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It is well known that India is a young country with the major proportion of its population that is below 25 years of age. Not only that, the large base of its age pyramid shows that for many years, Indian population will continue to have a large number of young.
But beyond this there is not much of an understanding. For instance, among the higher income groups the age distribution is more like that of developed countries, somewhat uniform among the lower age segments with a tapering off at the higher end. This is important from a marketing perspective.
Age is only one small characteristic of overall consumer demography. The bulk of Indian households in both rural and urban areas are in fact nuclear and not at all in sync with the imaginary household shown in various TV soaps. Large joint families are an insignificant percentage of the total. Extended families (where parents stay with a married child) are the next in importance and, if trends are to be believed, will become even more important in the near future.
India has historically been a highly rural country with the bulk of its population residing in far flung areas. But its urban areas have been growing at a far more rapid pace in the last few years and are only expected to grow at a faster rate. India is no longer a rural country, though the majority of its population continues to reside there.