Guest Column: Demonetisation’s potential impact at the bottom of the pyramid – Habeeb Nizamuddin, IPG Mediabrands

十二月 6, 2016 | Share this article

How will 700 million people at the bottom of the pyramid react to the government’s demonetisation programme? How will it impact products, brands, companies that get a substantial part of their sales from this segment? Will it be temporary or will it be a long term impact? – Questions that most of us are grappling in our minds whilst we look at the challenges that we face individually on the account of demonetisation.

I, for one, wouldn’t hazard a guess or claim to have all the answers or even claim to understand in the completeness the complexities and challenges involved in answering these questions.

Yet I make an attempt to try and see how life can possibly get affected amongst this set of consumers by attempting to get into their shoes, hearing some of their views, challenges faced by them currently and how they are coping by prioritising their purchase choices. By no means is this an exhaustive account capturing the complete reality of this segment but just a peek and my own read of the potential scenario to come.

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