It’s been an eventful 12 months for marketing in India. As Narendra Modi and the BJP swept to power, Indian consumers, looking for an upgraded life, rewarded those who promised to take them to the next level. Those who failed to do so were punished, whether brands or politicians. In...
India is celebrated for its mass market potential - the promise of 300 million middle class consumers. However, after two decades of economic liberalization, the nature of consumer demand seems to be changing. The entry level consumer of two decades ago is now in the upgrade cycle. Their preference for...
Early this month, I returned from our Global Strategy Council meet where we unveiled an updated version of our engagement-planning tool. True to the development in the western markets, the proposed version of the tool is fairly advanced in its use of data. It uses audience data overlaid with shopper...
The India growth story has always been about the big mainstream middle class population. Being able to cost your products for an affordable price, building a wide ranging distribution system and localizing your offer to the local tastes have been the key tenets of success in India during the last...
India is not new to luxury. It has a rich tradition of luxury since the times of maharajas (rulers of the princely states). In fact the royalty and their tales influence many of its cultural ideals of luxury. Even today, the palaces of Rajasthan, now converted to heritage hotels like...
Are we brave enough to accept that we don't know the future?...