Three generations, one big market: a new segmentation of India

Dheeraj Sinha
Strategic Planning, Bates David Enterprise, India

INTRODUCTION

India is big and India is young. Its size and its demographics, together with the growth potential that India's economy is showing, have made it a fashionable market. Marketers from across the world and within India are betting high on these two aspects of the country. But these are also the two most critical characteristics of India that every marketer must examine carefully and get a real understanding of in order to make it a success in this country. India is big but is India one whole piece of a homogeneous market? Are there different segments in India which have distinct behaviour patterns? India is young, but is young the only marketable population in India? If not, then aren't we missing a piece in the picture? Most of the marketing and advertising in India today is designed for the young mindset. When the entire country is being made to feel young, what's happening to those who are actually young?