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    The young households in the urban SEC B segment form a small segment of a little less than 10 lakh households, and most of these are small households in size. In this segment, the chief wage earner is predominantly less than 34 years of age, and could be either single or married without children. The defining characteristic for the life-stage of the chief wage earner in this segment is that children are yet to appear on the scene. In fact though a little over half of the chief wage earners here are married, almost 40% of the households comprise of just the chief wage earner living alone. This is therefore a segment of young earners, in the early years of their career. As chief wage earners in SEC B, they are either businessmen who have school education or skilled workers with a college degree. Though their educational qualifications span a diverse range, there are an equal number of graduates and those who have just completed school, each set making up close to 30% of these households. Wholesale and retail trade has the highest share of employment in this segment, with manufacturing, public administration and construction/real estate coming after that. Interestingly, there is an equal split between those who are in regular salaried jobs and those who are self-employed, indicating that for those with skills, urban India has much to offer. Yet, if we look at different cities, we see varied proportions for this division – in cities like Bhopal, Puducherry, Chandigarh, Chennai, Patna, Delhi, regular salaried jobs have a higher share in this segment, while cities with higher share of self-employed are smaller towns like Udaipur, Belgaum, Bareilly, Bhavnagar etc. where smaller manufacturing units or trade and transport are lucrative avenues for businesses. 83% of these households earn less than Rs. 3 lakh per annum, being small households, and in three-quarters of the households there is just one earning member, that too at the beginning of his earning graph. More than 40% of the chief wage earners are still to get married, working on getting onto a more settled earning path before tying the knot. Since there are very few joint families in this segment, there is a higher priority for career here at this stage in life. Consequently, there are very few households with children, (children here would belong to relatives and not to the chief wage earner) and very few households with senior citizens ( in most joint families in urban India, the chief wage earner would be in his middle or mature years, which would not form a part of this segment) – household consumption in this segment would be geared to the needs of the upwardly mobile young. This segment spends much more time per day on the internet or watching television compared to reading newspapers, radio comes a distant fourth in preference. When it comes to asset ownership, these households are just on the first rung of purchases – most of them still stay in rented houses, more households own scooters than cars, more households own smaller cars than larger cars and so on. However, it is quite clear that as earnings increase and the households mature, durables will be picked up as quickly as possible. The households in this segment are in highest numbers in the metros, of course. In addition, cities like Ahmedabad, Coimabatore, Surat, Lucknow, Nagpur, Kanpur, Bardhaman, Jaipur, Rajkot, Nasik also feature in the top 20 cities. The affluent within this segment, that is those households earning more than Rs. 15 lakh per annum are concentrated quite naturally in Mumbai, Ahmedabad, Pune, Bangalore and Delhi. It is interesting to see Ahmedabad feature just behind Mumbai in this list, pointing to the high returns in this city to entrepreneurship and skills in younger years.

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    The young households in the urban SEC B segment form a small segment of a little less than 10 lakh households, and most of these are small households in size. In this segment, the chief wage earner is predominantly less than 34 years of age, and could be either single or married without children. The defining characteristic for the life-stage of the chief wage earner in this segment is that children are yet to appear on the scene. In fact though a little over half of the chief wage earners here are married, almost 40% of the households comprise of just the chief wage earner living alone. This is therefore a segment of young earners, in the early years of their career. As chief wage earners in SEC B, they are either businessmen who have school education or skilled workers with a college degree. Though their educational qualifications span a diverse range, there are an equal number of graduates and those who have just completed school, each set making up close to 30% of these households. Wholesale and retail trade has the highest share of employment in this segment, with manufacturing, public administration and construction/real estate coming after that. Interestingly, there is an equal split between those who are in regular salaried jobs and those who are self-employed, indicating that for those with skills, urban India has much to offer. Yet, if we look at different cities, we see varied proportions for this division – in cities like Bhopal, Puducherry, Chandigarh, Chennai, Patna, Delhi, regular salaried jobs have a higher share in this segment, while cities with higher share of self-employed are smaller towns like Udaipur, Belgaum, Bareilly, Bhavnagar etc. where smaller manufacturing units or trade and transport are lucrative avenues for businesses. 83% of these households earn less than Rs. 3 lakh per annum, being small households, and in three-quarters of the households there is just one earning member, that too at the beginning of his earning graph. More than 40% of the chief wage earners are still to get married, working on getting onto a more settled earning path before tying the knot. Since there are very few joint families in this segment, there is a higher priority for career here at this stage in life. Consequently, there are very few households with children, (children here would belong to relatives and not to the chief wage earner) and very few households with senior citizens ( in most joint families in urban India, the chief wage earner would be in his middle or mature years, which would not form a part of this segment) – household consumption in this segment would be geared to the needs of the upwardly mobile young. This segment spends much more time per day on the internet or watching television compared to reading newspapers, radio comes a distant fourth in preference. When it comes to asset ownership, these households are just on the first rung of purchases – most of them still stay in rented houses, more households own scooters than cars, more households own smaller cars than larger cars and so on. However, it is quite clear that as earnings increase and the households mature, durables will be picked up as quickly as possible. The households in this segment are in highest numbers in the metros, of course. In addition, cities like Ahmedabad, Coimabatore, Surat, Lucknow, Nagpur, Kanpur, Bardhaman, Jaipur, Rajkot, Nasik also feature in the top 20 cities. The affluent within this segment, that is those households earning more than Rs. 15 lakh per annum are concentrated quite naturally in Mumbai, Ahmedabad, Pune, Bangalore and Delhi. It is interesting to see Ahmedabad feature just behind Mumbai in this list, pointing to the high returns in this city to entrepreneurship and skills in younger years.

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    64 views4 pages

    Young and Upwardly Mobile

    Uploaded by

    Indicus Analytics
    The young households in the urban SEC B segment form a small segment of a little less than 10 lakh households, and most of these are small households in size. In this segment, the chief wage earner is predominantly less than 34 years of age, and could be either single or married without children. The defining characteristic for the life-stage of the chief wage earner in this segment is that children are yet to appear on the scene. In fact though a little over half of the chief wage earners here are married, almost 40% of the households comprise of just the chief wage earner living alone. This is therefore a segment of young earners, in the early years of their career. As chief wage earners in SEC B, they are either businessmen who have school education or skilled workers with a college degree. Though their educational qualifications span a diverse range, there are an equal number of graduates and those who have just completed school, each set making up close to 30% of these households. Wholesale and retail trade has the highest share of employment in this segment, with manufacturing, public administration and construction/real estate coming after that. Interestingly, there is an equal split between those who are in regular salaried jobs and those who are self-employed, indicating that for those with skills, urban India has much to offer. Yet, if we look at different cities, we see varied proportions for this division – in cities like Bhopal, Puducherry, Chandigarh, Chennai, Patna, Delhi, regular salaried jobs have a higher share in this segment, while cities with higher share of self-employed are smaller towns like Udaipur, Belgaum, Bareilly, Bhavnagar etc. where smaller manufacturing units or trade and transport are lucrative avenues for businesses. 83% of these households earn less than Rs. 3 lakh per annum, being small households, and in three-quarters of the households there is just one earning member, that too at the beginning of his earning graph. More than 40% of the chief wage earners are still to get married, working on getting onto a more settled earning path before tying the knot. Since there are very few joint families in this segment, there is a higher priority for career here at this stage in life. Consequently, there are very few households with children, (children here would belong to relatives and not to the chief wage earner) and very few households with senior citizens ( in most joint families in urban India, the chief wage earner would be in his middle or mature years, which would not form a part of this segment) – household consumption in this segment would be geared to the needs of the upwardly mobile young. This segment spends much more time per day on the internet or watching television compared to reading newspapers, radio comes a distant fourth in preference. When it comes to asset ownership, these households are just on the first rung of purchases – most of them still stay in rented houses, more households own scooters than cars, more households own smaller cars than larger cars and so on. However, it is quite clear that as earnings increase and the households mature, durables will be picked up as quickly as possible. The households in this segment are in highest numbers in the metros, of course. In addition, cities like Ahmedabad, Coimabatore, Surat, Lucknow, Nagpur, Kanpur, Bardhaman, Jaipur, Rajkot, Nasik also feature in the top 20 cities. The affluent within this segment, that is those households earning more than Rs. 15 lakh per annum are concentrated quite naturally in Mumbai, Ahmedabad, Pune, Bangalore and Delhi. It is interesting to see Ahmedabad feature just behind Mumbai in this list, pointing to the high returns in this city to entrepreneurship and skills in younger years.

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    of 4

    Published: Mint dated 3rd January 2011

    The heterogeneity
    that characterizes
    the modern Indian
    consumer has
    created a maze
    that marketers
    would like to
    unravel in order to
    target their
    products and
    services precisely.
    In this fortnightly
    series, Indicus
    Analytics will
    present the various
    facets of urban
    consumers, across
    geographies and
    socio-economic
    groups

    Indicus Consumer Data Products

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