Only half of India’s household consumption will come through post covid
India’s household consumer demand is vulnerable and skittish because of dismal occupation demographics, lowly paid and uncertain livelihoods for most
Low food inflation and protection of urban salaried jobs may make it better, a spoilt agricultural season may make it worse
The ongoing discussion on the prognosis for consumer demand is currently based on extrapolations from supply-side data and macro-economic variables. This column aims to supplement it by providing household-level data on consumption, a “people-view" of those who cause this demand to happen.