UA, Town and Village wise Prosperity Index BUY - TOWNSBUY - VILLAGES

Provides pan-India variation in prosperity at town/village level

Often, a broad Pan India perspective is desired to enable deployment of effort and resources to high potential destinations. Sometimes, a macro picture enables incremental or ‘balancing’ expansion of network to increase sales with minimal addition of resources.

Which are the prosperous cities, towns or village clusters of the country? How fast they are growing? Who are the prospective customers? These are the basic questions which every marketer wants to answer. Until now, most of the analyses used to be limited to state, district or tehsil level. AInsight is now providing dataset to answer these questions at next level of granularity i.e. town/village. Town/Village maps with attributes as listed below are available in most of the industry standard formats.

Customer databases can now easily be linked to towns / villages and showing up the spatial pattern of the current business, pinpointing growth areas. Current sales and revenues can be compared against demographic and prosperity data. This will allow insights, derive business trends and enable strategy formulation.

Town and village locations are corrected with high resolution satellite imagery so that they are within 10m of actual populated areas. Such high precision map datasets at a pan-India level were never available before and can be used in many demanding applications, including rural marketing.

AInsight’s Prosperity Index is derived from household ownership of assets and average penetration level of these assets. Using household asset penetration numbers at city, village and ward-level provided by census bureau, combined with landuse maps and city / village / ward / pincode boundaries these asset ownership numbers are correlated to cities, towns and villages.

Prosperity Index uses penetration of following assets in households:

  • 1. Percentage Households Using Electricity
  • 2. Percentage Households Using LPG/PNG fuel for Cooking
  • 3. Percentage Households Using Banking Services
  • 4. Percentage Households Using Television
  • 5. Percentage Teledensity
  • 6. Percentage Households Using Computer/Laptop
  • 7. Percentage Households Using Computer/Laptop with internet
  • 8. Percentage Households Using Scooter/Motorcycle/Moped
  • 9. Percentage Households Using Car/Jeep/Van
  • 10. Percentage Households with TV, Computer/Laptop, Landline/Mobile Phone and Scooter/Car

Weightage for each asset is (100/national level household penetration of asset) i.e. if asset penetration is 20% then weightage for it is 5 while if asset penetration is 100% then weightage for it is 1.

Prosperity_index is the sum of all above 10 assets multiplied by their weightage factor.

  • 1. State name
  • 2. District name
  • 3. Tehsil name
  • 4. Name
  • 5. Total Household
  • 6. Total Population
  • 7. Total Male
  • 8. Total Female
  • 9. Literacy
  • 10. Male Literacy
  • 11. Female Literacy
  • 12. Sex ratio
  • 13. Percentage Households Using Electricity
  • 14. Percentage Households Using LPG/PNG fuel for Cooking
  • 15. Percentage Households Using Banking Services
  • 16. Percentage Households Using Radio/Transistor
  • 17. Percentage Households Using Television
  • 18. Percentage Households Using Computer/Laptop
  • 19. Percentage Households Using Computer/Laptop with internet
  • 20. Percentage Teledensity
  • 21. Percentage Households Using Scooter/Motorcycle/Moped
  • 22. Percentage Households Using Car/Jeep/Van
  • 23. Percentage Households with TV, Computer/Laptop, Landline/Mobile Phone and Scooter/Car
  • 24. Percentage Households with None of the assets
  • 25. Prosperity Index

Market Segmentation ▴

Cities, towns and villages have been segregated into ten classes using a clustering algorithm. Table below shows asset penetration rates increasing consistently as prosperity increases. This can be used for Pareto 80-20 marketing i.e. targeting 80% market by only covering 20% areas. One can also decide market segments for effective targeting e.g. for microfinance, ideal target is people just above sustenance but not effectively covered by banking.

Urban Segmentation
Prosperity Class No of Towns % Households Prosperity Range % Car Ownership % Car Market % Bike Ownership % Bike Market % TV Ownership % TV Market % Comp. Ownership % Comp. Market
1 713 2.06 0 - 616 1.37 0.29 8.28 0.49 27.81 0.75 4.92 0.55
2 1251 5.29 617 - 863 2.27 1.23 15.26 2.30 50.07 3.46 6.18 1.78
3 1327 8.44 864 - 1055 2.83 2.45 20.13 4.84 62.91 6.93 7.52 3.45
4 1145 8.39 1056 - 1232 3.85 3.31 25.54 6.10 69.44 7.60 9.28 4.23
5 942 8.34 1233 - 1417 4.99 4.27 30.24 7.18 73.93 8.04 11.19 5.08
6 922 13.20 1418 - 1662 6.14 8.31 33.73 12.68 77.67 13.39 14.04 10.09
7 736 17.77 1663 - 2027 8.70 15.86 37.91 19.18 80.24 18.61 17.85 17.26
8 537 20.82 2029 - 2613 12.88 27.51 42.08 24.95 84.90 23.08 24.46 27.72
9 242 14.99 2624 - 3852 22.04 33.89 49.63 21.18 88.56 17.33 34.28 27.95
10 55 0.71 3870 - 8477 39.60 2.88 55.20 1.11 87.93 0.81 48.98 1.89
Rural Segmentation
Prosperity Class No of Villages % Households Prosperity Range % Car Ownership % Car Market % Bike Ownership % Bike Market % TV Ownership % TV Market % Comp. Ownership % Comp. Market
1 43936 2.79 0 - 117 0.17 0.21 1.83 0.35 2.23 0.19 0.88 0.47
2 71533 9.23 118 - 233 0.45 1.85 3.75 2.40 5.76 1.59 2.00 3.58
3 81425 12.77 234 - 335 0.76 4.25 5.94 5.26 10.79 4.12 2.94 7.26
4 84420 13.89 336 - 434 1.06 6.51 8.55 8.24 17.71 7.35 3.50 9.41
5 81755 14.09 435 - 536 1.40 8.68 11.23 10.98 26.89 11.32 3.96 10.81
6 74266 13.70 537 - 653 1.78 10.76 14.53 13.82 37.94 15.53 4.64 12.31
7 66526 13.46 654 - 819 2.39 14.18 18.95 17.70 50.34 20.24 5.72 14.90
8 54321 12.13 820 - 1119 4.01 21.44 25.40 21.39 61.22 22.20 7.88 18.51
9 33007 6.93 1120 - 1845 8.00 24.41 34.36 16.53 72.39 14.99 13.15 17.64
10 6429 1.02 1846 - 10049 17.27 7.72 47.01 3.31 81.47 2.47 25.91 5.10

Pan-India Prosperity Estimates ▴

Based on the above methodology we have calculated prosperity index for towns/villages of entire India. Chart below shows town/villagewise pan-India prosperity variation for towns/villages above 5000 population for top ten states.