Though most firms continue to concentrate on rich urban markets to sell their products such as mobile phones and MP3 players, the consumption in these cities accounts for just a small fraction of the total market for all products. Admittedly, it's a lot easier to sell in densely packed cities, but the top 10 cities, to give an example, account for just around 11 per cent of the country's total consumption. Add in the next 20, and they still account for just 20 per cent of the country's consumption. Indeed, even the top 100 cities account for under a fourth of consumption. Interestingly, a third of households in the country that earn more than Rs 3 lakh a year live in rural areas "" that is, 68,500 of the 215,500 such households in the country are to be found in rural areas.
