TGM 2023 Ramadan market research in Country
TGM INDIA INSIGHT PULSE
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TGM India Ramadan Insights 2023

In the lead up to Ramadan 2023, TGM Research conducted a comprehensive international online survey to gain insight and deeper understanding into the behaviors and attitudes of Muslims in multiple countries, including India. The research aims to provide a comprehensive picture of consumer expectations and behaviors during Ramadan 2023 in India and shed light on the attitudes and experiences of those who will be observing this holy month.
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TGM 2023 Ramadan Insights in India

Population of India

With a population of 1.41 billion people India is poised to become the most populated country sooner or later. It is a secular, diverse and multilingual nation, with a mix of different religions, cultures, and traditions. It is home to one of the largest Muslim communities in the world, estimated to be around 215 million, second only to Hindus. However, it is important to note that the Muslim population in India is also highly diverse, with varying cultural and economic backgrounds.

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  • worldometers.info

    1.41 billion

  • knoema.com

    35.9%

  • en.reingex.com

    219 million

  • datareportal.com/reports/digital-2022-India

    645 million

  • datareportal.com/reports/digital-2022-India

    467 million

How Ramadan celebrated in India ?

How is Ramadan celebrated in India?Ramadan is a significant religious observance for Muslims and is celebrated by millions in India. In India, the celebration of Ramadan is diverse and varies by region and local culture. Fast breaking meal, iftar, often includes traditional dishes such as dates, sweets, and biryanis, along with fruits from that particular region. In addition, mosques often provide free meals for all during Ramadan. Various places in India see the tradition of a few designated people wandering the streets and waking people up for suhoor, the morning meal. Muslim organizations in India also participate in the festivities by hosting special events and campaigns aimed at raising funds for charitable causes throughout the month. This highlights the communal and philanthropic aspects of Ramadan in India.

In India, Ramadan 2023 will likely fall on Thursday , March 23, 2023. It is expected to last 30 days, which means that the Eid ul Fitr will most likely fall on Friday, April 21, 2023. These dates will be confirmed as we move closer to Ramadan according to the lunar calendar.

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2023 Ramadan around the country

How Ramadan celebrated in India ?

How is Ramadan celebrated in India?Ramadan is a significant religious observance for Muslims and is celebrated by millions in India. In India, the celebration of Ramadan is diverse and varies by region and local culture. Fast breaking meal, iftar, often includes traditional dishes such as dates, sweets, and biryanis, along with fruits from that particular region. In addition, mosques often provide free meals for all during Ramadan. Various places in India see the tradition of a few designated people wandering the streets and waking people up for suhoor, the morning meal. Muslim organizations in India also participate in the festivities by hosting special events and campaigns aimed at raising funds for charitable causes throughout the month. This highlights the communal and philanthropic aspects of Ramadan in India.

In India, Ramadan 2023 will likely fall on Thursday , March 23, 2023. It is expected to last 30 days, which means that the Eid ul Fitr will most likely fall on Friday, April 21, 2023. These dates will be confirmed as we move closer to Ramadan according to the lunar calendar.

Selected insights from the survey

Key highlights from the TGM Ramadan 2023 Insights in India

  • How is Ramadan in India going to look like this year?

    Ramadan, a significant event for Muslims around the globe, is set to be commemorated with great fervor in India, with an estimated 97.8% of the Muslim population participating in this year's festivities. During this holy month, followers of Islam engage in prayer, fasting and introspection. This is the most awaited season for 96% of Indian respondents, who cherish the chance to bond with their families (94%).

    Regarding enjoying Ramadan sales and discounts, adults from 30-55 years old show a higher interest than younger age groups. Furthermore, people aged 30-39 show the greatest interest in religious competitions (48%) and have the highest tendency to travel back home for Ramadan celebrations (41%).

    The significance of Ramadan activities is consistent among Muslims of all ages. Observing the principles of Islam and embracing the essence of the holy month, charitable giving and worship remains at the forefront of the Muslim communities in India, with 58% of respondents affirming their commitment to these practices.

    After a prolonged period of isolation due to the COVID-19 pandemic, the upcoming break presents an ideal opportunity for individuals to reconnect and participate in the holy month's warmth, generosity, and treasured traditions. Despite this prospect, it is essential to note that 38% of Muslim participants in India have expressed concern about the ongoing pandemic. This percentage is the highest among all regions, highlighting the need for caution and adherence to safety protocols to ensure everyone can enjoy celebrations without risk to health and well-being.

    Ramadan is a time of spiritual contemplation, worship, and charitable deeds for many individuals. However, consumers associate it with various apparel brands and e-commerce platforms during this season. In India, Amazon has emerged as the top choice among the E-commerce platforms, followed by Flipkart, Zara, Nike, and Adidas. This information suggests that these brands may significantly impact consumer behavior and preferences during Ramadan in India, highlighting the importance of understanding these trends for businesses operating in this market.

  • Food behaviors & habits in India during Ramadan 2023 Fasting

    Ramadan is a time of great importance for Muslims worldwide, and fasting is a fundamental aspect of the celebrations. In India, an overwhelming majority of Muslims - 99% observe the fast, making it the most significant religious season that brings together Muslim communities through their shared commitment to spiritual and benevolent practices. Throughout the month-long celebration, there are daily gatherings, communal prayers, acts of charity, and Iftar or Suhoor outings, all of which are integral to the observance of Ramadan.

    Increased Budget for Food Expenses
    Food shopping plays a vital role at this time of the year as individuals seek to elevate the social experience of breaking the fast during Iftar by purchasing gourmet delicacies and imported foods. This year, there is expected to be a significant increase in food spending, particularly in India, with 65% of those surveyed stating that they intend to spend more on food and drinks than in previous years, which is the highest rate in the region. This trend could be attributed to the increase in consumer prices.

    Ramadan embraces convenience
    In India, cooking at home remains the most common way of consuming food during Ramadan, comprising 94% of meals. However, purchasing ready-made meals through mobile apps and delivery services has become the preferred option for almost half of the consumers (41%), followed by buying prepared meals from local markets or grocery stores (35%). This shift towards pre-prepared foods enables busy families to participate in traditional Ramadan feasts, even if they don't have the time to cook.

  • Mobile devices are indispensable for Muslims in India during Ramadan in 2023.

    Exploring India's media consumption habits shows that mobile devices have become crucial to the Muslim community's observance of Ramadan. As smartphones and social media gain popularity, more people opt for digital platforms to access daily news, entertainment, and spiritual guidance during this holy month.

    The transition towards mobile devices and digital platforms for media consumption during Ramadan is becoming more visible, replacing conventional media outlets such as TV, radio, and newspapers. The shift can be attributed to the convenience, accessibility, and interactive nature of digital platforms. 73% of surveyed Indians opt to spend more time using mobile devices during Ramadan, making it the most popular form of media, surpassing all others. Social media online platforms take second place (64%). However, traditional media still holds a significant presence, as 37% of participants reported spending time listening to the radio during the observance. While digital media channels are gaining more attention, it is crucial to recognize the continued importance of traditional media during Ramadan. To ensure maximum impact for marketing efforts, companies should consider utilizing digital and traditional media channels to effectively reach their target audience during this period.

    Muslims place great importance on social media usage during Ramadan as it allows them to maintain a connection with their loved ones during this significant time. Furthermore, social media platforms provide a medium for individuals to enhance their knowledge and understanding of their faith, share personal experiences, and seek guidance from religious scholars and leaders. In India, social media connectivity is crucial for Muslims, with a vast majority (88%) utilizing it to expand their knowledge, 86% to stay informed about relevant information, and 82% to discover attractive deals and promotions for their shopping needs.

    As technology becomes more prevalent, a growing number of Indian Muslims are relying on mobile apps to maintain their religious connections and enrich their spiritual lives. According to TGM 2023 Ramadan Insights Report in India, Quran is the most widely used app for this purpose, with 14.8% of respondents indicating they use it, followed by Muslim Pro, which has been adopted by 11.5% of participants.

  • What are notable changes in Ramadan shopping patterns in India this year?

    During Ramadan, shoppers in the Muslim world eagerly engage in retail therapy, prompting retailers to offer special promotions and extended store hours. Consumers are more receptive to trying new products and supporting local businesses aligned with their values. In India, 86% of respondents expressed interest in exploring new brands during their Ramadan shopping spree.

    Hunting for the best deals
    Although consumers in India are open to trying new products, their purchasing decisions are primarily influenced by price and delivery. According to TGM's 2023 Ramadan Insights report, most shoppers (94%) prioritize affordability during this period. Additionally, the guarantee of delivery before Eid is a crucial factor influencing their buying behavior, with 96% of respondents indicating its significance.

    The gift that keeps on giving
    This year has seen an overall rise in gift budgets across all regions, with India leading the way in Asia. Specifically, 60% of individuals surveyed in India intend to allocate more funds towards gifts during Ramadan. Notably, Youtube has become a prevalent social media outlet for discovering new ideas and inspiration for Ramadan shopping, with 80% of shoppers in India using this platform. This data highlights the growing importance of social media in shaping consumers' shopping behavior during the holy month of Ramadan in India.

    Shopping Online vs. Offline
    According to the report, a significant proportion of Indian respondents (34%) intend to split their Ramadan shopping equally between physical stores and online platforms. This information suggests that retailers need to maintain a robust presence in both spaces to effectively reach and engage with customers during this period.

    Dealing with the costs of Ramadan 2023: Bank loan / Credit planning
    Ramadan is a period of heightened spending for many Muslims, resulting in a surge in demand for personal loans from banks and financial institutions. The TGM 2023 Ramadan Survey found that 23% of Muslims in Asia are considering loan options to finance their expenses during this season, highlighting the need for affordable and accessible credit options in the region. In India, the highest percentage of survey respondents (36%) plan to seek out loans, underscoring the importance of financial institutions providing suitable options for customers during Ramadan.

Ramadan 2023 celebration
In 2022, online shopping was more accessible than ever before. In fact, 73% of respondents globally said they have done at least one online purchase every month during the last 12 months. This flexibility benefits all kinds of users and encourages more consumers to do their online shopping via smartphones (75%).
The industry that appears to primary beneficiary of E-commerce is fashion and apparel. In all surveyed countries, clothing and accessories are the most often purchased goods across all age groups (62%). Food also became a popular category in e-commerce, although it has traditionally been more challenging for e-commerce companies to break into compared to other categories such as fashion and electronics. This is because food is a perishable product that requires special handling and transportation. However, online grocery delivery and pickup services, as well as meal kit delivery services, have become more popular in many markets during the pandemic as people look for ways to get groceries and meals while minimizing exposure to the virus.
Smart shopping pattern tends to be more common. Consumers nowadays are motivated by direct savings more than ever, they don’t want to miss out on any chance to save money. They prefer to get a direct price discount than get free shipping or additional gifts. Also, when shopping online consumers prefer to pay for their online shopping with credit cards (27%) to get more advantages such as points, cashback, or additional buyer protection.
There are many strong brands in e-commerce, and their success can be attributed to various factors such as the quality and uniqueness of their products, their reputation and brand recognition, the effectiveness of their marketing and advertising efforts, and the overall customer experience they provide. Some examples of well-known and successful e-commerce brands include Amazon, which is one of the largest and most successful e-commerce companies in the world; in our, study Amazon is considered the strongest eCommerce brand worldwide.

Ramadan and food habits
In the past, customers had to visit brick-and-mortar stores to satisfy their shopping needs. This process took time, and it sometimes entailed time-consuming travel. The emergence of e-Commerce has significantly increased the convenience of shopping and transformed the way how people make purchases. The overall frequency of online purchases has been increasing in recent years as more and more people have become comfortable with shopping online and as the availability and convenience of online shopping options have increased. In our Global E-commerce study, 73% of respondents said they have done at least one online purchase every month for the past 12 months.
Particularly, people from all age groups and genders shopped online 2-3 times per month. 18% of people in the 25-to-34 age group made an online purchase every week, whereas most people in the 55-to-64 age group only did that once per month (23%).

Media consumption over Ramadan
While physical stores are restricted to their surrounding vicinity, e-commerce businesses know no boundaries. All one needs is a gadget with an Internet connection to shop wherever and whenever they want.
The most popular device for making online purchases tends to vary depending on the specific market and the preferences of the segment \ individual consumer. However, smartphones are generally the most popular devices for making online purchases. In total, 75% of Internet purchases are made via phones, making them the most popular tool of choice.

2023 Ramadan and consumer spending
E-commerce has transformed the way that people shop in a number of ways. By comparing features, costs, and benefits, customers may use the internet to investigate items and decide whether they are actually worth the investment. E-commerce has also made shopping more convenient by allowing people to shop from anywhere with an internet connection and at any time, rather than being limited to traditional store hours.
The industry that appears to benefit the most from the growth of the E-commerce channel is fashion and apparel. In all surveyed countries, clothing and accessories are the most-purchased goods across all age groups. It is not only the female domain, both men and women claimed to make online purchases in this category most. For other categories, gender preferences reflect the overall shopping patterns for categories. The percentage of respondents who purchased electronics online was significantly higher for males (51%) than for women (29%). Meanwhile, women purchased more beauty and personal care products online, accounting for 54% and 51%, respectively.
What is noticeable, is the frequency of food and grocery: 40% of respondents worldwide claimed that they tend to make their food purchases online. While this category has traditionally been more challenging for e-commerce companies to crack, the COVID-19 pandemic has led to a significant increase in online food and grocery shopping, and it is likely to continue to be a popular category in e-commerce.

Read the full report for India from the TGM 2023 Ramadan Global Survey

TGM India Ramadan Report 2023

Free report of the TGM India Ramadan Survey 2023.
Find it Interesting? Download our public India Ramadan Consumers Insights Report for free.
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What you will get
from the TGM Global Ramadan Report 2023?

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Comprehensive data on consumer trends and preferences during Ramadan across different regions, allowing a better understanding of consumer needs.

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Insights into consumer behavior which can help businesses develop more effective marketing strategies

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Results of worldwide independent survey of over 1 billion consumers in 15 countries, providing a broad and representative sample.

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Extensive data appendices to support the research’s findings and insights, dwelling deeper in the results. The Ramadan report with detailed information in India can be downloaded.

Table of contents

Ramadan 2023 celebration

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Ramadan 2023 brands
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Ramadan 2023 media consumption
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Explore food behaviors during Ramadan
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Embracing generosity: The significance of charitable giving during Ramadan
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Shopping and planning
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TGM Ramadan International Survey 2023

Language: English

Released: 03/2023

Pages: 77 with detailed references

Document: country xls tables with demographics, pdf report

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METHODOLOGY:
To understand the behaviors of people who observe Ramadan and/or who shop during this season, TGM commissioned survey 9,600+ adults between the 03rd and 18th of February 2023, just before Ramadan and Eid al-Fitr.
Approximately 750 interviews were completed in each of 14 countries participating. In India sample size was N=751. with sample being nationally representative of online adults ages 18-55 based on age, gender and region in that market.
ABOUT TGM:
TGM Research is an international technology-driven market research agency, which uses innovative digital ways to conduct surveys and market research in India. We deliver large-scale global projects across all business and consumer audiences. Our global team of consultants blends people expertise and technology experience to build insight solutions that help drive our clients’ incremental growth.
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