The Nielsen Upper Middle and Rich (UMAR) study is the only survey which sizes and profiles the elusive and exclusive segment of the upper middle class & rich of India. The primary objective of Nielsen UMAR is to capture both tri-media (TV, print & Radio) & evolving media (Internet) consumption habits and also assimilate an in-depth understanding of the upper class in terms of lifestyle and category consumption measures. We have covered the ‘hard to reach’ upper layer of urban India through a study covering a sample of 18,250 upper class Indians across 35 top cities in India.
