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The Indian Consumer
One Billion Myths, One Billion Realities
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To think of the Indian middle class as one that is 350-million strong, homogenous and uniform in character is a fallacy. It's much smaller, maybe only a third in size, and is fragmented into dozens of subsets due to factors such as class, caste, religion, geography, socio-economic parameters, educational and professional background, and global exposure.In some cases, like linguistic accents in India, it can differ from district to district within the same state; the mindset and behavior of the Indian middle-class households can also vary from locality to locality within the same city.The reali...
To think of the Indian middle class as one that is 350-million strong, homogenous and uniform in character is a fallacy. It's much smaller, maybe only a third in size, and is fragmented into dozens of subsets due to factors such as class, caste, religion, geography, socio-economic parameters, educational and professional background, and global exposure.
In some cases, like linguistic accents in India, it can differ from district to district within the same state; the mindset and behavior of the Indian middle-class households can also vary from locality to locality within the same city.
The realities and truths about this growing segment of the Indian society are complex and nuanced.
It's critical to make a distinction between the Indian middle class and the country's consumption segment. Merely belonging to the middle-class segment doesn't automatically translate into an individual becoming a consumer in the Western sense of the word.
Even if they own a mobile phone, color TV, washing machine, refrigerator, a private mode of transportation, and frequent pubs and restaurants, it may still be incorrect to label them "real" spenders. The reason: many middle-class Indians simply pretend to be spenders.
In terms of established socio-economic norms, while many Indian households can be dubbed as "possible" consumers, many are neither brand-conscious, nor do they clamor for goods of "conspicuous" consumption. They are still conservative savers, and not spenders.
These and other myths about the "Great Indian Middle Class" are exploded in this provocative book.
In some cases, like linguistic accents in India, it can differ from district to district within the same state; the mindset and behavior of the Indian middle-class households can also vary from locality to locality within the same city.
The realities and truths about this growing segment of the Indian society are complex and nuanced.
It's critical to make a distinction between the Indian middle class and the country's consumption segment. Merely belonging to the middle-class segment doesn't automatically translate into an individual becoming a consumer in the Western sense of the word.
Even if they own a mobile phone, color TV, washing machine, refrigerator, a private mode of transportation, and frequent pubs and restaurants, it may still be incorrect to label them "real" spenders. The reason: many middle-class Indians simply pretend to be spenders.
In terms of established socio-economic norms, while many Indian households can be dubbed as "possible" consumers, many are neither brand-conscious, nor do they clamor for goods of "conspicuous" consumption. They are still conservative savers, and not spenders.
These and other myths about the "Great Indian Middle Class" are exploded in this provocative book.