The Bird of Gold: The rise of India’s consumer market

Authors: Jonathan Ablett, Aadarsh Baijal, Eric Beinhocker, Anupam Bose, Diana Farrell, Ulrich Gersch, Ezra Greenberg, Shishir Gupta, Sumit Gupta
Publication: McKinsey Global Institute (2007)

Abstract: MGI seeks to understand how fundamental forces of long-term economic growth such as demographics, urbanization, and rising education levels will affect growth in Indian incomes, and how this increased spending power will, in turn, translate into household consumption. MGI examines how Indian consumers will segment by income brackets, how much spending power they will have, what these different groups of consumers will buy, and how the picture will vary between urban and rural India.

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