Case Studies

Citizens of north zone (86%), tier1 (85%) and east zone (83%) give Mr. Modi a distinction in performance as PM

Ipsos IndiaBus is a monthly, pan India omnibus (which also runs multiple client surveys), that uses a structured questionnaire and is conducted by Ipsos India on diverse topics among 2200+ respondents from SEC A, B and C households, covering adults of both genders from all four zones in the country. The survey is conducted in metros, tier 1, tier 2 and tier 3 towns, providing a more robust and representative view of urban Indians.

The survey also captured happiness across a host of parameters and interestingly for most of the parameters, citizens reported an increase in happiness over the previous month.

87% in tier1 happy; 84% in north & west zone; only 55% in south zone happy
Happiness has surged in 2024 versus 2023

Entertainment (cricketainment) biggest motivation for watching the annual spectacle; T20 format, team format, pull factors too

Based on a year-long study, this report covers all 12 months of 2023 to tell us the state of happiness among Indians

56% respondents advocate sharing of equal cost between bride and groom to fund weddings; 1 in 2 believe wedding cost should not put undue pressure

Tier1 town residents happiest at 86%

Apparels, sweets & snacks, prayer ritual materials, home décor items, dry fruits & chocolates, firecrackers, jewellery, consumer durables etc. top their shopping lists in the festival season