Winning Middle India by TN Hari | Notion

The Bollywood theme over time reflects India

80s was about corruption and smuggling
90s was about opening up to wealth and stories of NRIs
20s was about joy & stories of real India

NCCS - New Consumer Classification System has replaced SEC - Socio Economic Classification

NCCS looks at # of consumer durables owned by the household as a measure of income

Market Potential Value

Awareness of products
Market support (employment)
Means of purchase
Existing consumption

Middle income trap in India - no way for education to keep up with upskilling and market linked skills for the staff.

Solved by Ola, Uber and Urban Company ie to provide the supply they ended up launching no cost training institutes

Cavin Kare and Chinni Kirshnan pioneered the sachet based distribution

Higher distribution cost offset by higher margin charged
Graduation dynamic should play out
Customer of sachet was different from large pack since they couldn't afford lumpsum purchase

Core insight: Make bottom of pyramid Indians as producers or micro enterpreneurs instead of consumers
What does it take to succeed in Middle India?