TGM INDIA INSIGHT PULSE

Ramadan Mubarak

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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Key Data Facts:

Total population worldometers.info
1.41 billion
% of population living in urban areas knoema.com
35.9%
Number of Muslims en.reingex.com
219 million
Total Internet users (2022) datareportal.com/reports/digital-2022-India
645 million
Social media users (2022) datareportal.com/reports/digital-2022-India
467 million

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.

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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.

TGM Pakistan INSIGHT Ramadan celebrations

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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TGM Ramadan Market research Survey 2023 | Insights in Middle East

What you will get
from the TGM Global Ramadan Report 2023?

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

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

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

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.

What is the outlook for Ramadan in 2023?
Share of Muslim population expected to participate in this year's festivities in India.
The most anticipated time of the year is upon us, providing an opportunity to reconnect with loved ones.
What feelings are associated with Ramadan?
Activities planned for the upcoming Ramadan 2023.
The Impact of Covid-19 on Ramadan Celebrations.
Understanding Ramadan reparations.
Top favorite Ramadan dishes 2023.
Key celebrations 2023.

Ramadan 2023 brands

Top brands association with Ramadan.
Top Ramadan consumer brands.

Ramadan 2023 media consumption

Increase of time spent on activity during Ramadan vs rest of the year.
Discover the Latest Trends in Islamic Apps During Ramadan.
The use of social media during Ramadan.

Explore food behaviors during Ramadan

Fasting during Ramadan 2023.
Food preparation habits of respondents during Ramadan 2023.
Food spending this Ramadan vs last year.
Food ordering channel when eating at home.

Embracing generosity: The significance of charitable giving during Ramadan

Respondents' attitudes towards charitable activities.
Ramadan charity budget.
The most popular methods of contributing during Ramadan 2023 in India.

Shopping and planning

Shopping opportunities during Ramadan 2023 in India.
People's attitudes towards Ramadan shopping.
Ramadan expected budget this year vs 2022.
Ideas / Inspiration for Ramadan purchases in India.
Ramadan gifting budget this year vs 2022.
Consumer sentiment during 2023 Ramadan shopping season.
Online vs. Offline shopping trends in India during Ramadan 2023.
Shopping behaviors by category.
Categories consumers plan to shop for this Ramadan.

REPORT DETAILS
TGM Ramadan International Survey 2023

Language: English

Country: India

Released: 03/2023

Pages: 18 for free report

Document: 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.

TGM India Ramadan Insights 2023