The rise of the ever growing culture of working mothers across different age groups has made it imperative for companies to understand this section of the workforce better. With this idea at the core, Femina India, the brand known to have tailored the needs of women for over six decades, dove into a thorough examination of the life of an Indian millennial working mother, commissioning a study titled ‘All About Women’.
KEY FINDINGS FROM THE REPORT
Total screen time allowed to kids by new-age moms:
66
minutes
Week days
97
minutes
WEEKENDS
The research study, which has been conducted by LeadCap Ventures, is the result of an extensive quantitative and qualitative research done over months with more than 1,500 urban women across 10 key metros and Tier 1 markets. The research report reflects on the changing dynamics of motherhood and parenthood in Indian households. Speaking at the launch of the report, Deepak Lamba, CEO of Worldwide Media says, “We will push the data from this report out to marketers who want to use the information to help their brands.”
The overview of the report is still quite an optimistic take on the life of the working millennial mother, which sheds very less or no light on the countless snags faced by them. However, Lamba points out that there are other specifics that go way beyond the executive summary and will be put out later on the
Femina website, as an in-depth report. He also adds that through LeadCap Ventures, Femina went the extra mile to ensure authenticity and credibility in the findings of the report.
“We were very clear that we wanted a third party involved to ensure that the study was absolutely genuine, without having to convince people that it is not a doctored research. Since we are a credible brand, we also need to make sure that we are authentic,” says Lamba. “Our job is to ensure that we have as much knowledge as we can about the Indian woman so we can serve her better. This is what has made Femina what it is today,” he adds. This study is one of the first few steps taken by Femina, and Lamba promises that there will be many more in the future. He adds that WorldWide Media will bring out many such reports in the future across all its brands - at least twice a year, if not more often.
Setting some background to the woman-centric brand that holds true to its proposition of knowing Indian women better than anyone else, Tanya Chaitanya, Editor and Chief Community Officer, Femina says, “Femina has pioneered bold, path-breaking content through decades and the brand understands the modern Indian woman. It was very important for us to dive into the mind of the millennial working mother. The findings of this report have corroborated our content strategy and proven once again that no one knows Indian women like we do.” Chaitanya explains that the original idea behind the report’s conception was to reach out to the brand’s advertising partners and understand what they seek to achieve from brand Femina, adding that the findings from the study also make for interesting content.
