What prevents people from meeting extended family members? The answer, as was discovered from a survey, is work pressure.

According to Britannia Good Day Indian Family Survey Report 2018 by Nielsen, an overwhelming 53 per cent of the 769 respondents across six metros – Mumbai, Delhi, Bangalore, Chennai, Kolkata and Hyderabad – said that they had not met their family members for long periods because of work pressure.

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While time spent with family members was on a decline, the time spent with friends appeared to be on the rise.

The study revealed that 90 per cent of people were more connected to their friends than family due to distance and paucity of time.

Not surprisingly, social media platforms have become the new ‘meeting place’ for family members with 89 per cent claiming that they connect with near and dear ones over WhatsApp.

The Nielsen study revealed that 50 per cent of the respondents had not celebrated festivals with family more than once in the last three years and had not spent more than 30 days in a year with their parents.

There was once a time when grandparents were the dearest among family members, but the study reveals that 50 per cent millennials have spent less than 10 days last year with their grandparents.

While around a third of Gen Zs across metros spent 10 days or less with their siblings in a year, 25 per cent have not met their extended family members – grandparents, uncles, aunts, cousins – in the last three years.

The pressure of work also takes a toll on vacation plans. Around 76 per cent of working professionals had to cancel a family holiday at least once in the last three years, with 60 per cent blaming work pressure.

As far as going on vacation with extended family is concerned, only 20 per cent of the respondents managed to do that in the last three years.

Among the metros, Delhi displayed the most hectic lifestyle where people spend the least time with their family. Grandparents in Mumbai get the least time from their grandchildren. Forty per cent respondents in Kolkata said that they didn’t know the names of their cousins and other extended family members.

Ali Harris Shere, VP – Marketing, Britannia Industries Ltd., said, “In India, family is the most important institution that has survived through the ages. The family unit is a vibrant source of optimism, helping bring smiles in one’s life. But today, family ties are being weakened due to various demands on our time.”

He further added, “The survey re-affirmed our campaign’s approach of enabling families to come together and enjoy some precious time out by way of an international holiday.  The initial response to the campaign has been overwhelming and we are confident of spreading many, many Smiles through this one-of-its-kind campaign.”

The survey was conducted in a wide age group of 15-40 year olds, both male and female. It was commissioned by Britannia Good Day, the ‘Smile’ Cookie, the largest biscuit brand in urban India.