Introduction

Dheeraj Sinha

A chapter in India Reloaded, 2015, pp 1-3 from Palgrave Macmillan

Abstract: Abstract Every book, presentation, or conference on India starts with the potential of a 1.2 billion population. However, little has been said about what these 1.2 billion people really want and what they can afford. Consultants projected the size of the Indian middle class at 300 million and businesses made a beeline for this mass-market consumer in India. Most of these companies, heavily invested in the potential of India’s mass consumer, are still waiting to get profitable. While we may project the size of middle class as 300 million, only 56 million people own four-wheelers in India, according to the Census 2011. Was this a case of over-projection then? Are we living with other such myths about the Indian consumer market?

Keywords: Mobile Phone; Clean Drinking Water; Luxury Brand; Demographic Dividend; Poor Consumer (search for similar items in EconPapers)
Date: 2015
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-137-36710-5_1

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DOI: 10.1057/9781137367105_1

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