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S3 E1 -The New Indian Middle Class: Aspirations, Identity & Consumption
We have spoken about the Silver Generation.
We have decoded Gen Z.
In this episode of The Collaborative Canvas Podcast, we turn our lens to the most influential and misunderstood consumer group in India - THE INDIAN MIDDLE CLASS
I am joined by Soumya Mohanty, Managing Director and Chief Client Officer at Kantar, to unpack insights from Kantar's latest whitepaper "Marketing to the Middle Class" . What emerges is a powerful truth: India's middle class is no longer defined by income, it's a Mindset in churn.
In this conversation, we explored -
• Why value today means more than just affordability…
The skinny
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