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About the Survey
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Survey Highlights
More than a third of the men exhibit highly materialistic attitudes. While there are 28% moderates, 13% exhibit low level of materialistic attitudes.
'Unmarried couple living together' is certainly not acceptable to 90% of Indian men.
For men working in high profile jobs, aspects such as brand names and workplace characteristics are spoken about with a great deal of reverence.
For some products, men appear to be regular and heavy users. They are also buying more than one brand in many cases of multiple purchases in a year.
Most 45+ men are yet to start future planning. 48% "cannot even say what level of support they would get from their kids."
Indian men do not want many children. About one-third has not really thought about the issue.

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Surfer Speak
Vikas Makan
The Indian man wants a working woman, who supports the family and is financially sound. This should not come as a surprise...
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Are Indian men more emotional than woman?
Yes No Can’t Say

What is happening to Indian men who constitute 52 per cent of the country's population? What changes are evident and where are they headed for?

To know the answers to these questions and gain insights into the subject, Business Today, along with Monitoring and Research Systems (MaRS), has conducted an exclusive survey on the Life, Times and Attitudes of Indian Urban Male.

When BT decided to draw profiles of Indian men, the first requirement was to fix profile dimensions. Background research and piloting followed next. It was then decided to classify five broad-level dimensions considered relevant today.

These are:

1. The profile of Indian man 2. Life, work and everything 3. Man, the consumer 4. Life in their grey years 5. The unmarried man

The survey findings have helped in understanding the nature and pattern as well as providing a set of baselines and values that are applicable to and indicative of the men in the third quarter of 2007.

The study was carried out among urban Indian working men belonging to varied socio- economic classes from all states of India, excepting the north-eastern states and Jammu and Kashmir. The study universe consisted of the entire urban region in the select states with a population of around half a million or more.

The survey was carried out in 35 towns. Systematic sampling at household level was adopted as the sampling methodology with suitably selected random start points. The total sample size was 11,370 across 35 towns.

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Indian men want to get more out of their lives before they settle down. Read on.

Indian men in their 40s are taking charge of their life, writes Shalini Dagar.

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