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L.I.V.E: Serving the Low Income Value Explorer

By: Adrian Terron, Executive Director, Retail & Shopper Practice, Nielsen India &

     Manoj Kulkarni, Director, Retail & Shopper Practice, Nielsen India 

An emerging shopper segment 

  • FMCG spends by low income value explorers to rise to $ 3.5 bn by 2015
  • Two in five L.I.V.E shoppers willing to try new products at modern trade stores
  • A third of L.I.V.E households prefer to buy bulk packs to fight price rise 

An estimated 10 million low-income households live in urban India, earning an income of less than Rs. 72,000 annually. This segment – the Low Income Value Explorer or L.I.V.E, is typically constrained for resources and seeks to maximise value in every purchase across categories. 

Corresponding to the socio-economic classification ‘E’ or the bottom quintile, estimates show that the segment spends USD 2.4 billion on branded FMCG alone and the figure is expected to increase to USD 3.5 billion by 2015.

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