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Bottom-of-the-pyramid once again in focus

The coronavirus pandemic-led economic shock just shrunk the lucrative middle class market by 32 million people, according to a recent report by the Pew Research Centre based on the World Bank data

Topics
Coronavirus | India’s rural markets | Lockdown

Shailesh Dobhal  |  New Delhi 



Shailesh Dobhal

Move over comparative advertising and woke campaigns. Indian marketers have a far bigger and serious marketing challenge staring them in the face. The pandemic-led economic shock just shrunk their lucrative market by 32 million people, according to a recent report by the Pew Research Centre based on the data. Between 2011 and 2019, almost 57 million were added to the to take the number to around 100 million pre-. So the loss of over a third of the in just one year is colossal. And what’s worse, as many as 75 million people were pushed below the line—taking the absolute number of poor from 59 million pre-pandemic to 134 million now—effectively taking them out from the mass of the consuming classes.

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First Published: Thu, March 25 2021. 23:41 IST

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