Bottom-of-the-pyramid once again in focus

The coronavirus pandemic-led economic shock just shrunk the lucrative middle class market by 32 million people, according to a recent report by the Pew Research Centre based on the World Bank data

Move over comparative advertising and woke campaigns. Indian marketers have a far bigger and serious marketing challenge staring them in the face. The coronavirus pandemic-led economic shock just shrunk their lucrative middle class market by 32 million people, according to a recent report by the Pew Research Centre based on the World Bank data. Between 2011 and 2019, almost 57 million were added to the middle class to take the number to around 100 million pre-coronavirus. So the loss of over a third of the middle class in just one year is colossal. And what’s worse, as many as 75