Reimagining Local Economies

Unlocking the Potential of Entrepreneurial Households in India

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EPIC World specializes in delivering data-driven, ground-level insights into the massive Entrepreneurial Households segment. “Reimagining Local Economies: Unlocking the Potential of Entrepreneurial Households” presents findings from a survey of ~7,700 Entrepreneurial Households, across 173 districts in 12 states.

This report validates the economic vibrancy and clear demand for quality core services like education and healthcare close to home. The data reveals a real and underserved market.

The report also highlights what it takes to address this massive commercial opportunity. We are calling upon more founders and investors to build specialist companies for Entrepreneurial Households.

The survey was sponsored in part by Temasek, contributing to its successful execution.

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Key Findings

80%

report more local work opportunities

86%

ENTREPRENEURIAL HOUSEHOLDS HAVE MULTIPLE INCOME SOURCES

74%

WILLING TO PAY MORE FOR EDUCATION, DELIVERED LOCALLY

78%

Willing to pay more for Healthcare, delivered locally

Diversified Income = Resilience

Most Entrepreneurial Households have multiple earners or multiple income streams across farming, salaried jobs, small businesses etc—building the resilience to manage shocks and invest confidently.

Strong Aspirations = Willingness to Invest

86% of households surveyed intend to make at least one major investment in property, business, vehicles or household gadgets within the next 1-2 years. Young adults lead this trend, positioning themselves as household decision-makers.

Local Gaps = Clear Demand

74% are willing to pay more for quality local education, and 78% for quality local healthcare.

Over 60% report traveling more than an hour to access quality education and healthcare services.

VIBRANT ECONOMIES = NEW OPPORTUNITIES

91% report better roads, electricity, and connectivity; 81% say UPI usage has surged; 87% see more women involved in income generating activities or helping family members to increase the household income. Local economies are becoming engines of growth.

Developing this report

The EPIC Opportunity Report (2024) established the scale and macro significance of Entrepreneurial Households, focusing on their aggregate economic potential. This new report delves deeper into the lived experiences, behaviours, and aspirations of Entrepreneurial Households through extensive survey data.

The survey was managed by 1Lattice, with oversight from Prashant Kolleri (formerly NielsenIQ). We partnered with our trusted channel collaborators—SarvaGram, CureBay, LEAD, and Samunnati—to deepen our reach. The result is a rich dataset rooted in field reality.

The findings of the survey align with signals from EPIC World’s first Insights product - EPIC Intelligence.

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Deepening the Insight

Our Insights will keep evolving

This report marks the next chapter in our journey to better understand this vibrant segment. With every survey, partnership, and product, our perspective sharpens—bringing us closer to the needs, aspirations, and potential of these communities.

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The Opportunity, Demonstrated

The opportunity, demonstrated

The opportunity is already visible in the public markets. The EHI Index, built by EPIC World, tracks companies delivering core services to Entrepreneurial Households—and they’re outperforming benchmark indices. But we’re only getting started.

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