Housewives now account for 40% of all electronic purchases, up from 28% in 2019, according to researcher GfK India. Women have also been instrumental in buying an extra car for the family since the outbreak of the pandemic. The share of additional car purchases rose to 25% during Covid-19 from 19% before the pandemic, largely contributed by female buyers, according to automakers’ estimates.
Additionally, GfK India estimates that the average age of female electronics shoppers has dropped by four years to 34 in the past two years. Even in the case of cars, the average age has fallen, with increasing numbers of women entering the workforce and buying a vehicle before getting married.
India’s largest automaker, Maruti Suzuki, said that compared to an average of 49% of buyers in the 26-35 age bracket, the proportion for women is 60%. For Tata Motors, the average age of female buyers has risen from 37 to 34 over the past two years.
Shashank Srivastava, senior executive director, sales and marketing at Maruti Suzuki, said there was a substantial increase in personal decision-making by female shoppers. “Compared to 36% of female buyers choosing a type and brand of car for themselves five years ago, that number has jumped to 42%,” he said.
GfK India Managing Director Nikhil Mathur said women made up 46% of some consumer tech purchase decisions in India in 2021. More than half of washing machine and oven purchase decision makers microwaves were women, he said.
“Younger women are more interested in automating and remotely controlling certain aspects of their homes. Marketers are taking innovative, personalized approaches to target different female buyers across all categories,” Mathur said.
According to GfK India, the top three purchasing drivers for female shoppers are product features, price and brand. Automakers said the predetermined bias towards a car or brand by women is much lower, while safety and feature-rich products are their main requirements. “There has been an increase in the number of female customers of around 21% over the past year,” said Rajan Amba, Vice President (Sales, Marketing and Customer Service) at Tata Motors Passenger Vehicles.
He said the increase in demand for personal mobility since the outbreak of the pandemic has led to this dramatic growth.