The power law of distribution
Reading Time: 3 minutesIncome inequality leads to a distribution power law. Businesses have to be intentional about which shops top focus on first.
Multilevel pricing
Reading Time: 2 minutesConsumer goods need to operate at multiple price points at the same time, to succeed in India
India used to run on tea, now it runs on data
Reading Time: 2 minutesThe low cost of mobile data has ensured that Indians now consume more data than tea.
The shrinking packs
Reading Time: 2 minutesShrinking packs is a common strategy adopted by consumer goods companies to protect profits in scenarios where consumers do not upgrade.
The sachet economy
Reading Time: 4 minutesLow disposable incomes make India an economy of magic price points and a sachet economy
The missing middle class
Reading Time: 3 minutesIndia’s middle class is not in the middle. Such is the income level, that the upper crust of society is its middle class.
One India, four markets
Reading Time: 4 minutesIndia is not one homogenous mass of consumers. Instead, it comprises four distinct market segments.
Rich India, Poor Indians
Reading Time: 4 minutesThe India business opportunity looks rosy in aggregate. But in reality, it is low at an individual consumption level because so many Indians are so poor.
The Ripening of the Influencer Economy
Reading Time: 9 minutesInfluencing needs to be legitimized as a formal job. This will also be good for the country.
Cult.fit Part II
Reading Time: 9 minutesWellness category users are generally light users. If this ‘Made In India’ business pivots to ‘Made For India’, not only it might accelerate growth, but more Indians might get fitter