Marketing,that works in India

PART I   Marketing Consumer Products

Is marketing in India different? Yes. In the same way as it is different in Venezuela or West Indies as compared to Japan or Malaysia. So is this a tautology? It would have been but for the fact that India is seen as one of the most promising emerging markets. Whether it is mobile phone connections, consumer electronics or freshly minted cars, Indians have always shown great enthusiasm in embracing novelty. Housing, schooling, visiting restaurants with family, and travelling inland and abroad have all recorded robust growth for years. Whether it is movies or gadgetry, India is part of the global launch for many products and services. It might, therefore, be useful to understand what sort of marketing works ...