The demographic narrative of India has begun a significant shift as the percentage of the population aged sixty and above reaches a historic high in urban centers. This segment, often termed the Silver Economy, represents a diverse and increasingly affluent consumer base with distinct psychological and physiological needs. This paper investigates the evolving patterns of geriatric consumer behavior among the middle and upper-middle classes in Tier-1 Indian cities. Our research examines the intersection of digital adoption, healthcare spending, and the transition from traditional savings-oriented mindsets to lifestyle-oriented consumption. Through a comprehensive survey of 2,500 senior citizens across five metropolitan areas, we analyze how post-retirement aspirations are redefining sectors such as leisure travel, wellness real estate, and assisted technology. The results indicate a substantial increase in discretionary spending within this cohort, driven by higher financial independence and a desire for social connectivity. This study provides a socio-economic framework for businesses to pivot toward inclusive marketing strategies, ensuring that the Silver Economy becomes a driver of inclusive growth rather than a demographic challenge.
Ananya Mukhopadhyay, Karthik Swaminathan, Meherosh Firoz (Sun,) studied this question.
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