Fridge door adornments reveal India’s nostalgic side: Croma

Nearly 50% of Indians adorn their fridge doors with magnets, with 15% of them adding holiday snaps and souvenirs, the same percentage of 15% appending ‘To Do’ lists, and 13% sticking their weekly shopping lists to this particular piece of kitchen furniture, according to CromaHome Stories survey.

According to Ajit Joshi, MD & CEO, Infiniti Retail Ltd – and to paraphrase William Shakespeare, the fridge door is the modern-day window into a household’s soul.

“Fridge door adornment serves a vital purpose within modern families; not merely to prevent them from forgetting what to buy or when to collect the dry cleaning, but of holidays, trips, vacations and other family moments for which the fridge door can provide a constant – and very visible – reminder.” he says.

CromaHome Stories, in its second leg, further reveals the practice of ‘Fridge Door Adornment’ and the increasingly personal insights they provide about the households, their memories, habits, lifestyles, concerns and  their future dreams too.

These findings were unveiled by Ajit Joshi at the run up to Croma’s much awaited August Sale Campaign, slated to be held from August 2, 2014 to August 31, 2014 at all Croma outlets across India. “With attractive offers and discounts available on all Croma products, purchasing a gadget of your choice has not been more alluring! With less than two weeks to go for the festival, we strongly recommend our customers to keep their shopping lists ready for Croma’s yearly bonanza”, he said.

Insights

Men get practical when it comes to Fridge Adornment

CromaHome Stories research reveals women being the principal protagonists when it comes to Fridge Door Adornment with 62% admitting to decorating their fridge doors with magnets compared to just 36% of their male counterparts, while men lead the way with more practical types of adornment including shopping lists (14% for men compared to 12% for women), ‘To Do’ lists (16%/13%), bills (9%/6%), and bank statements (6%/2%).

What is currently stuck on the outside of your fridge door (male/female)?

‘Fridge Ignorance’ a millennial phenomenon

However, the care and attention shown by Indians to their fridge doors is not necessarily extended to the contents of the same. According to the research nearly one-in-four Indians have no idea about what’s actually inside their fridge, with respondents under the age of 25 years being particularly in the dark.

While Fridge Adornment is actively being practiced across generations in India, the younger age group pays decidedly less attention to what’s actually inside; 37% of under 25 year-olds have no idea compared to just 19% of those aged over 35 years.  Clearly, the survey findings indicate that for Indian millennials, it really is about what’s on the outside!