Key Points
About two-thirds of shopping for groceries and daily essentials are done by men in the country, contradicting the notion that women typically buy household products from neighbourhood stores, according to a study by Kirana Club, which has one million kirana stores in its network..
However, four states Maharashtra, Gujarat, Himachal Pradesh and Uttarakhand were exceptions, with women accounting for half the shopping visits...
Despite most men buying FMCG products, women typically dictate and influence the shopping list, making them key target consumers, said companies...
While our target consumers are predominantly women, we also focus on men consumers in our advertising and communication on general entertainment channels, said Krishnarao Buddha, senior category head at Parle Products..
If there is a planned purchase which is usually in bulk and has heavier items, men typically shop and carry the products home while women buy smaller products as top-up throughout the month, said Koteshwar LN, business head at Flipkart Wholesale, an online B2B marketplace of the ecommerce platform...
