Is there an “Indian” consumer? FCB Ulka CII Marketing Summit 21 st August’ 07 ? ? ? ? ? ? ? ? ? ? ?

… YES Given the distinctly unifying realities in this multicultural, multilingual, multi religious society called India

Every Indian lives with multiple identities I am “Bengali”…. I am “Hindu”…. But I speak English and I am an “Indian”…

“ We” and “I” live in the same house Rising individualism rooted in family values

Traditionalism coexisting with Modernity Not distinct peoples but residing in the same individual

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

However a relook at the question Is there an Indian consumer?

“ Any truth about India can be contradicted by another (equally valid) truth” Shashi Tharoor Yes… BUT

Most marketers have chosen a point on the YES BUT SPECTRUM

Each Indian has multiple identities I 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

“ 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”

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

Value conscious yet demands value-add Mc Donalds focus on Rs 20 price point Vs Dominos focus on product plus

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.

While there is an underlying Indianess there are shades of differences as well Question is Which is your Indian consumer?

Infact as India develops, She is getting more fragmented rather than becoming more homogenous “Aggregate demand” may not be relevant anymore

Fragmentation in Politics Death of pan Indian political parties Rise of regional parties catering to regional aspirations Rise of caste/issue based parties

Fragmentation in Media From DD to 350 odd channels Fragmentation by genres news/sports/crime/travel/movies/GEC Fragmentation by target group Children/women/corporates/teens/regionalities

Fragmentation in Movies Death of pan Indian movies Multiplex movies/upcountry/regional/sub cultural