Jaipur in Top 10 Rich City List
Avinash Kalla, TNN 4 September 2009,
JAIPUR: ‘Have money, will spend' seems to be
the mantra that Jaipur swears by. According
to first of its kind of survey on the
lifestyle and media consumption patterns of
the Upper Middle and Rich (UMAR) class done
by Nielsen, Pink City features in the top 10
affluent cities in the country. Covering
more than 18,250 affluent individuals across
35 metros, Nielsen studied the lifestyle and
media consumption habits of the
hard-to-reach affluent Indian consumers.
"With income-based surveys failing to
predict the trends of high-end target
consumers, the other possible way was to go
the other way round and study their
lifestyle patterns, hence gauging their
affluence," says Vatsala Pant, director, A C
Standing tall at no. 9, Jaipur is ahead of
cities like Ahmadabad, the NRI capital of
India, Ludhiana, touted to be the city with
highest number of Mercedes, and Nagpur,
which held the distinction of being the
Crorepati Capital of India. Affluence in
three distinct segments; upper middle,
upper-upper middle, and rich was based on
lifestyle and consumer durables ownership of
a household rather than monthly income and
education. It was found in the survey that
Jaipur was at par with cities like Delhi,
Mumbai and Bangalore, when it came to mall
visits, but lagged behind in premium health
club memberships. Surprisingly, it topped
the charts in matters of looking good. "When
it came to visiting beauty parlours or
indulging in cosmetics, Jaipur was way ahead
of others," says Vatsala.
So how conscious is the Pink City when it
comes to being a part of the ‘me too'
segment of the high society. "With advent of
cellular technology and various media,
people have become conscious of their public
appearances and the groups they move around
or are seen with," says Ajay Chopra,
director, Crayons advertising. He further
adds, "Today's generation is far more aware
and conscious of brands as they travel a
lot. With city producing entrepreneurs and
businessmen who trot globe, and rise in
nuclear families with higher disposable
incomes, affluence is in."
Not just that, the number of denizens
heading overseas on leisure holidays too,
was impressive despite economic downturn.
"While the business travel slowed down,
those travelling for a good time with their
families didn't stop to pack their bags.
Also there has been an increase in people
upgrading their destinations from Singapore
to Europe to Australia and than to the USA,"
says Manoj Sogani, president, Travel Agents
Association of India, Rajasthan Chapter.
With the city on a splurge spree, it's going
to zoom ahead in such charts in the time to