Understanding India: Insights into a rapidly-changing market

This event reports looks at the current shifts reshaping Indian society, and how brands can respond. As a nation characterised by enormous economic, cultural and linguistic diversity, India presents a challenge to marketers used to more homogeneous markets.

Understanding India: Insights into a rapidly-changing market

Lena RolandWarc

As a diverse and multi-layered society, India has over 30 states, as well as 22 official languages and extreme divisions between rich and poor. It is perhaps, then, no surprise that the country has been described as a "schizophrenic society".

Partly in keeping with such an assessment, Nivedita Singh – a director at GreyCells Research Services, the insights group based in New Delhi – advised brands to adopt multi-pronged strategies, because one size certainly does not fit all. She was speaking at the latest "Local Matters" event organised...

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