MUMBAI, 10th NOVEMBER, 2022 (GPN): Club Mahindra, the flagship brand of Mahindra Holidays & Resorts India ltd. makes newer revelations about GenX and GenZ’s knowledge of India through its light-hearted ‘India Quotient’ Phase 2 study across generations and genders. According to the Club Mahindra India Quotient Study, 63% of GenZ admit that they don’t know much about Indian history, culture, geography/destinations, nature, food, etc.

Club Mahindra India Quotient study celebrates its 25 successful years as leaders in India’s vacation ownership segment. While the Phase 1 of this study indicated 60% respondents admitting to not knowing much about India, Phase2 states that GenZ is most likely to accept their low ‘India Quotient’ than those over 45 years (comprising 58%). Such low awareness, coupled with recent international travel restrictions has created a keen interest in exploring domestic destinations.

Across categories, Club Mahindra India Quotient is consistently the lowest for GenX (55% on geography, 56% for art and culture, and 45% for cuisine), but high for millennials and GenZ on geography; for millennials on cuisine; and for over 45 years on art and culture.

Although the overall Club Mahindra India Quotient remains relatively low for all categories, GenZ’s awareness remains highest (58%) in geography when compared to all other age groups – over 45 years at 57%, millennials at 57%, and 55% for GenX. To illustrate further, 62% of GenZ respondents are aware that any wildlife enthusiast visiting Gir forest would be most interested in spotting the Asiatic Lion, compared to only 59% of GenX.

When it comes to food, 98% of 18–34-year-old said that they discover new food or recipe ideas on social platforms. Similar trend is observed in our research for Indian cuisine. Club Mahindra India Quotient is highest for millennials at 47% and lowest at 45% for GenX.

India is symbolized with the plurality of its culture where people across generations are familiar with its popular festivals, classical dances, historical monuments, and ethnic cuisines. When it comes to art and culture, we find those over 45 years knowing a little more than the other generations. The India Quotient in terms of art and culture for those over 45 (59%) is higher than all other generations (58% – millennials and GenZ, and 56% – GenX). 

Additionally, women’s India Quotient remains higher yet marginal than men in all three categories including geography, art, culture, as well as cuisine. While women’s India Quotient on geography is 57%, it is 56% for men. In art and culture, men stand at 57% in comparison to women at 58%; and in terms of their knowledge and awareness of cuisine, women fare at 46% vis-à-vis men at 45%. The difference in India’s Quotient between men and women is only 1%.

Pratik Mazumder, Chief Marketing Officer, Mahindra Holidays & Resorts India Limited, elaborated, “GenX are an essential part of the corporate workforce and are at the peak of their working careers. With growing professional stature, GenX are typically particular about what they wear, where they shop or where they travel amongst others. They prefer quality over quantity and are willing to spend a lot on unique experiences. However, due to their demanding and hectic lifestyles, their knowledge and awareness of our nation have dipped. Our Club Mahindra India Quotient study indicates that India Quotient is consistently the lowest for GenX (55% on geography, 56% for art and culture, and 45%for cuisine) compared to all other generations”.Ends

About Mahindra Holidays & Resorts India Limited

Mahindra Holidays & Resorts India Limited (MHRIL), India’s leading company in the leisure hospitality industry, offers quality family holidays primarily through vacation ownership memberships. While Club Mahindra is the flagship brand with a 25-year membership, the other products offered by the company are – Bliss, Go Zest, Club Mahindra Fundays and Svaastha Spa. 

As on September 30, 2021, MHRIL has 78 resorts across India & abroad and its subsidiary, Holiday Club Resorts Oy, Finland, a leading vacation ownership company in Europe has 33 Timeshare Destinations and 9 Spa Resorts across Finland, Sweden, and Spain.

Visit us at www.clubmahindra.com

About Mahindra 

Founded in 1945, the Mahindra Group is one of the largest and most admired multinational federation of companies with 260,000 employees in over 100 countries. It enjoys a leadership position in farm equipment, utility vehicles, information technology and financial services in India and is the world’s largest tractor company by volume. It has a strong presence in renewable energy, agriculture, logistics, hospitality, and real estate.  

The Mahindra Group has a clear focus on leading ESG globally, enabling rural prosperity and enhancing urban living, with a goal to drive positive change in the lives of communities and stakeholders to enable them to Rise.