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Is there an “Indian” consumer?

FCB UlkaCII Marketing Summit

21st August’ 07

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…YES

Given the distinctly unifying realities in this multicultural, multilingual, multi religious

society called India

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Every Indian lives with multiple identities

I am “Bengali”….I am “Hindu”….

But I speak English and I am an “Indian”…

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“We” and “I” live in the same house

Rising individualism rooted in family values

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Traditionalism coexisting with Modernity

Not distinct peoples but residing in the same individual

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Value conscious yet demands value-add

The first wave of India rush tripped on one or the other

Either premium priced products or stripped down “for India” versions

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However a relook at the question

Is there an Indian consumer?

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“Any truth about India can be contradicted by another (equally

valid) truth”Shashi Tharoor

Yes… BUT

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Most marketers have chosen a point on the

YES BUTSPECTRUM

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Each Indian has multiple identitiesI am “Bengali”…. I am “Hindu”….

But I speak English and I am an “Indian”…

Frito Lays developed spicy products for Indians

Bingo developed a Tandoori Paneer tikka for Punjabis & a Mustard Sting for

Bengalis

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“We” and “I” live in the same house

Rising individualism rooted in family values

Tavera positioned as “family car”vs Scorpio’s focus on “individual indulgence”

vs Sumo “for an individual with family responsibilities”

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Traditionalism coexisting with Modernity

Not distinct peoples but residing in the same individual

ICICI Prudential focus on Indian traditional values like marriage/suhaag/family

HSBC’s focus on individuality

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Value conscious yet demands value-add

Mc Donalds focus on Rs 20 price pointVs

Dominos focus on product plus

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The Indian market is a collection of unique little markets, each with its own

values. And that's why, the size and opportunity of the Indian market is not

a simple find.

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While there is an underlying Indianess there are shades of

differences as well

Question is

Which is your Indian consumer?

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Infact as India develops, She is getting more fragmented rather

than becoming more homogenous

“Aggregate demand” may not be relevant anymore

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Fragmentation in Politics

Death of pan Indian political partiesRise of regional parties catering to regional

aspirationsRise of caste/issue based parties

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Fragmentation in Media

From DD to 350 odd channelsFragmentation by genres

news/sports/crime/travel/movies/GECFragmentation by target group

Children/women/corporates/teens/regionalities

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Fragmentation in Movies

Death of pan Indian moviesMultiplex movies/upcountry/regional/sub

cultural

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