MAM
Tracking the working woman
While the Indian housewife has been assiduously tracked and her media habits traced by eager advertisers, the Indian working woman has been dodging definition. A recent study by Kartik Iyer, President- Initiative and Madhavi Goswami- Intellect Research & Technologies, Lintas Media Services, however shows that the woman in office exhibits media habits that are closer to her male counterparts than to her homemaker sisters.
 Media consumption patterns of working women are closer to those of men rather than those of non working women |
The number of working women exposed to press is 104 per cent more than non-working women is one of the significant findings of the study. Working women also consume 49 per cent more cinema than non-working women and four times more Internet than non-working women, the study says.
 Televison viewing patterns of working men and women are similar, those of non working women are different |
Interestingly though, the television and radio habits are not very different for both working as well as non-working women but working women are much higher on Press, Cinema and Internet. The study, based on figures thrown up by the Indian Readership Survey and analysed using the ESPRIT consumer segmentation and mapping tool of Intellect, reveals that the media reach for working women mirrors that of their male counterpart. Except for cinema, the media habits of both these demographics are quite similar. The study tracked target group SEC AB, 10L+ HHs, Females Age 20-40 yrs as a base, using
Even in terms of day part viewership, the pattern of working women conforms to that of working men while non-working women show a difference in the viewership. For working men and women, the peak is in the prime time band while non-working women peak both during the afternoon time band as well as the prime time band.
 Except for cinema viewing, media use patterns of working men and women tally |
The time spent in a day on watching television again coincides for working men as well as working women. Working women spend less time watching television than non- working women do. This pattern of being ‘like working men’ is apparent across other parameters of media consumption too such as language of media consumption, genre preferences, etc, the study shows.
The analysis garnered has been used to determine the involvement of women in decision making (particularly the role of working women), and the current gender skew in advertising for various categories. The TAM TV Adex database has been probed to understand the existing gender skew in advertising spends. Correspondence analysis was done to examine the skews in ad duration across various categories with respect to different genres of channels and hence target groups.
 The average amount of time spent in television viewing is nearly the same for all three, however |
The study analysed ad durations of various categories vis-?-vis the channels that they are advertised on, thus reflecting the target audience being advertised to and found that TV spends are being targeted at both the male and female audience but the skew is more towards males. Household durables such as televisions, refrigerators, cars/ jeeps etc are being advertised to both genders but they have a skew towards the males. The study concludes that media planners need to include women as a part of the audience that needs to be advertised to incase of major household durables can not only impact the decision making process for the consumer, but also optimise the spends for the advertiser
Brands
Raj Cooling Systems names Bhagyashree ambassador for Kiozy+
New air purifier line targets urban pollution with premium design
MUMBAI: As pollution levels continue to cloud India’s major cities, Raj Cooling Systems Private Limited has unveiled Kiozy+, a premium air purifier range designed to bring cleaner air indoors. Adding a touch of stardust to the launch, the company has appointed Hindi cinema actress Bhagyashree as the brand ambassador for the new line.
Positioned at the intersection of wellness and lifestyle, Kiozy+ promises to do more than simply filter air. It aims to create refined, breathable spaces for modern homes and offices, especially in tier 1 cities where winter smog and airborne pollutants often reach worrying levels.
Raj Cooling Systems, known for its home appliance portfolio, says the new range reflects its continued push towards smart, health-focused innovations. Under the leadership of entrepreneur Kalpesh Manubhai Ramoliya, the company is expanding into products that blend technology with everyday comfort.
Air pollution remains a pressing concern in India’s largest urban centres, where dust, allergens and microscopic toxins can compromise respiratory health and disrupt daily life. Kiozy+ has been engineered to tackle these challenges head-on, using an advanced purification system to filter harmful particles and circulate cleaner air throughout indoor spaces.
“At Raj Cooling Systems, we believe clean air is a necessity, not a luxury,” said Ramoliya. “With Kiozy+, we want families and professionals to take charge of their indoor environment and safeguard their wellbeing. This launch reflects our commitment to innovation and quality that genuinely supports healthier living.”
Bhagyashree echoed the sentiment, highlighting the link between air quality and overall health. “Clean air has a direct impact on immunity and wellbeing,” she said. “Kiozy+ combines intelligent design with elegant aesthetics to create spaces that feel both comfortable and healthy. I am pleased to be associated with a brand that puts wellbeing first.”
With Kiozy+, Raj Cooling Systems is stepping firmly into the wellness-driven appliance segment. The message is simple: when the air outside feels heavy, the air inside does not have to be.
