The document discusses consumer spending in India and strategies for capturing the growing market. It finds that consumer spending is projected to nearly quadruple from 2010 to 2020, driven by rising incomes, urbanization, and a new generation of consumers. The population is segmented into affluent, aspirers, next billion, and strugglers based on income levels. Companies need to understand consumption patterns, lifestyles, attitudes and the evolution of trends to succeed in India. Children, internet, trading up brands, and healthy living are shaping consumption.