Generally speaking the female of the household will take responsibility for buying household groceries and the kitchen itself. However, on occasions, her partner or children will also pitch in to make grocery purchases.

The evening meal is a family occasion

Families tend to eat together in the evening, providing the opportunity to catch up on a busy day, but on occasions - as this anecdote proves - meals are staggered.

"The housewife will cook for the family, first the husband is served, then grandma, then daughter and last the housewife will eat. They eat one after the other. This is primarily for convenience. Indians prefer warm food and with more than two people eating at the same time, warm chapattis are a problem, hence this practice."

Importance and convenience of freshness

Fresh food is almost always purchased within a kilometer of the family home from markets, stalls or hawkers. In cases these are found just yards away from the front door. This leads to fresh, seasonal vegetables being purchased as needed, sometimes daily.

Food markets have a social aspect, providing opportunity for women to catch up with each other, this is described as an essential part of the shopping experience.

Modern retail makes bulk buying easier

While freshness is all important; modern retail formats like Reliance Fresh, Food World and Big Bazaar also offer convenience. Grain (see below), spices, oil, biscuits and other dried foods are bought in bulk. Visits to these stores are often made in a car and occur anywhere between once and twice monthly.

With fresh food so easily available, prepackaged meals are scarcely purchased. However products like condiments, drinks, snack foods, cheese and butter are bought often from modern retail formats, sometimes in smaller sachet sizes.

New delivery methods

Newer, more convenient delivery methods are becoming available. Home delivery services are now operated in some apartment blocks, they offer 24 hour turnaround on orders and convenient monthly billing.

Milk can be delivered to the home, or purchased at dairy stalls, often run by Mother Dairy, a government run enterprise.

Western foods make an appearance

While the majority of meals prepared in the home are Indian, on occasion noodles, pasta and other western meals are consumed. However, international dishes are mainly eaten at restaurants rather in the home.

For further information about this study and our methodology, or to discuss developing a bespoke study for your organisation contact us here.