Only 55% of parents in India are very satisfied with their current level of involvement in their child's life

Company Brief

New Delhi, June 8, 2011

Cadbury India, today unveiled the findings of the ‘Oreo Togetherness Quotient’, a first of its kind survey that maps Indian families’ views on the evolving parent-child relationship in the dynamic Indian society. Conducted by research firm Nielsen across 6 cities (Mumbai, New Delhi, Bangalore, Chennai, Hyderabad and Kolkata) in India and comprising of 1819 respondents, the survey reveals that the role of the father in a family cannot be underplayed. The findings indicate that parents today are craving a little more time away from their hectic work schedules so that they can spend those extra hours with their children.

According to the survey, 94% of Indian parents are convinced that it is extremely important for fathers to spend more time with their children. On an average, fathers spend only 2 hours with their children on a week day. It’s only natural that they have expressed a need to spend more than 3 hours. Mothers, who form a key catalyst for the father-child relationship, also feel that time investment is the key. 51% of mothers across the six cities surveyed feel it is extremely important for fathers to spend time with their children at home almost every day.

According to Ms. Sudeshna Chatterjee, Principal, Jamnabai Narsee School, “A close bond with the father gives a psychological advantage to the child in his/her growing years. Today’s father needs to be part of the family scenario where he has to take care of the family not only as a provider but also as a support to the home-maker, in terms of responsibility in raising children. In today's India, which is in social transition like never before, there is redefining of the 'father figure' and his role is critical in building a 'safe and sure' environment for a growing child.”

India as a country is in a complete transition mode. With the dynamically changing values, there is a shift in the relationships as well. The ‘Oreo Togetherness Quotient’ is a first step towards understanding how Indians, especially young parents, view their relationships with their children, what are the constraints they face, what they are doing to make a happy family.

With the changing fabric of the urban Indian society, the parent-child relationship has seen a transition as well. The survey captures this change in thinking:

• Not even half (47%) of all the mothers feel that the father in today’s world is extremely involved with their child

• 52% of parents expressed that they would like to have more knowledge on being a better parent

• Only 57% parents agree that it is the joint responsibility between the two parents to bring up a child

• 69% of the fathers say their work-life balance does affect the level of involvement with their child

• A mere 44% of fathers and 43% of mothers are very satisfied with their work-life balance

• Only 55% of parents are very satisfied with their current level of involvement in their child’s life

Helping children with their studies, chatting with them, watching TV with them at home, snacking with them are the four key activities where 75% or more parents are involved and these activities together account for about half the time that parents spend with their children, the survey further states.

There also exists a shift in parents’ approach in dealing with their children. The survey confirms this as 53% fathers see their relationship with their child different from the relationship with their own father.

The key factors causing the difference are:

1. The father is perceived more as a friend

2. Better education and awareness

3. Parents have a busy schedule

For further information, please contact:

Edelman India

Ankita Chopra

Mobile: +919910073623

Email: ankita.chopra@edelman.com