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The Affluent in India
The affluent are those that have a large amount of wealth and spending power.
This is also most likely to be reflected in their high income profile.
As is evident, the bulk of the affluent in India reside in urban areas, it is also likely that they are most concentrated in the large metros.
However, that does not imply that affluent do not exist in
other parts. Large rural landowners, agriculture commodity traders, contractors, public servants, or those living in large farms or farm-houses in the vicinity of (but not within) large urban centers are all spread across the country.
They tend to travel nationally and internationally and can access products aimed at them through many different sources.
The affluent tend to be very different from those less fortunate economically.
Affluent households tend to have lifestyles characterized by lesser physical work, greater expenditures on entertainment, lower time spent on day-to-day necessities of household chores and occupation.
They also have a different disease profile.
Overall, the affluent can spend more, and they are better-off,
but there are many aspects of their lives that they seek to improve.
They have the ability to pay for such goods and services. They
also tend to be more concentrated thus making it easier for marketers
to identify locations where they are concentrated. All these
characteristics ensure that there are always many more goods and
services for the affluent than the poor. Consequently, serving the
affluent market is a highly competitive endeavour.