Professional Documents
Culture Documents
The product is available in Basic and Premium Editions. In addition we offer a Premium Plus edition
with a detailed report on Asset ownership, Investment and Credit behavior of consumers. The report is
based on a survey of consumers across 20 urban clusters with findings across income, age and
occupation categories on:
• Assets owned – vehicles, white goods, gadgets
• Insurance – awareness, products, premiums paid, amounts insured
• Kinds of investments (property, financial, banking, insurance, gold), kinds of instruments, how
these are accessed.
• Use of credit, which form, how much
Individual brief - Housing Skyline of India
For 112 top city markets of India (Alpha Cities – The Elite Club of 10, Beta Cities – 20 On the
Threshold cities, Gamma Cities – Upcoming 20 Cities, Delta Cities – 62 Budding Centers), the product
contains information on:
• Existing & Potential Markets for Housing sector
• Purchasing Power of Prospective home buyers
• Locate Cities with Greater Housing Penetration
• Distinguish Households Across Type of Dwelling Units
• Forecast of Housing Demand
We have added the following new dimensions to the earlier release:
• Market Attractiveness Index
• Housing demand by size of dwelling units (in square feet)
• Housing demand separated for owned and rented accommodation
• Current housing categorized by number of rooms and area
Other parameters updated for 2008-09, include:
Vehicle ownership, Demography (household size categories, income categories, age categories),
Savings by income categories, Employment and employment growth rate, rainfall & temperature, CPI
for housing, Housing ownership and housing loan accounts, and more.
Data Sources
The key data comes from highly reliable sources - NSSO various rounds, CSO, RBI, RCH, Census of
India, etc. This is supplemented by our own large primary surveys and secondary information. The total
samples would exceed 1 million records over a 20 year time series.
Our analysts and experts then work on the data. They use various econometric, operations research and
statistical techniques and Cross-check in many ways to give out the final estimates.
We also ensure consistency & comparability of data across time and geography
Our key differentiators
⇒ Processed very large data bases over long time series cycles
⇒ Developed econometric models to process existing and future sets
⇒ Created panels to conduct large surveys at short periods of time at low cost
⇒ Products developed and refined over 5 years with an established customer base
⇒ Economic geography drilled down till district, city and even sub city and block level
⇒ Information is relevant in today’s scenario
⇒ At prices only a small fraction of what MR and evaluation with national footprint would cost
⇒ Delivered in easy to use, graph and map software
⇒ Wide range of macro/micro economic indicators
What is the Product uniqueness – its value proposition?
Information about the economy and consumers at extremely granular levels - Currently at city and
district levels, and in future up to neighborhood levels (eg. Delhi will be segmented into 150
neighborhoods). This is further segmented into various income groups - such as “Number of
Households owning cars and having an annual income between 150,000 and 300,000 in Karol Bag
Neighborhood”
Purpose
- Easily mine-able information to marketers in order to enable them to target their sales and marketing.
- To provide consulting and research firms, data that is is not easily available and they need to only
extract the data for analysis, reporting and advising.
Such data is not available easily in India at such granular levels. We provide in the range of 200-250
variables for every geographic level. The data is compiled using various techniques – large data sets are
processed, proprietary surveys are done, Econometric and mathematical modeling is applied and finally
the processed estimates are published
The key value - It will take a long time and will cost at least 10 times the price points of our product to
create this sort of information. Essentially, we are developing these data sets and selling as a product.
The end user has a readily available, off the shelf ready-to-use data set.
The range of utilities of the products would include the following - Know consumer characteristics,
Identifying Potential Markets, Planning a marketing strategy, Opening a branch, Monitoring sales
efforts, Prioritizing & ranking markets, Benchmarking sales against potential, Location Choices,
Writing a report for PR purposes, Presenting to superiors/ investors, Sourcing of inputs, Getting
insights others don’t have, Delivering services where they are required, Identifying demand potential of
select locations
Who are the customers?
A partial list of recent customers is as follows
⇒ Market Research & Consultancy - McKinsey, Boston Consulting Group, Ernst & Young,
CRISIL, ICRA, Tata Services, MODE Group, Quadra, Feedback, KSA - Technopak, INFAR,
Knight Frank, Direm, ICMR, OEC Oertli, ILF&S, Jones Lang La Salle, Bain & Company, CB
Richard Ellis, Moen Inc,The Parthenon Group, E Valueserve, Sun Gumberg India Advisors.....
.....
⇒ Consumer Goods - Kellogg, L'oreal, Ray-Ban, Cadbury, Godrej, Frito-Lay, Arvind Brands,
Dabur, Wrigleys, Rasna, Parle, Mc Donalds, Relaxo, Nestle, Hindustan Unilever, Usha
International , Field Fresh Food, Pepsi Foods, Chateau Indage, Britannia, LG Elecronics,
Samsung, Aditya Birla Retail ..... .....
⇒ Service Firms - HDFC Standard Life, Max New York Life, Birla Sunlife Insurance, Reliance
Energy, Blue Dart, First Flight, Safe Express, ABN Amro, Tata Finance, Karvy Consultants,
Alcatel, Kotak Mahindra, Sundaram Finance, Bharti Airtel, Vodafone, Credit Suisse, ITC
Welcome Group, Aditya Birla Group, Tata Tele Services, Axis Bank, ING Vyasya Life
Insurance Company Ltd, American Express Bank, SBI Cards, ICICI Bank, Motilal Oswal,
Mahajan & Aibra, UTI Asset Management Company, American Tower, J & J Buying Services,
Religare, Deccan Cargo, Infrastructure Professional Enterprise ..... .....
⇒ Advertising & Media - HTA, Euro RSCG, Ambience D'arcy, FCB Ulka, Rediffusion, Maa
Bozell, Everest, Pratisaad, Concept Advertising, Leo Burnett, Cognito, Times of India, Star
India NDTV, Malayala Manorama, Fountainhead, Dainik Bhaskar Group, Group M Media
India Pvt. Ltd..... .....
⇒ Healthcare - Dr. Morepen Laboratries, Johnson & Johnson, Wockhardt, Amrutanjan, Bayer
Diagnostics, Pika Medical Instruments, Apollo Hospitals Enterprise Ltd ..... .....
⇒ Institutions & Libraries - IIM Ahmedabad, Reserve Bank of India (RBI), Thirteenth Finance
Commission, The World Bank, Administrative Staff College of India (ASCI), British Council
Library, British High Commission, Taipei WTC, NCERT, IMT, Indian Institute of Foreign
Trade (IIFT), NISTADS, IIPM, University of Mumbai ..... .....
⇒ Real Estate - DLF, Unitech, , South Asia Real Estate, Edelweiss Capital, EMAAR MGF,
Dewan Housing, Hirco Developers , IDFC-SSKI, L&T, Tata Housing, Bengal DCL HDCL,
Hilti India ..... .....
⇒ Others - Maruti, Hero Honda, Sahara, Swarovski, Ceat, Indo Asean, IDE (India), Shoppers
Stop, Rupa & Co, Ion Exchange, Bush Boake Allen, TVS Cherry, Gestetner, ITC , Filtron,
Mettler Toledo, Shavo Norgren, Mahindra and Mahindra ..... .....