India's new consumption clusters

42 new wave cities have emerged as a major consumption hubs in the country in last few years

It is not only a select bunch of metropolitan cities that will drive consumption in India, but a new EY report titled India’s Growth Paradigm says there are as many as 42 new wave cities that have emerged a major consumption hubs in the country in the last few years. These markets, says Ashish Pherwani, media & entertainment advisory leader, EY India, have grown as result of urbanisation, growing affluence and aspiration levels, making them must-reach destinations for advertisers. Viveat Susan Pinto gives the break-up of these markets and the potential they have in terms of media penetration.