Regional Demand · Delhi
How much households in Delhi spend on personal care
What the national household survey recorded for Delhi: monthly spend per person on toilet articles and personal care, rural and urban, by income group.
The table
Monthly spend per person, by income group, for the two survey rounds.
| Income group | Rural, 2022-23 | Rural, 2023-24 | Urban, 2022-23 | Urban, 2023-24 |
|---|---|---|---|---|
| Bottom 40% | ₹142 | ₹180 | ₹146 | ₹171 |
| Middle 40% | ₹260 | ₹266 | ₹232 | ₹283 |
| Top 20% | ₹472 | ₹427 | ₹480 | ₹500 |
| of which Top 10% | ₹552 | ₹479 | ₹609 | ₹587 |
| of which Top 5% | ₹661 | ₹414 | ₹755 | ₹669 |
Delhi has far fewer rural households than urban ones, so read its rural figures with care.
The chart
- Bottom 40%₹180
- Middle 40%₹266
- Top 20%₹427
- of which Top 10%₹479
- of which Top 5%₹414
Rural bars for 2023-24 shown. Urban values are in the table above. Same scale for every row.
Delhi has far fewer rural households than urban ones, so read its rural figures with care.
Source and date
Source. NSS Report 591 and 592 (HCES 2022-23 and 2023-24), Appendix A, mean monthly per-person spend by income group. Survey item group: Toilet articles.
Last checked. 29 Oct
What this tells a founder
In the 2023-24 survey round, the highest-spending fifth of urban households in Delhi spent ₹500 per person a month on personal care, up from ₹480 in 2022-23. The same group across India spent ₹366, up from ₹330. The lowest-spending 40% of urban households in Delhi spent ₹171. These are averages for income groups, not the size of Delhi's market and not a count of buyers. Delhi has far fewer rural households than urban ones, so read its rural bars with care.
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