Momspresso.com, India’s largest user-generated content platform that allows women to express themselves through different formats including text, audio, and video across ten languages, recently released the second edition of its unique Moms Happiness Index survey. Conducted in association with the Diamond Producers Association (DPA), the survey, titled “Moms Happiness Index 2019”, covered over 2000 moms across the country. Having successfully uncovered the various factors contributing to or taking away from the overall happiness of urban mothers through the first edition, Momspresso.com has now expanded its scope to cover moms in non-metros. Through this, the platform has been able to present a more holistic view of the drivers and diminishers of moms happiness across the country.
The surprising key finding of the study has been that while 48% of moms across India are happy with their current state of life, moms in non-metro cities are much happier than those in metro cities. The survey also found that moms in non-metro cities rate themselves higher at being good moms, have happier marriages and have more supportive families. Unsurprisingly, the data indicated that moms in metros are much more stressed than moms in non-metro cities.
Momspresso has identified certain drivers of moms’ happiness. These include:
The top factors driving the happiness of moms across the country are – How good a mom am I? How supportive is my husband? How much time do I have for myself? How financially empowered am I? How supportive are my in-laws?
According to the findings, the rating of moms by themselves, their husbands and children is higher for non-metro moms as compared to metro moms
66% of non-metro moms spend quality time with their husbands at least 2-3 times a week compared to 55% of metro moms. Further, 72% of non-metro moms receive support from their husbands in disciplining the child while only 63% of metro moms say so. Moreover, 69% of non-metro moms are happy with their marriage as against 56% of metro moms.
When it comes to their larger support system, non-metro moms get more help from in-laws for household chores as compared to moms living in metros. Me-time is another important factor and moms try to take time out for exercising, meeting friends and doing things which they like.
Another important determinant of a mom’s happiness is financial empowerment and independence, as indicated by the survey. 80% of the surveyed moms expressed their desire to be financially independent to become a good role model for their children. Further, they want financial independence to enhance their self-identity and fulfill their dreams.
The key stressors for Indian moms determined by Moms Happiness Index 2019 included child’s safety, usage of internet and gadgets, food habits, discipline, and studies.
Speaking on the survey results, Vishal Gupta, CEO, Momspresso.com, said, “The Moms Happiness Survey is an important tool to understand the various determinants of an Indian mom’s happiness. This year’s survey has given us very important insights about the gap between the levels of happiness among moms living in metro cities vs those in non-metro cities. We have also seen how the happiness quotient is directly proportional to the level of support extended by the various stakeholders in her life. By bringing out these important points through Moms Happiness Index 2019, we are aiming to foster conversations around the overall happiness of Indian mothers.”
Richa Singh, Managing Director – Diamond Producers Association, added, “Understanding a woman, and her motherhood journey, is an important ingredient for the success of any brand. We wanted to understand not only their aspirations, dreams, worries, and concerns, but also the emotions they experience in this significant period of their lives. This will help us identify the memorable moments they cherish and how we could be a part of their journeys, emphasizing on the celebration of the miracle of life with a miracle of nature – diamonds.”
