Bangalore: A recent consumer spend survey in a leading business magazine points to the fact that 8.6 per cent of the average upper-middle urban income family's spending is on eating out. Entertainment accounts for 8.6 per cent. "People like to spend on themselves more these days, as a way of rewarding themselves for the hard work they have put in. An IT sector executive or software engineer who works 14 hours a day, may feel justified in splurging on a weekend in a resort, spending up to Rs. 5,000 or Rs. 6,000 for a day's fun and relaxation," says psycho therapist Sunanda Murthy.

In fact, therapists like her encourage persons prone to depression, anxiety and poor self-esteem, but affluent enough, to give themselves a treat now and then. It need not be a diamond ring or a designer dress. "Just the DVD of a favourite movie, a good book or a movie with a friend will do," she says. For women a visit to the beautician, getting their face and hair done and a visit to a favourite restaurant or mall, may do the trick.

Entertainment

Entertainment is big business. India makes close to 900 movies a year, the bulk from Bollywood. With liberalisation, the latest Hollywood hits are released within a few days or weeks here. Last year's hits are regularly on TV channels. The upwardly mobile middle income groups, especially like the comfort and comparative cleanliness of multiplexes, paying upwards of Rs. 150 for a ticket. Only families with children, think twice about it and instead, rent a DVD or CD for the weekend.

Movies apart, international sports on wide screen televisions are a big hit with the urban rich. Pubs and bars in the big hotels regularly screen them with special cocktails and food named after the sport and its stars. The current India-England series have seen several such events and when it comes to World Cup, cricket or soccer, pub events gather momentum. Another favourite with the pub crowd in Formula One car racing, complete with projection screens and surround sound effects.

Other consumer surveys show that the shopping carts in urban department stores and supermarkets are overflowing now with the choice of products available, including international brands.

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