The Epic Opportunity

A generational opportunity to fuel enduring growth

The EPIC Opportunity is rooted in the untapped economic potential of Entrepreneurial Households—an innovative, resilient segment generating multiple income streams. Often categorized as low-income or bottom-of-the-pyramid, we view them as key drivers of India’s growth over the next two decades.

This 247 million household segment has been misunderstood, undervalued, and overlooked by businesses and investors. As a result, they lack access to essential services such as healthcare, financial loans, education, and investment opportunities, which are crucial for fueling business growth.

Addressing these core needs can unlock their full potential. Our estimates reveal a $100 trillion opportunity over the next 20 years to serve Indian Entrepreneurial Households and harness their economic vibrancy.

The time to act is now.

Learn more about this opportunity in India, our first market.

Read The Epic Opportunity report

What is the epic opportunity?

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India is home to 247 million Entrepreneurial Households.

Entrepreneurial Households are a large and vibrant customer segment characterized by economic resilience, innovativeness, and multiple sources of income. They consistently make smart investments towards their own continued growth.

Come, let’s meet one of these households.

Their sources of income are fruit farming, profits from a kirana store, a tailoring practice, and a small business loan. These are called inflows.

They also have several outflows - investments made in their own future growth.

This includes private schooling for the kids, the internet, a 2-wheeler, and upgraded farm equipment.

We term the transaction value of such inflows and outflows as Core Transaction Value or CTV.

It’s a metric that highlights the economic vibrancy and potential of transacting with Entrepreneurial Households.

Despite their size and drive, they lack access to products and services that serve their needs - loans, quality education and healthcare.

They are often overlooked and undervalued. This makes it harder for Entrepreneurial Households to unleash their full economic power

Having engaged with them for decades, we’ve found Entrepreneurial Households to be financially savvy and eager to invest in their growth.

In fact, the CTV from 247 million such Entrepreneurial Households is expected to reach $100 trillion over the next 20 years, growing at a CAGR of 12%.

The gaps in the market represent a large opportunity. Businesses and capital allocators that invest in this segment stand to benefit greatly by providing services tailored to them.

A Segment Fueling Its Own Growth 

Our research challenges common misconceptions about Entrepreneurial Households. Often labeled low-income, the average Entrepreneurial Household transacts $35,000 annually. This segment is economically savvy, resilient, and brand-conscious—investing wisely to fuel its own growth.

Infrastructure Building Blocks in Place 

India’s digital and physical infrastructure—covering personal information, income verification, e-KYC, physical accessibility, and business resources—has evolved. This progress has lowered barriers for both Entrepreneurial Households and the businesses serving them, driving growth on both ends.

India Is in an Economic Sweet Spot 

Countries see rapid growth when GDP per capita rises from $2k to $10k—South Korea, China, and some of India’s top states have all demonstrated this. Indian Entrepreneurial Households are primed to capitalize on this momentum, driving both their own success and the nation’s growth.

Join the epic opportunity

We are on the precipice of a generational opportunity to fuel enduring growth. We invite those who share this vision and are looking to change the status quo, to join us.

Partner with us

The opportunity, demonstrated

Our Entrepreneurial Households India Index demonstrates that it is possible to serve Entrepreneurial Households and deliver commercial returns. Its constituents have delivered benchmark-beating performance and higher RoE.

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