When Bharat meets India

When tomorrow comesWhen Bharat meets IndiaWhen Bharat meets India

Anisha Motwaniwww.marketingbuzzar.com

Seems like there’s growth for the taking

‐ A 16.2% growth potential > 9.2%

‐ SEC C &D towns = 65‐70% of the 5500 towns in the country

S ll k l i i t f b‐ Smaller packs ≠ lower price points for non‐urban


And yet…

Tapping these opportunities is not just about new or expanded media spends

‐The competition is already doing that

Tapping these opportunities is definitely not about using the same

i t thi t t th t dimessaging to this target as the current audience.

‐We won’t connect with them


So what should we do?

What if there was a new way of looking at things?

Of leveraging existing strengths differently.

Of starting not from established strengths, but from a whole new

understanding of people and connecting with them.

B d d h B d h B d d ti i d k tiBeyond demography. Beyond geography. Beyond advertising and marketing.

Beyond how “others” do it.


So what’s a brand to do?


The great mindset divideThe great mindset divideRecognizing the different realities of Bharat and India


Where it all began

Since independence and especially since liberalization there has beenSince independence, and especially since liberalization, there has been

a great deal of debate about the haves and the have‐nots in India.

About rich India and poor Bharat.About rich India and poor Bharat.

About progressive urban India and regressive rural Bharat.


This debate has 2 big points so far

That the divide between Bharat and India is more in the mind than in theThat the divide between Bharat and India is more in the mind than in the

land or the economy.

That the divide is even greater when it comes to women.


We decided to test out these hypotheses

Using a couple of primary but unusual research methodsUsing a couple of primary, but unusual, research methods.

And a lot of secondary research. This is what we used:

‐ TGI data analysisTGI data analysis

‐ Content analysis of a whole year’s worth of Grihshobha and Femina magazines

‐Online and offline secondary research


And this is what we found

That women live their lives on multiple dimensionsThat women live their lives on multiple dimensions.

Where they are on this multi‐dimensional space

is what separates India from Bharat.is what separates India from Bharat.

And yes, they could both be living in South Delhi. Or in Kapurthala.

They could both be living in Chennai. Or in Jolarpettai.


The 8 dimensions of women across the nation

0 8

0.9

1Tradition

0.4

0.5

0.6

0.7

0.8

ReligionControl

0

0.1

0.2

0.3

Western cultureSuccess

Financial independenceEmotions


Data triangulation

We then triangulated data from 3 perspectives along these dimensionsWe then triangulated data from 3 perspectives along these dimensions

‐ what editorial content reflected

‐ what advertising reflectedwhat advertising reflected

‐ what TGI reflected


Dimension 1: Woman’s place in India

India has become independent enough to make her personal choices. A good career

has emerged as a priority for a lot of women in ‘India’ and society is actually not

complaining either. Society has acknowledged her ambitions, her desire to scale new

heights and explore the uncharted territories. Especially outside the home.


Dimension 1: Woman’s place in Bharat

Bharat encourages women to step out of the domestic confines and establish their

own identity. It has liberal views about independent women and supports late

marriage, career oriented lifestyle, relationships and western trends etc. However, all

this is confined to single women.

While married women are encouraged to work, it is not to say that domestic

responsibilities be ignored. For solutions to personal problems between married

couples, it never provokes the woman to take legal action or strong measures; it will

suggest ‘dadi ma ke nuskhe’ to work things out with husband unless its extreme cases

like physical and mental harassment or dowry cases.

It promotes the ‘modern Indian metro’ culture where women enjoy freedom of

choice but it is balanced with value and respect for morals and family ties.choice but it is balanced with value and respect for morals and family ties.


Woman’s place: India vs. Bharat


Dimension 2: Tradition in India

India is not governed only by societal norms and traditions. She exercises her right

to decide what is right for her and what is not. She doesn’t follow or adopt anything

just because it’s prevalent in the society. She draws her own list of dos and don’ts.

She is all about the ‘new’ and the ‘in‐thing’.


Dimension 2: Tradition in Bharat

Bharat tries hard to hold on to her conventional beliefs and roots and has still kept a

large part of her traditions alive. There is fear and apprehension about a lot of

western practices. She is aware of the changing lifestyle and mindset in India and

adapts as much as she can without hurting traditions and conventional sentiments.

Anything within limit and logic is acceptable such as technology to simplify life,

beauty products for women etc. But mindsets regarding behaviors, for which

guidelines have been specifically laid out in her culture such as love, relationships,

family unity, pre‐marital sex etc., are hard to change.


Tradition: India vs. Bharat


Dimension 3: Religion in India

India does not talk much about religion. However, spirituality and faith may be

discussed once in a while as a means to healing or meditation. She relies more on

rationale and science than blind faith. For her, there is nothing that cannot be

explained or achieved. She is surer and more confident of herself and her

surroundings and her faith is not easily shakensurroundings and her faith is not easily shaken.


Dimension 3: Religion in Bharat

Bharat is religious and god fearing. She believes in religious rituals and customs and

despite being educated and being exposed to the scientific advances in the world.

She doesn’t question religious traditions. She also believes in superstition and

supernatural powers and, occasionally, black magic. Most of these beliefs have been

passed on to her through generationspassed on to her through generations.


Religion: India vs. Bharat


Dimension 4: Western culture in India

India sees western culture and habits as hip and cool. They are seen as a status

symbol and the way of living of the elite. Western brands are adopted and a

western lifestyle is easily accepted.


Dimension 4: Western culture in India

Bharat does not pass judgment on whether today’s culture is western or influenced.

She seems to accept the culture and trends as they evolve, but that doesn’t mean she

is passive about them. She talks about the pros of single working women living on

their own, condemns reality TV shows for their bad effect on kids participating in

them without blaming the western influence/culture At the same time she doesthem, without blaming the western influence/culture. At the same time, she does

have some inner reservations about the potential influence of western culture.


Western culture: India vs. Bharat


Dimension 5: Financial independence in India

India regards financial independence as a basic right. And she has moved on a

long way from there to exploring her dreams and passions and pursuing

unconventional careers if that is what it takes to achieve her goals. Her education

and drive for independence only mean that the family will do all it can to support

her in the journey towards her dreams Expecting her to sacrifice these at theher in the journey towards her dreams. Expecting her to sacrifice these at the

altars of family or society are unrealistic.


Dimension 5: Financial independence in Bharat

Bharat does not feel the need to be financially independent. This is simply

because traditionally, her needs are to be taken care of by her husband.

And if her husband is doing well and is capable of providing her the basic

amenities, she does not need financial independence. However, she puts her

education and intelligence to use by turning to productive hobbies on the sideeducation and intelligence to use by turning to productive hobbies on the side.

She also displays her financially savvy with her awareness of the optimal savings

and investment options.


Financial independence: India vs. Bharat


Dimension 6: Emotions in India

India is very focused on showcasing her outward persona, and her consumption

reflects this as well. However, when it comes to expressing herself, especially

when it comes to personal and relationship related issues, she does not hold back.

She is more open in showing her real feelings with family and very close friends

than with peers In peer interaction she is more concerned about projecting thethan with peers. In peer interaction, she is more concerned about projecting the

right, socially‐appropriate feelings.


Dimension 6: Emotions in Bharat

Bharat is very explicit with her views and does not hesitate or bother to sugarcoat

her words or be diplomatic. She may not ever really have a very strong opinion on

things either, but her questions are direct, explicit and probing. Which is why, in

her consumption habits too, she’s as concerned about how she looks externally as

she is about what she’s projecting about herself as a person insideshe is about what she s projecting about herself as a person inside.

All this, though, is more true in her interaction with her peers than with her family.

There, she comes last, and she’s expected to be patient, flexible and in control of

her feelings so that she doesn’t come in the way of what’s best for the family.


Emotions: India vs. Bharat


Dimension 7: Success in India

India doesn’t believe that it’s tougher for women to have a career than a man.

Success for her is defined by her ability to choose her own path, no matter how

unconventional it is. It lies in her being able to strive for her desires to come true.

At the same time she is doing everything to maintain a perfect balance betweenAt the same time, she is doing everything to maintain a perfect balance between

her family and professional lives. And that—achieving balance– along with

achieving a certain measure of control over all aspects of her life is what success is

about. Above all, she is not willing to compromise this personal success with

unrealistic demands from family or society.


Dimension 7: Success in Bharat

Bharat has certain fixed responsibilities and no matter what she chooses to pursue

in life, she must first fulfill these. While she maybe permitted to pursue a career,

she cannot do so at the cost of her domestic responsibilities. Protecting her

husband’s “ego,” staying with in‐laws’ conservative boundaries, tackling physical

and emotional harassment issues at the workplace moving up the ladder in aand emotional harassment issues at the workplace, moving up the ladder in a

male‐dominated social structure are all part of the struggle she has to face and

the social costs she has to bear in order to achieve professional success.

Happiness in personal life and family are, therefore, her key goals. Focus is on

improving relations with her in‐laws, or her partner, taking care of her kids, giving

the family, the home the time and care. Money is not usually a talking point.


Success: India vs. Bharat


Dimension 8: Control in India

India believes in staying one step ahead of the times. And nothing will come in the

way of standing up for herself. After all, it’s no longer just a man’s world. And

there are a million inspirations out there for her to do what it takes to change her

life—only for the better. More importantly, she also believes that the only

inspiration she needs is within herself And change—whether it’s by rocking theinspiration she needs is within herself. And change—whether it s by rocking the

boat or by taking a different road altogether—is inevitable and good.


Dimension 8: Control in Bharat

Bharat believes in keeping up with the times. But not at the cost of rocking the

familial and social boat. Inured in traditional ways, she understands that she holds

the mantle as the torchbearer of tradition—for family and society. It’s a mantle

she just assumes when she becomes a wife and a mother and is not something

she questions—or tries to oppose in search of a personal identity Changing thingsshe questions—or tries to oppose in search of a personal identity. Changing things

for the better for people around her—family, friends and others in the

community—are her responsibility before her own self. All of this reinforces the

overall notion that there’s little she can do to change her life.


Control: India vs. Bharat


So what does it all add up to?


Bharat: An emerging portrait


India: An emerging portrait


Clearly, Bharat and India are very different

The key is:

India uses every means of change to move ahead. And consumption, for her, is a

key medium of self‐expression and connection.

Bharat’s voice and words, though, are reserved for caring for others.

With no platform for her own expression, her own needs, desires and concerns.

Because connections for her are still made with people. Not with inanimate

objects or reel‐life entities.


The sweet spot

And that, we believe, is where the opportunity lies for Brands.


Leadership & Management

When Bharat meets India