If you had attended any marketing event in the late 90s or early 2000s, you may recall something called ‘mass customisation’. It was a dream. Marketers looked at the surging middle-class world over and imagined selling customised products to individuals. While the internet grew rapidly, the availability of bandwidth to individuals did not match up to help marketers realise that dream. A dot-com bubble bust meant everyone had to wait. Cut to 2018. India has over 30 crore smartphone users. They not only have internet access but also leave a digital footprint like never before.
75 years to reach per capita income of $2730, will take only 5 years to add another $2000, FM Sitharaman
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