Market sizing

Estimating the size of a market from first principles, usually because no reliable published figure exists.

The method is a chain of quantities you can defend: population, the share in the relevant segment, frequency of purchase and price. For a category bought four times a year at ₹350 by 22% of 140 crore people, the arithmetic gives roughly ₹43,120 crore.

Each link should be stated so a reader can disagree with one number rather than with the conclusion, and the estimate should be sanity-checked against something known, such as the revenue of the largest player.

Structure first, numbers second, check third.