The target audience for Big Smile products is the upper end of the Indian middle class, towards the ‘strivers’ and the ‘global Indian’ market segments.
‘Strivers’ are India's huge new middle class. ‘Strivers’ tend to be senior government officials, managers of large businesses, professionals and rich farmers. As of 2007 there were 44 million people in this segment.
‘Global Indians’ include senior corporate executives, large business owners, high-end professionals, politicians and big agricultural-land owners. Members of this group have usually lived or travelled outside India and expect access to a high standard of living and products available elsewhere in the world. As of 2007 there were 1.2 million global Indian households accounting for some 2 trillion rupees in spending power.
What is common amongst these two target markets is that they aspire to a ‘western’ lifestyle and place high importance on status. They are also high users of debit cards and credit cards and make regular online purchases.