Femina releases research report centred on working millennial mothers

Conducted by LeadCap Ventures on the behalf of Femina, the study is mainly meant to help the magazine’s client community to know their audience better

e4m by Eularie Saldanha
Updated: Jan 10, 2020 9:10 AM
Tanya Chaitanya Deepak Lamba

With a rise in the number of working mothers, it has become important for companies to understand this section of the workforce better. With this in mind, Femina India commissioned a study titled ‘All About Women,’ which revealed key insights into the lifestyle, work-life balance, relationships and habits of a working millennial mother. 

The in-depth report, which is yet to be put out on the Femina website, is a city-specific data sub-segment across the 10 locations, including the Tier 1 markets where the research was conducted. Speaking on the launch of the report, Deepak Lamba, CEO of Worldwide Media said, “We will then push this data out to marketers who want to use this information to help their brands.”

Conducted by LeadCap Ventures, the study involved more than 1500 urban women. “We wanted a third-party involved in the research to ensure that there is credibility. If we’re a credible brand, we also need to make sure that it’s authentic,” said Lamba.

He adds, “Our job is to ensure that we have as much knowledge as we can about the Indian woman so we can serve her better. This is what has made Femina what it is today.”

The report, he believes, can also be leveraged by Femina’s client partners to help their products and services aimed at the working millennial mother.

Giving some background to the launch, Tanya Chaitanya, Editor and Chief Community Officer, Femina said, “Femina has pioneered bold path-breaking content over 60 years and understands the modern Indian women. It was very important for us to dive into the matter and understand what goes on into the mind of a working millennial mother. The research and findings from this were also very interesting and intriguing for us, but the original idea was to reach out to our client community and learn about what they would be seeking from Femina.”

This in-depth study was one of the first few steps taken by Femina, with many more to come in the future. Femina’s January issue is set to carry the detailed report with its insights and findings.

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