The 'ANT' and the grasshopper – Decoding the mindset of the Indian financial customer

Kalyan Karmakar and Ipsita Ghosh
The Nielsen Company, India

PROLOGUE: THE ANT AND THE GRASSHOPPER (AESOP'S FABLE)

In a field one summer's day a Grasshopper was hopping about, chirping and singing to its heart's content. An Ant passed by, bearing along with huge effort an ear of corn, which he was taking to the nest. “Why not come and chat with me,” said the Grasshopper, “instead of toiling and moiling in that way?” “I am storing food for the winter,” said the Ant, “and recommend you to do the same.” “Why bother about winter?” said the Grasshopper, “we have got plenty of food at present.” But the Ant went on its way and continued its toil.

When the winter came the Grasshopper had no food, and found itself dying of hunger, while it saw the Ant munching each day, corn and grain from the stores he had collected in the summer. Then the Grasshopper knew: