Howthe survey was conducted

People Research on India's Consumer Economy (P.R.ICE) is a fact tank and a think-tank that creates and disseminates data based insights on the people of India for use in public policy and business strategy. Its ICE 360 data bases collect proprietary household data from primary, pan-Indian surveys that it conducts and focus on how Indians earn, spend save, live, think and access pubic goods.

This survey is representative of large town urban India of 2 million population and above . It has been conducted in five metros (population of 10 million and above), six Tier 1 (population of 5- 10 million) and four Tier II towns (2 to 5 million) and four what we call Tier 2B because they are large Tier III towns, many of them bordering on Tier II in terms of population and are places of economic activity like Jamnagar, Bokaro and Tiruppur and Kannur. All four zones of the country were covered. The total sample size was approximately 17,000 individuals (split almost evenly between men and women), who were between the ages of 18 and 70 and spanned all affluence levels and occupation types.

The duration of the fieldwork was December-January 2018-19. The comparisons we report between 2014, 2016 and 2019 data are based on like-to-like samples. One more point to note is that these questions were not asked on a standalone basis but as part of a broader survey.