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Wednesday, 8th December 2021
Diverse Ethics - Atul Shah - Wisdom Blog

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It is now official – the largest minority community in Britain is the India diaspora according to the 2012 UK population census. It is known to have huge social capital, significant disposable income, unique skill and talent in terms of education, entrepreneurship and leadership, and a great savings culture and philanthropy. Indians are entrepreneurs, innovators, professionals, donors, savers and consumers of goods and services. From our experience, the UK marketing industry and professionals do not understand the breadth and depth of this market, and as a result pays a heavy price in terms of missed opportunities for goods and services, and also for recruitment, philanthropy and talent. Culturally, it is a very different community from mainstream British customs and lifestyle, and diverse within itself, but also very wealthy, creative, entrepreneurial and talented. To really understand this market opportunity, a holistic approach is needed – it is not enough to approach this community on a piecemeal needs-only basis.


  • People of Indian origin comprise 1.4million of the UK population  (2.5%), but their impact on the economy through work, savings and investment is at least 10%.
  • The richest person in Britain is an Indian immigrant – Lakshmi Mittal worth an estimated £13bn
  • One of the most beautiful buildings in the whole of Britain, the multi-million pound Swaminarayan Mandir in Neasden, North London, was built by Ugandan Asian Refugees.
  • Indians are one of the most successful entrepreneurial and professional communities in Britain, with a total net worth of in excess of £100 bn for a population of less than 2million.
  • Educational achievement and disposable incomes are very high among the Indian community – Indians are among the highest foreign student population at Oxford and Cambridge University. They are spread out in all the professions – medicine, pharmacy, law, accountancy, dentistry, optometry – and occupy very senior positions in these fields.


Diverse Ethics, one of Britain’s leading social enterprises and consultancies in this area, is proposing to prepare a Market Intelligence report to help recruiters and marketers understand this community better and spot unique opportunities for expanding their market by selling targeted products and services and recruiting better and more smartly or generating more donations and funding.

If you are interested in taking part, and seeing the results of this study, we are very keen to talk to you. The deadline for sponsorship is 30/6/2013. Please email Dr. Atul K. Shah, the lead researcher for more information about how you can get involved.

Article added on 14th February 2013 at 11:38am