An ongoing state-wide push to pivot the economy from industry and investment led growth to consumption and services led growth. Currently accounting for roughly 40% of GDP growth, consumption is expected to rise to developed world norms of 50% by 2027.
Mixing of cultures
An increasingly internationalised and sophisticated consumer demographic with a growing appreciation of foreign cultures, fashion, heritage and lifestyle.
Increasingly Affluent Population
A potential market of 1.4 billion people, with an increasingly affluent middle class predicted to reach 75% of the urban population by 2022.