MAM
Enormous Brands decodes the lockdown consumer amid Covid2019
MUMBAI: The stay-at-home mandate has changed the behaviour and attitudes of many Indians. Indians who were born and brought up asking for 'dhaniya' or 'mirchi' free from the vegetable vendors are now buying vegetables and other consumables without asking for prices. Stay-at-home orders have thus caused visible major shifts in people’s behaviour, according to a study by Enormous Brands.
Television grows strength to strength during lock-down
The study suggests TV still shines over OTT. 43 per cent see cable TV as the primary entertainment in the high-income households. 13 per cent across the sample size have re-activated their DTH / Cable subscription.
Interestingly, news has emerged as the new GEC. A staggering 64 per cent of TV viewing time is spent on the news channels. 43 per cent believe that news reporting is unbiased and 27 per cent believes that there is a clear indication that a few news channels are supportive of a particular political party.
Newspaper poised for a strong return
Lots of international researches suggest 21 days can break or form a habit. However, this study suggests otherwise when it comes to a daily newspaper. 74 per cent miss their daily newspaper and are waiting for the service to resume.
While 29 per cent have moved to reading newspapers online, only four per cent would unsubscribe from the hard copy. Looks like the newspaper is a habit like coffee that has grown on the Indian palette, making it difficult to part with.
India’s older adopt digital
The study shows a sharp increase, as much as 47 per cent adoption, among elders (55-65 years) of e-commerce – ordering milk, grocery and home essentials and paying through wallets / UPI.
The banks have been promoting internet banking for over a decade. In just the last month the data suggests that first time users have increased by 28 per cent. The maximum shift of 33 per cent is among the age group of 35-50 years age segments – this is the bankers' delight segment.
Covid2019 helps push the ‘Make in India’ agenda
42 per cent believe that there is an active and deliberate attempt by China to spread Covid2019 across the world for economic gains. This has led to a strong anti-China sentiment.
The data suggests that 47 per cent of Indians are willing to pay up to 25 per cent higher for Indian-made goods over Chinese-made ones. There is a strong sentiment that the world should unite against China to stop using China as the world’s manufacturer, even if it is cost-inefficient.
Enormous Brands managing partner Ajay Verma said: “The young Indian population is behaving very differently from other parts of the globe. The study suggests a high level of optimism even in a situation that has brought the entire world in a lock-down and also showcased that households feels confident about the revival of the Indian economy.”
He further added: “This study was conducted to help brands understand how the current situation is moulding the habits, behaviour and attitudes of Indians. We believe this will help us shape client communication and offer strategic counsel in line with the prevailing sentiments of the consuming class.”
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Uidai partners with Google to help users locate Aadhaar centres
Verified Aadhaar centres to appear on Maps with services and access info
MUMBAI: Finding an Aadhaar centre may soon be as easy as finding your favourite café. In a move aimed at making public services more accessible, the Unique Identification Authority of India has partnered with Google to display authorised Aadhaar centres on Google Maps. The feature, expected to roll out in the coming months, will allow residents to locate verified centres quickly and confidently.
More than 60,000 Aadhaar centres, including state of the art Aadhaar Seva Kendras, will be mapped. When users search on Google Maps, they will be directed to authorised facilities rather than unverified listings, helping curb misinformation and confusion.
The listings will do more than drop a pin. Users will be able to see the nature of services offered at each centre, whether it is adult enrolment, child enrolment, or limited to address and mobile number updates. Details such as operating hours, parking availability and divyang friendly infrastructure will also be shown wherever applicable.
Uidai CEO Bhuvnesh Kumar, said the collaboration is part of the authority’s continued effort to improve ease of living for Aadhaar holders by making authorised centres simpler and faster to navigate.
The partnership will deepen in its next phase, with Uidai using Google Business Profile to manage information and respond directly to public feedback. Looking ahead, the two organisations are also exploring the option of enabling appointment bookings through the Google Maps interface, potentially allowing residents to plan their visits with greater efficiency.
Google India country head, strategic partnerships Roli Agarwal, said integrating verified Aadhaar centres would help millions access trusted services with confidence, bringing essential government infrastructure closer to the people who need it most.
If all goes to plan, a routine Aadhaar update may soon begin not with a queue, but with a search bar.
