The opportunity

PwC research has explored an important growth horizon, the ‘Emerging Middle’, which lies just below the middle segment and constitutes a significant, expanding, and largely untapped market. The Emerging Middle already accounts for 2.3 billion people globally. And it is only going to get bigger, given higher birth rates and above-average economic growth in many countries in the group. The Emerging Middle is estimated to represent a combined annual market in excess of 6 trillion USD by 2021.

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The opportunity

Shashank Tripathi on capturing the GEM market


Presss release

Globally, businesses are looking at the 'Next 4 Billion' nations for growth, especially now, given the slowdown in mature economics. Businesses who function in this group (includes India, China, Indonesia parts of Africa and Latin America where over 4 billion of the world's 7 billion reside) have traditionally focussed on the middle and upper middle income tiers....

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