Demographic Dividend
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The document discusses India's growing population and changing demographics, noting that while India will have a large working age population until 2050, many adults have low educational attainment. It questions whether hundreds of millions of poorly educated workers can be absorbed into high-growth sectors like manufacturing, IT, finance, and services given their educational backgrounds. However, it concludes that continued economic growth could still create opportunities for all, and that with improved education, more opportunities would open up, though the potential demographic dividend could have been larger.
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the UN population statistics, this favourable demographic dividend will last for another
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of the changing pattern of India’s consumption is already visible in the breakdown
of private final consumption spending data provided by the government. There is
a marked increase in spending on lifestyle products and services such as hotels,
mobiles, transportation and other miscellaneous goods. As against that, spending on
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The organized sector in India created 346,000 jobs
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At each life stage, there are different income and consumption patterns; as the chief wage earner moves into the older years, the family structure also changes. So the category of younger years does not necessarily denote younger households; in fact, households in mature years have more than 40% of its population under the age of 18.
Creating consumer segments by the age of the chief wage earner of the household reveals patterns that are otherwise hidden in data. Take for instance occupations—the sector that employs the highest share of chief wage earners in younger and middle years is manufacturing, which takes up a lower share for chief wage earners in mature years. On the other hand, manufacturing falls to second slot for chief wage earners in mature years; and more interestingly, public administration/defence accounts for the third largest share of employment in this segment. This does point to the changing structure of employment over time, and also gives an indication of the income and consumption behaviour of these households.
Then there is the size of the household—households where the chief wage earner is in his younger years are to a large extent small in size; close to 60% are single member households—the earning member in the city is single or married and living away from his family. This is the smallest segment, comprising less than 15% of urban households, and around 5% of urban population. The largest segment, which accounts for more than 60% of urban households, is those in which chief wage earners are in their mature years; here, a majority have five or more members and almost a quarter have more than two earning members. This, therefore, forms a bulk of urban consumer spends; and, since it includes senior citizens as well as minors, it caters to the needs of all age groups.
The segment in which chief wage earners are in their middle years accounts for more than a quarter of urban households. This segment stands out as the one in which almost all households have minors; this would, therefore, be extremely cued into the needs of growing children—whether it comes to education, food or entertainment, it is in these households that children rule.
The younger years segment feeds into the others as chief wage earners marry, or bring their families to the cities and have children, save to buy houses, two-wheelers, cars and so on, and the maturity of the chief wage earner naturally shows up in higher incomes and asset penetration across the groups.
Small durables a grwoing market
mall durables—the little items that personalize households and make each home different—can be divided into four main groups: furniture and fixtures, household appliances, recreational goods, and other personal goods including mobile handsets, watches, clocks, plastic goods and decorative items. As a group, they account for less than 2% of total household expenses, as other basic necessities such as food, travel and rent take up the bulk of the budget.
The largest sub-groups in this category are other personal goods and household appliances, accounting for more than 80% and 11%, respectively, of the total expense within the group. There are variations across states. In Chandigarh, Goa and Kerala, household appliances take up close to 20% of the expenses in this category, double the average.
Within this group of small durables, there is a wide variety, with prices and brands to suit every pocket, and as households move up the income ladder, they spend on higher-value items within the group; per-household annual expense on small durables, therefore, rises from Rs. 1,255 on an average in the lowest income segment, which are households earning less than Rs. 1.5 lakh a year, to Rs. 11,807 in the highest income segment of households earning more than Rs. 10 lakh a year.
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