Traditional socio economic classification no longer captures how modern India lives, spends or aspires. Income alone fails to explain lifestyle choices, brand behaviour and value perception in a world shaped by access, exposure and mindset. Project LSM Plus was designed to move beyond static definitions of affluence and decode what truly differentiates consumers today.

Our immersions revealed that affluence is increasingly expressed through orientation, not ownership. Consumers differ sharply in how they relate to quality, convenience, control and self perception - regardless of income. Some seek efficiency and security, others pursue exploration and status, while many negotiate aspiration with caution. These distinctions shape how people evaluate brands, justify spend and respond to premium cues far more than traditional SEC markers.

LSM Plus translated these patterns into a richer, behaviour led segmentation system - layering attitudes, motivations and life outlook over economic status. This framework clarifies why consumers with similar means behave differently, and why premium appeal succeeds or fails depending on mindset rather than affordability alone.

The outcome is a more precise lens for strategy and communication. By reframing affluence as a lived mindset, LSM Plus equips brands to design offerings, messages and experiences that align with how people actually think, choose and aspire - enabling sharper targeting, clearer premiumisation and more meaningful consumer connection.