MSL is one of the most comprehensive products to understand the Indian consumer segments by income and SEC distributions. It provides the ‘big picture’ of various target group segments and then lets you drill down to find the best consumers and their locations. Users are able to profile and analyze the consumer segments of interest to them on the basis of demography, income, expenditure, share of wallet by products and services, asset ownership, spending propensity, etc. This product is most useful for senior management who require ready information on urban and rural consumers and market sizes at the levels of districts, states, regions, or even nationally. Most importantly, the changing demography and consumption habits in both rural and urban India are captured in MSL through a time series trend stretching into the last decade. Organizations that do not wish to waste time finding imprecise details tend to use MSL database with its highly relevant information on Indian consumer profiling and targeting.

1. The Market Skyline of India (MSL)
For superior understanding of the scale and scope of your target segments

2. Provides the ‘big picture’ and then lets you drill down
to find the best consumers and their location
The what, where and how many,
of your target segments.
Share of wallet across
consumption categories & income.
Locations that have the highest
potential for business growth.

3. Enables critical business decisions across urban and
rural India
Grasp big picture of
urban and rural India
Drill down to state
and district level
Assess household
purchasing power
Map consumer
spending pattern
Analyze urban & rural markets Analyze size and share of
Size up markets
Prioritize markets to
improve ROI
Tap new consumer
segments
Find new markets for
your products
wallet
Plan business growth and
expansion
Improve returns on business

4. Provides key information on markets and consumers
Population
(age & income)
Available for urban & rural pockets across all districts in India
Household
Asset Ownership
Household income,
savings & spends
Share-of-wallet
analysis
Growth
over time
Location details for
spatial analysis

5. MSL Data Variables and Use Cases

6. Market Skyline helps you understand rural & urban
consumers, their spending habits and more
Available across all districts in India
Details Classificatio
n
Business use case
By Annual income Households/ Population & SEC • Target and plan better
Spends across income
brackets
• Prioritize your product mix
• Estimate demand for new products
Consumer market size
Spends across categories
• Find areas with higher propensity to
spend on your category
Share of wallet
Details across income
categories
• Study saving & spend habits to estimate
willingness to spend on your category
Household spends &
savings
Details of various asset
classes
• Use surrogates to plan your marketing
activities
Asset Ownership
Population Age distribution • Plan product mix in local markets

7. Case 1 – A health insurance company seeking to craft its
product mix for various markets
Business Problem
A leading health insurance company was
looking to expand its product offerings
across India. They knew different target
groups had different needs.
Though they had the rough outlines in their
mind, they were not sure about how large
the market opportunities for these products
were.
How Indicus Helped
Market Skyline helped them understand the life
stage, SEC & employment status by sector & by
types across urban markets in India.
Based on household size and where the chief wage
earner was employed, they were able to refine their
product offering details and product mix.
Market Skyline also helped them identify areas
where different TGs were concentrated, so they
could drive targeted marketing campaigns to
encourage adoption.

8. Case 2 - A telecom service provider seeking to grow its
wireless data market
Business Problem
A leading telecom player had a large voice
and messaging subscriber base, but was
looking to tap unmet need for wireless
broadband in its current voice markets.
The client wanted to, (a) prioritize circles
on the basis of potential, (b) identify and
prioritize cities within these circles, and (c)
identify location for retail outlets in the top
cities.
How Indicus Helped
The client combined Indicus Market Skyline district
level socio-economic data with their internal data to
identify and prioritize circles for this effort.
Post this, they used town level data as base
number to identify and prioritize town potential.
Finally, they used Indicus Neighbourhood Skyline
data to identify location of new stores and running
activation campaigns across existing stores in
neighborhoods with potential.

9. A core component of Indicus’ many ready-to-use
solutions
Market Skyline – District Series
Superior
understanding of
the scale and
scope of your
target segment
Metro, Town and Rural
Skyline
Improved market selection &
prioritization
Neighborhood Skyline
Precise targeting of your retail
catchments, markets and
distribution
District GDP &
Employment
Landscape
For taking decisions
based on
fundamental
economic conditions

10. The Well Known Indicus Advantage
• Analytics solutions that help you target better
• The most respected economic research and
analytics firms in India
• Trusted by 300+ leading national and
international companies and institutes

11. Over 300 leading firms have trusted Indicus data and
solutions for their business needs
BFSI Media
Real Estate Auto
Others
Services
Consulting Products
Retail Government
Institutions
Healthcare

12. Contact Us
Indicus Analytics Pvt Ltd.
Phone: +91-11-42512400 / 01 / 02
Email: products@indicus.net
Web: www.indicus.net

13. Thank You.