India's underweight consumer – a forgotten problem

This article offers insights into the consumer behaviour of underweight consumers in India, which has 40% of the world’s underweight population.
Weighty Matters
  • Urban India accounts for a quarter of the underweight population in the country
  • There are 50 million underweight consumers in the major urban consuming class (15-55 years, SEC ABC)
  • Being underweight is not an urban poor phenomenon, with spending potential almost on par with average urbanites
  • Two thirds of underweight consumers actively seek weight gain measures
  • Small and long apparel sizes – a lacuna especially in smaller towns
  • Online module the low hanging fruit – high acceptance, limited choices
  • More likely to buy health plans and packages tailored to address common ailments
  • Providing social proof of visible efficacy...

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