During The Nielsen Company’s Consumer 360 event held in New Delhi, the chairman of Unique Identification Authority of India had the chance to present the evident shifts if the Indian population through a marketing perspective. Nandan Nilekani has also pointed out four critical changes that are taking place currently in India that could be used by the market researchers, both in the use of businesses and population.

Demographic disruption – India is experiencing a inbound of almost 11 million people able to join the workforce; their needs and more important, their possibilities open could open new markets. To paraphrase Mr. Nilekani, “India is a young country in an ageing world.”

Mass migration to urban areas – a common drive in the developing worlds, India is expected to grow with 31 people per minute, on an average scale.

Low cost mobile phones – in terms of communication, the broadened availability of services and information can be put into force.

Indians seek for effective services, enhanced technologies and proactive developments.

For example, India boasts 1.1 billion consumers, but only a quarter of them have a bank account. The root of the problem is the lack of a reliable unique identification number. Because many consumers of this large market are not identified, it is very hard to implement and to research prospective services or products. Nandan Nilekani comments: “The [unique identification] number will create a much more open marketplace, where hundreds of millions of people who were shut out of services will now be able to access them.”

The four major social-demographic factors in India lead to the development of a new type of consumer: the collective consumer who has the power grace to its numeric superiority and who is also accustomed with high-end technologies. The Indian consumer is aware of the potential of the market, has high aspirations and is conscious of the power of the bottom of the pyramid.