Lilliput Land: How Small Is Driving India’s Mega Consumption Story

Rama Bijapurkar
India is already the world’s fifth-largest economy. Unlike most markets of its size, India is, and for a long time will be, driven by lots and lots of small consumers earning and spending just a little bit each, which adds up to an enormous amount. On the supply side, these consumers are served by numerous small, agile suppliers who challenge large companies by innovating to satisfy their price-performance demands. India’s vibrant digital revolution now offers the keys to cracking open this infamously tricky market. Digital business models will be the future of competition as they harness the power of the small and create large-scale businesses in the years to come. Lilliput Land provides a ‘people lens’ to understand the paradoxes and challenges that dot India’s market opportunity, and discusses the drivers and shapers of its future. A comprehensive three-part framework of structure-behaviour-supply discusses the present and future of India’s mega consumption story, the most exciting in the world, with over half of its GDP accounted for by domestic consumption.

Consumer India is ripe and waiting.