There is an increased adoption of mobile phones and India’s mobile Internet users have reached over 350 million, just from rural India. So it’s no wonder that consumption of online content unfolds higher across tier two and tier three cities. When considering online content much is left to be desired in the genre of health and wellness.
India is a country known for its plentiful cuisine and closely followed traditions. Many times passed from father to son, the lifestyle of a family is maintained for generations through the lack of change in their food and lifestyle. However, this tradition is being bravely challenged by youths today, saying no to the unregulated consumption of ghee and spices, replacing it with a more health conscience care for their wellness. Wellness India Expo 2017 has shown Millennials are religiously adhering to advice from famous fitness gurus than home remedies and advice from elders.
While this on the surface can be seen as a defiance of traditions, in reality, teachings from The Wellness Expo provides a learning curve for people of all ages. Youth across India have become more selective on what they consume, not just outside but also inside the household. This now affects the entire family with a role reversal between the youth and adults, where the adults subsequently learn better wellness habits, from their young ones. Youth awareness on such matters occurs via social media, through tips, advice and exercise videos.
So much so, that asking the expert has now lead to the youth considering themselves as just as knowledgeable about health and wellness. Such events like Wellness India Expo show wellness tips, amongst varied social groups. Now, irrespective of their geographical location, Millennials are more concerned than ever about their fitness. I call this the Millennial Intersect.
The rise of the millennial intersect grows as the health and fitness industry in India becomes approx. Rs680bn – Rs720bn, providing wellness services for 40% of the market. Similarly, it is expected to grow by 17% and cross the 1 Trillion mark by 2016.
The increased concern for one’s wellness is following the trend of millennial intersects, where urban and rural youth now follow the same routines with similar goals in mind. The convergence of urban/rural mindset further spreads into the health and fitness industry as knowledge surrounding well-being and health now gives rise to services and programs to improve wellness in rural India. The youth’s mindsets congregate within urban and rural India, providing a bigger business opportunity. In India being fit and increasing awareness around wellness is no more solely an urban requirement but has spread across to tier two and tier three cities as well.
The rise of conventions like Wellness India Expo 2017, now help industry players understand that operating cost is low. Thus, the penetration of fitness and wellness services beyond urban metro cities will prove profitable as they target the ever flourishing millennial.