Demand Curve is a weekly series of articles produced by Indicus Analytics and published by Mint. The articles draw from the various district, city and sub city level products produced by Indicus Research and deal with consumer demography, city characteristics, income profiles, expenditure patterns, industrial development, GDP, economic activity and development indicators. The series deals with the Indian economy and covers all the districts, 100 top cities and neighbourhood levels of 10 top urban centers. The artcles are meant to provide insights into the Indian economy and consumers. They are intended to help marketers, strategists and analysts understand the Indian markets at as granular a level as possible.

1. India is witnessing a durables revolution
As incomes increase,
media reach increases,
electrification spreads
and education levels
rise, and the demand for
durables expand Per household expenditure on durables (Rs. per annum)
significantly Mumbai
(Suburban)
Wayanad
Mumbai
Source: Market Skyline of India Kinnaur
Nainital
Demand Curve Udupi
Kolkata
Solan
Ludhiana
North Goa
0 5000 10000 15000 20000 25000 30000 35000 40000
Source: Market Skyline, Indicus Analytics
Consumer durables include not just white goods, such as refrigerators, air conditioners and cars, but also
goods such as furniture and kitchen appliances.
The largest markets for durables are naturally states with large population. Yet, Maharashtra leads on
account of higher income, followed by West Bengal and Uttar Pradesh. Interestingly, Kerala and Gujarat,
states with considerably smaller populations, make it to the top five states in markets for consumer
durables, with better income levels and infrastructure distribution.
At a finer geographical level, the largest markets for durables are naturally in the larger cities, where
greater incomes and population numbers warrant greater expenditure and also typically ensure better and
greater supply.

2. However, it is not that the poor do not consume such items. There are many essentials included in the
durables category, such as utensils, basic furniture, etc. Consequently, total durables expenditure is
defined by the income, size and location of a household, not to mention household preferences.
Location, therefore, matters a lot. Areas that have better power availability make it feasible to use white
goods; consequently, rural areas tend to have lower penetration of durables for the same level of income.
At the same time, even if incomes are higher, smaller homes are less able to purchase more durables. To
take an extreme case, a household living in an urban slum would tend to have fewer durables than a
household with similar incomes in a rural area, or in a non-slum urban area.
Similarly, we find that households that have greater education levels and those where there are a greater
number of older persons tend to spend more on durables.
Per household annual expenditure on durables, therefore, reflects many of these forces that work in
tandem. Goa has among the highest per capita incomes in the country, insignificant slum population,
greater education levels, etc. Not surprisingly, it has among the highest durables expenditure on a per
household basis.
The district of Ludhiana in Punjab comes next, driven mainly by its high incomes in both urban and rural
areas. Households in Himachal are not surprising entrants into this league—a large part of Himachal’s
youth reside in the plains, repatriating their surpluses to those at home. The easy availability of electricity,
the colder climate and better infrastructure, all enable its households to derive the full benefits that
durables offer.
Mumbai, Kolkata and other larger cities tend to be lower in this categorization despite their higher incomes
simply because they have large slum populations; hence, on a per-household basis, they show up as lower
even though they remain the largest market for consumer durable purchases.
As incomes increase, media reach increases, electrification spreads and education levels rise, we expect
the demand for durables to expand significantly. Moreover, as rural roads are able to connect the
hinterlands across the country, the costs of supply will also fall.
In other words, a great durables revolution is currently occurring in the country, and whether India grows at
6% or 8% a year, this spread of household durables is likely to see a continued growth at a rate far greater
than overall consumption expenditure..
Demand Curve is a weekly column by research firm Indicus Analytics Pvt. Ltd on consumer trends and
markets.