India's consumption story is yet to address the caste discrimination issue

Ages-old bias could also be affecting what traditionally deprived communities earn

When Babasaheb Ambedkar returned to Baroda during the First World War after studying in the United States and in London, he could not find a hotel that would lend him a room. He lied about his caste identity so that he may have accommodation, only to be thrown out after the ruse was discovered.

A paying customer was turned down for his caste. Is caste shaping India’s consumption story a hundred years later? The country is set to overtake Germany to become the fourth-largest consumption market in the world in 2024, according to a recent report by