The go-getting Buntys of India
You might have heard about the Bunty syndrome as it has appeared in various news reports but this was something I had missed. I stumbled upon it while researching yesterday’s post on small towns.
The Bunty Syndrome is all about a study conducted by Euro RSCG across 12 Tier-II cities among the youth aged between 15-30. The study covered about 2,400 consumers in 12 small towns and it talks about the “new Indian consumers” from semi-urban and rural areas – the Bunty’s. They long for a better, modern lifestyle, work hard, earn more and spend their money, although not always lavishly. You might say that their urban cousins might do the same, but the survey reveals that the drive to succeed is greater amongst the Buntys.
Euro RSCG Worldwide’s Global CEO David Jones has said:
There is a sense of urgency, excitement and confidence as they (Buntys) race ahead. Marketers and their agencies can not afford to ignore them – they are the Future Market not just for India but of the world…
Did you know for example that 80 per cent of Mercedes ‘S’ class sold in India sell in Ludhiana? Well, Ludhiana is an industrial hub and companies like Hero, Trident, Nahar, Malwa, Atlas and Vardhman are present here.
The Bunty’s of India are in a hurry to own big cars and big houses, go on foreign trips and want an exciting career…and they are going after their dreams more aggressively than their metropolitan brethren! What they might want may differ (depending on cultural preferences), but the key word is want. And because of this they are driving trends. Suman Srivastava, CEO, Euro RSCG India has been quoted in Business Standard as saying:
Contrary to common belief that trends begin in big cities and trickle down to smaller towns, we are seeing that some trends are bubbling up from the tier II cities… youngsters in the tier-II cities are more aggressive, with an appetite for risk, coupled with the belief “no pain, no gain.”
These youngsters, who believe that “greed is good” want to consume goods and they want their needs to be satisfied “almost immediately.” As a result, the Buntys are quicker to latch on to newer, better brands and consumables. They might just want to emulate their metropolitan counterparts at home…but to my mind they will have their eye on global trends as we live in a global market.
This study has just underlined what marketers already know…that smaller towns and rural India is where the action is. But what is interesting is that small town people are thought to be the go-getters. That they are equally talented no one ever doubted but now we know that they have a greater drive to succeed…
HR executives interviewed in a Times Ascent article confirmed this. They said they like to hire small town people because of their higher motivation levels and tendency to work very hard.
And yeah, the name Bunty Syndrome has been inspired by the film Bunty Aur Babli. The movie was about the dreams of people from smaller towns who aspire to make it big….
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