India’s Diverse Consumer Spending Patterns Require Multiple Business Strategies

Compared to the other BRIC Countries, India’s per household expenditure is low across most categories. However, there are large variations in household spending levels and consumption patterns, with richer regions such as Delhi, Goa and Mizoram having significantly greater capacity for discretionary spending. Marketers will need to implement multiple business strategies, tailoring to each region and target group, in order to successfully harness the tremendous potential of the Indian market.