Home Go Global ‘Meet India’s Passionistas’ report reveals India’s passion based friendships across the Nation

‘Meet India’s Passionistas’ report reveals India’s passion based friendships across the Nation

76.2 per cent Mumbaikars and 82.4 per cent Delhiites spends a portion of their monthly earnings on to pursue their passion. More than two third of the respondents in each city (Delhi – 63.4 per cent and Mumbai – 73.4 per cent) state that they have passions, secret interests or hobbies that their family, friends or work colleagues may not be aware of.

More than a third of Mumbaikars (34.9per cent) and more than a quarter of Delhiites (25.2 per cent) claim they would be ready to take a salary cut to pursue their passion. One-in-six Mumbaikars (15.8 per cent) and one-in-eight Delhiites (12.4 per cent) state their ‘friends’, ‘likes’, and followers’ on social media are based on mutual hobbies or interests.

Today, passion plays an important role in defining an individual’s life. Nationally, when meeting someone for the first time socially, after having introduced themselves the top choice of topic for conversation for more than a third respondents (36.5 per cent) are their hobbies or interests.

An individual’s attitude towards time and money management; and often even their descriptions of themselves are skewed towards their passion. A new piece of research commissioned by the Singapore Tourism Board, “Meet India’s Passionistas”, based on primary data sourced from 14 cities across the country[*], highlighted the new roles, definitions and relationships that Indians are now assuming beyond identities based on conventional descriptions such as family status, career choices and region of residence or origin.

For instance, the proportion of respondents who claimed they made friendships based on hobbies or interests is well above the national average (17.98 per cent) in Delhi (24.3per cent), Kolkata (19.2 per cent) and Pune (21.4 per cent). Mumbai and Jaipur’s propensity to forge friendships on the basis of their passion is even higher at 30.6per cent and 30.2per cent respectively. In contrast, Ahmedabad remains traditional in their approach to friendships and 74.3per cent make friends with people from their neighbourhood.

One of an interesting insights from the report was that although all cities surveyed demonstrated an element of secrecy associated with their passions, for instance, Delhi (59.6per cent), Jaipur (62.1per cent), Pune (59.7 per cent), Kochi (59.5 per cent) and Mumbai (58.9per cent) are more prone to pursuing passions that their friends, relatives, and colleagues are not aware of compared to the national average of 52.4 per cent, Hyderabad’s propensity for intrigue is extraordinarily high at 95.7per cent.

95.2per cent of respondents in Hyderabad claim they spend more than 50per cent of their monthly earnings to pursue their passions, and 77.3per cent work on their passions daily or over the weekend while simultaneously pursuing a regular job, but 64.4per cent maintain that their family, friends or work colleagues may not be aware of these.

These insights were corroborated by secondary data which states 26per cent women have been on solo trips not just to experience a destination, but also to meet new people and learn about new cultures[**]. About 27per cent women say that they have plans to go on solo trips in the future to explore their hobbies and passions.[***]

GB Srithar, Regional Director (South Asia, Middle East and Africa), STB explained that the concept of ‘Passionista’ is aligned with the Board’s brand “Passion Made Possible” and gives a peek into how Indians see themselves, who they connect with, and how they channel their passions into something meaningful.  He said, “India continues to be the third largest visitor arrival source market for Singapore. In 2018, we welcomed more than 1.4 million visitors from India, a 13per cent increase over 2017. Increasingly, people travel to satiate their passions. Travellers seek unique experiences that help them connect with their passion. Further, they are willing to spend their time and money in pursuits of activities on their vacation that they associate with things they are passionate about. The Meet India’s Passionistas report confirms that Indian travellers’ passions play a critical role in determining how they relate to society, where they travel and how they spend their energies.”

[*] Primary data collected through 2,270 face-to-face interviews conducted across Mumbai, Delhi, Bengaluru, Chennai, Ahmedabad, Hyderabad, Kolkata, Lucknow, Pune, Jaipur, Kochi, Coimbatore, Madurai & Trichy during the month of October ’18. 

[**] https://www.bizjournals.com/bizwomen/news/latest-news/2017/09/more-millennial-women-traveling-solo.html

[***] https://www.bustle.com/articles/88201-women-and-men-differ-when-it-comes-to-vacation-spending-habits-new-survey-finds-but-heres