Indian Consumer Lifestyle

Indian consumer lifestyle

India's population, of nearly 1.2 billion in 2009 is the second highest in the world and has grown at an absolute

rate of 6% between 2005 and 2009. In terms of growth rate, India was the 89th fastest-growing country among

124 countries in the world. The government's investment in family planning awareness and health services has

led to a decline in birth rates (21 births per 1,000 in 2009, 89th among 124 countries) and the fertility rate (2.7

children born per female, 81st among 124 countries).

An increasing literacy rate has also led to more people being aware of the benefits of smaller families. One of the key reasons in falling birth rates has been government efforts in increasing the adoption of condoms and oral contraceptives through the network of state health care facilities and creating a social marketing programme for promoting their usage.

Traditionally, in Indian culture children are referred to as precious gifts from God and, therefore, abortion is not

encouraged. However to curb the rate of population growth and to recognise a woman's right to terminate an

unwanted pregnancy, abortion has become socially acceptable over the years. This increasing acceptance is

highlighted by the success of the emergency contraceptive pills in India in a relatively short period of time.

While a generation ago, living together before marriage was almost unheard of, lest be acceptable, there is now

an increasing number of couples who are opting for living together relationships, although this trend is

restricted to highly urbanised areas. Both social and legal acceptability of living together relationships has

increased. In 2010, the Supreme Court of India opined that a man and woman living together without marriage

cannot be construed as an offence. However, the court also ruled that a woman in this type of relationship is not

entitled to maintenance unless she meets certain criteria such as having verifiable evidence of the relationship,

being of legal age to marry, being qualified to enter into a legal marriage, and voluntarily cohabiting for a

significant period of time.

The proportion of couples without children has increased by nearly 18% (absolute) during the review period,

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