MAM
Brands must recognise what matters in people’s lives and focus on affordability: Kantar Report
Mumbai: Data and analytics company Kantar has found in recently released data from Kantar’s Global Issues Barometer that the invasion of Ukraine remains the #1 concern of people in India, followed by economic worries and the cost-of-living crisis. Asked to spontaneously share their concerns, 37 per cent of people mentioned the war, followed by 29 per cent mentioning economic issues as their top concerns currently. Climate and environmental issues have also emerged among the top three concerns. Covid-19 is no longer seen as a pressing issue like the rest of the world, except in China where lockdowns are just lifting.
Kantar’s Global Issues Barometer study is a detailed analysis of eight hundred people’s attitudes in India contrasted to eleven thousand people across nineteen countries (representing 68 per cent of global GDP) as they strive to adapt to the tempest of global events. The study asked open-ended questions to understand peoples’ real opinions and used Kantar’s TextAI technology to understand and analyse the responses.
The war in Ukraine
The war in Ukraine is currently the biggest concern in India, as in every geographic region surveyed. As expected, the concern is much lower than its European counterparts. There is a high correlation between concern and proximity. 64 per cent of people across the globe mentioned the war as a concern, compared to only one in three of India’s (37 per cent).
The cost-of-living crisis
The cost-of-living crisis is number two on people’s minds. Price increases in fuel, food and drink, and household bills have been noticed the most. Compared to the world, Indians feel the pinch of price increases on white goods more.
While 35 per cent of the population report their household financial situation is deteriorating, 46 per cent believe the general economic outlook of their country is negative right now. People are struggling to meet their living costs, with 32 per cent of households experiencing difficulties meeting their monthly outgoings and 11 per cent unable to meet their commitments. The problem looks set to continue. A further 71 per cent of people believe inflation will continue to rise even further.
But there is a sliver of hope as two thirds of people in India feel secure in their jobs and expect a pay rise that will match inflation.
Eco-anxiety
Climate inaction is causing remarkably high levels of distress, with more than half of people experiencing eco-anxiety.
Two-thirds of the population believe businesses have a responsibility to solve the climate crisis, while 84 per cent of consumers want to buy environmentally sustainable products but need brands to do more work on affordability.
Discussing the findings, Kantar managing director – South Asia insights division Soumya Mohanty observed, “The current tempest of global events is affecting long-term plans as well as short-term behaviour of Indians. Beyond making cutbacks on general expenditure, people are rationalising their future savings and working harder.”
“Luxury goods, entertainment and holidays look likely to be the sectors to suffer next. Almost half of households (41 per cent) are considering economising subscriptions to entertainment subscriptions – one industry that did well during the pandemic. Longer-term, almost three fourth of people say the current turmoil is impacting their big life plans; saving for big future life events (47 per cent), children’s education (27 per cent) and retirement plans (24 per cent). So, the impact of this crisis lies in the future as much as in the present and can influence not just financial but also emotional well-being. Brands must therefore recognize what matters in people’s lives and examine brand’s relevance in supporting people to overcome these challenges,” she added.
Kantar executive managing director South Asia insights division Deepender Rana added, “Brands that can offer green affordable solutions are likely to be favoured and become mainstream. With inflation rocketing, in their daily lives, consumers are considering solutions that can help reduce energy and fuel expenditure. They expect brands to do the same and be more efficient, while simultaneously raising the bar on ethical production. If anything, the cost-of-living crisis has reminded people that green products/services shouldn’t come at a premium. Insights from Kantar’s Global Issues Barometer can help brands and businesses understand how to navigate during these uncertain and fast changing times.”
Brands
Wipro hires 7,500 freshers, withholds FY27 hiring outlook
Profit rises to Rs 3,522 crore, Rs 15,000 crore buyback announced.
MUMBAI- Hiring may be on, but visibility is off, Wipro is adding talent even as it pauses the crystal ball. The company hired 7,500 freshers in FY26 but stopped short of offering any hiring outlook for FY27, underscoring the uncertainty gripping the IT services sector as it pivots towards an AI-led operating model.
The disclosure came alongside its fourth-quarter earnings, where management flagged volatile demand conditions and refrained from committing to future workforce expansion. Chief human resources officer Saurabh Govil noted that over 3,000 of the total hires were onboarded in the March quarter alone, signalling continued intake despite a lack of clarity on deployment pipelines.
This divergence active hiring without forward guidance reflects a broader industry pattern where talent acquisition continues even as deal conversions remain uneven and client spending cycles stretch. Wipro expects its IT services revenue for the June quarter to range between a decline of 2 per cent and flat growth sequentially in constant currency terms, reinforcing near-term caution.
Chief executive officer Srini Pallia pointed to artificial intelligence as both a disruptor and an opportunity. He said evolving client priorities are pushing the company towards outcome-driven engagements, with Wipro increasingly focusing on a services-as-software model through its AI Native Business and Platforms unit. The shift marks a structural change from traditional headcount-led growth to AI-enabled delivery frameworks.
The company has already committed over $1 billion to its AI ecosystem, with investors closely watching how these investments translate into revenue. For now, the numbers present a mixed picture. Net profit rose sequentially to Rs 3,522 crore, while revenue grew 3 per cent to Rs 24,236 crore. However, core IT services performance remained under pressure, with full-year revenue declining 0.3 per cent in dollar terms and 1.6 per cent in constant currency.
Large deal bookings offered a counterpoint, rising 45.4 per cent year-on-year to $7.8 billion, highlighting a widening gap between deal wins and actual revenue realisation. On a quarterly basis, IT services revenue slipped 1.2 per cent sequentially, signalling continued softness in execution.
Margins, however, told a more optimistic story. Operating margins expanded to 17.3 per cent in the fourth quarter, up from 14.8 per cent in the previous quarter, reflecting improved cost discipline. That said, the company cautioned that upcoming wage hikes and the ramp-up of large deals could exert pressure going forward.
Attrition stood at 13.8 per cent in the March quarter, indicating stabilisation after periods of elevated churn. Alongside its earnings, Wipro also announced a Rs 15,000 crore share buyback, reinforcing its focus on shareholder returns, with a payout ratio of 88 per cent over the past three years.
Taken together, the numbers capture a company in transition investing in AI, maintaining hiring momentum, but navigating a demand environment where growth is uneven and visibility remains limited.
