Introduction

Why Concepts Are Important in the Indian Context?

The Indian context offers unique challenges to marketers. Cultural and economic diversity, a blend of Western lifestyles and strong cultural anchoring, and the rural/urban divide with islands of prosper ity in rural areas are some of the critical factors that need a specific-context treatment in terms of formulation of marketing strategies. The affluent niche markets are as important as the “bottom of the pyramid”—lower end markets. The unorganized markets also pose a challenge to the branding of products and services. The following data indicate the unique nature of the Indian context.

According to the Sample National Survey Organization, there are 58.5 million urban households ...

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