Well, you can get an r9 280x for 20-21k easy on PG market. So getting a gtx 960 would sorta be in efficient use of money (note how I didn't say waste of money)
I was checking out the reviews of gtx 960 myself last night, and I specifically remember the review on hexus site showing games running well on 1080p. I think shadow of mordor wasn't so great, but all in all the performance wasn't bad.
Nvidia themselves said this Gpu is to target people who play games like league of Legends, Dota 2 etc. So basically not heavy gaming.
If you live abroad and are shifting from anything lower than a gtx 760, this card isn't bad. You'll see some sort of gains. But not too many if you're shifting from a 760. It sorta replaces the gtx 760.
I would recommend getting an R9 280x to be honest, because it just performs better. But if you're into the whole power efficiency, having not so great of a power supply and shifting from a gtx 660 / r9 270x then this card is pretty much for you.