Consumer Sentiment in India – 42% families to spend more or same this festive season, finds Axis My India study

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42% families to spend more or same this festive season, finds Axis My India study on Consumer Sentiment

·         Over 10482 people surveyed across 28 states and 7 UTs

·         Discretionary spending rises for 21% households on account of festive season

·         88% of office going individuals were happy with the offices reopening

·         79% of the households report increased or same healthcare related expenditure

·         83% of households still averse to domestic or international travel

Mumbai, 8th September, 2021:  Axis My India, a leading consumer data intelligence company, released its findings of the India Consumer Sentiment Index, a monthly analysis of consumer perception on a wide range of issues, for the month of August.

The net CSI score, calculated by subtracting the percentage increase from the percentage decrease in sentiment, was recorded at +6, rising at the fastest pace over the last month, indicative of a positive shift in consumer consumption metrics.

The sentiment analysis delves into 5 relevant sub-indices – Overall household spending, spending on essential and non-essential items, spending on healthcare, media consumption habits & mobility trends.

The surveys was carried out via Computer Aided Telephonic Interviews with a sample size of 10482 people. 72% of the people surveyed were male and 28% female. The respondents were from 28 states and 7 Union Territories.

Commenting on the August report, Pradeep Gupta, CMD, Axis My India, said, “As the festive season approaches, consumers are slowly stepping out – as proven by increased numbers for non-essential spending and mobility. This should have a positive effect on the hospitality industry which has been severely affected due to the pandemic. Tourism, however, continues to be a concern as 83% of the respondents are still averse to travelling.  Economic sentiment is looking buoyant with ~64% of the respondents expecting the Sensex to cross 60,000 before the end of this year. Along with the nation-wide vaccination drive, over 96% respondents pledging to adhere to all covid protocols, it is hoped that there will not be a surge in cases post the festive season. A net positive score of an additional 5.5 points over the last month indicates a steady progress towards social and economic normalcy, with this trend expected to improve further in the next few months. Overall, we hold a cautious but optimistic outlook on consumer sentiments. By plugging into economically and culturally significant data-points, the CSI will try to gauge, interpret, and predict the impact of macro factors on the lives of the average India across demography & geographies. Our mission is to bring out the most authentic voices via the rigour of data and analytics”

Consumer Sentiment Index
Consumer Sentiment Index

Key findings:

·         Overall household spending has increased for 56% of the families which is an increase of 2 percentage points, the same figure being 54% last month. Increase is highest in North India at 61%. The net score is at +42.

·         The spends increase on essentials like personal & household care is at 47%, an increase of 4 percentage point over last month. The net score is +21.

·         Spends on non-essential & discretionary products is still cautious with 21% families mentioning an increase but which is still a growth as the same figure was 15% in July. This shows the festive spirit slowing building up with the net score having increased to +9 from -12 last month. Interestingly, the sentiment increase is highest in Rural India.

·         Health still remains an important consideration, with consumption on health-related items has increased or remained same for 79% of families and decreased only for 21% families. The health score which has a negative connotation i.e. the lesser the spends on health items the better the sentiments, has a net score value of -24.

·         Consumption of media has increased for 25% families & remained same for 47%. The corresponding increase figure was 28% last month. Net score is at -3. The media consumption increase is highest in the 18-25 year old age group at 32%.

·         In terms of mobility 93% families saying they are going out the same or less on short vacations/mall/restaurants, with the overall mobility score is at -8 which is an improvement over last month which was at -24.

On topics of current national interest:

·         When asked will you shop more or less this festive season, 42% of families said they will shop more or same as compared to last year. This gives an indication that there is sense of cautious optimism and the pent-up demand or degree of revenge shopping which happened last year might not be the same this year. This expected increase in spends is higher among private & government service employees.

·         88% of the office going individuals were happy that offices are starting to open and felt that productivity is better from office.

·         83% are not yet looking at a travel/holiday this year and 15% mentioned they would only travel domestically.

·         Showing a sign of self-maturity, 96% people said they will implement Covid appropriate behaviour this festive and hopefully this will reduce the level of cases in case the 3rd wave strikes.

·         On current euphoria around the Sensex, of those who invest, 64% believe that the BSE Sensex will cross the mark of 60,000 in the next few months with 29% saying it will come down. Additionally, in a true reflection of Indian investor population there is still a vast majority of 74% who don’t invest yet in stock market.


Sub-Indices%Increased%DecreasedSame%Aug Net ScoreJuly Net Score
Household spend5614304239
Health Spends*452134-24-19
Media Consumption252847-33
Mobility Trend71578-8-24
Overall Consumer Sentiment+6+0.5

* Health score has a negative connotation i.e., the lesser the spends on health items the better the sentiments.

* The Overall Consumer Sentiment Score is an average of the mentioned sub-indices

Axis My India is India’s foremost consumer data intelligence consultancy that has revolutionized the field of election polling in the country, with an accuracy rate of ~95% spread across 36 state and 2 national elections. The company has a presence in over 700 districts and has touched 85 million Indian households. It counts some of India’s largest corporations, state governments as well as Union Government in its clientele and offers a repertoire of research related services, including consumer insights, product validation, market segmentation, on-ground brand activation, personalized media solutions and micro marketing. The company publishes an annual Consumer Trust Index – spread across 45 consumer and product categories, and 1 million respondents.

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Antara Tripathy M.Sc., B.Ed. by qualification and bring 15 years of media reporting experience.. Coverred many illustarted events like, G20, ICC,MCCI,British High Commission, Bangladesh etc. She took over from the founder Editor of IBG NEWS Suman Munshi (15/Mar/2012- 09/Aug/2018 and October 2020 to 13 June 2023).
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