Cadbury India’s ‘Oreo Togetherness Quotient’ survey conducted by Nielsen highlights the critical role that parents’ involvement plays in the balanced growth of a child •Not even half (47%) of all the mothers feel that the father in today’s world is extremely involved with their child •74% of parents strongly agree that it is important for both parents to spend a lot of time with their child since infancy •70% of parents across India protest that the lack of a work-life balance adversely impacts the involvement with their child

1. Contacts: Ransom D‘Souza Bhavna Jagtiani
Kraft Foods Edelman India
+91 9820234999 +91 9820513970
ransom.dsouza@kraftfoods.com bhavna.jagtiani@edelman.com
Nishita Virkar
Edelman India
+91 9920819949
nishita.virkar@edelman.com
NEWS RELEASE
ONLY 55% OF PARENTS IN INDIA ARE VERY SATISFIED WITH THEIR
CURRENT LEVEL OF INVOLVEMENT IN THEIR CHILD’S LIFE
Cadbury India’s ‘Oreo Togetherness Quotient’ survey
conducted by Nielsen highlights the critical role that parents’ involvement plays in
the balanced growth of a child
Not even half (47%) of all the mothers feel that the father in today‘s world is
extremely involved with their child
74% of parents strongly agree that it is important for both parents to spend a
lot of time with their child since infancy
70% of parents across India protest that the lack of a work-life balance
adversely impacts the involvement with their child
Mumbai, May 17, 2011: Cadbury India, today unveiled the findings of the ‘Oreo
Togetherness Quotient‘, a first of its kind survey that maps Indian families‘ views on the
evolving parent-child relationship in the dynamic Indian society. Conducted by research
firm AC Nielsen across 6 cities (Mumbai, New Delhi, Bangalore, Chennai, Hyderabad and
Kolkata) in India and comprising of 1819 respondents, the survey also reveals that the role
of the father in a family cannot be underplayed. The survey also indicates that parents

2. today are craving a little more time away from their hectic work schedules so that they can
spend those extra hours with their children.
According to the survey, 94% of Indian parents are convinced that it is extremely important
for fathers to spend more time with their children. On an average, fathers spend only 2
hours with their children on a week day. It‘s only natural that they have expressed a need
to spend more than 3 hours. Mothers, who form a key catalyst for the father-child
relationship, also feel that time investment is the key. 51% of mothers across the six cities
surveyed feel it is extremely important for fathers to spend time with their children at home
almost every day.
Revealing the survey findings, Chandramouli Venkatesan (Mouli), Director – Snacking &
Strategy, Cadbury India said, ―India as a country is in a complete transition mode. With the
dynamically changing values, there is a shift in the relationships as well. The ‘Oreo
Togetherness Quotient’ is a first step towards understanding how Indians, especially
young parents, view their relationships with their children, what are the constraints they
face, what they are doing to make a happy family.‖
With the changing fabric of the urban Indian society, the parent-child relationship has seen
a transition as well. The survey captures this change in thinking:
Not even half (47%) of all the mothers feel that the father in today‘s world is extremely
involved with their child
52% of parents expressed that they would like to have more knowledge on being a
better parent
Only 57% parents agree that it is the joint responsibility between the two parents to
bring up a child
69% of the fathers say their work-life balance does affect the level of involvement with
their child
A mere 44% of fathers and 43% of mothers are very satisfied with their work-life
balance
Only 55% of parents are very satisfied with their current level of involvement in their
child‘s life

3. Helping children with their studies, chatting with them, watching TV with them at home,
snacking with them are the four key activities where 75% or more parents are involved and
these activities together account for about half the time that parents spend with their
children, the survey further states.
Mr. Venkatesan further stated, ―We are also seeing a shift in the parents‘ approach in
dealing with their children. The survey confirms this as 53% fathers see their relationship
with their child different from the relationship with their own father.‖
The key factors causing the difference are:
1. The father is perceived more as a friend
2. Better education and awareness
3. Parents have a busy schedule
Experts also believe that a close bond with the father gives a psychological advantage to the
child in his/her growing years. Today‘s father has been pushed into a family scenario where
he has to take care of the family not only as a provider but also as a house maker. The
survey highlights the current trends in the urban Indian families and rising importance of
spending quality time with the children.
Mr. Venkatesan, concludes, ―Understanding the need for more family down-time through
the survey, we as part of the Oreo launch, envisage creating a new moment in time – ‗Oreo
Time‘- involving fathers and children with the mother as the catalyst to strengthen their
bond. Over the next few months, we will be rolling out a consumer campaign that will
provide unique opportunities for parents and children to come together and experience
‗Oreo Time‘ coming to life.‖
ABOUT CADBURY INDIA
Cadbury India Ltd. is a part of the Kraft Foods Group. Cadbury India operates in five
categories - Confectionery, Beverages, Biscuits, Gum and Candy. In the Confectionery
business, Cadbury has maintained its undisputed leadership over the years. Some of the
key brands are Cadbury Dairy Milk, Bournvita, 5 Star, Perk, Bournville, Celebrations, Gems,
Halls, Éclairs, Bubbaloo, Tang and Oreo.

4. ABOUT KRAFT FOODS
Northfield, Ill.-based Kraft Foods Inc. (NYSE: KFT) is a global snacks powerhouse with an
unrivaled portfolio of brands people love. Proudly marketing delicious biscuits,
confectionery, beverages, cheese, grocery products and convenient meals in approximately
170 countries, Kraft Foods had 2010 revenue of $49.2 billion, more than half of which was
earned outside North America. Eleven of the company‘s iconic brands -- including Cadbury,
Jacobs, Kraft, LU, Maxwell House, Milka, Nabisco, Oreo, Oscar Mayer, Philadelphia and
Trident -- generate revenue of more than $1 billion annually, and 40 have been loved for
more than a century. A leader in innovation, marketing, health & wellness and
sustainability, Kraft Foods is a member of the Dow Jones Industrial Average, Standard &
Poor's 500, Dow Jones Sustainability Index and Ethibel Sustainability Index. For more
information, visit www.kraftfoodscompany.com and
www.facebook.com/kraftfoodscorporate.
— —