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The Indian Digital   Consumer
o rning   oo dM    ou G       ank Y&Th
Who am I?
GAPUniversity         Industry
Hundreds ofproductive man hours
University   Industry
&Research           Consulting
!deas
Death byPowerPoint
!!!"#$%&()!*+()&$%(#+%,"-).
Rs 55,000 crore
666786-7-9:;,<(,"                                                               !"##$%&()&*!"#+,-$.+                      ...
#$%&$(!                                                                                                                   ...
#$%&$(!                                                                                                                   ...
!"#$%&()*++,$-$(*-./($-&$".($01-/($2-),(*$)(0(-)13$                                                                       ...
Where does India live?                                                          Population                      8%      8 ...
Metropolitan India               8%    8 Metro               5%    19 Cities           10%        396 Towns          7%   ...
Rur-ban India               8%    8 Metro               5%    19 Cities           10%        396 Towns          7%        ...
Deep Rural India               8%    8 Metro               5%    19 Cities           10%        396 Towns          7%     ...
“Rural is not a geography;     it is a mindset.             Knowledge@Wharton
Rural India Loves Mobiles
None of                       theseFavorite entertainment gadget
!                      None of                       theseFavorite entertainment gadget
20 km...
The change is deep rooted...
Its a battle...
The Rise of the Digital Natives
http://www.linkedin.com/in/mohitchhabrahttp://www.slideshare.net/mohitchhabra http://twitter.com/mohit_chhabramohitchhabra...
Indian digital consumer
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Indian digital consumer

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Indian digital consumer

  1. 1. The Indian Digital Consumer
  2. 2. o rning oo dM ou G ank Y&Th
  3. 3. Who am I?
  4. 4. GAPUniversity Industry
  5. 5. Hundreds ofproductive man hours
  6. 6. University Industry
  7. 7. &Research Consulting
  8. 8. !deas
  9. 9. Death byPowerPoint
  10. 10. !!!"#$%&()!*+()&$%(#+%,"-).
  11. 11. Rs 55,000 crore
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
  14. 14. #$%&$(! )*+*$,-! .*/-010203(!"#$%&()*++,$-$(*-./($-&$".($01-/($2-),(*$)(0(-)13$ L3($0*%G$-&$*3($0%40(M%(&*$-&-/G0.0$+7$C).2-)G$-&$ L3($)(0C+&(&*0$"()($0C)(-$-1)+00$.77()(&*$<+1.+$".*3$*3($+45(1*.6($+7$%&()0*-&.&8$*3($4(3-6.+)$+7$9&.-&$ 0(1+&-)G$.&7+)2-*.+&$-/0+$4).&80$+%*$-&$%&()0*-&.&8$ N1+&+2.1$#/-00(0$O<N#P?$-8($8)+%C0?$(%1-*.+&$2+4./($0%401).4()0$*+"-)0$:;<$-&$+77$*-,($+7$0()6.1(0$ +7$*3($0()6.1(0$+7$*3($7%*%)(?$-&$*3($C).1($C(+C/($-)($ 4-1,8)+%&0$-&$"+),.&8$0*-*%0=$L3%0$8.6.&8$((C$.&$7%*%)(=$>%)$)(0(-)13$7+1%0(0$+&$%)4-&$9&.-?$.*$1+6()0$ ".//.&8$*+$C-G=$$;&+*3()$,(G$+%*C%*$+7$*3($-&-/G0.0?$ .&0.83*0$.&*+$6-).+%0$0(1*.+&0$+7$*3($%)4-&$2+4./($%0()0=$@ABA$)(0C+&(&*0$-1)+00$$@A$1.*.(0$+7$D(/3.?$E%24-.?$ -C-)*$7)+2$0(82(&*-*.+&$+7$*3($0()6.1(0?$3-0$4((&$ L3.0$)(C+)*$(*-./0$*3($)(0%/*0$+7$-$0%4Q0(*$+7$*3($/-)8()$FG()-4-?$H-&8-/+)(?$#3(&&-.?$H3%4-&(0"-)?$I+13.?$ 0(82(&*-*.+&$+7$*3($%0()0$-11+).&8$*+$*3(.)$4(3-6.+)?$ 0*%G=$$L3($13-)*0$4(/+"$C)+6.($-&$+6()6.("$+7$*3($;32(-4-?$!%&($-&$$I+/,-*-= *-0*(0$-&$C)(7()(&1(0=$$ 0-2C/($0(*$-&-/G0($7+)$*3($C%)C+0($+7$*3.0$)(C+)*=$$J(0C+&(&*0$HG$K+1-*.+& J(0C+&(&*0$4G$;8( J(0C+&(&*0$4G$LGC($+7$#+&&(1*.+& ! ! ! ! ! ! !!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!"#$$%&!()*!"#$+,-%.!/!012,%!344%4!5%.6)&%+!!!!!!!!!!!!"
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
  16. 16. Where does India live? Population 8% 8 Metro >5 mn 5% 19 Cities 1 - 5 mn Urban 30% 70 mn HH 10% 396 Towns 0.1 - 1 mn 7% 4,738 Peri Urban 10k-0.1 mn 164 mn HH Rural 70% !"# 6,38,365 villages < 10,000 Source : Census Projections 2010
  17. 17. Metropolitan India 8% 8 Metro 5% 19 Cities 10% 396 Towns 7% 4,738 Peri Urban !"# 6,38,365 villages Source : Census Projections 2010
  18. 18. Rur-ban India 8% 8 Metro 5% 19 Cities 10% 396 Towns 7% 4,738 Peri Urban !"# 6,38,365 villages Source : Census Projections 2010
  19. 19. Deep Rural India 8% 8 Metro 5% 19 Cities 10% 396 Towns 7% 4,738 Peri Urban !"# 6,38,365 villages Source : Census Projections 2010
  20. 20. “Rural is not a geography; it is a mindset. Knowledge@Wharton
  21. 21. Rural India Loves Mobiles
  22. 22. None of theseFavorite entertainment gadget
  23. 23. ! None of theseFavorite entertainment gadget
  24. 24. 20 km...
  25. 25. The change is deep rooted...
  26. 26. Its a battle...
  27. 27. The Rise of the Digital Natives
  28. 28. http://www.linkedin.com/in/mohitchhabrahttp://www.slideshare.net/mohitchhabra http://twitter.com/mohit_chhabramohitchhabra@gmail.com

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