India poised to overtake China in affluent consumer numbers by 2036

According to a joint NielsenIQ and World Data Lab analysis, India is set to surpass China in the number of affluent consumers—those who spend more than $90 per day—by 2036, reaching 10.8 crore versus China’s 10.3 crore. The projection shows India’s affluent base expanding from about 2.6 crore in 2026 to an addition of 8.2 crore over the next decade, the largest increase among major markets. China’s affluent segment is expected to grow by 6.2 crore in the same timeframe.

The United States will remain the largest market with 23.1 crore affluent consumers, and worldwide the affluent cohort is forecast to total 102.5 crore, up 36.9 crore from 2026. The report also identifies 64.9 crore “core consumers” in India for 2026, who spend between $13 and $90 daily, a separate group not counted among the affluent. It warns that while affluent shoppers will spend $35.9 trillion in 2026, companies must balance premium offerings with affordable options as consumer preferences evolve.