India contains multitudes and demands a fit-to-context playbook. I explore ten paradoxes of the Indian market over ten emails. Part I: Rich India, Poor Indians.
Loved this one, Rashi. Sitting in our comfortable homes and plush offices, we forget that there indeed is a real challenge in most households. Wondering if the move towards minimalism and healthy consumption is also beginning to affect sales of 'nice to have' products.
A forced way of life at that. A life of minimalism that dreams of maximalism that in the context of many would actually mean an alleviation from a life of drudgery.
At a time when all media takes about is how India can consume for the world, given its size - these numbers pose a truly intriguing picture.
Would love your insight on urban & rural as a lot of FMCG brands are going for premiumization - Nesplus Cereals was what I had in mind in the middle of the article.
yes, the big numbers paint a more optimistic picture. Nesplus it was! Rural-Urban-Rural ofcourse has more proportion of the less affluent (given that 70% of us still are in rural). But it also has a lot of super rich from agricultural incomes (which are tax free)...that's what makes India complex and expensive to operate it-the distances to reach the consuming class..
Loved this one, Rashi. Sitting in our comfortable homes and plush offices, we forget that there indeed is a real challenge in most households. Wondering if the move towards minimalism and healthy consumption is also beginning to affect sales of 'nice to have' products.
Yes, the irony is that minimalism is a choice for those of us inside the bubble. It's a way of life for the rest of India
A forced way of life at that. A life of minimalism that dreams of maximalism that in the context of many would actually mean an alleviation from a life of drudgery.
Wonderful Rashi. This scenario reminds me of a old Hindi song - कमाता हूं बहुत कुछ, पर, रुपए डूब जाती है.
yes, or, "aamdani athanni, kharcha rupaiya"
At a time when all media takes about is how India can consume for the world, given its size - these numbers pose a truly intriguing picture.
Would love your insight on urban & rural as a lot of FMCG brands are going for premiumization - Nesplus Cereals was what I had in mind in the middle of the article.
yes, the big numbers paint a more optimistic picture. Nesplus it was! Rural-Urban-Rural ofcourse has more proportion of the less affluent (given that 70% of us still are in rural). But it also has a lot of super rich from agricultural incomes (which are tax free)...that's what makes India complex and expensive to operate it-the distances to reach the consuming class..