We often assume that the entire middle class is just ‘One Class’ & Try and paint them in one straight go
It is now official. For the first time in the history of modern India, high income households will outnumber lower income households. According to latest NCAER (National Council for Applied Economic Research) estimates, India will soon have over 46.7 million households in the high income category against the 41 million odd households that are supposed to constitute the lower income category.
For starters, households earning up to `45,000 per annum are dubbed as lower income households, and those earning over `1.8 lakh per annum are classified as high income households. But the real story lies in the number of households whose annual income falls between `45,000 to `1.8 lakh. In fact, this number has now reached a whopping 141 million households (out of the total 228 million households in the country), and this is what we call the great Indian middle class. This middle class now is over 60% of the entire population. This is a stupendous turnaround that we are seeing happen to our country.
We often assume that the entire middle class is just ‘one class’ and we can try and paint them in one go. However, the truth is that the middle class in India is a constantly evolving mix of audience. The current decade has seen a very strong growth in middle class. The economic growth, the rising prosperity, more and more people moving up the ladder, et al, have created a new class of customers. These are new members of middle class of India. In fact, they are the ones fuelling this new middle class. After all they are a very potent group of consumers. But who are they? What are the trends that they will trigger?
The new middle class has been powered by women. Just look at the long term literacy data of India and the impact women are having will be clear. The female literacy rate has risen from 8.6% in 1951 to 54% in 2001 census. By the 2011 census, I am sure that this number would have crossed 60%. Interestingly, the growth of female literacy rate was 15% between 1991 and 2001, as against just 11% of male literacy growth. Clearly the women are catching up with males, and this is triggering a set of new trends. The growth of the new middle class is powered by women. With better education they are joining the work force in a greater number. With this they are taking control of their future, having a greater say in their weddings, deciding on when to have kids and how many. Apart from the demographic impact, they are also driving their partners with a greater zeal to improve their future. They are making the most of the change in their demographic and social status.
It is now official. For the first time in the history of modern India, high income households will outnumber lower income households. According to latest NCAER (National Council for Applied Economic Research) estimates, India will soon have over 46.7 million households in the high income category against the 41 million odd households that are supposed to constitute the lower income category.
For starters, households earning up to `45,000 per annum are dubbed as lower income households, and those earning over `1.8 lakh per annum are classified as high income households. But the real story lies in the number of households whose annual income falls between `45,000 to `1.8 lakh. In fact, this number has now reached a whopping 141 million households (out of the total 228 million households in the country), and this is what we call the great Indian middle class. This middle class now is over 60% of the entire population. This is a stupendous turnaround that we are seeing happen to our country.
We often assume that the entire middle class is just ‘one class’ and we can try and paint them in one go. However, the truth is that the middle class in India is a constantly evolving mix of audience. The current decade has seen a very strong growth in middle class. The economic growth, the rising prosperity, more and more people moving up the ladder, et al, have created a new class of customers. These are new members of middle class of India. In fact, they are the ones fuelling this new middle class. After all they are a very potent group of consumers. But who are they? What are the trends that they will trigger?
The new middle class has been powered by women. Just look at the long term literacy data of India and the impact women are having will be clear. The female literacy rate has risen from 8.6% in 1951 to 54% in 2001 census. By the 2011 census, I am sure that this number would have crossed 60%. Interestingly, the growth of female literacy rate was 15% between 1991 and 2001, as against just 11% of male literacy growth. Clearly the women are catching up with males, and this is triggering a set of new trends. The growth of the new middle class is powered by women. With better education they are joining the work force in a greater number. With this they are taking control of their future, having a greater say in their weddings, deciding on when to have kids and how many. Apart from the demographic impact, they are also driving their partners with a greater zeal to improve their future. They are making the most of the change in their demographic and social status.
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Source : IIPM Editorial, 2011.
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
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