Tag: Soaps

  • Q2-2016: HUL YoY marketing spends up 23.8%

    Q2-2016: HUL YoY marketing spends up 23.8%

    BENGALURU: Indian FMCG giant Hindustan Unilever Limited’s (HUL) Advertisement and Promotions expense (marketing spends, ASP) in Q2-2016 (quarter ended 30 September, 2015, current quarter) was 23.8 per cent more at Rs 1145.04 crore (14.4 per cent of Total Income from operations or TIO, approximately $176.7 million) than the Rs 925.05 crore (12.1 per cent of TIO) in Q2-2015 but was 0.7 per cent lower than the Rs 1153.39 crore (14.2 per cent of TIO) in Q1-2016.

    Note: (1) 100 lakh = 100,00,000 = 1 crore = 10 million.

    (2) All figures in this report are standalone figures filed by the company. The trends are based on the numbers submitted by the company or picked up from the company’s website. For performance of HUL’s various product lines please refer to the attached earnings release for Q1-2016.

    (3) The US dollar figures are approximately based on a conversion rate of 1US$ = Rs 64.79 at a particular time on October 19, 2015.The converted numbers have been rounded off.

    HUL chairman Harish Manwani said, “The business delivered another quarter of profitable volume-led growth. We continue to invest behind our brands and in-market executional capabilities to drive the competitiveness of our portfolio. The deflationary commodity cost environment is likely to continue in the near term and our strategy of delivering consistent and competitive growth with sustainable improvement in operating margin remains unchanged.”

    Advertising and Sales Promotion trends

    HUL’s ASP in Q1-2016 was the highest during a four quarter period starting Q1-2013 until Q2-2016 in terms of absolute rupees. Q2-2016 ASP (current quarter) in terms of percentage of TIO was the highest during the period under consideration. Further, during the period under consideration in this report, ASP in absolute rupee spends shows a marked linear increasing trend, while ASP in percentage of TIO terms shows a slight linear increasing trend. The company’s lowest ASP was in Q2-2013 at Rs 768.98 crore (12.2 per cent of TIO) in absolute rupee spends during the period under consideration, while the lowest in terms of percentage of TIO was in Q4-2014 at 11.8 per cent of TIO (Rs 840.34 crore). Please refer to Fig A above.

    If the company follows the trends of the past three fiscals, at least one or more quarter in FY-2016 will see higher ASP in terms of absolute rupees than Q1-2016.

    HUL Revenue and PAT

    Please refer to Fig B above. HUL reported 4.1 per cent growth in TIO in Q2-2016 at Rs 7955.39 crore as compared to the Rs 7639.33 crore in the corresponding year ago quarter, but was 1.8 per cent lower than the Rs 8105.13 crore in Q1-2016. The company’s TIO shows a linear increasing trend as indicated by the broken blue trend line in Fig B. TIO in Q1-2016 is the highest reported by the company during the 13 quarter period under consideration in this report.

    HUL’s PAT in Q2-2016 was lower by 2.6 per cent at Rs 962.24 crore (12.1 per cent margin) as compared to the Rs 988.1 crore (12.9 per cent margin) in Q2-2015 and was 9.1 per cent lower than the Rs 1059.14 crore (13.1 per cent margin) in Q1-2015. During the period under consideration, HUL’s highest PAT was in Q1-2013 at Rs 1331.19 crore (20.9 per cent of TIO), both in terms of absolute rupees and in percentage of TIO. While PAT in absolute rupees shows a linear increasing trend as indicated by the broken pink trend line in Fig B below, while in terms of percentage of TIO, the linear trend is declining as indicated by the broken yellow line.

    Company Speak

    During the quarter, the Domestic Consumer business grew at five per cent, with seven per cent underlying volume growth. The growth in the quarter continued to be impacted by the phasing out of Excise Duty incentives and price de-growth, as the benefit of lower commodity costs was passed on to consumers.

    Soaps and Detergents: Robust volume growth partially offset by price deflation. Skin Cleansing was driven by double digit volume growth on Dove, Pears, Hamam and Lifebuoy. The liquids portfolio registered another robust quarter.

    In Laundry, growth was led by the premium segment, with Surf maintaining its strong momentum and Rin accelerating post relaunch. Comfort Fabric Conditioner delivered another strong performance on the back of sustained market development. Household Care growth was driven by Vim, with the tubs and liquids portfolio doing well. The segment witnessed further price deflation in the quarter due to soft commodity costs.

    Personal Products: Healthy double digit growth

    Skin Care delivered broad based growth across Fair and Lovely, Pond’s, Lakme and Vaseline. Fair and Lovely continued to do well, while the performance of Pond’s was led by premium skin lightening and Lakme by Perfect Radiance and CC Cream. The facial cleansing portfolio sustained high growth.

    Hair Care maintained its momentum with another strong quarter of volume led double digit growth, as Dove growth accelerated and TRESemmé gained further ground.

    In Oral Care, Close Up registered double digit growth on the back of impactful activation.

    In Colour Cosmetics, Lakme delivered another quarter of innovation led double digit growth across the core, Absolute and 9 to 5 ranges.

    Beverages: Steady performance

    Tea growth was led by Red Label and another quarter of high growth on Lipton Green Tea, driven through impactful market activation. In Coffee, Bru Gold continued to lead category premiumisation and performed well.

    Packaged Foods: Eighth successive quarter of double digit growth

    Packaged Foods saw double digit growth across all key brands, driven by the continued focus on market development. Kissan sustained robust activation led growth across both Ketchups and Jams while Knorr growth was led by the strong performance on Instant Soups. In Ice Creams, Kwality Walls had a good quarter on sharper in-market execution and Magnum continues to perform well and delight its consumers.

    Water: Leadership sustained in a challenging market context In a soft market, Pureit continued to drive the performance of premium devices with a focus on Modern Trade and in-store execution. The business benefited from a strong performance in the e-commerce channel.

    The Board of Directors have declared an interim dividend of Rs 6.5 per equity share of face value Re 1 each, for the year ending 31 March, 2016.

  • Q1-2016: Bajaj Corp marketing spends up 33%

    Q1-2016: Bajaj Corp marketing spends up 33%

    BENGALURU: Bajaj Corp Limited spent Rs 40.60 crore (18.5 per cent of Operating Revenue or Total Income from Operations or TIO) in the quarter ended 30 June, 2015 (Q1-2016), which was 33 per cent more than the Rs 30.53 crore (16 per cent of TIO) in the corresponding quarter of the previous year and almost flat (less by 0.8 per cent) as compared to the Rs 40.92 crore (17.3 per cent of TIO) in Q4-2015. Please refer to Fig A below.

    Note:

    (1) Bajaj Corp’s Limited (Bajaj Corp) Advertisement and Sales Promotion (ASP) expense comprises of two parts – Advertisement Spends and Sales Promotion Spends. The ASP figures have been obtained from the Company’s investors’ presentations over various quarters and the Ad Exp from its financial results. Sales Promotion results have been obtained by deducting the Ad Expenses from the ASP. The figures in the investors’ presentations have been rounded off by the company and hence are assumed as approximate. Consequently the Sales Promotion figures are assumed to be approximate.

    (2) Bajaj Corp Limited is a subsidiary of Bajaj Resources Limited (BRL) and is an exclusive licensee of the brands owned by BRL for a period of 99 years starting 2008.

    (3) 100,00,000 = 100 lakh = 10 million = 1 crore

    Marketing Expenses

    The company’s Ad spends in the current quarter at Rs 15.28 crore (seven per cent of TIO) was 16 per cent more than the Rs 13.17 crore (6.9 per cent of TIO) in Q1-2015 and 0.9 per cent more than the Rs 15.15 crore (6.4 per cent of TIO) in Q4-2015. 

    Bajaj Corp’s Sales Promotion spends in Q1-2016 at Rs 25.32 crore (11.6 per cent of TIO) was 45.8 per cent more than the Rs 17.36 crore (9.1 per cent of TIO) in Q1-2015 and was 1.75 per cent lower than the Rs 25.77 crore (10.9 per cent of TIO) in the immediate trailing quarter.

    During the fourteen quarter period starting Q4-2012 until Q1-2016 (current quarter), Bajaj Corp’s ASP has been the highest in terms of absolute rupees in the previous quarter (Q4-2015) at Rs 40.92 crore (17.6 per cent of TIO).  The company’s highest ASP during the period under consideration in terms of percentage of TIO was in Q3-2015 at 19.6 per cent of TIO (Rs 40.24 crore). The lowest ASP during the period under consideration in terms of absolute rupees as well as percentage of TIO was in Q1-2013 at Rs 17.36 crore and 12.6 per cent of TIO.

    Bajaj Corp’s highest Ad spends in absolute rupees during the period under consideration was in Q3-2015 at Rs 17.56 crore (8.5 per cent of TIO), while the highest Ad spends in terms of percentage of TIO was in Q1-2014 at 8.8 per cent (Rs 14.98 crore).

    The company’s highest Sales Promotion spends in terms of absolute rupees during the period under consideration was Rs 25.77 crore(10.9 per cent of TIO) in the previous quarter, while the highest Sales Promotion spends in terms of percentage of TIO was in Q3-2014 at 12.4 per cent (Rs 19.70 crore).

    During the fourteen quarter period under consideration, both ASP and Sales Promotion spends show a linear increasing trend in terms of percentage of TIO, while Ad spends in terms of percentage of TIO shows a slight declining trend.

    Revenue, profits

    Bajaj Corp TIO in Q1-2016 at Rs 219.1 crore was 14.5 per cent more than the Rs 191.32 crore in Q1-2015, but was 7.2 per cent lower than the TIO in Q4-2015 at Rs 236.17.

    Profit after Tax (PAT) in Q1-2016 at Rs 47.51 crore (21.7 per cent of TIO) was 19.9 per cent more than the Rs 39.62 crore (20.7 per cent of TIO) in Q1-2015 but was 12.7 per cent lower than the PAT in Q4-2015 at Rs 54.42 crore (23 per cent of TIO). PAT in the previous quarter was the highest in absolute rupees during the period under consideration. PAT in terms of percentage of TIO was highest at 28.5 per cent (Rs 42.20 crore) in Q3-2013.

    During the fourteen quarter period under consideration, both TIO and PAT in absolute rupees show a linear increasing trend, while PAT in terms of percentage of TIO shows a linearly declining trend.

    Brands

    Bajaj Corp’s mother brand is Bajaj with sub brands/products such as Bajaj Almond Drops Hair Oil, Bajaj Kailash Parbhat Cooling Oil, Bajaj Brahmi Amla Hair Oil, Bajaj Amla Shikakai, Bajaj Jasmine Hair Oil, Bajaj Kala Dant Manjan, and creams, soaps, face washes and face scrubs under the brand name Nomarks.

    Market Share of Hair Oils

    The company is a market leader in the light hair oil and the almond drop hair oil categories in India as per its investor presentation. Bajaj Corp claims a market share in the country of 58.9 per cent in terms of volume Q1-2016, same as the market share in FY-2015 in the light hair oil category. In value terms the company claims a 60.9 per cent, up 20 basis points as compared to the 60.7 per cent during fiscal 2015. On an all India basis, Bajaj Corp reports proportion of 62.8 per cent urban market share and a 37.8 per cent rural market share for light hair oil in terms of volume.

    In the previous fiscal, the company’s market share had improved by 100 basis points in terms of volume from the 57.9 per cent in FY-2014. In value terms, the company’s market share had increased 120 basis points as compared to the 59.5 per cent in FY-2014.

    Light hair oil category in India has grown by 6.9 per cent in volume and has grown by 10.2 per cent in value Q1-2016 as compared to the corresponding year ago quarter.

    In the Almond drop hair oil category, the company claims an urban market volume share of 59 per cent in the country with an urban/rural market share of 56.5 per cent and 63.1 per cent respectively. Growth rates for the current period for almond drop hair oil have not been mentioned by the company in its investor presentation for Q1-2016.

    Click here to read unaudited financial results

    Click here to read investor presentation 

  • FY-2015: Bajaj Corp marketing spends up 28.1%; Ad expenditure up 24.5%

    FY-2015: Bajaj Corp marketing spends up 28.1%; Ad expenditure up 24.5%

    BENGALURU: Note: (1) Bajaj Corp’s Limited (Bajaj Corp) Advertisement and Sales Promotion (ASP) expense comprises of two parts – Advertisement Spends (AdSp) and Sales Promotion Spends (SPSp). The ASP figures have been obtained from the Company’s investors’ presentations over various quarters and the Ad Exp from its financial results. SP results have been obtained by deducting the Ad Expenses from the ASP. The figures in the investors’ presentations have been rounded off by the company and hence are assumed as approximate. Consequently the SP figures are assumed to be approximate.

    (2) Bajaj Corp Limited is a subsidiary of Bajaj Resources Limited (BRL) and is an exclusive licensee of the brands owned by BRL for a period of 99 years starting 2008.

    (3) 100,00,000 = 100 lakh = 10 million = 1 crore

    Brands

    Bajaj Corp’s mother brand is Bajaj with sub brands/products such as Bajaj Almond Drops Hair Oil, Bajaj Kailash Parbhat Cooling Oil, Bajaj Brahmi Amla Hair Oil, Bajaj Amla Shikakai, Bajaj Jasmine Hair Oil, Bajaj Kala Dant Manjan, and creams, soaps, face washes and face scrubs under the brand name Nomarks.

    Marketing Expenses

    Bajaj Corp spent Rs 145.14 crore (17.6 per cent of Operating Revenue or Total Income from Operations or TIO) in the year ended 31 March, 2015 (FY-2015, current year), which was 28.1 per cent more than the Rs 113.30 crore (16.9 per cent of TIO) in the previous year. The company’s AdSp in the year at Rs 58.26 crore (7.1 per cent of TIO) in FY-2015 was 24.5 per cent more than the Rs 46.43 crore (6.9 per cent of TIO) in FY-2014. SPSp in FY-2015 at Rs 86.88 crore (10.5 per cent of TIO) was 29.9 per cent more than the Rs 66.87 crore (10.5 per cent of TIO) in FY-2014.

    During the thirteen quarter period starting Q4-2012 until Q4-2015 (current quarter), Bajaj Corp’s ASP has been the highest in terms of absolute rupees in the current quarter at Rs 40.92 crore (17.6 per cent of TIO). The company’s highest ASP during the period under consideration in terms of percentage of TIO was in the previous quarter at 19.6 per cent of TIO (Rs 40.24 crore).The lowest ASP during the period under consideration in terms of absolute rupees as well as percentage of TIO was in Q1-2013 at Rs 17.36 crore and 12.6 per cent of TIO.

    AdSp in Q4-2015 at Rs 15.15 crore (6.4 per cent of TIO) was 48.1 per cent more than the Rs 10.23 crore (5.5 per cent of TIO), but was 13.7 per cent less than the Rs 17.56 crore (8.5 per cent of TI) in Q3-2015. Bajaj Corp’s highest AdSp in absolute rupees was in Q3-2015 at Rs 17.56 crore (8.5 per cent of TIO), while the highest AdSp in terms of percentage of TIO was in Q1-2014 at 8.8 per cent (Rs 14.98 crore).

    SPSp in Q4-2015 at Rs 25.77 crore (10.9 per cent of TIO) was 40.8 per cent more than the Rs 18.31 crore (9.7 per cent of TIO) and was 13.6 per cent more than the Rs 22.68 crore (11 per cent of TIO) in Q3-2015. Bajaj Corp’s highest SPSp in terms of absolute rupees duirng the period under consideration was Rs 25.77 crore (10.9 per cent of TIO) in the current quarter, while the highest SPSp in terms of percentage of TIO was in Q3-2014 at 12.4 per cent (Rs 19.70 crore).

    During the thirteen quarter period under consideration, both ASP and SPSp show a linear increasing trend in terms of percentage of TIO, while AdSp in terms of percentage of TIO shows a declining trend.

    Revenue, profits

    Bajaj Corp TIO in FY-2015 at Rs 852.2 crore was 22.9 per cent more than the Rs 671.73 crore in FY-2014. TIO in Q4-2015 at Rs 236.17 crore was 28 per cent more than the Rs 184.51 crore in Q4-2014 and 14.8 per cent more than the Rs 205.79 crore in Q3-2015.

    Profit after Tax (PAT) in FY-2015 at Rs 172.66 crore (20.9 per cent of TIO) was 10.5 per cent more than the Rs 150.44 crore in FY-2014. PAT in Q4-2015 at Rs 54.42 crore (23 per cent of TIO) was 42 per cent more than the Rs 38.31 crore (20.8 per cent of TIO) and 30.1 per cent more than the Rs 41.84 crore (20.3 per cent of TIO) in the immediate trailing quarter. PAT in the current quarter has been the highest in absolute rupees during the period under consideration. PAT in terms of percentage of TIO was highest at 28.5 per cent (Rs 42.20 crore) in Q3-2013.

    During the thirteen quarter period under consideration, both TIO and PAT in absolute rupees show a linear increasing trend, while PAT in terms of percentage of TIO shows a linearly declining trend.

    Click here for financial statement

    Click here for investor presentation

  • Q2-2015: Bajaj Corp marketing exp up 20 per cent, ad exp down 2 per cent

    Q2-2015: Bajaj Corp marketing exp up 20 per cent, ad exp down 2 per cent

    BENGALURU: Note: (1) Bajaj Corp’s Limited (Bajaj Corp) Advertisement and Sales Promotion (ASP) expense comprises two parts – Advertisement (Ad) and Sales Promotion (SP). The ASP figures have been obtained from the Company’s investors’ presentations over various quarters and the Ad Exp from its financial results. SP results have been obtained by deducting the Ad Expenses from the ASP. The figures in the investors’ presentations have been rounded off by the company and hence are assumed as approximate. Consequently the SP figures are assumed to be approximate.
    (2) Bajaj Corp Limited is a subsidiary of Bajaj Resources Limited (BRL) and is an exclusive licensee of the brands owned by BRL for a period of 99 years starting 2008.
    (3) Rs 100 lakh = Rs100,00,000 = Rs 1 Crore = Rs10 million.
    Bajaj Corp’s mother brand is Bajaj with sub brands/products such as Bajaj Almond Drops Hair Oil, Bajaj Kailash Parbhat Cooling Oil, Bajaj Brahmi Amla Hair Oil, Bajaj Amla Shikakai, Bajaj Jasmine Hair Oil, Bajaj Kala Dant Manjan, and creams, soaps, face washes and face scrubs under the brand name Nomarks.
    Bajaj Corp spent Rs 33.45 crore (17.8 per cent of Total Income from operations or TIO) in Q2-2015 towards advertisement and sales promotion (ASP), which was 19.8 per cent more than the Rs 27.92 crore (17.6 per cent of TIO) in the year ago quarter and 9.6 per cent more than the Rs 30.53 crore (16 per cent of TIO) in the immediate trailing quarter.  In HY-2015, the company’s ASP at Rs 63.97 crore (17.9 per cent of TIO) was 11.8 per cent more than the Rs 56.45 crore (17.2 per cent of TIO) in HY-2014. The company’s ASP shows an upward trend in terms of percentage of TIO as well as in absolute rupee terms across 11 quarters starting Q2-2012 until Q2-2014.
    The company’s advertisement expense (ad expense) in Q2-2014 at Rs 12.38 crore (6.6 per cent of TIO) was 1.7 per cent lower than the Rs 12.60 crore (8 per cent of TIO) in Q2-2014 and 6 per cent less than the Rs 13.17 crore (6.6 per cent of TIO) in Q1-2015. For HY-2015 the company’s ad expense of Rs 25.55 crore (6.7 per cent of TIO) was 7.9 per cent lower than the Rs 27.58 crore (8.4 per cent of TIO) in HY-2014. Overall across the 11 quarters under consideration, Bajaj Corp’s ad expense shows a downward trend in terms of percentage of TIO
    At the same time, the company’s SP shows a linear upward trend, indicating that it is depending more on sales promotion activities. Its SP expense at Rs 21.07 crore (11.2 per cent of TIO) was the highest during the 11 quarters under consideration in terms of absolute rupees.  Please refer to fig A below.


    Bajaj Corp’s TIO shows an upward linear trend during the 11 quarter period under consideration. However, its PAT has shown a downward trend both in terms of absolute rupees as well as in terms percentage of TIO. Please refer to fig B.

    The company had earlier announced that it was focussing on rural penetration to tap the increase in disposable income of rural India and to convert rural consumers from unbranded to branded products by providing them with an appropriate value proposition. The initiative seems to be working.  In its investor presentation for Q2-2015, Bajaj Corp says that in Q2 FY 15 its Bajaj Almond Drops Hair Oil got 39.8 per cent of its sales from Rural India.  The company reports volume growth in rural India by 5 per cent (Urban + Rural) = {-1.2} per cent, hence showing a decline in the urban market) and claims a market share in rural India of 63.1 per cent (urban + rural = 58.5 per cent).

    Click here to read the investor presentation

    Click here to read the unaudited standalone statement

  • Soaps – the violence within

    Soaps – the violence within

    Violence, subtle and physical, has permeated the soaps of the small screen, according to a recent study.

    In a monitoring study that spanned 30 episodes of various soaps on Star Plus, Sony and Zee in June 2002, the Delhi based Centre for Advocacy and Research found that there is a high presence of physical, verbal and psychological violence on screen. Most of this is directed at women. Marital discord, male female conflicts, male aggression and family honour are the reasons for the high quantity of violent acts on television, notes the study.

    During the seven day study, the CFAR viewers‘ panel also looked at regional language channels like Alpha Bengali, Alpha Gujarati, Asianet and Sun TV. In the monitored sample, the panel noted 10 scenes depicting domestic violence in which women were the victims and men the aggressors. The nature/act of violence was physical or verbal. However, the psychological impact of the violence was to a major extent borne by the female victims, the study avers.

    Whether marital discord, anger and frustration of the man in his professional life, a misunderstanding or the honour of the family, the women were always at the receiving end, notes the study. The relationship between the aggressor and the victim is seen as mostly marital or through marriage, but in a few instances, even a brother was an aggressor.

    The study also finds that women are often shown submitting to maltreatment and lacking the conviction to defend themselves. The ‘family court’, found the study, is a common occurrence. The woman is ‘accused’, judged and convicted by this ‘family court’ which consists of the woman’s in-laws. She has no recourse to any other agent, legal or otherwise.

    Although bigamy is illegal in India, it is often depicted – with the onus on the wives. It is dramatised in a sensational and voyeuristic manner, without any respect for or mention of the law.
    In many instances, male and female characters are forced into marriage against their wishes. This results in domestic violence or extra-marital affairs. As upholders of the family honour, women are always expected to place the family ahead of their personal aspirations, claims the study.

    Most of the viewers CFAR spoke to have said that a serial need not be violent in a bloody or in a destructive way without reason. Conflicts should be depicted in a ‘reasonable’ way and appropriate to the situation and not just to heighten the suspense and hook viewers. Violent situations are usually a way of creating excitement and expectations, viewers said.
    Citing examples, the study mentions Kasauti Zindagi Kay (Star Plus), in which Shivani, just married to Anupam, is slapped by him when she discovers a fraud he had committed. The new bride is shown howling when her brother visits her. The brother takes up the matter with her husband and her in-laws. But Shivani‘s in-laws don‘t intervene. Shivani folds her hands and pleads with her brother to leave.

    The CFAR study raises the point that while the wife is mistreated by her husband, she is made to apologise instead of being consoled or the husband being chastised for his behaviour. Such scenes show women as submissive to any maltreatment and lacking in the ability to stand up for their rights, the study says.
    In another episode of Kasauti Zindagi Kay, Kajol is threatened and emotionally blackmailed by her boyfriend as well as her family. The parents and her elder brother are against her alliance with the boy. When the elder brother catches her red-handed with her boy friend, he pulls her away angrily and takes her to home. She is brought to the ‘family court‘ where the brother screams at her and threatens her with dire consequences unless she behaves properly.

    Citing other similar cases, CFAR raises another issue – The ‘family court‘ is used in many serials like a “court martial”. The ‘accused‘ is judged and convicted by this ‘family court‘ which consists of her in-laws, without recourse to any other agent, legal or otherwise. Should such family courts be held and given the authority to judge an individual who has no one to fall back upon?

    In Sanjjhi (Zee TV), Amar Singh uses physical and verbal means to threaten both his wives and their families when the first one files a suit of bigamy against him while the second testifies against him. He taunts and threatens his first wife, Kanak, by reminding her of her inability to bear a child. CFAR in its study asks whether such violations of the law be depicted in such a dramatic, sensational and voyeuristic manner, without any respect or mention of the law, which clearly prohibits bigamy?
    In Hubahu (Sony TV), Aditi‘s husband roughly pushes her towards the door and asks her to leave the house because he feels that she is not allowing him physical intimacy. The study points out that though the serials did not project a lot of physical violence against women, there are many instances of extreme and repeated mental pressure, threats, screaming and shouting and anger directed towards women. Women were shown constantly under a lot of stress and anxiety, the panel felt.

    Tradition and societal pressures act as an aggressor in their own way, points out the study.

    Anamika in Kahaani Ghar Ghar Ki is shown to undergo tremendous mental and societal pressure in trying to decide between her role as a wife (which is to protect her husband at any cost) or to side with the truth (and thereby reveal his crime). At no point does any family member counsel her. In Kkusum, Kasauti Zindagi Kay, Tu Kahe Agar, the three leading women are shown to be under constant stress and mental pressure owing to either their husband‘s affair with other women or due to some familial problem. In Bhabhi, Tilak and Pushpa pretend she is his wife. In one scene, he pushes her towards the wall and warns her never to tease him.

    In Kasauti Zindagi Kay, Kamolika is under constant physiological stress because she suspects that her husband, Anurag, is still in love with the girl he wanted to marry in the first place.

    In all these instances and in other serials, the wife is placed under tremendous mental duress and even abuse because marriage is often founded on a misunderstanding or for some reason that is unacceptable to the man. Often her husband is in love with another woman and marries her under pressure from his family. What is supposed to be one of the happiest milestones in a woman‘s life, becomes a source of unhappiness and uncertainty and of future conflicts between the couple from the very first day of their marriage and justifies the husband‘s ill-treatment of the wife, the study notes.

    In Choti Maa..ek anokha bandhan (Zee Tv), Kasauti Zindagi Kay (Star Plus), the boyfriends of the female characters physically, verbally and psychologically carry out violence against them. Koyna in Choti Maa becomes the victim to physical abuse by her boyfriend who takes her to a pimp.

    In another example, an apparently progressive character who takes up cudgels for his sister in law against his own brother is also shown taking recourse in brute force. In Kahaani Ghar Ghar Ki (Star Plus), Om uses both verbal and psychological pressure along with his tough body language to force Anamika to reveal the truth about her husband raping a blind girl. She is reduced to hysteria in her pregnant state, and finally, breaks down. When she testifies in court, her husband Devan starts screaming at her. She cries and walks out of the courtroom all by herself. The CFAR study raises the pertinent issue of whether a family member be given the license to continuously pressurise or “torture” a woman on the justification that the ‘truth’ has to be established.

    Impacts –
    Several female viewers interviewed by CFAR observed that many of the so-called safe family serials, which hook the viewers with very identifiable situations and characters, have their share of problems. Not only is the depiction of men and women lopsided or one-dimensional, it is highly exaggerated, unrealistic and inconsistent, the study claims. Besides, some female characters are portrayed in an extremely unconvincing manner, especially when portraying a scheming, unscrupulous and dominating character. Men are portrayed in a highly negative manner too and such negative behaviour is often glorified.

    In many of these serials, extramarital affairs, bigamous relationships are shown as a matter of routine, and in some cases extremely casually. This gives children the impression that these are normal, acceptable or even desirable situations and expected adult behaviour, says the study. Mothers also found adverse impact on children’s lifestyles and their quality of life, and felt that children are getting increasingly prone to aggression. They constantly demand attention, exhibit severe mood swings and in some cases are prone to addictive habits. Finally, they behave in a highly precocious fashion, acting and behaving much older than they actually are, adopting adult postures and mannerisms. In most Indian homes, the mothers are at the receiving end of such behaviour.

    This presumes greater importance because research studies show that most of the children are hooked to adult programming. According to CFAR’s recent five-city study on Media Habits of Children, it was found that 50 per cent of the most favourite serials mentioned by the children in the age group of 6-12 years fell in the category of adult programming. Delhi topped the list of children viewing family drama with Shaktimaan (Doordarshan) the only exception.

    The study says that most soaps are exploiting reality to justify domestic violence – not normally condemned. Therefore, shown as ‘normal‘ within a family. The TV family is thus one in which violence is a day to day occurrence. No effort is made to correct this highly offensive and prejudicial behaviour. This justifies violence in real life and desensitises us to it and a future generation who will tend to believe that such personal liberties and violations are permissible in marriage and personal relationships, the study notes.

    Legal steps are seldom shown, the study notes. “Family courts” are held instead, in which might is the norm. Violations of individuals and their legal rights are openly shown. They allow a whole host of individual violations as if it is acceptable behaviour. People, including children, are shown eavesdropping, violating people’s privacy, inflicting physical and verbal violence, taking recourse to hate-filled speeches etc, as if it is their individual prerogative to abuse as long as the person you are abusing is within the family, the study observed.

    Finally, says the study, it gives men the power to resort to violent means to control their wives and teaches wives to submit to the violence in the larger interests of the family, which is at the core of these serials.

    The one week sample included –

    Serial   Number of episodes
       
    Kahaani Ghar Ghar Ki 5
       
    Kasauti Zindagi Kay 4
       
    Bhabhi 3
       
    Kkusum 4
       
    Saanjhi 1
       
    Kitne Kool Hai Hum 1
       
    Choti Maa 4
       
    Tu Kahe Agar 1
       
    Kyunki Saas Bhi Kabhi Bahu Thi 4
       
    Kuntee 2
       
    Hubahu 1