Government datasets
Official statistics, administrative data, survey tables, and public-data portals.
Sources & methodology
Evidence should be traceable. Uncertainty should be visible.
Our research can draw from many source types, but every conclusion is judged by the quality, relevance, and limits of its evidence.
Company evidence
Filings, annual reports, investor presentations, earnings calls, and operating disclosures.
Surveys and primary data
Clearly scoped questionnaires, interviews, observation, transaction evidence, and field research.
Research literature
Peer-reviewed papers, working papers, institutional studies, and academic datasets.
Industry research
Consulting reports, trade bodies, market studies, specialist publications, and category data.
News and public discourse
Credible reporting and public statements used for context, leads, and contemporaneous evidence.
How evidence is handled
Published work should identify the source close to the claim it supports, link to the original material wherever possible, state the relevant time period, and distinguish an observed fact from our interpretation.
Definitions matter. Terms such as middle class, affluent, rural, urban, or city tier can vary by source. We will state the definition used rather than imply a universal boundary.
Triangulation over false precision
No single dataset fully describes Indian consumption. We compare sources, check whether they measure the same thing, and note conflicts or coverage gaps. A precise number is not useful if the underlying definition, sample, or date does not fit the question.
Research labels
SampleDemonstrates structure or a framework; does not claim new empirical findings.
ExploratoryEarly signal with limited evidence and explicit questions for further work.
AnalysisSynthesises cited sources around a defined consumer or market question.
Primary researchUses a disclosed original method, sample, fieldwork process, and limitations.
Corrections and updates
Every article carries publication and last-updated dates. Material corrections should be noted in the article. Source links are preserved wherever possible so readers can inspect the evidence directly.