Social responsibility has emerged as a mainstream theme in recent times for brands to attract consumers in India. Consumers too seem to be flocking towards those brands that are perceived to be socially responsible. To make the most out of such opportunities, companies have begun to build their marketing activities around major themes such as Women’s Day, finds GlobalData, a leading data and analytics company.

In 2022, brands such as Hershey’s, Octavius Tea, and Himalaya have launched new products and/or promotions centered on Women’s Day theme. While Himalaya is offering discount offers for orders above INR599, Octavius Tea launched a ‘Mini Tea Box’ set for corporate and personal gifting, consisting of five flavor infused teas. Hershey’s, which has been witnessing lackluster sales in India, has embarked on a large-scale promotion of its chocolates based on the Women’s Day theme. The brand has launched new celebratory packs under the ‘HERSHE’ campaign, which recognizes women’s achievements.

Parthasaradhi Reddy, Consumer Analyst at GlobalData says: “Social responsibility has been gaining traction among the consumers and they are preferring brands they identify as being socially responsible. This is validated by GlobalData’s Q3 2021 Consumer Survey in India, wherein *69% of respondents said that they are willing to buy brands that align with their personal values and beliefs.”

The Women’s Day theme tries to attract female consumers by focusing on issues which they can relate to, such as the achievements of women. It also tries to reinforce gender equality to engage female consumers. According to GlobalData’s Q3 2021 Consumer Survey in India, gender equality is gaining traction as a social cause and *78% of surveyed consumers opine that they support brands which espouse gender equality.

Reddy concludes: “Women’s Day has emerged as a major theme in recent years, as brands have recognized the importance of social cause, and especially women empowerment to gain the mindshare of female consumers to stand a chance of cornering the consumer spending. As such, brands will continue to devise brand building strategies around socially responsible themes.”

*GlobalData Q3 2021 Consumer Survey – India (with 567 respondents)