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An Increasingly Affluent Middle India Is Harder to Ignore

Knowledge@Wharton

Several recent studies bolster the case for the rise of Middle India. According to the 2008 edition of the RK Swamy BBDO Guide to Market Planning, 51 districts in India have at least one town with a population of more than 500,000. Together, they have twice the market potential of the four metros (Mumbai, Delhi, Chennai and Kolkata) combined.