When Bharat meets India

When tomorrow comes
When Bharat meets India
Anisha Motwani
www.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
‐ Smaller packs ≠ lower price points for non‐urban
Anisha Motwani

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
messaging to this target as the current audience.
‐ We won’t connect with them
Anisha Motwani

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.
Beyond demography. Beyond geography. Beyond advertising and marketing.
Beyond how “others” do it.
Anisha Motwani

So what’s a brand to do?
Anisha Motwani

The great mindset divide
Recognizing the different realities of Bharat and India
Anisha Motwani

Where it all began
Since 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 progressive urban India and regressive rural Bharat.
Anisha Motwani

This debate has 2 big points so far
That 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.
Anisha Motwani

We decided to test out these hypotheses
Using a couple of primary, but unusual, research methods.
And a lot of secondary research. This is what we used:
‐ TGI data analysis
‐ Content analysis of a whole year’s worth of Grihshobha and Femina magazines
‐Online and offline secondary research
Anisha Motwani

And this is what we found
That women live their lives on multiple dimensions.
Where they are on this multi‐dimensional space
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.
Anisha Motwani

The 8 dimensions of women across the nation
Tradition
1
0.9
0 0.8
8
0.7
Control Religion
0.6
0.5
0.4
0.3
0.2
0.1
0
Success Western culture
Emotions Financial independence
Anisha Motwani

Data triangulation
We then triangulated data from 3 perspectives along these dimensions
‐ what editorial content reflected
‐ what advertising reflected
‐ what TGI reflected
Anisha Motwani

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.
Anisha Motwani

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.
Anisha Motwani

Woman’s place: India vs. Bharat
Anisha Motwani

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’.
Anisha Motwani

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.
Anisha Motwani

Tradition: India vs. Bharat
Anisha Motwani

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 shaken.
Anisha Motwani

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 generations.
Anisha Motwani

Religion: India vs. Bharat
Anisha Motwani

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.
Anisha Motwani

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

Western culture: India vs. Bharat
Anisha Motwani

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 the
altars of family or society are unrealistic.
Anisha Motwani

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 side.
She also displays her financially savvy with her awareness of the optimal savings
and investment options.
Anisha Motwani

Financial independence: India vs. Bharat
Anisha Motwani

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 peers with peers. In peer interaction, she is more concerned about projecting the
right, socially‐appropriate feelings.
Anisha Motwani

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 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.
Anisha Motwani

Emotions: India vs. Bharat
Anisha Motwani

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 time she the same time, 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.
Anisha Motwani

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 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.
Anisha Motwani

Success: India vs. Bharat
Anisha Motwani

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 needs she is within herself. And change——whether it’s by rocking the
boat or by taking a different road altogether—is inevitable and good.
Anisha Motwani

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 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.
Anisha Motwani

Control: India vs. Bharat
Anisha Motwani

So what does it all add up to?
Anisha Motwani

Bharat: An emerging portrait
Anisha Motwani

India: An emerging portrait
Anisha Motwani

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.
Anisha Motwani

The sweet spot
And that, we believe, is where the opportunity lies for Brands.
Anisha Motwani

When Bharat meets India

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