Most analyses of the Indian consumer economy tend to focus on the middle-class on the presumption that this consumer segment comprises the biggest chunk of the Indian consumer population. However, nothing could be further from the truth. The “Indian Middle Class and the Rich” comprise just the top 20% of the Indian population. The ICE 360° Survey 2014 has sought to provide a deeper look into the real middle segments of the Indian income pyramid—or the large population group that exists between the top 20% (richest) and bottom 20% (the poorest) consumer segments—in a bid to get a better understanding well-being dynamics. The middle segment of India comprises nearly 60% of the population,...
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