Marketing Funda : India's Income Pyramid

India's consumption forecast and the burgeoning Globals and Aspirers are making the marketers drool.

Source: Economic times.

The large upper strata is now encouraging lot of marketers to look at premium products.

Market Statistics : HLL Market Share Across Categories

According to A C Nielsen, Hll in 2006 maintained its leadership position in the FMCG market. It ruled the following segments : Personal wash,Fabric Wash, Dish wash, skin care, Jams,Tea, powder etc and is a strong number 2 in Toothpaste , instant coffee and Ketchups.

Marketing Funda : Indian Readership Survey (IRS)

Indian Readership Survey or IRS is one of the largest readership survey conducted in India. Conducted by Hansa Research for Media Research User's Council ( MRUC), IRS covers readership for newspapers, internet usage, television veiwership .
Established in 1995 IRS data is widely used by media planners for finalising the media strategy. Besides giving the readership habits, IRS also provides valuable insights into the consumption habits of the Indian consumer. According the Hansa Reaseach, the information coverage of IRS is as follows

Media data study includes the following :
Press Readership: 350 + Publications
TV: 150+ channels
Cinema
Internet
Radio Listener ship: 15+ Radio Stations

Product data for the following is captured
70+ FMCG products usage and consumption habits
30+ Durable products ownership details
Financial Services
Urban & Rural Lifestyle Indicators
Telecom Data ( Source: Hansaresearch.com)

IRS uses sample from 24 states 91 cities covering a 250,000 respondents.The sampling details can be found here
IRS survey results are dissected by the media executives to prove their reach and cost advantages.
IRS is done twice a year and right now IRS round 1 2007 is out.
According to IRS Round 1 :
The top English Dailies are as follows (readership in 000's)
1.Times of India :6781
2.Hindustan Times:3331
3.Hindu : 2209
4.Deccan Chronicle:1311
5.Telegraph:919
6.The Economic Times: 774
7.Mumbai Mirror:735
8.DNA:539
8.Tribune:539
9.Midday:509
10.Deccan Herald:498

The Top Indian Newspapers are (readership in 000's)

1.Dainik Jagron: 17114
2.Dainik Bhaskar:12514
3.Hindustan:9052
4.Malayala Manorama:9052
5.Daily Thanthi:8351
6.Amar Ujala:8255
7.Eenadu:7233
8.Mathrubhumi:6961
9.Rajastan Pathrika: 6946
10. Lokmat:6874

Top Indian magazines are : (readership in 000's)

1.Saras Salil Hindi Fortnightly 4760
2.Vanitha Malayalam Fortnightly 3067
3.India Today English Weekly 2786
4.Grihshobha Hindi Monthly 2486
5. Malayala Manorama Malayalam Weekly 2294
6.Kumudam Tamil Weekly 2130
7.Balarama Malayalam Weekly 2124
8.India Today Hindi Weekly 1943
9. Anandavikadan Tamil Weekly 1898
10.Reader's Digest English Monthly 1869 ( Source : agencyfaqs)

Although IRS is used by most of the media planners, there are always some controversy surrounding the results. Since this is a sample based results, one can always question the statistical inferences. Every time the survey results are out, there are bound to be objections and blaming. To counter IRS, another survey is also there in the readership domain i.e National Readership Survey ( NRS).Combining both the results help media planners to chose the right media across markets. But all these surveys give only approximations. There is no guarantee that a 100 cc ad at the front page of the best daily in India can deliver the desired results. Hence marketers invent a new term : Opportunity to See ( OTS).. By putting an ad in the front page you are giving the reader an opportunity to see the ad .. how wise.

What is the front page ad of today's newspaper? Do you remember?.........

Market Statistics : Volume 1 Revised

This is the updated market statistics with details of the source. As usual the data is confusing and different source give different figures.

Size of Advertising Industry in India : Rs 16300 crore ( ET 26/2/07)

Snack Foods Market Size : Rs 4500 crore (ET 26/02/07)

Branded Snack Food Market :Rs 1300 crore( ET 26/02/07)

Apparel Market Size :Rs 80,000 crore ( Business World 05/03/07)

Apparel Popular Segment :Rs 5300 crore (ET 07/02/07)

Popular Segment Shirt Market : Rs 2800 crore ( ET 07/02/07)

Popular Segment Trousers : Rs 750 crore ( ET 07/02/07)

High Middle class Apparel Market : Rs 5360 crore ( ET 07/02/07)

Soft Drinks Market Size : Rs 6000 crore (ET 21/02/07)

Juice Market Size : Rs 1200 crore ( ET 21/02/07)

Mango Juice Market Size : Rs 900 crore ( ET 21/02/07)

Retail Jewelery Market Size : $ 12.2 Billion (ET 21/02/07)

Retail Jewelery Market : Rs 70,000 crore ( Business World 05/02/07)

Branded Jewelery Market : Rs 2100 crore ( Business World 05/02/07)

FMCG Market : Rs 64000 crore ( ET 07/02/07)

Durable and Electronics Market : Rs 25,000 crore ( ET 22/02/07)

Indian Luxury Goods Market Size : Rs 63,000 crore ( Business World Feb 07)

Coffee Retailing Market size : Rs 660 crore ( Business World Feb 07)

Gaming Market Size : Rs 217 Crore ( Business World 05/02/07)

Footwear ( Above Rs 1000) Market Size : Rs 250 Crore ( Business World 05/02/07)

Toy Market Size : Rs 1000 crore ( Business India : 11/02/07)

Agarbatti Industry Size ; Rs 1000 crore ( Business India 25/02/07)

Color cosmetics Market Size : $ 113.4 million ( Business India 25/02/07)

Retail Industry : $300 Billion ( Business India 25/02/07)

Market Statistics : Volume 3

This is the third volume of Market Statistics.

Airfreshner market size :Rs 50 crore

Pressure cooker market size : 6 million pieces

Non stick + cookers market size: Rs 600 crore

Smart Kitchen market size: Rs 3000 crore

LPG market market size :Rs 9 billion

Small Appliances market size : Rs 15 Billion

Pressure Cooker market size: Rs 6 Billion

Branded Indian breakfast market size : Rs 300 crore

Lavatory Care market size : Rs 320 million

Indian cosmetic market size : Rs 2.2 Billion

Leather Goods market size : Rs 1000 crore

Branded Leather market size : Rs 100 crore

Diaper market size: Rs 110 crore

Chocolate Bar market size : Rs 350 crore

Powder market size : Rs 600 crore

Baby Cereal market size : Rs 300 crore

Tyre market size : Rs 10,000 crore

Sewing machine market size : 1.1 Million units

Eye Care market size : Rs 1000 crore

Ice cream market size : Rs 1000 crore

Cigarette market size : Rs 10,000 crore

Desktop market size : 4 million units

Sugar substitutes market size : Rs 60 crore

Branded Sari segment : Rs 7100 crore

Ethnic dress segment : Rs 17000 crore

Women’s wear market size: Rs 28500 crore

Salwar market size : Rs 1800 crore

Sugar Market : Rs 25,000 crore

Iodised Salt Market : Rs 10 billion

Burn Care market size : Rs 30 crore

Over All balm market size : Rs 200 crore

Bus Market :Rs 10000-12000 bus per annum

Casual wear market : Rs 4500 crore

Apparel market : Rs 6000 crore

Branded garments market size : Rs 2500 crore

Toy market size: Rs 2500 crore

Taps & Fittings market : Rs 1000 crore

Organised Bath Fitting market : Rs 500 crore

Wound care market : Rs 520 crore

Bandages market : Rs 20 crore

Pain Balm Market : Rs 100 crore

Related Links

Market Statistics :Volume 1

Market Statistics : Volume 2

Market Statistics :Volume 2

This is the second volume of market statistics:

Organised shoe market size : Rs 93 billion

Premium shoe market size : Rs 2000 crore

Sports shoe market size :Rs 400 crore

Carbonated Soft Drink Market size : Rs 5000 crore

Powdered Soft Drink Maket size :Rs 90 crore

Milk Food Market size : Rs 1000 crore

Soft Drink Concentrate Market size : Rs 250 crore

Shaving Preperation market size : Rs 150 crore

Steel storewell market size : Rs 800 crore

Fairness Market size : Rs 1000 crore

Mouth wash market size : Rs 35 crore

Breath Freshener market size :Rs 110 crore

Adult confectionery market size : Rs 1100 crore

Diary market size : Rs 5500 crore

Organised diary market size : Rs 500 crore

Greeting card market size : Rs 250 crore

Household cleaner market size : Rs 400 crore

Phenyl market size : Rs200 crore

Organised cleaner market size : Rs 40 crore

OTC market size : Rs 7500 crore

Pain and Rub market size : 300-400 crore

Tetrapak fruit drink market size : Rs 300 crore

CSD market size : Rs 700 crore

Deo market size : Rs 150 crore

Organised Luggage industry : Rs 600 crore

Total Luggage Market size: Rs2000 crore

Soft luggage market size :Rs 600 crore

Moulded Luggage market size : Rs 500 crore

Cycle Market size : Rs 2800 crore

Ceramic Industry : Rs 2800 crore

Processed Milk market size : Rs 10,000 crore

Branded Atta market size: Rs 700 crore

Agarbatti Industry : Rs 1000 crore

Vacuum Cleaner market size: Rs 350 crore

Worsted suit market size : Rs 2000 crore

A/C market size: Rs 3000 croe

Domestic Mint market size:Rs 170 crore

Ready Made market size : Rs 40 Billion

Antacid Market size: Rs 220 crore

Sanitary Market size: Rs 750 crore

Organised Sanitary Market size : Rs 360 crore

Sugar Confectionery Market size : Rs 1200 crore

Denim market size: Rs 9000 crore

Perfume market size: Rs 85 crore

Insurance market size : Rs 400 billion

Pension plan market size : Rs 1000 crore

Condom market size : Rs 110 crore

Baby oil market size : Rs 250 crore

Baby care market size : Rs 3 Billion

Household insecticide market size : Rs 1300 crore

Related Story:

Market statistics Volume 1

Market Statistics : Volume 1

This is the first volume of Market Statistics which will give the market sizes of various categories. The market size numbers are quite confusing because different sources quote different numbers. This is just a collection of market data and not verified. I will try to update it whenever I come across such data.

Pain Balm Market Size :Rs 90 crore

Total Balm Market Size :Rs 250 crore

Tooth Paste Market Size :Rs2700 crore

Events Market Size :Rs 330 crore

Domestic consumption of butter : 45,000 tonnes

Ready to stitch garments market :Rs 1600 crore

Imported wine Market Size: 1.2 lakh cases

Local wine Market Size: 3.8lakh to 4.6 lakh cases

Detergent Market Size :Rs 3000 crore

Popular Detergents Market Size : Rs1800

Premium, compact and Mid range detergents Market Size:Rs 1200 crore

Tea Industry :Rs 3000 crore

Iodised salt Market Size :Rs 500 crore

Toilet cleaners,utensil cleaner, mosquito repellent

& air freshener Market Size :Rs 2000 crore

Cookies Market Size :Rs 3000 crore

Music :Rs 750 crore

Denim Market Size :Rs 1200 crore

Indian Luxury Market :Rs 2000 crore

Ad Industry :Rs10,000 crore

Internet ads :Rs 100 crore

Chyavanprash Market Size : Rs 300 crore

Soap Market Size : Rs 4500 crore

Shaving cream Market Size : Rs 50 crore

Color Cosmetics Market Size : Rs.250 crore ( organized)

Skin care Market Size :Rs 400 crore

Total cosmetic Market Size :Rs 2000 crore

Total skin care Market Size :Rs 1300 crore

Premium Skin care Market Size : Rs 325 crore

Ketchup Market Size : Rs180 crore

Noodles Market Size :Rs 200 crore

Battery Market Size : Rs1800 crore

Automotive Battery Market Size : Rs1200 crore

Men’s innerwear Market Size :Rs 2500 crore

Premium Inner wear Market Size : Rs150 crore

Branded innerwear Market Size :Rs 750 crore

Hair Oil Market Size :Rs 1300 crore

Biscuit market Market Size :Rs 4000 crore

Marie biscuits Market Size:Rs 600 crore

Writing Instruments Market Size:Rs 1500 crore

Branded Writing Instruments Market Size:Rs 1200 crore

Gel pen Market Size :Rs 350 crore

Watch Market Size :Rs1300 crore

Premium watch Market Size :Rs 600 crore

Fast Moving Health Goods (FMHG) : Rs 4500 crore

Shoe shine category size :Rs 65 crore