Consumer Profile of Different Archetypes  Consumer Archetype Average Annual Household Income (INR) Average Age (Years) Highest level of education and current occupation Access to smartphone Share of population Poor Rural 209,400 43 > 70% below grade 10 70% informally/non-employed 5% 29% - 9% Poor Dreamers 388,900 41 > 70% below grade 10 70% informally/non-employed 10% 14% - 11% Young and Savvy 388,900 21 (All born post 1990) 50% till grade 10, 20% bachelors/masters 25% employed, 40% students 65% 11% - 15% Middle India 508,600 47 > 70% below grade 10 70% informally non-employed 10% 19% - 21% Connected Aspirants 508,600 39 45% till grade 10, 25% bachelors/masters 60% employed 95% 15% - 19% Conservative Research 2,991,700 49 65% below grade 10, 30% passed grade 10 70% informally/non-employed 15% 4% - 8% Sophisticated Rich 2,991,700 35 (35% born post 1990) 40% till grade 10, 45% bachelors/ masters 55% employed, 20% students 95% 7% - 17% Idea behind the segmentation…. Income - critical determinant , what kind of products are likely to be consumed. Average Age - Influences their choices (Gen X,Y and Z) For example, – the music, movies, politics, and defining events of that period. Educational / Occupation level – Similar academic standard / occupation - similar ability to buy Access to smartphones - At the same income level, the more "connected" consumer (by internet and smartphone) will spend well, own durables, preimmunize to better products. Less connected counterpart is likely to spend frugally, own few durables and continue buying more of the same. Share of population – Decrease in Poor rural and poor dreamers Increase in young savvy, sophisticated rich

1. Re-Thinking Market
Segmentation

2. Consumer
Archetype
Average Annual
Household
Income (INR)
Average Age
(Years)
Highest level of education
and current occupation
Access to
smartphone
Share of
population
Poor Rural 209,400 43 - > 70% below grade 10
- 70% informally/non-employed
5% 29% - 9%
Poor Dreamers 388,900 41 - > 70% below grade 10
- 70% informally/non-employed
10% 14% - 11%
Young and
Savvy
388,900 21 (All born
post 1990)
- 50% till grade 10, 20%
bachelors/masters
- 25% employed, 40% students
65% 11% - 15%
Middle India 508,600 47 - > 70% below grade 10
- 70% informally non-employed
10% 19% - 21%
Connected
Aspirants
508,600 39 - 45% till grade 10, 25%
bachelors/masters
- 60% employed
95% 15% - 19%
Conservative
Research
2,991,700 49 - 65% below grade 10, 30%
passed grade 10
- 70% informally/non-employed
15% 4% - 8%
Sophisticated
Rich
2,991,700 35 (35% born
post 1990)
- 40% till grade 10, 45%
masters
- 55% employed, 20% students
95% 7% - 17%
Consumer Profile of Different Archetypes

3. Idea behind the segmentation….
 Income - critical determinant , what kind of products are likely to be consumed.
 Average Age - Influences their choices (Gen X,Y and Z)
For example, – the music, movies, politics, and defining events of that period.
 Educational / Occupation level – Similar academic standard / occupation - similar
ability to buy
 Access to smartphones - At the same income level, the more "connected" consumer
(by internet and smartphone) will spend well, own durables, preimmunize to better
products.
Less connected counterpart is likely to spend frugally, own few durables and
continue buying more of the same.
 Share of population – Decrease in Poor rural and poor dreamers
Increase in young savvy, sophisticated rich