Across the globe, the middle class is evolving. In many countries, this crucial segment is no longer just seeking affordability: it’s chasing aspiration. A new consumer mindset is emerging: experience-hungry, emotionally driven and socially aware. And winning their wallets means winning their hearts.
India, with its dynamic socio-economic landscape, offers powerful lessons for marketers navigating this shift. In this post, we explore how to win with the aspirational middle class, drawing on insights from one of India’s most disruptive success stories: Jio from Reliance.
Post by Prasad Narasimhan, Managing Partner based in Bangalore, India.
Context: the Shifting Pyramid
A quick segmentation snapshot shows how the steady trends of the past are being replaced by dramatic shifts in consumer behaviour and hence brand response.
Bottom of the Pyramid (50% of population/15% of income)
“Finding fortune at the bottom of the pyramid” was a red-hot concept less than a decade ago. However, it is now actively being shelved, with giants like Nestle publicly admitting to struggling with rural demand. Indeed, the word “affordable” is conspicuously absent across brand propositions these days”
The rise and rise of luxury (Top 1% of population/23% of income)
At the opposite end, India’s Top 1% remain price-inelastic, merrily pursuing luxury brands from across the world. From high-end fashion to electronics to real estate to fine dining, there seems to be no brakes on consumption. With over 10 million consumers in India, this segment remains a happy hunting ground for some of the world’s top luxury brands, but has less relevance for mass market consumer brands.
The unleashing of the aspirational middle (49% of population/62% of income)
This massive segment is where most of the action is. Here, experience-seekers look for brands that deliver functionally but also offer personal validation and a chance to be in the Instagram spotlight, even if only fleetingly. Malls across India and shopping landmarks like Church Street in Bangalore buzz with millions who traditionally didn’t patronize them. Chains like Starbucks, Chai Point & Third Wave are ever-crowded, despite steep prices. And Amazon orders are booming across categories like beauty and fashion.
Wining with the aspirational middle class
So, how can brands win with the aspirational middle class? Jio from Reliance offers invaluable lessons. The network operator gate-crashed the market just a few years ago but is already #1 by subscriber count.
Break Compromises
Indians traditionally didn’t consume much data fearing high costs. But the growing allure of online worlds left millions feeling restless. Jio disrupted with unlimited data at impossibly low prices to penetrate the market and get a whole generation of youth hooked.
Legitimize Aspiration
Jio democratized access to new resources that Indians had earlier been denied. This helped users quickly legitimize their desire for a more elevated life with unfettered access to aspirational lifestyle and entertainment platforms they longed for.
Drive Experience, not just the Product.
Products are functional, experiences are emotional. With killer experiences like IPL on your phone (620 million viewers in 2024!), Jio got the System 1 response they wanted, whilst getting India addicted to data and OTT platforms.
Scale Boldly
Once consumers were hooked, they were easier to remarket to. Jio merged with Hotstar to create India’s #1 OTT platform, Jio Hotstar. With compelling content in its bag, Jio can now reach across to over hundreds of millions of viewers when in matters most.
Premiumize your Base
Having scaled dramatically with unique experiences, Jio is now poised to raid the consumer bases of premium brands like Airtel and Vodafone – offering them what Marlon Brando in the Godfather called “an offer they can’t refuse”.
In conclusion, India shows that winning with the aspirational middle class means going beyond affordability to fuel ambition. Brands must deliver emotional value, make aspiration accessible, and scale bold ideas fast. The key lesson: don’t just meet needs — elevate desires.
