Vocal For Local – Is India Ready?

With brands vocalizing about their Indian roots and consumers seeking out homegrown brands, PM’s call for Vocal for Local has sparked a ‘Swadeshi’ movement across India. Thinking Hats analysed consumer sentiments towards the initiative.

Why was the research conducted?

To capture sentiments among Indians and their inclination to support the ‘Vocal For Local’ initiative.

How was the research conducted?

Thinking Hats conducted research via. it’s Proprietary Digital Platform “APPtitude”
1800 consumers belonging to NCCS A and B1 in the age group of 18-50 years were targeted across Mumbai, Delhi, Bengaluru, Chennai and Hyderabad.

What are the key findings of the research?

More than 75% claimed that they understood the meaning of ‘Vocal For Local’
On further probe, there was some ambiguity around comprehension
9 out of 10 consumers felt that the initiative promotes the companies which are Indian, use raw materials of India and manufacture in India.
On the contrary, International companies that use Indian raw material (89%) or Indian companies that partly use Indian raw material (93%) were not considered to be a part of this campaign.
THE MISCONCEPTION OF ORIGIN
Surprisingly, International conglomerates like Bata and Unilever were seen as Indian companies due to local marketing efforts.
Another significant observation is that out of 39% consumers who recalled Nestle as an Indian company, more than 2/3rd belonged to NCCS B.
SENTIMENT OF BUYING ‘LOCAL’ VARIED ACROSS CATEGORIES
Consumers showed high intention to purchase Indian products for high engagement categories like FMCG and Finance, as they were perceived to be close to home and trustworthy.
indulgence categories like Footwear and Clothes are considered to be a status symbol. thus, the inclination to purchase international brands was still seen.
on the contrary, in the technology-driven sectors like Automobile and Electronics, intention to purchase was the lowest.

Advancement in technology was perceived to be greater outside our hometown in these categories.
Buying a car manufactured in India is not a top consideration for almost 2/3rd male consumers.

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