So, Amazon has opened brick and mortar stores to sell to the elderly. \u00a0(Source: http:\/\/www.retailwire.com\/discussion\/16714\/amazon-targets-aarp-set-with-new-store<\/a>)<\/p>\n The graying of America means that Amazon has targeted a large and growing market, one that also has significant levels of disposable income. Items purchased through the store are eligible for free shipping and customers can have discounted items delivered on an ongoing schedule as part of Amazon’s Subscribe & Save program. The store also includes a “coupons” section offering items discounted on a dollar or percentage basis.<\/p>\n In the Indian context, we keep hearing about the “demographic” dividend – about the consumption story in India being driven by the fact that in 2050, there will be > 50% of the population who will be under 40. However, to focus only on the “demographic dividend” is to miss the math.\u00a0 With a billion strong population – in 2021; there’s a market of 17.5 crore people who will be above 60.<\/p>\n