Leveraging 20 years of experience from Elevar Equity, Enmasse World is on a mission to shift this narrative by presenting a paradigm for understanding and valuing Indian households. At the core of this reimagined perspective are 247 million Entrepreneurial Households (EH)TM – a segment that thrives quietly yet robustly across the country. Distinguished by multiple income streams, these households transform their diverse formal and informal incomes and borrowings into a network of transactions, encompassing both inflows and outflows

Recognising the size of this opportunity and the magnitude of their economic vibrancy is essential. We stand on the brink of a transformative moment over the next couple of decades, one that demands our immediate attention and urgent action

The first step here is to recognise these EHs as entrepreneurial powerhouses, channelling their multiple sources of income to turn their aspirations into reality. These EHs are not households that struggle to meet basic subsistence needs - they own at least a pucca (permanent) house. Nor are they affluent enough, in the traditional sense, to qualify for on-demand credit cards. However, they are discerning customers who focus on core needs and the creation of income-generating assets that foster virtuous economic cycles

The second step involves challenging the conventional metrics of household economic potential, which have traditionally focused on income or consumption patterns. Instead, one must consider a more dynamic and holistic approach by focusing on the 'Core Transaction Value' (CTV)TM. This metric encapsulates the core facets of an EH’s economic life, derived from the network of their transactions, including income inflows, curated borrowings, priority spending, and business investments. By adopting this perspective, we view the economic life of a household in its entirety, thereby offering a richer and more accurate depiction of its current economic potential and aspirations.

Taken together, this analysis reveals a remarkable opportunity for these EHs - one potentially worth trillions of dollars. Preliminary estimates, based on independent research conducted by Praxis Global Alliance, peg the Economic Power of these Industrious Communities - or simply, the EPIC Opportunity at USD 8.8 Trillion for FY 2023

This isn't merely a statistic; it's a call to action, spotlighting the untapped, vast potential of these households. The EPIC Opportunity is a testament to what can be achieved by harnessing this potential. Crystallising the EH economic archetype and formulating the CTV metric was more than an exercise in merely analysing public data or aggregating existing economic models. A world-class team of partners, including Praxis and 1Lattice, developed innovative analytical tools together with Enmasse. For instance, an asset ownership model was developed to enumerate EHs. Second, the CTV was broken down into its component parts, and each part was modelled carefully.

This year-long process was illuminating in more than one way. First, it revealed the power of combining existing data sets with the two decades of Elevar’s experience working with households across India and the world. Second, it revealed the economic vibrancy of these households. By moving beyond conventional measures of income or consumption, we begin to gain a three-dimensional, working understanding of household economic activity.

The journey into the EPIC Opportunity is underway, and the momentum is building. We're not just analysing—we're scaling our understanding of EH and CTV to unlock unprecedented insights and opportunities. Ultimately, our goal is to build the infrastructure for intervention at scale. How can we build businesses that will support these EHs over the coming decades? How can companies design goods and services that fulfil both EH aspirations and business goals? At Enmasse, finding answers to these questions is our raison d’etre.

As we forge ahead, our unwavering focus is on empowering these millions of Entrepreneurial Households. It is a reality on the ground that promises to transform the Indian economic landscape and usher in a new generation of prosperity and opportunity.

For more details, visit www.enmasse.world.