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1. Urban MC
2. Rural MC

Both these segments, as we will see, differ completely in their characteristics, and thus, need to be treated differently. On similar lines, we can divide BOP class also into two broad segments: -

3. Urban BOP
4. Rural BOP

Properties of Various Segments & Challenges for the Company to Tap Them

Middle Class

Total Population: 216 Million¹
Number of Households: 43.2 Million²
Annual Household Income: Rs. 2 Lacs - Rs. 10 Lacs

1. Urban Middle Class
Population: 110 Million¹

With the liberalization of economy in 1990-91, this class of consumers has really arrived in the consumer market. This class of people has now ever-growing aspirations. and subsequently. they are now looking forward to the best of products available globally for consumption. The common consumption and buying behavior observed in last few years are: -