sign in sign up
<<
Home , Aluva, Palakkad

KERALA CONSUMER SEGMENTATION STUDY

FINAL REPORT

Prepared by Nielsen Pvt. Ltd., March 2016 Copyright ©2013 The Nielsen Company. Confidential and proprietary. • • • • INTRODUCTION and marketing preferences fuels, better This livelihoods, efficient The This LPG permission Government The measurement, Nielsen This payment Alliance and study study study study in understanding Company, induction cookstoves particular geography and was was is to empower around was schemes one of undertake business sales conducted commissioned launched of stoves the and cookstoves of a to women, was of and world's series stoves media fuels the in identify the and Kerala by distribution in Kerala 2010 consumer study Nielsen through of and by products and leading Energy and studies India the . key protect fuels, with to fuels, Global (India) ; a assess channels consumer We’d provider and market Management a base commissioned including mission as the services Private Alliance well like the for environment - based . of to clean as current to messaging segments marketing . thank Limited, other catalyze for approach Centre and by Clean usage factors the the . efficient the the and and Department information, Cookstoves Alliance Kerala to patterns India uptake related save promotion, their cookstoves affiliate who lives, to of of needs to develop (Alliance) clean of audience biomass, effective improve granted pricing Power, of and and and the a . 2 Copyright ©2013 The Nielsen Company. Confidential and proprietary. ABBREVIATIONS PDS MFI LPG Chulha FGD SDG CWE SEC PublicDistributionSystem MicroInstitutionsFinance PetroleumLiquid Gas Traditionalcookstove mud Focus SustainableDevelopment Goal WageChief Earners SocioEconomic Classification GroupDiscussion 3 Copyright ©2013 The Nielsen Company. Confidential and proprietary.

Presentation Overview Segmentation analysis Detailed profile of the Research background Executive Summary demand enhancing Consumers we met strategies for the Identification of Early Adopters segments adopters ...... Recommendationsand Conclusions Functioning of KSSP, otherICS sellers,Induction andLPG distributers Usage of Inductionstove Usage of LPG Usage of firewood Identification of priority segments Identification of segments Thesegments Cooking practices Fuel / stove usage pattern SEC Classification Demographic profile of the respondents Methodologyand sampling design Studyobjectives Introduction Recommendations Key Findings 4 Copyright ©2013 The Nielsen Company. Confidential and proprietary. EXECUTIVE SUMMARY • • • • • • • • reported Rs The of 71 and school, Out category years Majority Profile 100 Total Trivandrum of The dwelling money against Around . % the 8000 the 22 consumer respondents of average of . respondents total Close % the state of over the / the 97 followed . respectively) primarily of having (Rural) Bank the % total . households total the common last of to of family and respondents segmentation and the Kerala four respondents households, access and one household ) by in responsible SHG respondents - size fifth the Rs year . . 20 perception The . to belonged 10000 were % reported study of . Self Out . primary study studies the Occupation in study ( reported 45 / Help for across close of (urban) % total reported to credit the districts ) these across was Groups belonged practiced Other school to the cooking respondents as . conducted half Close 14 seeking of study the districts ownership Backward . were % a ( completed , 47 major to high Hindu almost activities to % districts the , 93 behaviour ) were in households majority ( % 77 sources age religion, caste a of one - households % total . in their 3929 ) was group Wayanad, Highest KEY were the third ( 62 of of was for . house 4 followed % household In eight the . the 2 of ), loan “Wife” of . addition, reported 19 illiteracy reported Average 36 these CWE education ; INSIGHTS Malappuram, . % districts only - 50 General by of was . years, households 4 17 the qualitative % by monthly having was % spread reported households qualification only chief caste Islam, followed reported Palakkad, access 14 wage across expenditure and reported and discussions % to by households 12 be reported to 11 earners of in northern, % 28 , banking labour % the Scheduled the % taking Christianity in CWE was were (CWE, Malabar owning - the unskilled services, central who loan calculated was conducted , group caste hereafter) . reported for agricultural reported Close region and of and 52 improvement groups % more southern to to with skilled households (Wayanad, be borrowing which three to . land than be around around ( - 44 high fifth part and . is 50 As of % a 5 Copyright ©2013 The Nielsen Company. Confidential and proprietary. EXECUTIVE SUMMARY • • • • • • • • • • • purposes Three Firewood making Improved rice and minutes Average households Around Cooking cooking Majority stove having Majority LPG stone Different Access E Education Socio 3 , with every urban cook - fire fire, major traditional to Economic tea, . 70 in A cooking pattern shell - . Average of of types and stove fuel/stove 1 usage cook time of their % areas Traditional representing cooked coffee the the Chief types of Induction and - . is of stoves households . the households pattern respondent of time Around more 6 mud Category cookstoves Coconut Wage and - of the only 7 : households Usage types was solid mud (built stove boiling than households stove once the Earner 99 reported . leaves of % - cook fuels Pattern (SEC) an Usage in) highest used (fixed) households in in and households dishes water hour models and the their - reported stove were / both fuel Classification of . fronds/ . as day In number economic ( were 93 house LPG 190 addition, types reported . (fixed are % solid had reported and households) cooking prepared minutes regularly midribs ( 17 of were fuels model), LPG traditional strata % consumer : households being , - SEC 15 found twice stove/cylinder . and cooking in 50 . KEY INSIGHTS on % used a More system . Improved % and used a day LPG in mud households in day durables for 9 rice and the a than also % for by in - all day is stoves respectively households using a the maximum cooking cook type reported used 90 typical in and owned % household their reported using - solid of households stove to about cooking household, ( 66 classify having house cooking by ) solid fuel . in % (built 11 the ) the only stove in while % fuels while Improved ( family were households Kerala 73 in study reported time collection and % model), only was 24 ), Induction found . reported % districts, There followed similar which reported and households cook cooking Electric of in the in are were - practices SEC firewood stove cookstoves during India which average by 12 high B, three /Induction Firewood, 68 grades (built C used based across % morning were and were consumed time households times - are in), only D ranging - on study Open category observed taken Open Coconut mainly cook more and solid two districts for fire from - in remaining stove fire/three than variables reported . fuels used cooking cooking in / husk A three rural 1 120 and . for for to / 6 Copyright ©2013 The Nielsen Company. Confidential and proprietary. • • • • • • • • • • • • EXECUTIVE SUMMARY durable They The Envirofit reach the The Greenway Key present installed provided Kudumbashree Marketing to reduces KSSP/IRTC Improved Improved household collecting month) Collection Firewood Rs purchased On Firewood . conserve 1700 average product Players current addressable are of . the retailers the i the Almost . these e by focusing . collection purchase firewood Cook . is . Appliances Cook was channels This the for Parishad calculated energy market firewood MFI (Rs normally ANERT ICS - chulhas . reported households groups stove 60 model . Stove and 93 market on (Portable % and – practices for was practices to Chulha conducted and 70 consumption households early observed (built to developed the of households save and in less of / be to medium stove week) the target - Envirofit using adopters, be about in) high the is Model) than not households around model demonstrations to depleting . is schools firewood consumers by Marketing collected 2 Rs being be a to used for Km ICS . in KSSP/IRTC fuel 4 one a i - . is Rs Kerala 5 e construction . weekly ranges . marketed Responsibility / by commonly . efficient - which 400 people forests third Kg reported with the KSSP of . of /Kg between practice the this in in fuel subsidy further . who during comparison public wood for in product manufacturing that - known of from the their want of . KEY INSIGHTS the and places created 1 state burning the wood Around collecting . their 5 Parishad was as product almost to to last . to is Parishad like 1 reduce premises . done traditional high 16 8 purchase purchased chulha group lakh markets all the % chulha were awareness through households of the of fuel Chulha with are and the : . people . burden The cook Awareness almost and generally the an households neighbourhood ESAF amount in - people ANERT stove efficacy levels with collect the of 8 - - a 10 cooking . lies state microfinance a The campaign, and who paid times also monthly of wood reported with motivation 28 of increased have trained to and in on % the Kerala once purchase , a income certified LPG disposable year Demonstrations average adult using organization, self in . as . to demands They Average a - female employed develop it ICS week of firewood by distance was Rs identified income (built CPRI, . ( . 5000 amount 3 development members - Subsidies the catering 4 - last in conducted workers Bangalore times travelled to and chulha model) consumer time purchase of above over to of wood were who was was . the the . for by At in It a . 7 Copyright ©2013 The Nielsen Company. Confidential and proprietary. • • • • • • • • • • • EXECUTIVE SUMMARY fuel The using desire The key The concern, The using The segments Segmentation Segmentation get using 38 LPG regularly reported Average purchased 87 Induction % % the role, in Struggling Conventional stove Strapped Wishful Comfort of of solid solid it to absence cylinder, 1864 for those price even they and come reasons - are Stove fuel fuel these Usage 5 - Segment 63 Seekers 7 households, identified also of health Segment who . Analysis Maximisers due of out years % from – induction in pattern affordable Usage reported for Segment have from to the owned . awareness the Segment More traditional the - last health as - The was the Pattern The day those follows purchase stoves Segment using an - two than segment alternative condition Traditional conducted of segment awareness, induction - and booking years who This and the half : in the traditional - of induction cultural has segment . of had . The has Prestige Predominantly fuel, the state . segment the based The stove one mostly LPG segment one induction households purchasing rigidity amount was of is in stove orientation of in and on the of using their governed reported the their - is highest 20 pigeon and occasionally lowest at paid KEY INSIGHTS lowest use stove house LPG qualitative household power medium had taste solid to is as by reported and SEC SEC also across a purchase SEC had Rs preferences the single remain fuel Solid and . profile . level 3100 reported profile, been eco had statements at districts base more fuel cylinder . - SEC, the present the systems, Time and purchased using doesn’t with their . . key cylinder trying than . affordability saving Only connection it constraint Improved however decisions do identified for one to have was not 26 the and balance 2 third - % 5 disposable lack Rs same years, fast strongly households Cook is . on ( On 680 from 36 the the both cooking convenience % themselves an . Stove followed issue ) purchasing reported qualitative of average end, income, the . were however reported convenience market by . its the and the Affordability continue power 37 research takes % inconvenience two there more using share who but 17 prominently factor using is . than the had in 4 continue and a is days Kerala strong stove not plays been solid 50 five to of % a . 8 Copyright ©2013 The Nielsen Company. Confidential and proprietary. • • • • • • • • EXECUTIVE SUMMARY would sophisticated Improved The Early distributers It stove traditional households fuel Early The through this purchase and consistent clean of and use efficient cookstoves and while fuels referring the triggers and barriers identified Behaviour Keyrecommendations: ConsumersKerala in adopt improved cookstovewill features following with is . • • • • • • • • • Conventional Comfort More proposed adopters adopters as prefer secondary Stove which reduce fuel requirement would be preferred wellas Stove Works anyon fuel including biomass coconuthusks mid ribs etc. table A top / model stovescan which be kept platforma on would preferablebe Stoves with multiple burners, can hold bigger size Stove which reduce smokeand toxic emissions Stoves arewhich aesthetically appealing would in gooddo Kerala market Stove which won’trequire continuous attention and multi allow taskingalong cooking with Stoves Cookstove than stove and were Change Communication (BCC)strategy to be the models Seekers study for for that which canreduce wouldtime cooking be preferred other 80 which can be cleaned can which be cleaned and maintained easily, should not difficult collectingbe a ashes process most only putting Improved clean % fuel Segment, . with of of The these for s economic . egment these improved fuel cooking extra right conventional are C – segments The ookstove and the type time options cookstove rice, Wishful segments t he of and however have – segment Struggling health with money Segment however access will possible awareness other belongs use for Maximisers - to and collection, clean the KEY INSIGHTS handholding LPG, reported developed, developed, BCC to other The vessels fuel and however higher segment Strapped consistently two message using purchase / pot needed / needed pot for cookingrice through socio segments the the – strategy should address several the of barriers to key Segment economic around are traditional and . consumer challenge identified below storage \ alternative - strata to stove finance are remain of middle as firewood and identified priority for model options, with would and entire segments the . lower . Few as be cooking fuel handholding priority economic of willing stacking them for and clean segments to were stored . starta adopt with All cooking these using LPG LPG and the for 9 RESEARCH BACKGROUND Copyright ©2013 The Nielsen Company. Confidential and proprietary. EnergyAgency,“India Energy 2015 Outlook”, 1 Centerof for Science,FrameworkPolicy StudyTechnology and f (CSTEP), of ADevelopment“Quality for Life SustainableAll: INTRODUCTION fuels cooking the While replacing In year in dung India access access for The stone burning Four India, India, Sustainable population, . United like out has cakes, fire the to to in of with LPG the affordable, attempts of biomass modern for Government 2040 solid Nations charcoal every . largest cooking 1 the Development , recent highlighting biomass WHO with five energy to and population reliable, or . deploy reports rural cleaner of crop reporting its — India fuel member and residue clean sustainable the and clean suggest fuels like without is one importance that its making cooking fire have for states, cooking 17 out indoor that cooking wood, access Sustainable and faced of impressive as and including every modern interventions of air many to crop many . electricity considering Cooking pollution modern five as Development residue strides challenges, India, energy 30 urban has energy million causes — met — improved in and is proven has households improving Goal expanding in : particularly cattle households over a close Goals September critical 7 to under biomass 1 cause to dung (SDGs) million the the 800 in impact the in India one will in usage efficiency 2015 million rural or or . stove SDG premature There traditional India’s Climate Policy”, Policy”, India’sClimate2015; International continue of on primarily to areas the of framework solutions continue the adopt is LPG biggest of recognition . quality to deaths for biomass mud depend the use alongside using cooking . health 2030 stove/ solid of in life firewood, stoves on now India hazards Agenda fuel among . direct three Thus, clean that per for or 11 Copyright ©2013 The Nielsen Company. Confidential and proprietary. creation countries Alliance effective strategies Market common government, GACC adoption Global GLOBAL ALLIANCE FOR CLEAN COOKSTOVES Energy and Nielsen uses cookstoves Alliance . research has goal of Management in India that a 100 order market commissioned development, . better for Pvt million can in . Clean to Ltd based Kerala, respond uncover better Centre clean . undertook Cookstoves approach NGOs, a India and plan Kerala series to insights efficient their . academia Department its the (GACC) to has of efforts needs bring from market consumer supported cookstoves was and together and consumers around of research founded the preferences Power, segmentation the and private a awareness study diverse fuels with studies that Government sector . and the by will group - study 2020 in raising goal are lead to each work . of therefore of of for to and actors enabling Kerala of clean marketing towards its demand across more focus fuel and the a 12 Copyright ©2013 The Nielsen Company. Confidential and proprietary. STUDYOBJECTIVES • • for Analysis segments identification Development • • • • clean exclusive Identify Closely Triggers relationship Undertake of fuels consumer examine and those use and of of primary with barriers detailed demand of cookstoves with clean all segments cookstoves of towards research the fuels the profiles enhancing existing greatest and in and purchasing Kerala of cookstoves to fuels each broad strategies understand potential and of consumer and identification the for adopting for to cooking early each addressing reach segments adopter clean consumer of scaled priority fuels in each segments Kerala adoption . segment’s segments of these and of 13 Copyright ©2013 The Nielsen Company. Confidential and proprietary. to Appealing the Not how with These Individuals WHY CONSUMERWHY SEGMENTATION? more needs all do a individual product CUSTOMERS they focused of to differ use/consume a everyone few / marketing brand from differences customer have one means - what IDENTICAL another, subsets translate being they some want, - NEEDS very ‘ segments’ to more differing broad how … . Focus different do and they ways ‘Marketing unfocussed, buy, than in which where others Efforts segmentation consumers do to they fully buy interact Satisfy’ from, leads 14 Copyright ©2013 The Nielsen Company. Confidential and proprietary. THE OVERALL FRAMEWORK: PROJECT FLOW of of eachconsumer segment with To assess various attitudesand To understandthe relationship To peepinto consumer’slife, behaviors towards improved Initiatedproject: the May 15 cookstoves andclean fuel cookstoves andfuel; Qualitative th 2015 Identify various segments and Identify theearly adopters estimate segmentsize Quantitative segments Completedthe projectOctober: 2015 understanding of the early Synthesize findings Build Build comprehensivea adopters segments 15 Copyright ©2013 The Nielsen Company. Confidential and proprietary. 16 RESEARCH APPROACH ResearchTask VI ResearchTask IV ResearchTask III ResearchTask V ResearchTask II ResearchTask I Workshop FGD Desk Structured In observation Ethnographic - depth with Research interviews the with interview of target cooking the immersion working with groups with practices experts the group / target and In of - depth group key other stakeholders households, stakeholders interview with 16 Copyright ©2013 The Nielsen Company. Confidential and proprietary. A total of16FGDs and 8 ethnographic SAMPLE COVERAGE observations across 8districts Focus Group Discussions EthnographicImmersions Qualitative 1 2 3 6 4 5 7 8 17 CONSUMERS WE MET Copyright ©2013 The Nielsen Company. Confidential and proprietary. • • • • • • • • • • KERALA Key facts and figures (accordingto HDR,2011 ateducation birth,index developmentrespectwith index threetoof life(HDI)’ the all dimensions expectancy Kerala Literacyrate Kerala: in (Census The stateThe producingstatefish isthe leading India in tourist A popular destination riverswaterrichin tributariesand a land : resources A largeof lakes, number backwaters, estuariesnumerouswithlagoons and along stateThe receives copiousrainfall, extendsmonsoon for six months Forest cover:29% Population Keralasouthwesternthe lies on the small statesof one tip, ofIndia stateisalso knownfor highest the sex ratio i.e. femaleratio to male of is the only isthe , 2011) , of the of the – GOD’S OWN COUNTRY state state:33 of the total of the state area 93.91% (Census in the country which remains in the ‘very high human ‘veryhuman countryremains the the high whichin in ). and and million ( million a decent standarda decent of 0.790 HDIan with living; of 33406061 , 2011, ) ), 14 revenue districts 1.084 19 Copyright ©2013 The Nielsen Company. Confidential and proprietary. DEMOGRAPHIC DEMOGRAPHIC PROFILE OF THEHOUSEHOLDS • • • The ChiefWage Earneris the member who earn maximum wage in the and above and Close tothree fourthrespondents of the reportedthe age groupof 25yearsin reflectsstature the the state ofwomenin Wageof Chief91% Earners wereremainingwere9% male and femalewhich / mother in law,mother in / daughterfamilydaughterlaw other / and in members Majority ofrespondents werewivesChief Wageof Earners,mother include other 36 years 45% years > 50> 28% – 50 Age group of the of Age group respondents 25 years 24% years <25 – 3% 35 Wife of CWE 77% Others Relationshiprespondents ofthe 16% household with WageChief Earners . TotalRespondent - 3929 CWE 7% 20 Copyright ©2013 The Nielsen Company. Confidential and proprietary. Senior Secondary School(11 - DEMOGRAPHIC DEMOGRAPHIC PROFILE OF THE UptoPrimary School (1-5 • • • • • • Middle School(6 -7 std) Educationprofile of High School (810 - std) Female EducationIndex Female members are more educatedcompared to theirmale counterpart(Male Education Index (4.2%) Only2 % Chief Wage Earnerswere found as illiterate andhighest Kannurdistrict reported very higheducation level (education Index 3) Close to half of Chiefthe Small proportion Around two third of ChiefWage Earnerswere involvedin / unskilledworklabourskilled * Graduate and above Diploma/Certificate - Education Index computed by multiplying education level with total number of household members of with membershousehold total levelnumber multiplying education by computed Index Education 12std) std) Illiterate of of ChiefWage Earners Chief Wage Earners – 1.8% W 2.2% 4.3% 3.8)* 7.0% age 17.3% E 20.5% arners have completedmiddleschool education were found sectorin service 47.0% Agricultural labourer Labourer(Unskilled) Labourer(Skilled) Service(Private) Service(Govt.) Pettybusiness Self employed Primary Occupation of Occupation Primary Businessman Cultivator Others HOUSEHOLDS…CONTD. i lliteracy 1.9% 1.9% 2.7% 3.3% reportedin 4.8% 4.9% 4.9% 9.8% 21.9% Chief Wage Earners Wayanaddistrict Total Respondent 43.8% – 1.8 and - 3929 21 Copyright ©2013 The Nielsen Company. Confidential and proprietary. DEMOGRAPHIC DEMOGRAPHIC PROFILE OF HOUSEHOLDS…CONTD. • • • • • • consumers on the basis of consumersof basis the on KeroseneOil are distributed Distribution Public System in India facilitates supply the foodof grains the toat poor subsidised a price, Wheat Bank Almost in all Kottayam households to Bankingservices Access having Poverty(BelowBPLLevel) card reportedhaving households PovertyMore APL (Abovethan 42% Level)card and remaining Distribution System to Public Access Distribution System (urban) Monthly expenditure Family Size 71.4% Hindu – Averagefamily size4.2 Muslim 17.2% Religion type type Rationof Cardsby them. possessed acrossstates – Averagemonthly expenditurearound (Rural),Rs.8000/ Rs.10000/ – 93% households reportedhaving households banking 93%to access services Christian through Fair Shops. quantity Price The goodswith of fixed areprices given the to 11.2% (96%) and and (96%) – 98% households reported access to Public toaccess Public reported households 98% Alleppey (97%) districts toaccessAlleppey(97%) reported General 19% Caste 62.4% OBC Scheduled Caste Caste 12.4% Caste TotalRespondent Scheduled Tribe 2.7% , SugarRice, and Don't Know / Can't/ Say - 3.5% 3929 22 Copyright ©2013 The Nielsen Company. Confidential and proprietary. WOMEN WE MET • • • • VIEW WORLD • • • • LIFESTYLE and elderly in the household the in and elderly maker decision not is She membersmale and as acceptsit a roleof the indispensable is She this tochore Day startsfood thought cooked ofthe be the to with for family.the keepinghealthy. them Life revolvesaroundfamily. is feedingHappiness children their and Educated tomorrowsforchildren their World leisureentertainment.formsmedia of part oras a of Has family and other members. Culturally and traditionally rooted husband toand moredepended Morally access to TV and newspaper however does not associate not and these newspaperTV tohoweveraccessdoes view is is viewrestricted to daily sustenanceof better hopes with governed by the rules of ecogovernedof by rules the and and employed in un . . - organized sector. . - systems. 23 Copyright ©2013 The Nielsen Company. Confidential and proprietary. WOMEN WEMET • • ASPIRATIONS • • • • LIFESTYLE • • • SOCIAL • in Peer Vocal Has social Updated together Believe and While Prefer approval Strives their Opinionated fish Employed Self their - NETS cultivation, culture access determined - group children about networks & to modernity to life in . . BELIEFS live They with carve or . the . to influences, rights an in . in smart go current . nuclear concept flower her Entrepreneur matters Entertains and out is and own aspired, phones educated dining, cultivation life social set affairs of space related of - herself up weekend, and a certain picnics, ; acceptances . . woman home Is through within to vocal prefers etc with finance, - . beliefs movies based a in holidays about various social different the to and micro be are and society upbringing having set connected soap status and deeply get - up forms enterprises . - - . her operas family together However, plays rooted privacy of and on significant spending media on . social education like the . in seek tailoring, tradition TV as media family . time well role of . 24 Copyright ©2013 The Nielsen Company. Confidential and proprietary. PARTICIPATION IN SHG / COMMUNITY BASED GROUPS Total Total Urban Total Rural Kollam Alleppey Kottayam Palakkad Malappuram Wayanad Kannur members Participation • • • Highestpenetration Kudumbashreeof reportedKannur Kottayamand in districts Government All reported groupscommunitybased other 52 % households reportedhouseholds % havingto access Self Help these households reported these households participation in Kudumbashree initiative, l by theby Household of Kerala Self - help Grouphelp 51.8 54.6 49.3 41.0 47.1 47.2 65.9 57.1 49.6 43.7 62.7 Groups households 46% (SHG), Community TotalRespondent Based Organisations Based 46.5 43.9 48.9 59.0 50.4 53.3 28.7 41.1 47.5 56.3 36.3 aunched - 3929 by 25 Copyright ©2013 The Nielsen Company. Confidential and proprietary. ATTITUDE TOWARDS PARTICIPATION • • • Triggers their places Movement well them Awareness Exposure • • • • • • • • being opinions for Improved speaking Increased Active Better close Increased Active Independence micro Engagement finance Empowers to instilling proactively continued on participation engagement under enterprise working beyond of decisions know role participation confidence them their standing in more . in - how income participation contribute decision their to with own in  in confidence of actively social of public and finance Provides generating kitchen in socio local surrounding making political issues programmes openness towards - take economic governance : within and them to part activities activities voice their to families to allowing activities in financial public family public own out and and and • However, multiple Restricted IN SHG a groups few participation hiccups reported in 26 Copyright ©2013 The Nielsen Company. Confidential and proprietary. • • • • • • • • ACCESS TO CREDIT, CONSUMER FINANCE Penetration buying Availability Taking Bank household Around Another loan Purpose Accessing for and loan Rice 35 improvement 8 of SHG % credit % expenses - for loan of cooker of reported households reported Micro purchase consumer : - Only More through Finance taking of 14 as than of dwelling reported % the finance durables households instalment loan institutions one major for taking fourth model was building sources payment reported not loan was of was these reported for improvement, reported for negligible, loan borrowing education, households mostly few maintenance, money health in ( 26 south households % over and ) reported Kerala miscellaneous last repair one reported districts taking etc year . 27 Copyright ©2013 The Nielsen Company. Confidential and proprietary. COMMUNITY CHANNELS: northern observed Predominant Malappuram North Kerala Kerala in and presence all : i . e Palakkad the . Kannur, four of Kudumbashree districts Wayanad, Groups of PARTICIPATION • • Trivandrum South that operate Service (Narayana also In Kerala Ashirwaad Panjami finance Along south Kerala have . with Society) organizations of Kerala : are Kudumbashree KPMS, Dharma strong Kottayam, functional etc MFIs SNDP, . influence like Paripalana), of in Muthoot, ESAF, Kollam, specific other southern For SKS, popular caste Alleppy NSS Chemanoor, eg Navjeevan, districts .: groups (Nayar micro SNDP and of - 28 Copyright ©2013 The Nielsen Company. Confidential and proprietary. • • • • MEDIA MEDIA HABITS women in Kerala.in women advertisementbyactressVidya importanceof toilets Balan wason widely face Celebrity to seems constraints prevailing in household the It was found that many advertisements 87% respondentsreportedRuralnewspaperto 27%)( access urban 25% and 23% • • Newspapers • • Common North Kerala respondentsreported Matrabhoomi Deshabimni, Deshabimani:Most widely Manorama, Asianet Kairali and , TV People Door channels read Malayalammanoranama, Mediaone, TV : create high D arshan access to television (86% in in televisiontoruralaccess (86%in urban) and 89% watched read Mazhavil recalladvertisement consumers. of among Forexample the : not luring not forenough purchasean actof to due financial Matrabhoomi Newspapers Doordarshan, Asianet Common South , Kerala Mediaone, TV and and channels read all Deshabimani other : acknowledged Mazhavil Malayalam watched manoranama, channels Manorama, : among among 29 Copyright ©2013 The Nielsen Company. Confidential and proprietary. TYPE OF HOUSES AND ASSET HOLDING PATTERN used forused pucca Semi mud, grass,bamboos, reeds, thatch, packed loosely stones,etc. are treated kutchaas house. Kutcha asbestoscement sheet,RBC, (Reinforced BrickConcrete), RCC(Reinforced Cement Concrete) and timber etc. (packed or with cement), cement lime concrete, timber, ekra Pucca • • • • • - Ownership Ownership Government Highly Type Pucca house House House: House: : A pucca house is one, which has walls and wallswhich and has puccaroof one, is house A the of made : following material. Wall material: Burnt bricks, stones of house of house spacious houses house. house. The wallsand/orThe roof arewhich of materialof made other mentioned than those above, un such as : A house that house A has : fixed wallsup made puccaof material but roof the up made is material of other than those of the agricultural the of land houses the of subsidy programs stratalowerbuild tofor to belong houses people – Around 24% Pucca houses and 72% Semi puccaSemi Around houses 72%Puccaand 24% houses with big big with compounds – Around 97% respondentsAroundreported ownershipof the 97% – Only 4% households reportedagriculturalowning households 4%Only etc. Roof Material: (Galvanised GCI Tiles, Corrugated Iron) sheets, houses - burnt bricks, land 30 Copyright ©2013 The Nielsen Company. Confidential and proprietary. • • • • • • ASSET ASSET HOLDING Total Urban Rural Typearea of to Almost Majority these of households reported having Goats, Cows and Chicken Only 14% households reported owning livestock Penetration of mobile phone and television with cable connection was found highestas assets. proportion householdsof in both rural and urban areas reported having access to listed Ownership consumer of durables didn’t change much with study geography, similar 99% 99% households reported having toaccess - septic septic all all households (98%) reported having access to potable water tank) Refrigerator 19.1 19.5 18.8 PATTERN Television with Dish or cable or Dish connection 84.6 85.5 83.7 toilet in the household Mobile Mobile 93.9 94.3 93.5 phones (Desktop/ Computer Laptop) 1.2 1.3 1.1 – (Flush/pour Total Total Respondent connection Internet 4.5 4.7 4.3 flush flush - 3929 31 Copyright ©2013 The Nielsen Company. Confidential and proprietary. SEC CLASSIFICATION Total Urban Rural Thiruvananthapuram Kollam Alleppey Kottayam Palakkad Malappuram Wayanad • • • • . The It’s WayanadMalappuramand reported majority of SEC& ED category households Kottayam Kannurand found MoreSEChouseholds in 90% B,than category C,D based new Education / SEC SEC on two system of chief variables is used earner, : to Number classify (A1+A2+ A3) 4.6 4.3 4.8 3.3 2.8 3.2 5.4 4.6 5.9 7.3 A 4 - households of large proportionof SECSEC A& category B households “consumer 7.2 7.1 7.3 5.3 7.1 5.3 9.4 8.4 5.9 8.4 B1 Proportion of householdsof Proportion 8 in India, durables” we 13.2 13.5 15.3 12.7 12.4 16.3 12.8 11.2 15.3 9.8 B2 13 have ( from 12 a grades predefined 28.5 31.6 25.6 28.4 26.3 42.1 34.3 28.7 25.7 C1 20 22 in the list) - new 16.2 14.6 14.7 17.5 19.9 15.5 13.2 16.5 16.3 15.9 acrossSECcategories C2 18 - owned SEC system, by 15.1 12.2 17.8 16.4 21.2 11.2 12.7 15.8 17.1 15.1 11.6 the D1 ranging family . Total Total Respondent from 11.8 17.7 12.9 9.5 4.1 4.4 8.6 9.2 D2 10 9 8 A 1 to (E1+E2+E E 3 5.6 4.3 6.7 4.8 4.5 1.8 7.8 5.5 6.5 12 3) 2 E - 3929 32 Copyright ©2013 The Nielsen Company. Confidential and proprietary. KITCHEN CONSTRUCT 87% Households reported seasons kitchen the cooking the in both in inside house Households the 87% in Around a separate 10 % kitchen households outside reported the house cooking house in Only a around . open courtyard 3 % households inside Total reported respondent / outside cooking - 3929 the 33 Copyright ©2013 The Nielsen Company. Confidential and proprietary. • • • • • • No the Plastic working Women exposure Containers kitchen Cemented kitchen Smoke KITCHEN /few Only Solid Fuel ash Single Kitchen cover stains . from kitchen in prefer to the or turned smoke or are chulha mud kitchen bucket appliances to visible floor, black wear CONSTRUCT…CONTD. . kept on no Only Solid Fuel: their due present the Dual Dual Kitchen in tiles, the walls old no to kitchen and cabinets the clothes roof continues Kitchen to collect of in while the the Construct • • • • • • Solid Fuel and Clean Fuel (Fixed Chulha &LPG More casseroles Usage Minimal Tiled Delegated Traditional Electricity) Electricity) walls cleaner of smoke mixed space also and / Improved and platforms in stains type for the spacious / improved 83% householdsreported cooking kitchen of visible fixed utensils of on a platform in Kerala kitchen built cook Solid Fuel Solid Fuel and Clean Fuel on Improved Cook Stove fixed the : in stove Pressure chulha walls cook and and LPG and and stove cooker LPG roof stove and 34 Copyright ©2013 The Nielsen Company. Confidential and proprietary. • • • USAGE OF FUEL Small proportion of households reported using solid fuel and LPG and electricity reportedLPGproportionand Small and solidof households fuel using Close totwo LPG reported and third the households fuel solidusing of reportedhouseholds mixedusing fuel. reportedClose tofourthone remaining fuel,households of allsolid only using Users ofonly solid 24.3% 29.4% 18.7% fuel Solid fuel+Kerosene 0.5% 0.4% 0.6% Solid fuel+Electricity 2.3% 3.0% 1.6% Solid + fuel LPG 66.3% 61.1% 71.9% Solid + fuel LPG + Total Total Respondent Urban Electricity 6.6% 6.1% 7.1% Rural - 3929 35 Copyright ©2013 The Nielsen Company. Confidential and proprietary. ACCESS TO COOKING FUEL/STOVE • • • • Open fire / 14% stone fire Chulhastoppedhas operationits aboutyears 10 back * three 73% households reportedhaving households cookstoveLPG to73% access in rural(67% areas) urban in and 79% More thirds reportedthan all twousing traditional of households mud cookstove(fixed model) Penetrationof improved cookstove portablewas model reported as negligible around17%* Penetrationof Improved cookstove (fixed model) 16% - Improved Cook Stove model fixedmodel designed by Kerala 15% 69% Traditional cookstove (fixed) 68% mud 68% Traditional cookstove (portable) 1% mud 2% 1% 0% Sawdust/ powder wood stove 1% 1% cookstove Kerosene 1% 2% 1% / induction cookstove cookstove 9% Parishad Electric 9% 9% Sasthra Sahithya Cookstove chulha 67% 79% LPG 73% / Rural Aduppu attached to 0% Biogas Parishad(KSSP) / Parishad Stove plant 1% Total Respondents 1% Urban 18% cookstove Improved model) (Fixed 16% was found as 17% Total cookstove improved (portable 0% model) – Other 3929 0% 0% 36 Copyright ©2013 The Nielsen Company. Confidential and proprietary. Improved cook stove USAGE PATTERN Three stone fire Aluva Traditional stovewood ( Aduppu) (Fixed model Chulha) - - COOKSTOVE TYPES Wood powder stove Induction Induction cookstove Traditional stove (fixed model) LPG StoveLPG LPG cookstove 37 Copyright ©2013 The Nielsen Company. Confidential and proprietary. Thiruvananthapuram Kollam Alleppey Kottayam Palakkad Malappuram Wayanad Kannur ACCESSTO • • • LPG penetration LPG was found high in Alleppy and Kottayam movement in districtthe High penetrationImprovedof cookstove strong outcomewasthe of community level Kannurdistricts highest reportedpenetration and cookstoveInduction of ICS Districts stone fire Open fire Open / three/ FUEL/STOVE 29.3% 15.9% 17.3% 11.6% 26.9% 6.7% 8.6% 3.7% stove mud mud Traditional model) 61.1% 72.2% 74.3% 71.2% 74.1% 58.4% 56.9% 80% cook (fixed - DISTRICTS cookstove Improved (built in (built model) 11.6% 11.8% 17.7% 12.7% 15.7% 40.8% 8.2% 16% cookstove / cookstove Induction Electric 12.4% 24.3% 3.6% 4.3% 3.2% 7.4 9.3% 8.4% % Total Total Respondent c ookstove 71.2% 62.7% 82.8% 79.5% 64.1% 76.1% 75.7% LPG 70% - 3929 38 Copyright ©2013 The Nielsen Company. Confidential and proprietary. COOKING PATTERN • • • • • • • • • present (havinghouseholds About 64%children years)5 below reportedthat the as 2 of stoves No. varies1 between howeverotherscooking twice reportedreportedonce cooking riceonly rice 55%About reported agivencooking fish households on dayto 40% Close and VegetableAlmost cookingSambar reported all Rice,households daily Average6 minutes morethan reported120 during morning Average wasminutescookingreported time as 190 a in day, maximum cookingtime remainingcooked households onceonly reportedcookingthree and times 11%reportedabout cooking twice, households 73% About 43% respondentsreportedfamily43% About members in help cooking - 3 in in the - 7 type of dishes prepareddishes a of type day,on 7 similar practices in rural and areaurban kitchen during cooking - 2, average2, – always time / most of the number of burners in KSSP model wasof burners modelin foundKSSPnumber children are 39 Copyright ©2013 The Nielsen Company. Confidential and proprietary. FOODITEMSCOOKED VS. STOVE TYPE OF Food items Cookstove • • • • • • Remarks Always forused making tea/coffee reheatingand stovesLPG are forused lightcooking water for making tea, cookstovesInduction are mainly used cooking are regularly forused of alltype Improved cookstoves (built everyhour ismore timean than Average timetaken stove fuel solidusing reportedhouseholds99% cookingrice coffee boiling and in cookinginrice - in) models 40 Copyright ©2013 The Nielsen Company. Confidential and proprietary. AVERAGE CONSUMPTION OF FIREWOOD • • • Total Urban Rural Total Urban Rural Total Urban Rural Averagemonthly expenditure Rs.580/monthfuel on Kg (forsolid users)fuel and mixed150 users)fuel AverageKg (foronly 189monthlyKg (forfirewood consumption all of 159households), the usagethe pattern reportedcollectingvary households with don’t % firewood to proportions 50 the Close and (for solid usersfuel only Both Collection Collection Both and ), Rs. 650/monthRs. ), Purchase Only solid fuel user households usersolid fuel Only Mixedusersfuelhouseholds 17.5 19.2 15.8 21.9 31.5 16.4 18.6 21.4 16 All All households (formixed usersfuel Only PurchaseOnly (for all (forall households), 35.2 36.1 34.1 28.1 31.4 26.2 33.5 35.3 31.8 ) Only Collection Only Rs.405/month 47.3 44.7 50.1 49.9 57.4 47.9 43.3 52.2 37 41 Copyright ©2013 The Nielsen Company. Confidential and proprietary. FIREWOOD PURCHASE PRACTICES Varies range the in of Rs.5 Less than 5% households households 5% than Less No. of times purchased oftimes No. Kannurdistricts reported 8 reportedpurchasing - coconutshusks and 10 times in an year an times in 10 high costhigh of wood coconutleaves – 10/ Kg Averageamount of wood purchased around400 67% of the households households of the 67% same neighbourhood neighbourhood same purchasingfirewood) purchasingfrom the Kg / lastKg / purchase (those who arewho (those paying transportationcharges who arewho purchasingfirewood) 70% of the households (those households of the 70% purchasingfirewood spend Rs.1700 paid paid last forRs.1700time averagecharges about Rs.750/ month for Rs.750/about firewoodpurchase only i.e. i.e. Rs.4about Households reported Households firewood Total Respondent - – 5 / Kg 5 Rs.250/ - 1222 – 42 Copyright ©2013 The Nielsen Company. Confidential and proprietary. FIREWOOD COLLECTION PRACTICES weeklypractice almostand fuel fromfuel premisesthe and Almostcollecting 93% the all households collect this collectthis all households once in a week a (3 in once Collection is normally a normally is Collection neighbourhood neighbourhood overa month) - 4 times 4 forcollecting firewood less in collection was reportedtwo Averagedistance travelled In caseWayanadIn of times in aweektimes in than 2Kmthan Responsibility ofcollecting the fuel lies with the adult adult with lies the fuel the about 45 minutes in in 45minutes caseof about about 5 hours 5 monthabout in an female members the of Everycollection occasion takes i.e. anhourabout households households Wayanad Total Respondent - 2454 43 Copyright ©2013 The Nielsen Company. Confidential and proprietary. HEALTHORIENTATION Base: Households reportedHouseholdsBase: such healthissues Respondentsperceived usage ofchulha/firewood connectedis to asthma Respondentsperceived usage ofchulha/firewood connectedis to cough cold and Asthma (Households reportedAsthma (Households ( cold and Cough coldCough and ( Reported : issues Health and reinforcementand froma doctor Reliable sourcesof information arebetter trusted accepted and for e.g.. prolonged, Unless health facility visit theydo not for health issues minor Fever,cough etc. attributedis to cold the weather areas the in behaviourseeking Health Asthma (Households reportedAsthmaChildren (Households suffering) Households reported Households reportedHouseholds Cough, cold asthma and Cough, - Adult household members suffering) household Adult Childrensuffered past in months)six sufferedAdult inpast six months) – 1% – 3.2% Endorsements – 7.4% - – 24% 18.7% - 4.8% 44 Copyright ©2013 The Nielsen Company. Confidential and proprietary. INDUCTION STOVEINDUCTION • • • • • • • • • • The increasebillThe electricitywasin found aroundas Rs.100/ stove inductionusing reported afterelectricitythe households billthe changes half of in Only Primary reasons forusage stoveinduction the using occasionally reported stove26% households Only the using reportedregularly63% and stovepurchaseinductionthe the of across districts. Timesaving fast and cookingwere the twoprominently reportedreasons for Average waspricereported Rs.3100 as Prestigereportedpigeon and marketthirdmore of one than (36%) share received purchased/ households the stoveof these 54% inlasttwo years family/ friend members themselves, havepurchasedthe same other receivedthe stove from agift as stoveinduction an had owned household their who inof those 87% reported Households 9.2% stoveshaving induction Total number of respondents reported Total number ofrespondents reported having induction stove 360 – - Fast cooking very and easy formilk boiling USAGE PATTERN using induction stove (frequently / occasionally) 328 45 Copyright ©2013 The Nielsen Company. Confidential and proprietary. TRIGGERS perceived as aneat and modern Easy way of cooking , saves time will not heat up in the process Utensils will remain clean and Easy to boil water, making tea Kitchen looks beautiful and Maintains status quo and and heating food waycooking of and and cook faster of cooking / BARRIERS FOR STOVESINDUCTION Chances of Chances damage to utensil or food Continuous attention is required and Major voltage fluctuation frequent/ power cut could lead to explosion does does not allow multi and and damage the stoveof getting burnt - tasking 46 Copyright ©2013 The Nielsen Company. Confidential and proprietary. Total High Medium Low Wealth Index LPG USERS • 73% households reportedhouseholds 73% havingstateto accessin the LPG Kerala of than than 10 DurationConnection LPG of 5 years 37% More years 16% - 10 Stacking behaviour TotalRespondent 1864 consume one full full one consumecylinder?) Number of daysof Number it Averagedays of no. Know/Ca n't Sayn't Don't Don't 0% years 2 38% - 5 Last 1 years 9% takesto - 2 72.7 68.2 75.2 78.2 bank Receiving to Registered Average receipt Paid last Average day booking of Time taken toget cylinderfrom the your cylinder regularly any – bank extra Reported amount the extra for LPG payment cylinder Double Double transfer TypeLPG connection of 48% amount subsidy paid yes TotalRespondent of while other subsidy amount purchasing than - amount in 1864 your the cylinder cylinder Single Single 52% (Average) 17.4 days17.4 Rs.680 16.2% Rs.80 93% 92% 47 Copyright ©2013 The Nielsen Company. Confidential and proprietary. TRIGGERS FOR USING LPG STOVE FOR COOKING does anymore to “Cooking that “My my “ Savestime / Easyconvenientand to use Scarcity of firewoodrainyScarcity of during season Food struggle not kids she wife won’t Easy maintenanceof utensils taste has and on won’t takes with gas gas there of taste eat stove smoke the in pride the her is of smoke no is smoke food house of and comfortable coughing it . its taste and Eyes if ” better” cooked of tells are . The smoke . I not everyone on don’t food gas, watery “ have also and prepare Morning “Mainly get not “ same easy “Utensils In Maintains status light rainy possible Other benefitlikeOther foodwon’t taste of to clean breakfast to I clean easily, won’t season will save for in Smokeless cooking very rainy the and be get and time, gas utensils very long” lot spoiled season lunch is and smoke of especially needed busy smoke personalinterests for if also when we kids running . . also” Using use They it . in Gas rain it the on only remain save around chulha morning gas chulha time” . it the won’t to is . 48 in Copyright ©2013 The Nielsen Company. Confidential and proprietary. something on gas.” after keeping cannot doother works while We gas. using “We haveto be careful gas being gas exploded.” heard about stories of explodes.it We have even associated to if what gas “We stillhavefear this Fear of explosion Constant attention FEARS ASSOCIATED WITH USAGE OF LPG STOVE subsidies are gettingthe collect money theyand the time we need to cylinder a mostgas of bankaccount. To payfor goes to LPG subsidy “This equilibrium.” wantto disturbthat month. So we don’t rolling money certainway of byliving “We are used to a Subsidy money our husband’s Lifestyle .” in a always always 49 Copyright ©2013 The Nielsen Company. Confidential and proprietary. ATTITUDE TOWARDS HEALTH • The • • • • Health family quality Highly importance Self avoid Internal concerns family Child’s Ignorant - health child’s members health is of adjustments defined concerned food in exposure as never are prepared only well the are with to as about given important smoke health made disease for due the the to of • • • • The family quality Highly makes Bringing woman Realizes health their Women Conscious own them of is “child’s highly a the concerned as food healthy alert well fact, health” prepared conscious as family” their “a about into family’s healthy for about focus the the 50 Copyright ©2013 The Nielsen Company. Confidential and proprietary. • • • Kottayam Palakkad Malappuram Wayanad Kannur District HEALTHAWARENESS ‘ Child’s health get affected due to smoke from Wayanad, Very Close high to traditional one (Agree +Completely agree) level Kottayam Type of area Total Urban Rural Total Urban Rural Total Urban Rural Total Urban Rural Total Urban Rural fourth of awareness stove / Chulha” of and sample Thiruvananthapuram reported respondents – 13.9 15.4 12.5 17.8 20.4 15.5 29.8 28.7 30.8 14.5 12.3 43.5 45.3 41.6 17 % in Kannur reported districts Total Thiruvananthapuram Kollam Alleppey District and ‘ Child’s health get affected due to smoke from adverse Alleppey reported traditional (Agree +Completely agree) impact districts least Type of area Total Urban Rural Total Urban Rural Total Urban Rural Total Urban Rural stove / Chulha” of awareness . smoke on . child’s – 23.7 26.7 20.8 10.5 27.4 33.6 22.5 32.9 22.4 9.5 8.2 43 % health 51 SEGMENTATION Copyright ©2013 The Nielsen Company. Confidential and proprietary. Income Income Highest Income THE SEGMENTS Least Conventional maximisers Wishful Struggling Struggling Strapped Comfort Seekers 25% 25% 17% 20% 13% constraint affordable alternative purchasingfuel, remainpower keythe disposable income,continue using fuel solid in absenceof lowestthe SECof segment oneprofile,haveThe has doesn’t strongly the is The howevermostlytraditional use fuel saveand fuel. modern and traditional orientation is reported.also Mixed usersfuel convenienceend, factor plays keyrole, evenhealth awareness segment The is at medium level SEC,balance to trying both premisesand surroundings play attractive factors. ImprovedStove.EasyCook availability solid in fuels their of health awareness, mostly using and fuel with Solid LPG convenience.Affordability havea they also is concern,not This highest segmentis ofon decisions SECand their base little very awarenessnegative the about health impacts traditional and cultural rigidity and taste preferences.There is purchasingthe but continue power to using solid due fuel Traditional segment governedby ecothe the condition segment issue reported however . has Predominantly one the there inconvenience of the is lowest a use strong solid SEC of desire fuel using profile - systems,lack not do at solid to present and come fuel affordability . out however Page from 53 53 Copyright ©2013 The Nielsen Company. Confidential and proprietary. NEEDS ANDATTITUDESNEEDS SEGMENT MAP IN KEY DIFFERENTIATING cylinder/Inductio If haveIf we money, I canI afford not it it betteris buy to cooking in LPG n stoveat all LPG instead LPG of wood Wishful 25% Strapped 25%

Traditional values maximisers Struggling Struggling preparedwe soon, Cooking on LPG is on LPG Cooking could save time 20% easy, foodgets Abilityto pay Conventional Elders 13% foodcooked in Comfort Seekers Chulha only only 17% prefer start day a by Wehave to lighting lighting the and wealth prosperity chulha chulha for 54 Copyright ©2013 The Nielsen Company. Confidential and proprietary. NEEDS AND ATTITUDES SEGMENT MAP IN KEYDIFFERENTIATING firewoodis part of our traditionour and being used since since being used Cooking Cooking generations chulha chulha purifies Smokefrom the house the using using Strapped Conventional 20% 13%

Health orientation maximisers Struggling Struggling 25% Timeconvenienceand Comfort Seekers walls and utensils firewoodkitchen 17% Wishful While using using While completely get spoiled 25% Our child’sOur health get affected due to smoketo eyes, headache, using using firewood irritations in because Weget of 55 Copyright ©2013 The Nielsen Company. Confidential and proprietary. THE CONVENTIONAL SEGMENT Thiruvananthapuram Kollam Alleppey Kottayam Palakkad Malappuram Wayanad Kannur Districts Urban Rural • • • • Morefemale reportedhouseholds headed in this segment (10.5%) agethe groupas above35years age Higher group (53%) Most commonlyreported in Kottayam, Kollam Thiruvananthapuramand districts Locatedmostly in ruralareas the stateof Location – almost three fourth of the respondents (wives of CWEs) reportedalmost threeCWEs) fourth respondentsthe of (wives of 39% 61% 17% 18% 18% 14% 13% 13% 6% 2% years 36 31% > 50 Conventional years 44% – 50 Age group of the of Age group respondents - 13% <25 years 25 years 21% 4% – 35 Page 56 56 Copyright ©2013 The Nielsen Company. Confidential and proprietary. Total Urban Rural EconomicClassifications District THE CONVENTIONAL • • • • • • * 58.2% household members reported participation membersreportedparticipation household in 58.2%SHG importantincome sourceof (10%)Notableproportion Averagemonthly consumptionexpenditure around * Rs.15000 and in SECCreportedB SECC SECA, 76% and skilled community(40%)labour Highest of service proportion levelschool education) High / Socio - this tentativea this is figure reported as by the respondents and to not forbe used further analysis education level of - 6.3 3.9 7.9 (A1+A2+ A3) A Chief WageEarnersreported completing more 58%than (about households reported households 9.2 8.8 9.4 Proportion of households of Proportion B1 SEGMENT…CONTD 15.7 16.7 15.1 B2 category 28.2 32.4 25.5 Rent,Pension, Remittance etc. as C1 Conventional - 16.7 20.1 14.5 across SECacrosscategories (%) C2 10.7 7.4 12.9 - 13% D1 7.7 7.8 7.5 D2 5.6 2.9 7.2 (E1+E2+E 3) E 57 Copyright ©2013 The Nielsen Company. Confidential and proprietary. THE CONVENTIONAL SEGMENT…CONTD Users ofonly solid fuel • • • • for long Easily availableTraditionalthe premises in /neighbourhood, practices used being Two thirdthe respondentsreportedof (66%) purchasefirewood. of already Improvedhouseholds using 21% Cookstove (Fixed Moremixed80% than users have fuel and accessto LPG 17.0% 20.0% 13.0% time aretimetwo the key reasons for continue firewoodusing Solid fuel+Kerosene 0.4% 0.6% 0.0% Solid fuel+Electricity 2.5% 3.2% 1.5% Conventional Solid + fuel LPG 74.0% 69.0% 81.5% – KSSP model) - 13% Solid + fuel LPG + Urban Electricity 6.2% 7.6% 4.0% Rural 58 Copyright ©2013 The Nielsen Company. Confidential and proprietary. THE CONVENTIONAL SEGMENT…CONTD 59 Copyright ©2013 The Nielsen Company. Confidential and proprietary. THE COMFORT SEEKERS SEGMENT Thiruvananthapuram Kollam Alleppey Kottayam Palakkad Malappuram Wayanad Kannur Districts Urban Rural • • • • Averagefamily size(4.5) slightly households in bigger comparisonotherto ageyearsreported group the 50 below as Youngerage group Most commonlyreported in Kollam, Malappuram and Kottayamdistricts (65%) Locatedmostly in state areasthe urban of Location – almost threefourthrespondents the of (wivesof CWEs) 27.5% 14.7% 20.7% 4.8% 7.4% 5.4% 2.5% 17% 54% 46% 36 years 46% Comfort Seekers – years 25% > 50 50 Age group of the of Age group respondents 17% years <25 4% 25 years 25% – 35 Page 60 60 Copyright ©2013 The Nielsen Company. Confidential and proprietary. THE COMFORT SEEKERS Total Urban Rural Classifications Economic District • • • • • * 62% household members household reported62% participationSHG in Average monthlyexpenditure consumption around Rs.12000 74% Highestproportion of moreschoollevel than education) Highesteducation - / Socio this tentativea this is figure reported as by the respondents and to not forbe used further analysis reportedSEC SECCSECinA, B and C - (A1+A2+ A3) 4.6 6.1 levelof A 3 skilled Proportion of households of Proportion Chief WageChief Earnersreported60% (about completing 10.7 9.1 7.8 B1 labour SEGMENT…CONTD 17.5 18.1 16.7 B2 and self employment communityand (74%) category 27.7 29.6 25.4 C1 - Comfort Seekers across SECacrosscategories (%) 17.8 11.7 C2 15 13.3 10.1 17.1 D1 - 17% 15000 * 15000 10.4 7.8 D2 9 (E1+E2+ E3) 3.9 2.8 5 E 61 Copyright ©2013 The Nielsen Company. Confidential and proprietary. THE COMFORT SEEKERS SEGMENT…CONTD Users ofonly solid fuel • • • • • Monthly expense on fuel isaroundMonthly expensefuel Rs.700/ on Savingwas LPG of reported keyas reason forfirewood using Morereported80% than purchase firewood. of already Improvedhouseholds using 21% Cookstove (Fixed mixed 78%About users fuel haveand to access LPG 19.8% 23.7% 16.5% Solid fuel+Kerosene 0.6% 1.0% 0.3% Solid fuel+Electricity 1.9% 3.1% 0.9% Comfort Seekers 17% Solid + fuel LPG 69.5% 75.9% 73.0% – KSSP model) Solid + fuel LPG + Urban Electricity 4.7% 2.7% 6.4% Rural 62 Copyright ©2013 The Nielsen Company. Confidential and proprietary. THE COMFORTTHE SEEKERS SEGMENT…CONTD 63 Copyright ©2013 The Nielsen Company. Confidential and proprietary. THE Thiruvananthapuram Kollam Alleppey Kottayam Palakkad Malappuram Wayanad Kannur Districts • • • • Urban Rural Morefemalewere found also households headed in segment this (10%) years. Middle CWE)age respondentsthe (wives groupof of Most commonlyreported in Wayanad, Thiruvananthapuram, Palakkad districts (48%) Locatedmostly in rural stateareasthe of STRUGGLING MAXIMISERS Location 17.8% 11.5% 12.1% 11.6% 18.3% 9.3% 9.4 43% 57% 10% % Struggling Struggling maximisers 36 years 45% years 27% > 50 – SEGMENT – 50 45% were age in 45%the 36group of Age group of the of Age group respondents - 20% years <25 2% 25 years 26% – 35 Page – 50 64 64 Copyright ©2013 The Nielsen Company. Confidential and proprietary. THE Total Urban Rural EconomicClassifications District • • • • • 40% household members household reported40% participationSHG in Average monthlyexpenditure consumption around Rs.10000* 88% Pvt.) etc./ for as (Govt. service occupationprimary and CWE reported Close tothirdone the households of petty MajorityWage ofChief Earnersreported / high schoolhaving middle school levelschool of education STRUGGLING MAXIMISERS * / Socio - this tentativea this is figure reported as by the respondents and to not forbe used further analysis reportedin - SECCB, SEC 6.2 5.3 6.8 (A1+A2+ A3) A 8.3 7.3 9 Proportion of households of Proportion C B1 and SEC categoryand D 14.9 16.3 13.8 B2 Struggling Struggling maximisers 28.5 30.8 26.8 SEGMENT C1 - 14.3 14.5 14.1 b across SECacrosscategories (%) usiness, usiness, self employment C2 14.8 13.1 16 …CONTD D1 - 20% 6.8 5.8 7.5 D2 6.4 7 5.9 (E1+E2+E 3) E 65 Copyright ©2013 The Nielsen Company. Confidential and proprietary. THE Users ofonly solid fuel • • • • • STRUGGLING MAXIMISERS use. use. Howeverit wasfoundspending around monthfor been has that Rs.650/ household the fuel expensivetime, less etc.wereas key reported forreasons using firewood Easily available premises in / neighbourhood, the Tworeportedpurchasefirewood.thirdrespondentsof the (65%) of 19% reportedusing mixed households 75% fuel users and have LPG accessto 21.6% 24.7% 17.5% households already using Improvedhouseholds Cookstove (Fixed Solid fuel+Kerosene 0.3% 0.0% 0.6% Solid fuel+Electricity 2.9% 3.3% 2.3% Struggling Struggling maximisers traditional SEGMENT…CONTD – Solid + fuel LPG KSSP model) KSSP practicesfor being used long 68.2% 65.3% 71.9% - 20% Solid + fuel LPG + Urban Electricity 7.0% 6.6% 7.6% Rural 66 Copyright ©2013 The Nielsen Company. Confidential and proprietary. THE THE STRUGGLING MAXIMISERS SEGMENT…CONTD. 67 Copyright ©2013 The Nielsen Company. Confidential and proprietary. Page THE WISHFUL SEGMENT Thiruvananthapuram Kollam Alleppey Kottayam Palakkad Malappuram Wayanad Kannur Districts Urban Rural 68 • • • • • Around female10% headed householdsreported in this segment Averagefamily size(4.3) slightly households in bigger comparisonotherto 35 of Middle age group Most commonlyreported in Kannur, Malappuram Alleppy and (55%) Distributed in both ruraland urban areasstate of the – 50 years50 Location – 43% of the respondents (wives of CWEs) reported agethe groupCWEs) respondents of the (wives of 43% 18.9% 13.8% 12.6% 22.2% 6.9% 4.9% 8.7% 51% 49% 12% years 32% > 50 36 years 43% – 50 Wishful Age group of the of Age group respondents – 25% years <25 2% 25 years 23% – 35 68 Copyright ©2013 The Nielsen Company. Confidential and proprietary. Total Urban Rural EconomicClassifications District THE WISHFUL • • • • • * 61% household members household reported61% participationSHG in Average monthlyexpenditure consumption around Rs.8000* 80% proportionHigh levelschool only ofeducation educationLow / Socio - this tentativea this is figure reported as by the respondents and to not forbe used further analysis reportedSECin - level of (A1+A2+ SEGMENT…CONTD. A3) 2.9 2.6 3.1 un A for ChiefWage Earners,most have allthem allof completed C, - skilled SECC Proportion of householdsof Proportion 6.1 6.5 5.7 B1 D labour communitylabour ( and SECand 11.4 10.1 12.7 B2 E category 33.7 26.1 C1 30 42%) Wishful - acrossSECcategories (%) 15.9 19.4 12.3 C2 – 25% 13.7 11.1 16.3 D1 12.7 11.1 14.4 D2 (E1+E2+E 7.4 5.4 9.3 3) E 69 Copyright ©2013 The Nielsen Company. Confidential and proprietary. Users ofonly solid fuel THE WISHFUL • • • • continuefirewood using Easily availablethe premisesin / Aroundrespondents 40% reportedpurchaseof firewood. 14% Aroundmixed 68% users fuel have and access toLPG 29.5% 36.5% 22.5% households already Improvedhouseholds using Cookstove (Fixed Solid fuel+Kerosene SEGMENT…CONTD. 0.5% 0.4% 0.6% Solid fuel+Electricity neighbourhood aretwo the key neighbourhood reasons for 1.3% 2.0% 0.6% Wishful Solid + fuel LPG 60.8% 54.8% 66.8% – – KSSP model) 25% Solid + fuel LPG + Urban Electricity 7.9% 6.3% 9.5% Rural 70 Copyright ©2013 The Nielsen Company. Confidential and proprietary. THE WISHFULSEGMENT…CONTD. 71 Copyright ©2013 The Nielsen Company. Confidential and proprietary. THE STRAPPED SEGMENT Thiruvananthapuram Kollam Alleppey Kottayam Palakkad Malappuram Wayanad Kannur Districts Urban Rural • • • reported the ageyearsreported group the 50 below as Youngerage group Most commonlyreported in Distributed in ruralboth state and areasurban of the Location – almost threefourthrespondents the of (wivesof CWEs) 14.7% 11.8% 13.8% 10.6% 11.9% 11.4% 14% 12% 50% 50% Kottayam,Alleppey and Thiruvananthapuram(42.5 36 years 47% – years 26% > 50 50 Age group of the of Age group Strapped 25% respondents years <25 4% 25 years 23% – 35 %) Page 72 72 Copyright ©2013 The Nielsen Company. Confidential and proprietary. Total Urban Rural EconomicClassifications District THE STRAPPED • • • • • * 61% household members household reported61% participationSHG in Average monthlyexpenditure consumption around Rs.8000* More 80% than Highest levelschool only ofeducation educationLowlevel for ChiefWage Earners,most have allthem allof completed / Socio - this tentativea this is figure reported as by the respondents and to not forbe used further analysis - proportionof (A1+A2+ reportedSECin A3) A 4 4 4 SEGMENT…..CONTD. un - skilled Proportion of householdsof Proportion 5.2 6.4 B1 4 labour communitylabour ( C, SECC 10.5 9.7 8.9 B2 D and SECand 27.7 31.2 24.1 C1 Strapped 25% - acrossSECcategories (%) E category 48%) 18.5 18.1 18.9 C2 20.4 16.3 24.5 D1 10.3 9.7 D2 10 (E1+E2+E 4.5 3.2 5.8 3) E 73 Copyright ©2013 The Nielsen Company. Confidential and proprietary. Users ofonly solid fuel THE STRAPPED • • • • reasons forcontinue firewoodusing Easily availablethe premisesin / Two thirdthe respondentsreportedof (38%) purchasefirewood. of already Improvedhouseholds using 14% Cookstove (Fixed Aroundmixed 68% users fuel haveand accessto LPG 29.5% 36.5% 22.5% Solid fuel+Kerosene 0.5% 0.4% 0.6% SEGMENT Solid fuel+Electricity neighbourhood and affordabilityand neighbourhood are the key 1.3% ………..CONTD 2.0% 0.6% Strapped 25% Solid + fuel LPG 60.8% 54.8% 66.8% – KSSP model) . Solid + fuel LPG + Urban Electricity 7.9% 6.3% 9.5% Rural 74 Copyright ©2013 The Nielsen Company. Confidential and proprietary. THE STRAPPED SEGMENT………..CONTD. 75 PROFILE OF THE PRIORITY SEGMENTS Copyright ©2013 The Nielsen Company. Confidential and proprietary. PRIORITY SEGMENTS FOR CLEAN FUEL • • • • suitable Clean Having Needs The Comfort Seekers • • • • Struggling Struggling Maximisers Segment 20% and Clean Traditional Spend fuel Convenience segment fuel suitable and significant ‘convenient’ BCC fuel more / stove stove / initiative values is stove on BCC having and Segment usage health fuel initiative affordability life, and usage without the likely health awareness comparatively highest likely 17% to doing awareness to grow are SEC grow the the with profile, more determining with cost was improved educated benefit improved affordability also reported health analysis criteria health is awareness not for awareness choice a concern and of 77 Copyright ©2013 The Nielsen Company. Confidential and proprietary. 17% of thehouseholds reported of of LPG / Electricityion next two willing willing toto shift complete use adoptedclean fuel,however the 80% of the households have keychallenge remained as EARLY ADOPTERS FOR CLEANFUEL sustainedadoption years ComfortSegment Seekers & StrugglingSegmentMaxisers ComfortSegment Seekers & StrugglingSegmentMaxisers Current 15% 77% Willing to shift to complete LPG andElectricity use Rural Rural usage ofLPG andElectricity 19.8% 85.5% Urban Urban Total Total 17.2% 78.7% these these segmentstwo are Given the penetration of LPG and Electricity Electricity and of LPG Base: households1446 adopters for clean most likelyearly cooking fuel cooking 78 Copyright ©2013 The Nielsen Company. Confidential and proprietary. SUMMING SUMMING UP Segmentation 720 Segmentation • • • Comfort • • Struggling to LPG global households, Given platform’ ‘ of improving SHG kids’ message ‘Saving Health be clean distribution Seekers need resolved environmental network the Maximisers  time for fuel for to awareness high entire . it’s and be Segment the important touched issue needs education money’ segment family’ Segment issue at and to upon micro should can to increase level and be highlight be level be used ‘good of a the strong needs usage these Page key the for for 79 79 Copyright ©2013 The Nielsen Company. Confidential and proprietary. PRIORITY SEGMENTS FOR IMPROVED COOKSTOVE (ICS) The The • • • • The The Conventional Segment • • • • • • • The The Strapped Segment ICS Health towards Affordability Deeply finance Improved ]The Affordability affordable Improved Improve Strongly Middle Wishful Segment 25% penetration segment awareness rooted options choice income associated cookstove cookstove cookstove options and is is to the of is also profile, traditional time already cooking remain key penetration with connected usage usage and factor - one 25% the less, – there fuel convenience 13% likely cultural likely of challenges determining and not the however to is to to low traditional stove likely large values grow grow factors for segments to unwillingness the with with shift firewood beliefs choice do availability availability to not clean of usage play to fuel fuel invest of a of and entirely major consumer convenient in stove ICS role 80 Copyright ©2013 The Nielsen Company. Confidential and proprietary. All All threesegmentsare most likely adoptersearly for Improved cookstoves reportedalso of respondents willingness same. proportiontothe adopt Improved cookstove (fixed notablehas model) penetration segments,across good and these AWARENESS AROUND IMPROVED COOKSTOVES Conventional Segment .20.9% (Fixed Currentusage ofICS WishfulSegment - KSSP 14% Comfort Comfort Seekers model) Segment 7.9% Awarenessof (Portable ICS model) StrappedSegment 13.8% Struggling Struggling Maxisers Segment 22.2% Base Conventional Segment - All RespondentsAll in the category 29% Desirous Desirous Segment Willingnessto shiftto ICS 15.2% (Built WishfulSegment - 16.4% in model)in however mostthem areof functionalities / availablefunctionalities not aware not of complete heardportable of ICS, households reported households A small proportion of A proportion small options etc.options StrappedSegment 18.7% 81 Copyright ©2013 The Nielsen Company. Confidential and proprietary. SUMMING SUMMING UP Segmentation 720 Segmentation • • The • The Strapped Segment • • The model of consumer financing help the with model Will Wishful support demonstration Handholding and models Will Conventional support demonstration Handholding concern model Will adopt improvedadopt cookstove low end  affordable adopt adopt which Segment would as would improved high affordability Segment . are be in be in end and important and most important terms cookstove terms improved convenient post post is not of of model marketing marketing cookstove the product product to (the Page use key 82 82 Copyright ©2013 The Nielsen Company. Confidential and proprietary. • • • • • • • • Marketing • • • • Improved IMPROVED At community The Parishad More ANERT Subsidies colleges, Awareness Motivation Reduces Fuel Parishad present efficient original Cookstove than channel trained the Aduppu Aduppu further provided KSSP 5 to campaign, needs firewood lakh wood design develop : self / creates – was still units ENERT ( - commonly COOKSTOVE Aluva by employed burning remains has developed ANERT consumption Demonstration the of high is Aduppu) these been chulha not chulha awareness to workers the known implementing Improved households further in was standard with 1987 to as to installed conducted one a Parishad levels conserve modified efficiency Cookstoves - DEVELOPED BY KSSP/IRTC third bearer for the and these construction in project in Chulha of energy comparison increased and of Kudumbashree KSSP chulhas have 28 extended % and Research , been certified of demands with save to the installed traditional subsidy the Parishad to & groups by Developmental depleting meet CPRI, in and the chulha cookstove Bangalore commercial Total Total Respondent state high forests . schools work . - and 454 / 83 Copyright ©2013 The Nielsen Company. Confidential and proprietary. WHO HASADOPTED PARISHAD CHULHA Total Urban Rural • • than than 10 6 years ParishadChulha Despitesubsidies available, less than20% households from SEC D SECand E categories haveadopted householdsbelongto SEC A andSEC B categories ParishadChulhawas adoptedbythe highersocio economic groups, around42% of adopterthe 28% More years 19% - 10 Adopters of of ICS 11.8 10.6 12.8 DurationICS useof SEC A adopters of of ICS Non 3.1 3.2 3 - Adopters Less than than Less years of of ICS 3 33% 1 year 30.2 29.6 30.9 - 6% 5 years SEC B 1 14% - 2 adopters of of ICS Non 18.5 18.9 18.1 and majority of them and majority them of have never have faced never any households reported reported households using ICS regularly using - Almost 90% Almost challenge Adopters of of ICS 38.4 42.6 34.9 SEC C adopters Panchayat community/ of of ICS Base forBase forBase adopter households Non 50.9 41.3 46 Cookingtime reduces membersadvised Generate lessGenerate smoke - Convenienttouse Consume Consume less fuel non Key reasonsforICS using Adopters of of ICS 17.6 15.9 19.2 - adopter SEC D households households adopters of of ICS Non 26.1 22.2 29.7 2.2 - – 687 households 687 13.3 Adopters – of of ICS 3262 households 3262 1.8 1.3 2.1 43.2 SEC E adopters of of ICS 69.4 Non 6.4 7.7 5 79.5 - 84 Copyright ©2013 The Nielsen Company. Confidential and proprietary.

GREENWAY APPLIANCES KEY PLAYERS FOR ICS (PORTABLE KERALA MODEL) • • • Current • • • • • • • Design Marketing Marketing week) People Based Less keep Automatic (MNRE), It cookstoves Produces wood, The A designed single has stove carbon blowing Market/Consumer been on cow who burner, Government for user’s can : 70 through . internal dung tested monooxide have long % to use high less design keep and - term, any disposable and ESAF, oxygen - efficiency smoke agricultural the of type has certified because everyday India catering flame been supply of and . income solid cookstove on by modified of waste use to uses . in which the biomass the . the to . Ministry 65 reach purchase stove less several % fuel less eye of and of the including, times irritates fuel the New hence MFI product than . & and they Renewable but traditional burns not don’t (Rs . limited 60 . have Energy – mud 70 to, to / 85 Copyright ©2013 The Nielsen Company. Confidential and proprietary. KEY PLAYERS FOR ICS (PORTABLE MODEL) ENVIROFIT • • • • • • • • • • • • • • • homes andinstitutions in developing nations. andaffordable cookstoves thatcreate environmental, health, andsocial impactsfor Envirofit is a social enterprise designing, producing, andselling efficient, durable Started working with Micro Marketing throughretail model failed in Kerala. Identifiedconsumer durableretailers, demonstrations in public placeslike markets. Awareness, Marketing Envirofit stove does nottake bigger wood logs Envirofit provides themthe option of slower cooking to suit their local needs Advantage: InKerala, people prefer slow cooking due to the type of riceand fish theyconsume. Focusing on early adopters, peoplewho want to reduce theburden on LPG 1.5 to 1.8 lakh (monthlyincome of Rs. 5000and above) Addressable market: Retains thesame taste of thefood and No Blow Up to 60% reducedfuel requirement, highimprovement in cooking efficiency Up to 80% reductionin smoke & toxic emissions, Upto 50% reducedcooking time Works on any biomass fuel, includingfirewood Design - finance channelthrough SKS (Swayam Krishi Sangha) - - a disadvantage.a Pipe required KERALA 86 DEMAND ENHANCING STRATEGIES FOR THE SEGMENTS Copyright ©2013 The Nielsen Company. Confidential and proprietary. KEY RECOMMENDATIONS • Product Consumers in Kerala will adopt improved cookstove followingwith features l) k) j) i) h) g) f) e) d) c) b) a) Stove which emits lesser smokeStove emits lesserwhich Worksany on biomassfuel including coconut husksmid ribsetc. A table top/stoves model canwhich bekept a platformon would preferable be cookingrice Stoves multiple with burners,can size bigger hold vassalsfor neededpot / Stove reducesmokewhich and toxic emissions Productdemonstration importantis for adoption and sustained use Stoves arewhich aesthetically appealing in Keralado goodwould market cookingwith Stoverequirewhich won’t continuous attention and multi allow tasking along a be difficult process Stoves canwhich cleaned and maintained be easily, collecting not should ashes Stove canwhich lighted be quickly Stove reducefuel which requirement be preferredwould as well Stovewhich can reducecookingwould preferredtime be – IMPROVED COOKSTOVES 88 Copyright ©2013 The Nielsen Company. Confidential and proprietary. KEY RECOMMENDATIONS • • • • Promotion • • Place • • Price Not many Not consumershave opted for financing consumermodel Advertisementthrough local cable channel etc/ SMS optedmedia should be Instead mass media, innovativeof like model business advertisementthrough social convenience along the health with related messages Improvedcookstove keypromoted the be should with messagesaround time and distribution health Governmentinfrastructure can befollowedforawareness generation as well as bestthe wayto reach marketthe Distribution cookstovesof though Kudumbashree Groupbe Help network/ Self would improvedstoves socio lowerwith Howeverconsumer pay foraround5000improvedRs. cookstove Ability to pay variesacrossconsumers, consumers the from income higher group can - economic strataeconomic canpay only for up to Rs.2000 – IMPROVED COOKSTOVES 89 Copyright ©2013 The Nielsen Company. Confidential and proprietary. CONCLUSIONS • • • • targetedstudy segment and geography Promotiondistribution and strategy workedto be consideringthe out efficient stove,close interactionin finalisedto be need design the users.with For sustainedof adoption barriersidentifiedthroughthisstudy efficientand cleancookstoves of use and strategyBCC address should the Behaviour consumers decision and C hange C ommunication I mproved Cookstove,better also need more design, - makers the household in severalbarriers of the to purchase consistent and (BCC) fuels while referring whilefuels triggersthe and strategy targeting designed to be 90 ANNEXURES Copyright ©2013 The Nielsen Company. Confidential and proprietary. ABOUT NIELSEN ABOUT Work across various socialsectors health, including Nielsen providesclientsthe mostwith completeconsumersviewof their theirand market intelligence,advancedanalyticaltools, integrated and marketing solutions, Nielsen has a Nielsen has researchSrilanka,Nepal, India, in Pakistan, UAE, Bangladesh, Moreyears80 than Marketin Research,Nielsen operates over in countries 110 The Nielsen Companyprovider Nielsenisthe world'sThe leading marketing of information, audience measurement, audience WorkGovernment, with Donors,SocietyUN, &Civil NGOs dedicatedsocialresearch division By deliveringunmatchedan combinationof insights, In India, it is called Nielsen (India) Privateiscalled(India)it India, NielsenIn Limited. development povertyand alleviation acrossWorld. the business business markets. media productsmedia services. and - experience education,water of conducting socialof conducting Indonesia, Indonesia, sanitation,rural Nigeria 92 Copyright ©2013 The Nielsen Company. Confidential and proprietary. Total Thiruvananthapuram Kollam Alleppey Kottayam Palakkad Malappuram Wayanad Kannur SAMPLE COVERAGE . . . Wives of CWE (women responsibleWives(womenCWE of for age group cooking20 the of in Dung / reported Firewood Households any fuel; of solidtype using / one Qualificationcriteria for Coconut leavesCoconut / fronds/ District Quantitative cakes / Sawdust / survey inacross 3929households eight districts of the state 2041 257 264 240 267 245 246 281 241 N Woodetc.powder Respondents Rural midribs/ 12.1 13.8 11.8 12.6 12.9 11.8 13.1 100 12 % District Anyagriculture other residue - 1888 wise coveredhouseholds 230 229 251 241 235 234 223 245 N Urban 12.2 12.1 13.3 12.8 12.4 12.4 11.8 100 13 % Coconut / Coal / 3929 476 510 492 498 499 474 490 490 N – Total / charcoal/ 70 years).70 husk husk 12.1 12.5 12.7 12.7 12.1 12.5 12.5 100 13 % / 93 Copyright ©2013 The Nielsen Company. Confidential and proprietary. • • • stove Utensilstraditionalon used Iron Aluminium vessels Earthen : vessels vessels 94 Every end is beginning of a new journey…

THANK YOU FOR INQUIRIES PLEASE CONTACT SUCHANDRA NANDY [email protected] OR JULIE IPE [email protected]