Shopper's Stop Limited - Securities and Exchange Board of India

Urban India – Distribution of households by income
The very rich
The consuming
class
The Climbers
The aspirants
The destitute
Rich (Above Rs215000) Consuming (Rs45000-215000)
Climbers (Rs22000-45000) Aspirants (Rs16000-22000)
Destitutes (Less than Rs16000)
Source: The Marketing Whitebook 2003-04, brought out by Businessworld
The proportion of the “consuming class” and “climbers” is expected to increase in the urban markets even
more significantly which will drive demand for lifestyle products.
Middle class consumption growth now visible
India has seen a significant change in the consumption of durables in recent years. The changing income
demographics, age profile and macro environment are visible in the growth in consumption of durables.
For example, the installed base of cars, cable TV subscribers and cellular subscribers has increased
significantly over this period.
Changing lifestyles
1995 -96 2001 - 02 2006 - 07
0.8 (5)
16.6 (93)
16.8 (94)
7.1 (40)
5.3 (30)
1.9 (11)
26.5 (150)
17.4 (98)
3.9 (22)
2.6 (16)
Nuclear family structure, a growing number of educated and employed women (which translates into
increasing disposable incomes), media proliferation and growing consumerism have all contributed to the
growth of organised retail.
33
4.0 (23)
40.8 (230)
13.7 (77)
0.7 (4)
0.9 (5)