MAM
Happiness levels surge for urban Indians in August 2023: Ipsos IndiaBus Happiness Monitor
Mumbai: Happy tidings! Urban Indians have turned happier in August 2023, over the previous month and driving happiness levels up are particularly the family, health and economic and financial conditions, according to the August wave of the Ipsos IndiaBus Happiness Monitor, that gauges happiness levels of urban Indians overall and across a host of parameters. So, 69 per cent of urban Indians claim to be happy! Displaying a one-point improvement over the previous month and across some of the key areas that define happiness.
Parameters that define happiness and areas showing improvement
Happiness levels have particularly surged around family 73 per cent (+2 per cent), health 67 per cent (+2 per cent), economic & financial conditions (54 per cent) (+3 per cent), while it has receded around the rest. Though the biggest contributors to happiness for urban Indians in the pecking order in August were: family (73 per cent), health (67 per cent), friends’ circle (62 per cent), employment or work (60 per cent), colleagues and business associates (57 per cent), economic and financial conditions (54 per cent), neighbours (53 per cent), situation of country (45 per cent) and situation of the world (39 per cent).
Ipsos India group service line leader – public affairs and corporate reputation Parijat Chakraborty said, “We see an uptick in happiness of urban Indians in August 2023 and further, family, health and economic and financial conditions are turning up the happiness meter, conveying a pertinent message that the biggest sources of happiness continue to be close family ties, salubrious health and financial security. Though work, colleagues, friends’ circle, neighbours, situation in the country and around the globe, all these factors accentuate happiness for urban Indians.”
“Happiness is not superficial. It manifests itself in different areas that have a bearing on our day to day existence. And slippage in one area can impact all other areas,” added Chakraborty.
Brands
Mother’s Recipe launches Summerwala Sharbat range
Five nostalgic flavours priced at Rs 215 aim to tap summer refreshment demand.
MUMBAI: Call it a sip of summer nostalgia, Mother’s Recipe is bottling childhood memories and pouring them back into the present. The homegrown ethnic food brand has introduced its Summerwala Sharbat range, a five-flavour line-up designed to recreate the familiar tastes and rituals of Indian summers, while catering to modern consumption habits. The range features Mango Panna, Rose Syrup, Jeera Masala Syrup, Khus Syrup and Lemon Ginger Squash, each rooted in flavours that have long defined seasonal refreshment across Indian households. From the tang of raw mango to the cooling comfort of khus, the portfolio leans heavily into recall, not reinvention.
At a time when brands are increasingly leaning on nostalgia as a strategic lever, Mother’s Recipe is positioning Summerwala Sharbat as both a functional beverage and an emotional cue. The idea is simple: revive the small, everyday rituals post-play drinks, family gatherings, the clink of ice in a glass that once defined summer afternoons.
The products are packaged in 750 ml PET bottles and priced at Rs 215, targeting both routine household consumption and social occasions. Distribution spans leading e-commerce platforms as well as select offline retail outlets.
Mother’s Recipe executive director Sanjana Desai said the intent was to bring back flavours tied to “taste, routine and home”, while making them relevant for today’s consumers.
The move reflects a broader shift in the beverages market, where heritage-led storytelling and familiarity are increasingly being used to stand out in a crowded, innovation-heavy category.
With Summerwala Sharbat, Mother’s Recipe isn’t just selling a drink, it’s selling a season, one glass at a time.
