By Rita Joseph
New Delhi, Nov. 5, 2018: Every other Indian believes banning firecrackers during Diwali will help make the festival of lights pollution free, according to a leading market research and analysis company.
Velocity MR, which conducted a pan India study over the past two years, notes that majority of their respondents were concerned about increasing pollution.
The market research company sees a bright future as nearly 56 percent millennials, or those between 18-25 years, supported the ban.
However, purchasing crackers is on the list of close to 60 percent respondents, most of them from older generation, who cherish fond memories of noisy Diwali.
The company quizzed 2,580 people in Ahmedabad, Bengaluru, Chennai, Delhi, Jaipur, Kolkata, Mumbai, Patna, and Pune to understand the relevance of Diwali celebrations and shopping patterns among Indians.
The study results were announced as the Supreme Court of India issued a blanket ban on the crackers.
The study showed that electronic gadgets and online gift cards have grown in popularity as gift items as confirmed by 40 percent respondents.
Diwali “it is one of the festivals that involves extensive preparations and shopping festivities. With India moving towards online shopping, it is a great opportunity for brands to connect with their consumers, create engagement and build a strong brand recall during this occasion,” says Jasal Shah, managing director and CEO of VelocityMR.
The study also notes that shopping for clothes tops the pre-Diwali preparations list of nearly 90 percent of respondents. As many as 81 percent respondents claim to spend on themselves, family and friends during Diwali.
As high as 96 percent believe festivals are time to meet and greet family members and relatives and 80 percent said they spend the Diwali night at home.
When it comes to exchanging gifts, the traditional sweet box is the most sought-after choice of close to 80 percent respondents.
Around 60 percent residents of Mumbai claim buying jewellery for Diwali. Nearly one third Indians prefer chocolates as they believe most traditional sweets are now adulterated.
However, fewer Indians think of the poor during Diwali, the study says. “A mere 2 in 10 female respondents claim to purchase Diwali gifts for charitable organizations as a token of social service.”
Velocity is now among the youngest and highly tech-oriented research companies globally.