Consumer companies chasing the demographic dividend have realized it exists beyond the metros, to faraway rural areas, and in smaller cities, too.
A report by The Nielsen Co. provides some numeric insights into these markets. The middle market is the fastest growing segment in 2011; and not only that, it has risen 3.5 times between 2002 and 2010, coming a close second to the metro markets.
Its growth is sustainable, says the report, and its size is expected to increase from Rs 28,700 crore to Rs 1 trillion in 2018, and then to Rs 4 trillion by 2026.
Also See | Chart of the day (PDF)
PDF by Sandeep Bhatnagar/Mint