The Epic Opportunity report
Entrepreneurial Households have for far too long been misunderstood and overlooked as a customer segment. The reality is, they are savvy and willing to invest towards their own continued growth. In fact, we see this segment as being a key driver of India's economic growth over the next 20 years.
The EPIC Opportunity Report dives deep into this segment - from estimating their size, to understanding their income augmentation approaches. We introduce a key metric, Core Transaction Value (CTV), that better reflects their economic potential.
Importantly, the report showcases the multi-trillion dollar opportunity - in India alone - that awaits for businesses and capital allocators building for the unique needs of Entrepreneurial Households. This also signals a larger, global opportunity.
This research was developed in partnership with Praxis Global Alliance, for EPIC World.
Entrepreurial households in numbers
* CTV: Core Transaction Value, a metric developed by EPIC World that shows the true economic vibrancy of Entrepreneurial Households. It takes into account their multiple inflows and outflows.
The EPIC Opportunity Report has data as of FY23. The numbers presented above are estimated based on the report.
Emphasising transactions over income
A segment- specific methodology
Insights blending top-down and bottom-up
Developing this report
The foundation of the report was laid by Elevar Equity's initial observations and thesis, built over years of interacting with Entrepreneurial Households as well as businesses catering to them.
Subsequently, Praxis Global Alliance was commissioned to independently validate these observations and quantify the EPIC Opportunity.
This was done through extensive macroeconomic research and modelling, and proprietary Praxis research. Field research with 3,000 households in 100 districts across India was undertaken by Praxis’ affiliate, 1Lattice.
EPIC World developed the frameworks to define Entrepreneurial Households and Core Transaction Value, which served as the basis for Praxis to quantitatively estimate the EPIC Opportunity.
