In the chart below, it can bee seen that household consumption has the biggest influence on the country’s gross national product as 60.8% of GDP came from household consumption, which is almost 50% higher than government spending (Central Intelligence Agency, 2016). Considering India’s GDP is expected to rise it can be presumed that household consumption will also rise.
Below, the data shows that India’s disposable income has been rising. This indicates that Indians have more money left over after all their expenses are deducted to either spend or save. As suggested above, the Indian economy is rising and consumer spending compromises a huge part of GDP, therefore it is expected that consumers will be more inclined to spend this disposable income rather than saving it. This presents an opportunity for Lunapads as they can expect to see women more motivated to spend the extra penny for a more valuable product. This can aid in helping Lunapads to achieve economies of scale more quickly.
Sociocultural
A major threat for Lunapads to take into consideration before entering the Indian market is the social stigma surrounding menstruation within the region. One of the biggest issues women face in India is the lack of conversation about menstruation as it makes people uncomfortable and embarrassed (Almeida, 2015). Approximately 355 million women in India are menstruating and only 12% of them use sanitary napkins (Almeida, 2015). The social stigma surrounding the issue as well as a lack of economic means are major drivers of this problem.
LUNALIFE
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