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 INDIA – A growth story

• India is still a growth story—a big growth story.

• Even assuming conservative GDP increases of 6% to 7% a year, the consumption expenditure
will rise by a factor of three to reach $4 trillion by 2025.
• India’s nominal year-over-year expenditure growth of 12% is more than double the anticipated
global rate of 5% and will make India the third-largest consumer market by 2025.
• From 2016 through 2025, the share of elite and affluent households will increase from 8% to
16% of the total while the share of strugglers will drop from 31% to 18%.

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 Urbanization

• India’s continuing pattern of urbanization is uniquely Indian.

• The migration to urban centers is not concentrated in a few cities as it is in countries such as
Indonesia or Thailand; nor is urbanization in India occurring as quickly as in China.
• In India, the population is booming in scores of small cities across the country.
• About 40% of India’s population will be living in urban areas by 2025, and these city dwellers will
account for more than 60% of consumption.
• Much of this growth will take place in small towns.

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 SMALL POCKETS OF BIG OPPORTUNITY

• Despite India’s extraordinary diversity, marketers have historically employed a broad-brush

regional approach based on zones, regions, or city tiers.
• This approach has severe shortcomings, as these broad regional cuts cannot capture India’s
diversity or the substantial pockets of affluence that exist throughout the country.
• For example, a significant proportion of India’s elite and affluent families live outside major
metropolitan centers.
• For example, most marketers would not consider Panchkula, Ludhiana, Amritsar, and Surat top
priorities. But each has street-level markets that place in the top 20 in India based on household
income.
• Faridabad is another example. Although it is ranked only twenty-first nationwide for affluence,
Faridabad has five street-level segments in which two-thirds of households have annual incomes
of 1 million rupees (about $17,000) or more.
• This kind of analysis allows marketers to apply their resources to attractive street-level segments
in multiple cities rather than saturating one or two large cities completely—and inefficiently.
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 TV Universe – India

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MILLIO MILLIO
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 Who is watching more TV?

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 GO GLOCAL!

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 HSM v/s SOUTH

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 PADHEGA INDIA toh ZYAADA TV DEKHEGA INDIA

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