting people are being decreasingly affected by the pandemic. While 27% respondents reported an increase in UPI transactions, almost 49% still don’t use UPI/Wallets, suggesting a tremendous opportunity in digital payments. IPL has proved its unparalleled reach and what is emerging as a trend is that audiences are increasingly viewing it on digital especially in tier 3/rural markets which still have electricity cuts & are single TV households."


All Score
CSI Indices
Household

Key findings:

  • Overall household spending has increased for 56% of families which is same as last month.
  • The spends increase on essentials like personal & household care is at 45%. The net score is almost the same as last month which is at +20.
  • Spends on non-essential & discretionary products like AC, Car, Refrigerator increased for 19% of families. This increase is highest in North & East whereas the increase in South is only 8%. This increase still reflects an overall decrease by 2 percentage points from the previous month which stood at 21%. This can also be because 20th Sep – 6th Oct is considered the ‘Shradh period’ when high value purchases are postponed. The non-essentials September net score is at +7.
  • Health continues to be an important consideration, with consumption on health-related items being increased for 44% of families and decreased only for 19% families. 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 -25.
  • Consumption of media reflects increase for 26% families, with an increase of 1 percentage point over last month & consumption remained same for 48%. Net score has improved from -3 last month to the base value of 0 this month.
  • Constant improvement in mobility net score is being recorded since past three months which indicates a steady return to normalcy. In terms of mobility 88% families are saying they are going out the same or more on short vacations/mall/restaurants, with the overall mobility score is at -5 which is an improvement over last month which was at -8. This reflects a slight progress in people’s sentiments in terms of conducting outside activities.

On topics of current national interest:

  • When asked on shopping plans for Dusshera/Diwali, 46% of families said they will shop clothes while only 11% intend to buy a 4-wheeler or a 2-wheeler. More than 88% of the families denied any interest in buying white goods (AC, TV, Washing Machine, and Refrigerator) or jewellery this festive season. In addition, 92% showcased negative sentiment towards buying home, plot, or a commercial property. The consumer sentiment for the month also reflects that 76% of the families will use their personal savings for making these purchases while only 21% would prefer taking loan from the bank or financial companies. This gives an indication that while buying spirit is moderate this festive season, the ticket size for purchase still remains small reflecting a cautious spending behaviour without denting one’s personal savings.
  • In terms of online shopping behaviours 33% are buying electronics like laptop, mobile etc. online while high value items like jewellery and groceries (fresh food, rice, oil and meat) are still bought physically, indicating the view of 90% and 92% of the consumers respectively. Furthermore, banking and investment behaviour reflect a combination of both offline and online hybrid behaviour standing at 19%.
  • 40% of Indian’s mentioned that they have watched IPL at least once. When asked, where will you continue to watch the remaining season of IPL, 31% of those who watching mentioned that they are watching it online. Interestingly percentage of audience watching online is higher in Rural India.
  • Reflecting a transformation in consumer payment behaviour in the post-covid period, 27% have said that they have increased their usage of UPI/wallet payments (Paytm/Phonepe, Google Pay) while 49% still don’t use these online transaction mediums. Interestingly the increase in usage of UPI payments is gradually decreased with increase in age of respondents. The increase is highest for the age group of 18-25 years which is at 36%.

Axis My India - CSI survey : With 63% of consumers spending more in Oct 21, personal care & household care products registered highest consumption.

Over 10430 people surveyed 62% is from rural India while 38% is from urban India.

Overall household spending has increased for 63% of families surge by 7 percentage points from last month.

50% of families reflect increase spends on essentials items, 18% of households reported an increase in Non-essential purchases.

88% families are going out the same or more with lesser restrictions.

46% is in agreement to privatisation of loss making public sector companies.

41% believes that the economy will bounce back by January 2022.

48% are optimistic of shifting to electric vehicle as fuel prices continue to rise.

Digital (38%) is now the 2nd most important source of brand awareness after TV (44%).

A majority, 22% still prefers to park their money in savings account, 4% relies on Gold, 40% still don’t invest and interestingly still 2% park their money in post office savings.

36% of the consumers are planning to go beyond small-ticket purchases.

59% of the consumers hope for a more cheerful and happy Diwali this year 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. According to the survey, percentage of consumers spending across essential have increased, while spends on discretionary products have remained same. Consumers are further planning to go beyond smaller purchases; 24% are looking to spend on household or personal items like white goods, furniture, electronics and jewellery this Diwali.

The November net CSI score, calculated by percentage increase minus percentage decrease in sentiment, was recorded at +9, up from +7 last month and rising at a constant pace over the last three months, indicative of a positive shift in consumer consumption metrics. 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 also delved deeper to understand consumers view on varied issues of national interest. These include privatisation of loss making public sector companies like that of Air India, views on economic recovery by 2022, alternatives to rising fuel prices, investment preferences, sentiments around Diwali and on brand advertisement placements.

The surveys were carried out via Computer Aided Telephonic Interviews with a sample size of 10430 people. 62% belonged from Rural India while 38% belonged from urban counterparts.

Commenting on the Ocober report, Pradeep Gupta, CMD, Axis My India, said,"With the festivities at its peak, one can easily witness consumer’s excitement in terms of loosening their purse strings for varied expenses and experiences. While Diwali has triggered spending on products of personal indulgence (like 2-wheeler/4-wheelers or jewellery) and household items, the upcoming festivities and enthusiastic consumer sentiment will further set the momentum for the last half of this year. In addition, one can also witness a transition in terms of preferences amongst consumers’ like opting for EVs or cheering for privatisation of loss making companies. The growth of digital as a medium of advertising overtaking Print & just after TV reflects the change in media consumption habits which was triggered by the pandemic. Lastly our survey shows that a vast majority of India is still not investing in this age of cryptocurrencies, it would be interesting to see how financial players beyond traditional banks can capture and convert their interests for investments using varied instruments."


All Score
CSI Indices
Household

Key findings:

  • Overall household spending has increased for 63% of families which reflects an 7% increase from the last month. This increase is highest in Northern India.
  • The increase in spends on essentials like personal care & household items stands at 50% reflecting a surge by 5%. The net score which was +20 last month has increased to +27 this month. The growth in Rural India is slightly higher as compared to Urban markets.
  • Spends on non-essential & discretionary products like AC, Car, Refrigerator has increased for 18% of families. For 73% spends on non-essential purchases remain the same which reflects an uptick of 3% from last month. The non-essentials November net score therefore lies at +9. The trend on spends on discretionary products reflect a fine balance between caution and indulgence.
  • With more exposure to outside activities, importance of health bounced back quickly. Consumption on health-related items increased for 47% of families as compared to 44% 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.
  • Consumption of media remains the same for a majority of 48% families and increased for 25% of the family, reflecting an overall Net score of -2 as compared to base value of 0 for the previous month.
  • Mobility net score reflects a constant improvement over the last four months. 88% families said that they are going out the same or more on getaways/staycations /mall/restaurants, with travel bans being lifted and double vaccination providing easier movement opportunities. The overall mobility score is at -4 which is an improvement over last month which was at -5. This reflects slow but consistent progress in people’s sentiments for engaging in out of home activities

On topics of current national interest:

  • While the long awaited sale of Air India to the Tata group reflected a hopeful future for the airline. Axis My India further gauged consumer’s sentiment on whether or not the government should privatise other loss making public sector companies. 46% is in agreement to privatisation of such companies while 36% disagreed with this view.
  • When asked if economy/livelihood and business is expected to bounce back by January 2022, 41% believes that the same is possible and Southern India being more optimistic with 54% agreeing to this.
  • With rising prices fuel being a concern, 48% are optimistic of shifting to electric vehicles wherein 33% and 15% said that they will consider buying a 2-wheeler and 4-wheeler respectively in this segment. The younger age group of 18-35 have a more likelihood, with 53% in agreement to an EV shift.
  • In terms of brand advertisement placements, 44% and 38% of the consumers said that they have majorly seen ads on Television and on Digital platforms respectively. While only 11% and 7% of the audience believe that they have seen ads on Print or Outdoor. This reflects the changing media consumption habit and the surge both in Digital consumption & advertising. This digital growth is led by 26-35 yr audience.
  • Sharing their views on financial planning, a majority of 23% still prefers to park their money in savings account, while a combined 12% prefers to invest in Fixed Deposits, Shares/stock market and mutual funds. Gold is still seen as a reliable investment option for 4% of the consumers. 40% of the audience still don’t invest and interestingly 2% still save their money in post offices.
  • Gauging views around the Diwali festivities, Axis My India, further discovered that 36% of the consumers are planning to go beyond small-ticket purchases this festive season. While 24% are looking to spend on household or personal items like White Goods (AC, TV, Washing Machine, Refrigerator etc.), furniture, electronics and jewellery; 9% is looking to buy a 4-Wheeler or a 2-Wheeler. Further from a purely sentimental outlook, 59% of the consumers reflect the view of a more hopeful and cheerful Diwali this year!

Axis My India Survey captures higher consumer engagement with Hindi and regional websites and apps over English.

27% prefer Hindi and regional websites and apps while 24% prefers English

Over 10552 people surveyed 64% is from rural India while 36% is from urban India.

Overall household spending has increased for 62% of families, majorly in north, south and west.

Increase in essentials and non-essential spends for 49% and 15% of families respectively.

Consumption of health-related items has increased or remained the same for 83% of the families.

Unchanged media consumption for a majority of 52% families, regular media consumption habits settling in.

81% families are going out the same for short vacations/mall/restaurants, consumption increased for 18YO-25YO.

Combined 27% prefer Hindi and regional websites and apps while 24% prefers English, reflecting 60% of the youth.

27% people watch OTT, Majority of the OTT viewers between the age of 18-35.

17% prefers Private Companies stocks while 12% prefers Government owned stocks.

Of those who watched the ICC T20 World Cup, 48% believe poor team selection purposed India’s average performance in the tournament.

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 November reveals same media consumption for the majority of the families as last month. Consumer’s online behaviour further reflect a preference of Indian languages over others.

The December net CSI score, calculated by percentage increase minus percentage decrease in sentiment, was down to +8, from +9 last month and first time slight dip in the net score is observed since past 4 months, a reflection of the post-festive period sentiment.

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 also delved deeper to understand consumer’s consumption in the digital ecosystem in terms of OTT platforms, language preferences. Consumer sentiment was also tracked to understand their expenses in terms of discretionary products and investment preferences. In addition, the survey tracked consumer’s opinion on India’s performance in the T20 Word Cup.

The surveys were carried out via Computer Aided Telephonic Interviews with a sample size of 10552 people across 36 states. 64% belonged from Rural India while 36% belonged from urban counterparts.

Commenting on the November report, Pradeep Gupta, CMD, Axis My India, said,"With the year approaching to an end, we witness consumer’s gradual return to normalcy though a slight drop in Net Promoter Score also demonstrates that the impact of festive spending is slowly tapering. While media consumptions remain standard for majority, our CSI Survey has further revealed that consumers from the north as well as the south favour vernacular languages when engaging with the digital mediums. This insight opens up opportunities for various local as well as national and international players in terms of where & which form to place their brand content and advertisements. Moreover it is interesting to note that inspite of a plethora of new age tech firms coming up with IPOs, Indian consumers still prefer to park their confidence in established companies and Government owned stocks and shares, providing a contrarian approach to the FOMO investing theory"


Key findings:

  • Overall household spending has increased for 62% of families which reflects a 1% decrease from the last month. This increase is majorly reflected in the northern part of India.
  • The increase in spends on essentials like personal care & household items stands at 49% showcasing a surge in the north and south of India. The net score which was +27 last month remains the same for this month. Percentage of families whose consumption remain same as last month has increased by 2% from last month.
  • Spends on non-essential & discretionary products like AC, Car, Refrigerator has increased for 15% of families. While the increase in non-essential spends has decreased by an overall 3% from last month. The net score therefore which was at +9 last month has reduced to +6. The increase in spends is however identified in north and eastern part of India.
  • Consumption on health-related items has increased for 42% of families which overall represents the lowest percentage in the last three months. 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 -25.
  • Consumption of media remains the same for a majority of 52% families which reflects the highest percentage since the last four months and is majorly from the south of India. Consumption has increased for 22% of the family,majorly from east and north, majorly amongst 18YO-25YO and 26YO-35YO. Overall, the Net score of this month is at -4 as compared to -2 for the previous month.
  • 81% families said that they are going out the same for short vacations, mall and restaurants as compared to last month. This represents a steady increase in movement from 78% in August to 3% increase in November. Increase in movement is majorly seen in the south of India and the least in the North. Increase in mobility is further seen concentrated among the 18YO-25YO. The overall mobility score is at -5.

On topics of current national interest:

  • Axis My India further gauged consumer’s sentiment on their digital behaviour. A combined 27% said that they prefer engaging with websites and mobile applications in Hindi and other regional languages while 24% preferred English. Moreover it was identified that 31% of the population that resides in the southern part of India prefers using apps and websites in the English language, whereas 27% in the northern belt prefers engaging with Hindi based apps and networks. In addition, regional language based apps and sites reflected the choice of southern India at 34%. In addition it was discovered that majority of the youngsters (60%) amongst 18-25 prefer digital interactions in English, whereas those above 51 prefer Hindi and other regional languages.
  • When asked if they spend time watching content on OTT or video streaming platforms, only 27% said yes whereas 73% reflected their view otherwise demonstrating the scope of penetration. Majority of the viewers are of the age of 18-35.
  • In terms of investment choices in stock and shares, 17% and 12% showcased their preference towards Private Companies and Government owned respectively. Only 1% said they preferred to invest in IPOs, contrary to the euphoria around new generation IPO’s.
  • Capturing consumer indulgence, Axis My India survey showcased that only 7% bought discretionary product this month like AC, TV, Fridge etc. Out of which 34% further claimed to have bought a 2-Wheeler, whereas a mighty 21%, 18% and 9% have spent on Television, Fridge and Car respectively.
  • Gauging views around Team India’s average performance in T20 World Cup 2021, the survey further discovered that out of those who have watched ICC T20 WC, 48% believe that it is due to the team selection while 23% believe it was a result of player fatigue.

Essential spends maintains highest steady growth at 33%, discretionary spends take the lowest dip at 14% - according to Axis My India – CSI

‘Essential’ steady consumptions majorly reflected in southern regions; overall household spending dipped by 3% dip from last month.

Over 10563 people surveyed 71% is from rural India while 29% is from urban India.

Overall household spending has increased for 59%, majorly in Northern regions, 3% dip from last month.

Highest ‘steady’ spends (33%) in essentials and lowest ‘increased’ spends (14%) in non-essential spends in the last 5 months.

Surge in steady spends in health-related items for 40% families, drop by 2% from last month.

Increased media consumption for a majority of 25% of families, Net Score improves from -4 to +1.

Mobility more or same for 91% families, going out the same for short vacations, malls, restaurants etc.

Combined 58% engage with Digital apps / Websites + social media and 53% engage with television for news/latest updates and 37% with news paper.

52% believe that the economy might get affected by the new variant- Omicron.

A vast majority of Indians, view Prime Minister, Narendra Modi as the most impactful person of the year, others include Virat Kohli, Yogi Adityanath, Rohit Sharma, MK Stalin, MS Dhoni and Mamata Banerjee.

WhatsApp voted as the most frequented app (view of 31%), followed by Facebook (26%) and YouTube (21%).

71% believes that 2022 will be much better than 2021.

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 December reveals a slight dip in increased consumption or surge in steady consumption across the 5 relevant sub-indices. Overall household spending has dipped by 3% in comparison to last month. In terms of essential items, spends remain the ‘same’ for 33% of the families – depicting the highest in the last 5 months. Lowest ‘increased’ spends in the last five months is recorded in non-essential & discretionary products like AC, Car, Refrigerator etc at 14%. Similar consumption in health-related items has dropped by 2% and in mobility has surged by 3%.

The January net CSI score, calculated by percentage increase minus percentage decrease in sentiment, was up to +10, from +8 last month.

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 also probed deeper to understand consumer’s sentiment with regards to the new Omicron variant, its impact on economy and requirement of a booster dose. The survey further tracked consumer preferences in terms of news consumption and frequently used digital applications. Finally, the January survey also revealed consumers views on the most impactful celebrity/personality of 2021 and their thoughts in 2022.

The surveys were carried out via Computer Aided Telephonic Interviews with a sample size of 10563 people across 36 states. 71% belonged from Rural India while 29% belonged from urban counterparts. In addition, 64% of the respondents were male while 36% of the respondents were female.

Commenting on the December report, Pradeep Gupta, CMD, Axis My India, said, “The survey finds that PM Modi is by far the most impactful person of 2021 as voted by 40% of the people across India. While the new year brought along hope and optimism for a better 2022, consumers purse strings suggest otherwise. The lowest dip in non-essential spending is a proof that consumers are curling back to apprehensions triggered by the new variant of the virus and hoping for a booster dose, something which has recently been announced by the Government.Moreover, the higher preference of web for seeking news only reflect the gradual change in media consumption behaviour owing to consistent lockdown experienced by consumers in the last two years. In addition, the inclination towards WhatsApp, Facebook and YouTube reflects an evolved and unconscious mode of conversing, converging or consuming dialogue/information/media."


Key findings:

  • Overall household spending has increased for 59% of families which reflects a 3% decrease from the last month. While this increase is majorly reflected in the Northern part of India, the net score is at +50, reflecting the dip in net score by 1 percentage point for 3rd consecutive month.
  • Spends on essentials like personal care & household items has increased for 47% of the families showcasing a surge in the Northern part of India. Spends however remain the same for 33% of the families (the highest in the last 5 months). The net score which was +27 last month comes down to +26 this month.
  • Spends on non-essential & discretionary products like AC, Car, Refrigerator has increased for 14% of families, indicating the lowest percentage in the last 5 months. Expenditure nevertheless remains the same for 78% of the families indicating the sentiment of people living in Southern part of India. The net score is stagnant at +6 as last month.
  • Consumption on health-related items remains the same for 43% of the families, while a surge is witnessed among 40%. In comparison to last month, while the ‘increase’ in consumption represents an overall dip by 2%, the ‘same’ consumption reflects an overall surge 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 -23, which was at -25 previous month.
  • Consumption of media has increased for 25% of the families reflecting an increase of 3% from the last month and the highest in the last three months. This surge is reflected among 18-25 YO in Eastern part of India. Consumption remains the same for a majority of 51% families. The overall, the Net score of this month is at +1 as compared to -4 for the previous month.
  • 85% families said that they are going out the same for short vacations, mall and restaurants as compared to 81% of families last month. Only 6% of families recorded increase in outgoing activities while 9% reported reduced mobility. The overall mobility score which was at -5 last month is at -3.

On topics of current national interest:

  • Axis My India further assessed consumer’s sentiment on their information/news seeking habits. A majority of 53% said that they prefer engaging with television for news/latest updates. These reflect the view of 36-50 YO. A secondary favourite seems to be Newspapers representing the view of 37%, showcasing the choice of 35-50 YO from Western part of India. However, interestingly, a combined 62% of 18-35 YO seems to prefer Digital apps / Websites + social media as their number one choice for news consumption. This unravels a potential trend of looking at television and digital mediums as mediums of seeking information along with entertainment.
  • Gauging concern regarding the new variant of the virus, 52% believe that the opening of the economy will get affected by Omicron, while 23% (each) is unsure of its impact on the economy or is of the view that the economy will remain unaffected. In addition, a majority of 82% believes that with regards to the upcoming virus variant, vaccine booster dose should be given to the countrymen instead of exporting vaccines to other countries.
  • The CSI Survey furthermore captured consumer’s consideration in terms of most impactful person/celebrity of the year. Among a vetted list of more than 20+ personalities, it was discovered that Prime Minister, Shri Narendra Modi enjoyed the majority vote representing the choice of 40% of people, followed by Virat Kohli, Chief Minister, Uttar Pradesh, Yogi Adityanath, Rohit Sharma, Chief Minister, Tamil Nadu, M K Stalin, Former Indian Cricket Team Captain MS Dhoni Chief Minister, West Bengal Mamata Banerjee among others.
  • Exploring consumer’s app preference, Axis My India December survey delved deeper to understand most frequented interfaces. The findings revealed that WhatsApp was the most used app (view of majority, 31%), followed by Facebook (view of 26%) and YouTube (View of 21%). In addition, when consumers were asked to share their preference in terms of Top 1, Top 2 and Top 3 apps choices, it was learnt that ‘WhatsApp (42%) is the number ‘one’ choice while Facebook (34%) and YouTube (27%) denotes the choice of top ‘three’ apps. Moreover YouTube (25%), Facebook (17%) and Instagram (17%) reflect the top ‘three’ choices of consumers in terms of most frequently used applications.
  • Finally, Axis My India was delighted to report that a massive majority of 71% strongly believes that 2022 will be much better than 2021 on an all-encompassing basis.

Tokyo

Tokyo is the capital of Japan.