But it seems India has yet to learn that age is a poor proxy for behaviour and purchasing.

Articles on the ageing consumer opportunity are rare in India where the average age is among the youngest in Asia. This article in the The Economic Times makes the common mistake of lumping the needs of 60-something retirees with the market for senior care and assistive devices.

As with the rest of the world, it is extremely short sighted to think of the business opportunity with older consumers based on yesterdays generational behaviour.

For example, the article mentions one of the challenges in marketing to this segments being that “barely 8% shop online regularly”.

Just watch this percentage rise dramatically in a few short years to come!