Is the fridge door a modern-day window into a household’s soul?

Our Bureau Mumbai | Updated on July 23, 2014

According to a survey, the practice of ‘Fridge Door Adornment’ provides an increasingly personal insights about households, their memories, habits, lifestyles, concerns and also their future dreams.

The survey by durables and appliances retailer Croma points that nearly 50 per cent of Indians adorn their fridge doors with magnets, with 15 per cent of them adding holiday snaps and souvenirs, the same percentage appending ‘To Do’ lists, and 13 per cent sticking their weekly shopping lists to this particular piece of kitchen furniture.

Ajit Joshi, MD & CEO, Infiniti Retail Ltd, notes that the “fridge door adornment serves a vital purpose within modern families; not merely to prevent them from forgetting what to buy or when to collect the dry cleaning, but of holidays, trips, vacations and other family moments for which the fridge door can provide a constant – and very visible – reminder”.

The survey also points that men get practical when it comes to fridge adornment. Croma Home Stories research also reveals women being the principal protagonists when it comes to Fridge Door Adornment with 62 per cent admitting to decorating their fridge doors with magnets compared to just 36 per cent of their male counterparts, while men lead the way with more practical types of adornment including shopping lists (14 per cent) for men compared to 12 per cent for women), ‘To Do’ lists (16 and 13 per cent), bills (9 and 16 per cent) and bank statements (6 and 12 per cent).

Conducted in June 2014, Croma Home Stories research is a light-hearted look at Indian households, the gadgets and devices they use and what they reveal about them. Commissioned and executed by Croma, the research is based on online study and the responses of 1,029 Indians, including Croma customers and followers of the brand on social media channels.

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Published on July 23, 2014
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