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Introduction

In: India Reloaded

Author

Listed:
  • Dheeraj Sinha

Abstract

Every book, presentation, or conference on India starts with the potential of a 1.2 billion population. However, little has been said about what these 1.2 billion people really want and what they can afford. Consultants projected the size of the Indian middle class at 300 million and businesses made a beeline for this mass-market consumer in India. Most of these companies, heavily invested in the potential of India’s mass consumer, are still waiting to get profitable. While we may project the size of middle class as 300 million, only 56 million people own four-wheelers in India, according to the Census 2011. Was this a case of over-projection then? Are we living with other such myths about the Indian consumer market?

Suggested Citation

  • Dheeraj Sinha, 2015. "Introduction," Palgrave Macmillan Books, in: India Reloaded, pages 1-3, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-137-36710-5_1
    DOI: 10.1057/9781137367105_1
    as

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