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WE ARE LIKE THAT ONLY

Rama Bijapurkar

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UNDERSTANDING CONSUMER INDIA

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Understanding Consumer India·s

Demand Structure

Individually ´GAREEBµ , Collectively ´AMEERµ

No

Households

Disposable

income

Aggregate Value

in Demand

India 10000 10 100000

Developed

Countries 1000 100 100000

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Higher Class

Middle

Class Lower Class

House

Holds 10 100 200

Demand % 50% 7% 1%

No of 

Mobile

Sets

Demanded 5 7 2

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Understanding Consumer India·s

Demand Structure

This as well as That attitude

Under dozers

Premium-popular-discount

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YOUTH OF INDIA

Theories about the Indian market say that There arethree things that will drive the growth and transform thecharacter of Indian consumer market:

The coming age of liberalization children. The changing Indian Woman.

Transformation of Rural India into mega market.

YOUTH CONSUMER:

1. The Creamy Layer.2. The Consuming Class.

3. ¶Stretch-a-bit· Consumers.

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Women of Consumer India

The woman consumer

Conservative working women

The home entrepreneur

The changing housewife

Forces of change

-Education

-Outdoor Work-Role Models

-Television

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RURAL CONSUMER INDIA

Potential Market

Changing structure of rural economy

Per capita income Demand

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Value Orientation Based Consumer

Market Structure

Rich Consumer Class ² ´ Anywhere in the world

consumers who just happen to be in India .

Consuming class ² Oriented towards value for

money . Not the market for premium products but

for high end popular products.

Climbers ² ´ Cash constrained benefit maximizes´

Aspirants ² New entrants into the consumption arena The PAISA pack of Tea ,Detergents and Shampoo

sachet aimed at this segment .

Destitute ² Hand to mouth category

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Reading & Predicting Change

In Consumer India, a large mass of people moving

with a small acceleration

¶Mixed verdicts· and ¶Continuity with change· cause

much frustration & they are the hallmark of

everything Indian

Blurring boundaries between India & Bharat

Analogy trap DNA of Indian society

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Strategies for the Indian Market:

Multi tier/ Multi pronged strategy catering to

different sections of the society

Indian not wannabe western

- Best of the east and west

Indians are poor not backward

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