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<ul><li><keyword id="1557667" type="ORGANIZATION" weightage="20" keywordseo="TBWA-India">TBWA India</keyword>’s latest report identifies the changing relationship with food culture, the evolving mindsets of India and ways in which the pandemic is changing the palate of the country.</li><li>Hungry for more? Take a seat, there's a lot on the menu.</li></ul>As we look back at the last decade, we see how our relationships with people, work, activities and of course, food have been redefined. During these trying times, our obsession with food is something we’ve sought comfort in. Food and our attitude towards it has been changing, much of which has been accelerated by the pandemic. TBWA India team has put together a report in an attempt to identify the changing relationship with food culture and the evolving mindsets of India. Meal-eportation <div type="image" title="social, Pune" msid="80346521" hostid="261"></div> People no longer want just a meal; they want a performance that transcends space and time. Beyond menus, cafés and restaurants are now adding a flavour of drama to their recipes. Getting a cup of coffee can involve a walk through a zen-like garden and ordering a cocktail can move you to a street market. According to TripAdvisor, 70% of people believe unique dining experiences are worth paying more for. Social, Pune has a tunnel-like entrance that is supposed to be a transition from new Pune into the old market lanes of camps. It also has an off-beat trampoline work section. Revenge Dining <div type="image" title="social distancing" msid="80346544" hostid="261"></div> Social indulgence is even winning over the fear of contagion. Survivalism is taking a backseat. People are giving in to their senses demanding a break and dining out, after being locked away for months. Dine-out Inside <div type="image" title="novotel meal kit." msid="80346560" hostid="261"></div> To relive the experience of dining out, people are now ordering in the restaurant-like ambience along with food. With the pandemic restricting people's movement, ordering in has turned into experiential dining. People are dressing up, playing music and setting the table, to recreate the dining-out experience at home. For example, Novotel Chamiers has launched their own meal kits to give their diners the restaurant experience at home. The apparel brand Linen Club is encouraging people to bring the restaurant experience home. Gastronomy Express <div type="image" title="Nachos Deposit photos" msid="80346581" hostid="261"></div> Taste buds are now dictating itineraries. As the hunger for experimental experiences rises, both people’s taste buds and minds are opening up to the new. The World Food Travel Association preserves and promotes culinary cultures through hospitality and tourism. 50% Indians are keen on experimenting with authentic local cuisines and are planning their vacations around it. 1 in 4 Indian travellers surveyed said they regard 'enjoying the local food' as the most important reason to travel. *Source: KAYAK, Taste of Travel, The Indian Express, BusinessWorld. *Source - ASSOCHAM Gourmet at Home <div type="image" title="English breakfast" msid="80346600" hostid="261"></div> English Breakfast now competes with Idli Sambhar as Indian taste buds are experimenting with transcontinental flavours. Sinking our teeth into global gastronomy has turned us into gourmet cooks who constantly crave for more. Gourmet food has become an avenue of its own as it is no longer confined to lavish restaurants. For example, Foodhall's product range includes a vast range of products from all over the world. Godrej Nature’s Basket’s offers exotic international gourmet products. According to EconomicTimes, 30%-60% growth in sales for exotic food and international sauces in Nature's Basket and Spencer's. Conscious Consumption Food has levelled up as our ammo in the climate change battle. From dieting to save our bodies to dieting to save our planet, people are realizing how every bite can make a difference. Ve-gan make a difference <div type="image" title="Vegan food from canva" msid="80346650" hostid="261"></div> People are eating well, for both themselves and the world. The dairy loving country is embracing a plant based diet and shifting their focus to sustainable and conscious eating habits. 40% growth in the next decade in alternative meat industry. 90% Indians are extremely likely to purchase plant-based meat. Good Dot, a plant-based meat startup sells 12,000 to 15,000 packets of mock meat each day. BYOC (Bring Your Own Cutlery) <div type="image" title="cutlery" msid="80346707" hostid="261"></div> Whether we’re eating out or ordering in, disposable cutlery is now being cancelled. Restaurants are now encouraging consumers to bring their own containers and bags for takeaway orders to reduce plastic waste. A small green step for us but a large step towards saving the world's depleting resources. Corner House, Bangalore, began a 'Bring Your Own Bowl' initiative to cut down their plastic burden. Arogya Ahaara, a restaurant in Bangalore, encourages their customers to carry containers and bottles for takeaway orders. Zomato and Swiggy have an option that requests restaurants to not send cutlery. Farm to Fork <div type="image" title="Veggies" msid="80346738" hostid="261"></div> Prioritizing health and sustainability, conscious India is going organic. Direct sourcing from farms and a rise in organic farming is indicative of the rising need to consume chemical-free food while conserving the planet. According to India Organic Food Market Outlook, $849.5 Million is the value of the Indian organic food market in 2020. Zomato plans to introduce the ‘farm’ to ‘fork’ concept that works directly with producers, like farms or food producers. Zama Organics an organic food start-up sector of India is to sourcing things that are native to different climatic belts and geographies and bring them to a common platform. Foodie Chef <div type="image" title="wok express." msid="80346774" hostid="261"></div> People are now turning into chefs as they break the culinary rules and add their own twists. 'Make your own' is the latest addition to menus where consumers are given the freedom to make their favourite meal their way by adding specific ingredients &amp; customisations. It's heaven for picky eaters! Wok Express provides consumers the option to ‘MYOB’ make their own food bowls. It can be built from scratch from a variety of different options available. Subway let's its customers design their own sandwiches according to their taste and preferences. According to Restro App, 70% of customers expect customization. Frozen Feast <div type="image" title="Frozen food" msid="80346831" hostid="261"></div> ‘Frozen’ is replacing ‘fresh’ as people prioritise the ability to eat what they want, when they want. With the rising popularity of fast food and people’s increasingly busy lives, fast food has now reached our freezers in the form of frozen food. According to National Investment Promotion and Facilitation Agency, India’s estimated to become Largest consumer of frozen food by 2030. Stag Bite <div type="image" title="Box8 mini meal." msid="80346849" hostid="261"></div> With the ability to now customize portions, people are no longer compromising on the size of their cravings. 'Meal for one' is the latest addition to menus that offers you the perfect portion size for yourself, so that each person gets to eat whatever they want. It is simple, convenient and cost-effective. Menus available on Swiggy Pop – a 'Meal for 1' service. Box8 offers 'Mini Meals' perfectly curated to satisfy one person's hunger.

The changing relationship with food culture and the evolving mindsets of Indian consumers: TBWA India Report

<keyword id="10387" type="General" weightage="100" keywordseo="microsoft" source="Orion">Microsoft</keyword> on Tuesday onboarded governments open network for digital commerce (<keyword id="5862596" type="General" weightage="20" keywordseo="ondc" source="Orion">ONDC</keyword>), with an aim to introduce social e-eommerce via its app in the Indian market. The tech giant plans to launch a <keyword id="2532086" type="General" weightage="20" keywordseo="shopping-app" source="Orion">shopping app</keyword> for the <keyword id="471072" type="General" weightage="20" keywordseo="indian-consumers" source="Orion">Indian consumers</keyword>, along with their social circle, harnessing the ONDC network to discover the best pricing among retailers and sellers. "By utilising the strength of our open network users, Microsoft, too, can implement their creative ideas like social commerce swiftly, said T Koshy, MD and CEO, ONDC. By 2030, the Indian e-commerce industry is anticipated to reach a market size of $400 billion, increasing at a 19 per cent compound annual growth rate (CAGR). "Initiatives like ONDC can be a game changer amid this boom. Their UPI-like network for digital commerce is a win-win for both buyers and sellers as it will enable them to connect without dependency on any eCommerce solution, said a Microsoft spokesperson. With ONDC, a Unified Payments Interface (<keyword id="6358921" type="General" weightage="50" keywordseo="upi" source="Orion">UPI</keyword>)-type initiative of the <keyword id="6416832" type="General" weightage="50" keywordseo="ministry-of-commerce-and-industry" source="Orion">Ministry of Commerce and Industry</keyword> to promote open networks, the government is trying to create the largest interoperable open platform in a bid to break e-commerce monopolies and build a more democratised digital marketplace by bringing micro, small, and medium enterprise as well as small traders online. Companies like Dunzo for Business (D4B), Go Frugal, <keyword id="14675799" type="General" weightage="20" keywordseo="paytm-digit" source="Orion">Paytm, Digit</keyword>, PhonePe and Loadshare has joined the ONDC network. E-commerce platform Snapdeal is set to debut on ONDC this month. SEE ALSO : <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/international/news/germany-confirms-first-monkeypox-case-in-a-child/articleshow/93451733.cms">Germany confirms first monkeypox case in a child</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/cryptocurrency/news/coinswitch-launches-10-million-web-3-discovery-fund-to-invest-in-early-stage-indian-startups/articleshow/93452169.cms">CoinSwitch launches $10 million Web 3 Discovery Fund to invest in early-stage Indian startups</a>

Microsoft onboards ONDC to launch shopping app for Indian consumers

About 50 per cent of <keyword id="471072" type="General" weightage="20" keywordseo="indian-consumers" source="Orion">Indian consumers</keyword> are now open to <keyword id="15455926" type="General" weightage="20" keywordseo="buying-EVs" source="Orion">buying EVs</keyword>, albeit with a caveat, while 54 per cent of consumers are still concerned about EV quality, a report showed on Monday, adding that EV range anxiety now appears to be a misperception. As per the report by CyberMedia Research (CMR), the consumers are not shying away from EVs owing to 'EV range anxiety' or 'upfront costs', or 'limited EV charging infrastructure'. "For long, limited EV charging infrastructure and range anxiety have been construed as barriers for EV adoption. However, automotive OEMs have already designed EVs with a sufficient range of up to 200 kms or more," said John Martin, analyst, smart mobility practice, CMR. "The potential consumer for EVs is more concerned by the overall EV quality. EV quality includes not just external build quality but refers to the overall quality of internal components used - including battery and others," Martin added. With a strong government policy push, including its flagship EV scheme, faster adoption and manufacturing of <keyword id="6354973" type="General" weightage="20" keywordseo="Electric-vehicles" source="Orion">electric vehicles</keyword> (FAME), and more automotive OEMs prioritising EVs, India's EV momentum is gaining momentum. India's EV charging infrastructure is accelerating, with more public EV charging stations coming up. Alongside, cross-industry collaborations in the EV ecosystem will also contribute to the ramping-up of charging infrastructure. "Driven by ongoing policy thrust at the central and state levels for EV infrastructure development, alongwith upstream R&amp;D in battery development will ensure a significant uptick in ramping-up e-mobility. For OEMs, the focus should be on continuous awareness generation around the quality and potential of EVs," John noted. SEE ALSO: <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/india/news/indias-internal-security-situation-remained-under-control-in-2021-mha-report/articleshow/95359973.cms" style="">India's internal security situation remained under control in 2021: MHA Report</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/india/news/delhi-sprinkling-of-water-done-on-roads-to-check-rise-in-aqi/articleshow/95353196.cms" style="">Delhi: Sprinkling of water done on roads, to check rise in AQI</a>

54% Indians consumers concerned about EV quality, not range: Report

In a bid to reach online shoppers, Infiniti <keyword id="6354851" type="ORGANIZATION" weightage="20" keywordseo="Retail">Retail</keyword> Ltd has entered into a strategic alliance with <keyword id="541988" type="COMPANY" weightage="20" keywordseo="SnapDeal">Snapdeal</keyword>.com to offer products across consumer <keyword id="6380512" type="UNKNOWN" weightage="20" keywordseo="electronics">electronics</keyword> such as mobiles, tablets, and Laptops among others available on <keyword id="152739" type="COMPANY" weightage="20" keywordseo="Croma">Croma</keyword>’s flagship Brand Store. 
	 
	In the first phase of the partnership, Croma and Snapdeal.com would come up with market development initiatives as well as develop programmes to reach out to customers and vendors. “This is a big moment for us, where Croma and Snapdeal.com will now leverage their offline and online presence respectively and work jointly to offer a more holistic shopping experience to consumers across the country. We are extremely excited to launch Croma’s Flagship Store on Snapdeal.com,” said Kunal Bahl, Co-Founder and CEO, Snapdeal.com 
	 
	He added, “With this partnership, we will now be able to expand our electronics products’ portfolio like never before. This will help us deliver great value to our customers by offering them the widest assortment of products housed by the Croma stores. We look forward to a continuing long term &amp; mutually beneficial partnership.” 
	 
	Ajit Joshi, Managing Director and CEO of Infiniti Retail Ltd talked about the changing scenario of the retail industry and the growing importance of online retail stores in the country. “Today’s dynamic retail industry demands an infrastructure that is equally robust on the online and brick-and-mortar fronts. Omni-channel retail is undoubtedly the way forward in the Indian retail industry, and therefore the association is designed to enable Croma and Snapdeal to leverage from each other’s strengths, to provide a winning proposition for customers and business alike.”

	Both retail brands will also announce exclusive launches of products and brands belonging to the consumer electronics categories.

Croma To Woo Indian Consumers; Ties Up With Snapdeal

India is the fastest growing economy in the world and is going digital with a vengeance. <keyword id="130699" type="UNKNOWN" weightage="20" keywordseo="online-advertising">Online advertising</keyword> will play a large part in this transformation as well as metamorphosing into a more effective marketing tool. 
 A little over 15 years and online advertising has moved from simple e-mails, text ads to increasingly sophisticated and effective innovations like SEM (<keyword id="616693" type="ORGANIZATION" weightage="20" keywordseo="search-engine-marketing">Search Engine Marketing</keyword>) honed by SEO (<keyword id="1885978" type="UNKNOWN" weightage="20" keywordseo="search-engine-optimization">Search Engine Optimization</keyword>) and <keyword id="827181" type="UNKNOWN" weightage="20" keywordseo="Mobile-Ads">Mobile ads</keyword>, trying to attain the maximum reach with the consumer. 
 
Today online advertising is not confined to any single platform like Internet, mobile or television. You can start on one device, perhaps a mobile or a TV, and move onto a computer to place your order. It has to meet today’s ‘Instant Gratification’ demand. 
 
Innovations and new trends are rapidly evolving and changing in the global online advertisement market. India has been able to adapt and implement new trends at times better than more developed demographics. 
 
Since online advertisement is going to be increasingly multiplatform, multi device and personalized or tailored for specific demographics, some old concepts like auctions of fixed costs per day or publication irrespective of user interaction and measuring tools have changed globally. 
 
Adapting to new innovations and trends 
Technology is replacing humans and Programmatic advertising today is gaining importance. It is the purchasing of digital ads by software technology eliminating human intervention. It costs less and is more efficient. 
 
Another innovation is Real Time Bidding; it is the selling and purchasing online impressions in milliseconds by real-time auctions. 
 
According to <a href="http://digiday.com/platforms/what-is-real-time-bidding/">Digiday</a>, “As an ad impression loads in a user’s Web browser, information about the page it is on and the user viewing it is passed to an ad exchange, which auctions it off to the advertiser willing to pay the highest price for it. The winning bidder’s ad is then loaded into the webpage nearly instantly; the whole process takes just milliseconds to complete.” 
 
RTB support services like ‘demand side platforms’ help advertisers determine the ad impressions they need to purchase taking into account sites and user behaviour as well as how much to bid. Supply side platforms and ad exchanges aid RTB auctions. 
 
These concepts that cut costs and also ensure real prospective customers are reached along with the RTB support services need to be augmented in India. 
 
Tracking capabilities and personalisation 
For a productive advertising, companies emphasise on ensuring the tracking of consumers through cross devices and touch points. Indian eCommerce companies have started mobile affiliate tracking on Apps. 
 
Today companies have realized that personalisation needs effective usage and interpretation of big data collected, so that the right product is offered to the customer at the right time and on the right device. 
 
The old measuring tools have been replaced by more accurate measuring tools indicating brand metrics. This brings down the advertising costs and helps firms to focus on innovative marketing strategies and real buyers. 
 
Based on this collaborative approach, companies have been using core metrics to improve customer requirements and forecast sales more accurately. 
 
Media and entertainment 
India’s online advertising is closely related to the Media and Entertainment industry with about 161 million TV households (TV industry will grow to US $ 14.72 billion by 2018), 94,000 newspapers, and 2000 multiplexes as per a FICCI-KPMG report. TV already holds a major share at 42.7% and is expected grow to 46% in 2015. 
 Video remains the most important and fastest growing platform for online advertising. Universal servers like Google, Yahoo and Facebook have made considerable <keyword id="6362476" type="ORGANIZATION" weightage="20" keywordseo="investments">investments</keyword> in ‘Video ad serving’. 
 
Micro Videos are expected to be important platforms. Short, catchy and entertaining videos could convey the message or create additional branding. 
 
Second screen synching is a new method to capture TV viewers when they go online during breaks. It works in many ways, adding value and extending TV ads, complementary product targeting or even work against competitors by targeting their ads. 
 
Social platforms 
Facebook has already successfully linked up with efficient online advertising, earning revenues and at the same time satisfying its users. Other social sites like Twitter, Pinterest and Instagram are following the suit but still have a long way to go. 
 
Facts and figures 
Online advertising in 2014 was to the tune of Rs 2,750 crore (approx US $ 444.5 million). Out of this eCommerce spend was almost 41%, about Rs 1,150 crore (US $ 213 million), contributing 3.6 % of the 16.4% growth registered in advertisement last year. 
 
Indian eCommerce is expected to have a massive growth by 33% in 2015, valued at US $ 22 billion. Major eCommerce players in India like Flipkart and Snapdeal have also increased their online advertising budgets. 
 
In 2015, according to studies by Internet and Mobile Association of India (IAMAI) and IMRB International online advertising in India will grow to Rs 3575 crore (approx. US $ 578 million). 
Image: thinkstock

Along with the Indian consumer, online advertising is on a roll

<ul><li><keyword id="1199021" type="ORGANIZATION" weightage="20" keywordseo="Kantar">Kantar</keyword>'s <keyword id="10404510" type="COMPANY" weightage="20" keywordseo="the-new-indian-consumer-report">The New Indian Consumer Report</keyword> captures critical aspects like consumer mindsets (attitude &amp; fears), <keyword id="10404509" type="UNKNOWN" weightage="20" keywordseo="category-consumption">category consumption</keyword>, entertainment, shopping, online behaviour and social media consumption, health and fitness and sentiments on returning to the 'normal life'.</li><li>The report covers a robust sample of 10,000 urban consumers ranging between 15-55 age groups; across 15 Indian states. </li></ul>With almost a year into the country being hit by COVID, Kantar has conducted a comb search into consumer psyche with The New Indian Consumer Report which is poised to aid major corporations with their go-to-market strategy rolling into 2021. The report covers a robust sample of 10,000 urban consumers ranging between 15-55 age groups; across 15 Indian states. It captures critical aspects like consumer mindsets (attitude &amp; fears), category consumption, entertainment, shopping, online behaviour and social media consumption, health and fitness and sentiments on returning to the ‘normal life”. Speaking on the launch of the study <keyword id="279901" type="PERSON" weightage="20" keywordseo="Hemant-Mehta">Hemant Mehta</keyword>, Managing Director, Insights Division &amp; Chief Strategy Officer, South Asia, Kantar states, “The overarching theme this year seems to be around safety and security of- family, health, livelihood and finances. With 72% urban Indians having been economically impacted by COVID; there is a shift to a savings mindset as well. Most consumers have become cautious of what they spend on and actively look out for deals/ discounts while making any purchases. However, they are willing to pay a premium for products that provide them convenience and makes their lives easier.” Key Highlights: <ul><li>72% urban Indians have been economically impacted by COVID</li><li>The general sentiment is largely around fear and uncertainty about what the future holds: a) 52% consumers say they are financially worse off than they have been in the last year. b)Two third Indians seem cynical about the situation getting better (if at all) </li><li>Lower NCCS and town class seem more affected</li><li>Eastern and Southern Indians seem more worried about the situation than the rest of India.</li><li>Anxious state of mind: Returning to the ‘old’ normal may not be easy. Sustained out of home activities/ entertainment may resume only post a year from now.</li><li>Health is wealth: Concerns around health have heightened with immunity building food and drinks at the forefront of choice and consumption.</li><li>Re-educated consumer: New skills being developed by consumers at home. Adoption of DIY and new usage of technology being practiced and learned.</li><li>Rekindling family relationships: There’s been an increase in bonding and affection within families post lockdown. Most enjoy spending time together and show concern for family’s wellbeing.</li><li>Sense of community: Community bonding has increased; with a feeling of being in it together which makes one stronger.</li><li>Loss of personal space: Increased family and community bonding has led to a lack of personal space/ time with restrictions over movement / freedom to be.</li><li><keyword id="485911" type="PERSON" weightage="20" keywordseo="brand-loyalty">Brand loyalty</keyword> takes a beating: Product availability and competitive pricing more important than brand name. Efforts to go the extra mile for a favorite brand is seen to be missing.</li><li>Digital life is the new life: Acceptance of work from home/ online classes are accepted as a way of life now.</li><li>Media behavior has been re-jigged: There is a greater availability of viewing time now with day time and late-night viewership up like never before. There is a higher engagement with digital media/ OTT than before.</li></ul>

Covid-19 has led to brand loyalty taking a beating: Kantar report

New study reveals that Indians are consuming more carbohydrates and <keyword id="8358463" type="UNKNOWN" weightage="20" keywordseo="less-protein">less protein</keyword> than what is recommended. EAT-Lancet published the results of its three-year long study in January that contains a lot of useful insights regarding the food consumption trends noticed in Indians. While recommending an intake of 2,500 Kcal food a day, the study enjoins people to move from processed flour (carbs) to more of whole grains (proteins). The other recommendations by the study include decreasing animal foods and increasing plant based foods. The recommendations aim at achieving better human health and moving away from foods that are environmentally unsustainable, especially red meat to be specific. Mint has discovered that Indians consume more carbs, sugars and processed foods that what can be approved. Also, they are found to eat less protein and less fruits and vegetables than what is advised. Recommended values in grams Nutrition experts recommend consuming 282 grams of carbohydrates per day. Rural based Indians are found to consume about 432 grams of carbohydrates in an average while urban based Indians consume around 347 grams of carbs in an average. While the recommended quantity of proteins per day is 459 grams, rural based Indians take in only about 194 grams of proteins in an average while urban based Indians intake slightly more quantity estimated at 242 grams per day in an average. Thus, while the carbs intake of Indian seems to be higher than the recommended values, the intake of protein falls short significantly both in the rural and urban areas. Recommended daily calorific intake Regarding daily caloric intake, nutritionists advise consuming 850 Kcal of carbohydrate sources per day. In the rural areas, Indians consume 1,318 grams of carb based foods in an average. The average consumption of carb based foods in the urban regions in India is 1,058 Kcal. While consuming about 850 Kcal protein based foods is recommended per day, Indians in the rural areas consume about 269 Kcal of protein sources and urban based Indians consume about 335 Kcal of protein based foods in an average per day. The study has also revealed us that rural based Indians consume about 94 Kcal fruits and vegetables while the urban based Indians eat around 140 Kcal of fruits and vegetables while the recommended value is 204 Kcal per day. Indians living both in rural and urban areas are found to consume far lesser quantities of added fats than what is recommended. More light on the eating trends of Indians The study tells us that major carbohydrate sources make up 0 to 60 percent of the energy in humans while protein foods contribute to only 15 percent of the energy intake. The study has also discovered that the prices of foods is one strong reason why people are unable to afford healthy diet. Fruits and vegetables are especially expensive and they make up one third of the total cost of foods in South Asia. Meat is also found to be expensive. People living in South Asian countries like India are unable to afford enough protein based foods than carb sources.

Indians Eat More Carbs And Less Protein Than Recommended

More than nine in 10 Indian consumers, that is about 95 per cent, want an all-in-one platform to get better entertainment experiences, a new report said on Monday. While 72 per cent of consumers in the country said they would pay for an all-in-one platform for their entertainment services, five in six want the option to share their streaming profiles across platforms for better content personalisation, according to the report by <keyword id="6370971" type="General" weightage="100" keywordseo="accenture" source="Orion">Accenture</keyword>. "With a growing focus on revenue over the content and rising customer dissatisfaction with their media experiences, the streaming industry is at a critical stage of evolution," said <keyword id="5685226" type="General" weightage="50" keywordseo="saurabh-kumar-sahu" source="Orion">Saurabh Kumar Sahu</keyword>, managing director and lead for Communications, Media and Technology industry group, Accenture in <keyword id="3658" type="General" weightage="50" keywordseo="india" source="Orion">India</keyword>. "To stay relevant and profitable in an increasingly competitive media landscape, streaming service providers need to reimagine the entertainment ecosystem keeping in mind consumer needs for simplicity, customisation and affordability," he added. Moreover, the report also revealed that around 41 per cent of consumers in India unsubscribed from at least one of the top five streaming video-on-demand services in the last 12 months and 42 per cent said that they plan to remove one or more in the next 12 months. Over six in 10 consumers (62 per cent) in the country reported frustration at finding something to watch. While 77 per cent of users reported feeling overwhelmed by the range of streaming services available, 30 per cent said it takes more than 10 minutes to settle on a streaming choice, said the report. Further, the report mentioned three emerging roles for entertainment companies competing for consumers' time, attention and money are-- audience aggregators, audience cultivators and content merchants. "The shifts in consumer preferences and behaviour point towards the need for aggregation. As value becomes the key determinant of success, media companies need to become more customer-centric using data and analytics," said <keyword id="250493" type="General" weightage="50" keywordseo="neeraj-sharma" source="Orion">Neeraj Sharma</keyword>, managing director of Communications, Media and Technology, at Accenture in India. "Prior to the pandemic, star presence was a big draw for video streaming content, however in the post-pandemic economy story, treatment and performances have emerged as the real hero," he added. SEE ALSO: <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/business/corporates/news/amazon-launches-dedicated-air-cargo-service-for-faster-deliveries-in-india/articleshow/97246478.cms">Amazon launches dedicated air cargo service for faster deliveries in India</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/business/news/battery-start-up-log9-material-raises-40-million-series-b-funding-from-amara-raja-petronas-and-others/articleshow/97246206.cms">Battery start-up Log9 Material raises $40 million Series B funding from Amara Raja, Petronas and others</a>

Over 9 in 10 Indian consumers want all-in-one platform for entertainment: Accenture

Following the economic horror story the world had witnessed in the last decade, many of us were forced to rethink our understanding of how things work. One of the root causes behind most of the recognisable problems we are facing today is unchecked <keyword id="90139" type="UNKNOWN" weightage="100" keywordseo="Consumerism">consumerism</keyword>. The more we buy, the more the companies produce and the more they produce, the more we use up some of the key limited resources this planet provides. So why don’t we reduce consumption of goods? 
 One of the most innovative social and economic trends to keep an eye out for these days is the idea of shared <keyword id="34412" type="ORGANIZATION" weightage="100" keywordseo="economy">economy</keyword>. The core concept is pretty simple – we buy what we need but what do we do with it when we don’t need it? 
 
We pass it on to someone who does. So, while brands, companies and even governments are trying to figure out innovative ways to influence each and every consumer, the idea of paying for goods or services, not as an individual but as a group, is like a total disruption of the established order of consumerism. This type of hyper consumerism acts like a trampoline for inflation. Therefore, it is deduced that overt consumerism is bad; but that still does not negate the fact that people need things. Again, the solution is simple – when we don’t buy, we rent. 
 
In the US, sharing economy-based start-ups are not merely a trend. Over the past 3-4 years, a significant section of the population has realised that not owning as much junk is the way to go. Monetise everything that can be monetised – this is the new mantra. According to a Forbes article, the revenue flowing through shared economy into the wallets of people is about $3.5 billion and it is growing at a rate of 25%. 
 
In the post-economic collapse world where wages have stagnated all over the globe, this sort of income boost is a hugely disruptive economic force. To a traditional and conservative economist, say someone who subscribes to the Milton Friedman school of thought, the idea of sharing one’s assets can be baffling. He might even call it foolhardy and quite frankly, most of us would have done the same five years ago. But now, no one can question your choice to rent out your spare room or couch using Airbnb. 
 
You can use Lyft to go from point A to B in a stranger’s car, someone whose day job is not necessarily driving. If you are looking for home-cooked food while passing through a town, you can look up ‘dining at home’ options using Feastly. Using a service like Zilok, you can even rent out your nail gun or power drill for $10 a day, instead of using it once or twice a year. 
 
One of the stereotypes that has been attached to sharing economy is the demographic that is part of it. Many believe that it is only the urban, middle class and fashionably Left-leaning hipsters with a lot of ‘western guilt’ who use such services. While such a group might have ushered in this economic and cultural force in its nascent stage, legitimate sociological surveys show that people from different backgrounds are more than willing to open up to the idea of sharing. 
 
A Nielsen survey of the Internet users in 60 countries revealed that more than two-thirds of the population wanted to be part of a shared economy. Around 78% people in the Asia-Pacific region are willing to share their assets while 81% don’t mind paying for such services. In a developing market like India, where the number of smartphones and mobile Internet users is rising fast, sharing economy start-ups can create infinite opportunities. 
 One of the most popular India-centric groups on Facebook is Put Me in Touch where one can put in a request to be introduced to someone with a specific skill or someone who provides specific services. The strength of the group, which mainly includes Bangalore-based people, is over 45,000 and it is growing every day. Now that the <keyword id="74149" type="SPORT" weightage="60" keywordseo="Football-World-Cup">Football World Cup</keyword> season is on, some of the posts featured there are about renting out TV sets to people who don’t own them. A similar Indian website called Kindset.com is in the making. Another Bangalore-based service called Rentongo.com is also operating in Mumbai and provides all kinds of renting options, starting from small household appliances to cars and apartments. 
 
The interesting thing about sharing economy in developing markets like India and Brazil is that it lets the people of those countries avoid the mistakes their counterparts in the developed world had made. The social isolation that consumerism brings can actually be negated through such community-driven ventures and the added income boost ensures that such ventures will always be viable.

Rise of The Sharing Economy: Will Indian
Consumers Embrace The New Concept?

New Delhi, Dec 20 () Awareness among Indian consumers towards sustainable and ethical practices of brands has increased, which has led to a significant shift in their behaviours, according to a report.
 This shift indicates need for retailers to immediately develop capabilities, to meet this change in purchasing patterns also, said the joint report by industry body CII and global management consulting firm AT Kearney.
 "There is increasing affinity with brand prestige and sustainability, and a willingness to shift purchases towards brands with higher ethical practices and sustainable processes," said the report titled 'Building towards sustainable retail'.
 This increased awareness has driven a significant shift in consumer behaviours towards sustainable products and sustainable retail.
 "Consumers, especially Indian consumers, associate brands' sustainability and ethical practices with 'trust on the brand' -- a key driver for brand preference," it added.
 Indian consumers' purchasing habits dovetail with global trends.
 According to the report, the retailers ignoring this trend will likely miss out on a sizeable opportunity to tap into a new, growing consumer base.
 It also added that the Indian companies emerging on the sustainability plank have increased over the past few years.
 "There is a growing recognition of the shift in the consumer mindset towards environmentally and ethically conscious brands and this has forced retailers to tailor their product and brand-building strategies accordingly," it said.
 Large Indian conglomerates have already initiated green supply chains.
 Majority of the retailers have adopted the United Nations' Sustainable Development Goals, paving the way for more sustainable, healthy consumption worldwide. KRH HRS

Indian consumers' awareness towards brands having sustainable & ethical practices increased

New Delhi, Dec 14 () A high-level delegation led by Minister of State for Consumer Affairs, Food and Public Distribution Raosaheb Patil Danve on Saturday left for Australia in pursuance of a collaborative project on consumer protection.
 The delegation will take part in phase two of the Australia-India Collaborative Consumer Protection Project under Sydney University, an official statement said.
 Under the funding from the Australia-India Council (AIC), established in 1992, and the support from the Department of Consumer Affairs, the Sydney University has undertaken the consumer protection project.
 The project will be implemented in four stages -- workshops and round-table in New Delhi (by Sydney University), followed by a high level delegation from India to Australia.
 The third stage is the secondment of one person from India to Australia to the Australian Competition and Consumer Commission, while the fourth stage is specialised workshops in New Delhi, it added.
 "Under the leadership of Prime Minister Narendra Modi, it is our priority to protect all the rights of the consumers of the nation. The consumer protection act 2019 passed by the parliament, is a giant leap towards safeguarding consumers from all the unfair trade practices. While, the bill has already been passed by the parliament, the process of formulation of rules and regulations is currently underway," the statement quoted Danve as saying.
 "In this process, the Australian-India Council and the Department of Consumer Affairs have been working very closely. Our basic aim through this project is to understand international practices in this field and further strengthen the rules and regulations of the new Consumer Protection Act 2019 which will eventually make the consumers of this country more empowered and self-sufficient," he added.
 The government is committed to work on the mantra of 'Grahak Devo Bhava', the minister said. KKS ABM

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