Written by Ruchir Sharma, head of emerging markets at Morgan Stanley Investment Management, the article provides a concise argument for focusing on India's 100 million middle-income households.
Volume market
Sarma supports his argument by identifying recent trends, increased sales of two-wheelers, small cars and consumer goods; in addition he references the current demand for affordable housing and the segments relatively low levels of debt.
Cost-conscious
A volume market, the challenge for entrants is to get their pricing strategy right for this cost-conscious but growing segment.
Well worth a read.
To read the full article, click here.
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