Regional Demand · Tamil Nadu
What households in Tamil Nadu spend on personal care, clothing and packaged food
What the national household survey recorded for Tamil Nadu: monthly spend per person, rural and urban, by income group, for three groups shown side by side and never added.
Personal care (toilet articles)
Monthly spend per person, by income group, for the two survey rounds. Survey item group: Toilet articles.
| Income group | Rural, 2022-23 | Rural, 2023-24 | Urban, 2022-23 | Urban, 2023-24 |
|---|---|---|---|---|
| Bottom 40% | ₹103 | ₹119 | ₹131 | ₹155 |
| Middle 40% | ₹144 | ₹155 | ₹214 | ₹224 |
| Top 20% | ₹195 | ₹223 | ₹364 | ₹345 |
| of which Top 10% | ₹219 | ₹254 | ₹439 | ₹400 |
| of which Top 5% | ₹248 | ₹277 | ₹544 | ₹471 |
- Bottom 40%₹155
- Middle 40%₹224
- Top 20%₹345
- of which Top 10%₹400
- of which Top 5%₹471
Urban bars for 2023-24 shown; rural values are in the table. Same scale for every row in this section.
Clothing, bedding and footwear (the survey counts them together)
Monthly spend per person, by income group, for the two survey rounds. Survey item group: Clothing & bedding plus Footwear.
| Income group | Rural, 2022-23 | Rural, 2023-24 | Urban, 2022-23 | Urban, 2023-24 |
|---|---|---|---|---|
| Bottom 40% | ₹214 | ₹255 | ₹237 | ₹292 |
| Middle 40% | ₹293 | ₹318 | ₹353 | ₹380 |
| Top 20% | ₹412 | ₹384 | ₹494 | ₹507 |
| of which Top 10% | ₹460 | ₹405 | ₹550 | ₹552 |
| of which Top 5% | ₹531 | ₹426 | ₹622 | ₹627 |
- Bottom 40%₹292
- Middle 40%₹380
- Top 20%₹507
- of which Top 10%₹552
- of which Top 5%₹627
Urban bars for 2023-24 shown; rural values are in the table. Same scale for every row in this section.
Beverages and processed food
Monthly spend per person, by income group, for the two survey rounds. Survey item group: Beverages, Processed food, etc.
| Income group | Rural, 2022-23 | Rural, 2023-24 | Urban, 2022-23 | Urban, 2023-24 |
|---|---|---|---|---|
| Bottom 40% | ₹375 | ₹497 | ₹477 | ₹604 |
| Middle 40% | ₹645 | ₹742 | ₹826 | ₹959 |
| Top 20% | ₹1,136 | ₹1,293 | ₹2,301 | ₹2,275 |
| of which Top 10% | ₹1,352 | ₹1,610 | ₹3,244 | ₹3,109 |
| of which Top 5% | ₹1,531 | ₹2,007 | ₹4,190 | ₹4,204 |
- Bottom 40%₹604
- Middle 40%₹959
- Top 20%₹2,275
- of which Top 10%₹3,109
- of which Top 5%₹4,204
Urban bars for 2023-24 shown; rural values are in the table. Same scale for every row in this section.
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.
Last checked. 11 Nov
What this tells a founder
In the 2023-24 survey round, the highest-spending fifth of urban households in Tamil Nadu spent ₹345 on personal care, ₹507 on clothing, bedding and footwear and ₹2,275 on beverages and processed food per person a month. Across India the same group spent ₹366, ₹620 and ₹1,616. Tamil Nadu is above India on beverages and processed food; below India on personal care and clothing, bedding and footwear. These are averages for income groups, not the size of the market and not a count of buyers; the three are shown side by side, never added.