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

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

Key findings:

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

On topics of current national interest:

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

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

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

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

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

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

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

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

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

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

Media consumption increased for 20%

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

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

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

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

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

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

Key findings:

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

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

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

Pre-Budget CSI Survey Index

Factors which will significantly impact the Indian economy this year?

Expectations from the upcoming budget?

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

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

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

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

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

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

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

Media consumption increased for 21%

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

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

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

34% mentioned that Childs education is their main financial goal

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

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

46% liked to watch the T20WC

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

35% preferred Facebook as their most used social media platform

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

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

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

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

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

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

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

Key findings:

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

On topics of current national interest:

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

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

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

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

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

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

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

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

Media consumption increased for 21%

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

26% would watch matches of the ongoing FIFA world cup

34% notice instore promotional offers

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

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

15% would prefer watching Amitabh Bachchan’s movies

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

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

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

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

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

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

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

Key findings:

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

On topics of current national interest:

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

Fifa world cup survey reveals 58% prefer to watch on TV 27% on Mobile and 12% on OTT: Axis My India survey

Household spending increased for 56 essential products consumption increased for 46 Axis My India

Fifa football world report as per Axis My India December CSI Survey

Fifa world cup survey reveals 58% prefer to watch on TV 27% on Mobile and 12% on OTT: Axis My India survey

Fifa world cup survey reveals 58% prefer to watch on TV 27% on Mobile and 12% on OTT: Axis My India survey

34% said they notice in store promotional offers as per Axis My India december CSI survey

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

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

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

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

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

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

Media consumption increased for 21%

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

61% access the internet daily

29% used internet to surf social media

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

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

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

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

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

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

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

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

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

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

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

Key findings:

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

On topics of current national interest:

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

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

24% plan to watch them on Movie Theatres

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

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

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

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

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

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

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

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

44% plans to spend on apparels this festive season

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

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

24% prefer watching new movies in theatre halls

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

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

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

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

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

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

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

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

Key findings:

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

On topics of current national interest:

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

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

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

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

Average 9 apps used by a smartphone user.

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

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

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

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

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

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

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

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

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

Average 9 apps used by a smartphone user.

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

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

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

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

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

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

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

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

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

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

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

Key findings:

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

On topics of current national interest:

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

On Branded and Unbranded products:

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

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

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

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

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

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

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

34% want government to combat inflation.

28% seeks improvement in employment opportunities.

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

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

92% would prefer buying Indian brands.

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

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

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

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

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

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

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

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

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

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

Key findings:

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

Consumer Thoughts on 75th Year of Independence:

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

आधे से ज्यादा भारतीयों ने कहा- देश 25 वर्षों में होगी विकसित अर्थव्यवस्था, दिलचस्प हैं इस सर्वे के नतीजे

92% Indians would prefer buying local brands; 63% will pay more for eco friendly products :Axis My India June CSI Survey

56% Believe India Will Be A Developed Economy In 25 Years : Axis My India Survey

56% citizens feel India will be developed economy in 25 years : Axis My India's Consumer Sentiment Index

Household spending rose for 61% families in July : My India May CSI Survey

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Key findings:

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

On topics of current national interest:

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

Overall husehold expense shows highest dip in last 3 months: Axis My India

57% consider the brand’s reputation while making a purchase: Axis My India CSI Survey

57% Indians consider the brand’s reputation while making a purchase: Axis My India CSI Survey

Overall household expense shows the highest dip in the last 3 months, according to Axis My India – CSI

Household expense shows the highest dip in the last 3 months: Axis My India

Overall household spending increased for 59% of families: Survey : My India May CSI Survey

Battered consumer firms pin hopes on second half for revival - Axis My India Survey

Revenge shopping and revenge travelling trends are simmering down in India : Axis My India Report

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

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

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

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

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

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

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

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

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

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

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

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

On topics of current national interest:

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

Key findings:

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

Inflation impacts consumer sentiment - Axis My India Survey

Consumers spent 59% more time on digital as compared to TV: Axis My India survey

59% more time spent on Digital as compared to TV as per Axis My India June CSI Survey

59% more time spent on Digital as compared to TV as per Axis My India June CSI Survey

Consumers spent 59% more time on digital as compared to TV: Axis My India June CSI survey

59% more time spent on Digital as compared to TV as per Axis My India

59% more time spent on Digital as compared to TV as per Axis My India June 2022 CSI Survey

Consumer sentiment shows a slight dip, increase in discretionary spending lowest at 8% according to Axis My India – CSI

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

22% have watched IPL this year.

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

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

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

Health-related consumption increased for 38% of families.

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

35% indulged in online shopping last year.

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

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

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

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

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

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

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

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

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

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

Key findings:

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

On topics of current national interest:

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

Dream11, Tata Neu most noticed brands in IPL 15: Axis My India May survey

Ads by Dream11 and Tata Neu capture the interest of consumers in this season’s IPL: Axis My India Survey

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

Only 13% Indians plan to invest in health or life insurance: Axis My India

35% indulged in online shopping last year: Axis My India

Dream11, Tata Neu most noticed brands on IPL, says Axis My India May CSI Survey

એક સર્વેમાં 66 ટકા પરિવારો સ્વીકારે છે: મોંઘવારીની અસરથી ખર્ચમાં વૃદ્ધિ

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

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

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

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

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

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

Health-related consumption decreased for 16% of families.

Media consumption remained the same for 55% of families.

Mobility sentiments maintain a net score of Zero.

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

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

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

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

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

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

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

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

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

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

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

Key findings:

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

On topics of current national interest:

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

41 % consider TV as most trusted medium of information: Axis My India Survey

Household spends increased for 62% of families in March: Axis My India Survey

Household spends have increased for 62% of families, 18% plans to buy or exchange discretionary products like AC/Fridge this summer season – according to Axis My India – CSI

Consumer sentiment improves in March: Axis My India Survey

43% Indians prefer TV & Digital for watching IPL this season: Axis My India

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

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

Flipkart and Amazon most preferred shopping apps among Indian consumers

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Key findings:

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

On topics of current national interest:

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

46% famalies notice ads on digital: Axis My India Survey

Consumption of TV, internet, radio has improved for 22% of families: Axis My India Report

Over 40% see PM Modi as best suited to handle India’s internal and external security: Axis My India survey

42% See PM Modi Best Suited To Handle India’s Internal, External Security: Axis My India Survey

Fewer households bought non-essential products in February: Axis My India Survey

26% browse the internet while watching TV: Axis My India Report

Media consumption has increased for 22% of the families, 46% notice ads on digital while 29% shops online as per Axis My India’s CSI survey

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

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

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

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

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

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

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

Key findings:

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

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

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

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

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

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

Axis My India publishes India Consumer Sentiment Index

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

Axis My India Publishes India Consumer Sentiment Index

Axis My India Publishes India Consumer Sentiment Index

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