Indicus products explore the Indian Consumer Markets ate extremely granular levels - districts, cities and neighbourhoods

1. The EMI culture
How prevalent is the EMI culture among urban Indians? What proportion of the
monthly take home goes into regular debt servicing? Here are some answers.
The EMI culture is not as prevalent as the general perception. Yet it is on the rise. A
significant proportion is highly leveraged – 29% paying more than 20% of their take
home salaries as EMI. However, the bulk has its debts under control – 36% have no
EMIs and 35% have their EMIs under 20% of their take home salary.
35.0%
33.9%
30.9%
26.4%
34.7%
36.1%
37.2%
23.9%
25.2%
18.8%
27.6%
25.0%
28.8%
23.1%
5.10%
6.00%
5.10%
6.90%
5.80%
36.00%
34.90%
45.20%
41.40%
33.30%
29.20%
35.60%
4.60%
4.20%
All India
Delhi(NCR)
Mumbai
Kolkata
Chennai
Bangalore
Others
Less than 20% 20-50% More than 50% No EMI
Mumbai and Kolkata are the least leveraged. Bangalore is the most leveraged,
followed by Chennai. Does the IT sector have anything to do with this?
The data presented here is applicable for SEC A and B only, who represent about
30% of urban India.
Source: Indicus Analytics

2. Urban Households with annual income greater than Rs 1,000,000
How many well heeled Indians exist? Where are they distributed? The Market Skyline estimates these
numbers at district level.
source: Indicus Premium Databases
The leading dark green districts (more than 3,500 such households) are
Mumbai (Suburban), Delhi, Bangalore, Pune, Thane, Hyderabad, Mumbai, Chennai, Chandigarh,
Ahmadabad, Surat, Kolkata, Vadodara, Faridabad, North 24 Parganas, Purbi Singhbhum, Coimbatore,
Nagpur, Bhavnagar, Gautam Buddha Nagar, North Goa, Rajkot, Barddhaman, Ludhiana,
Thiruvananthapuram