What will India's demonetization policy mean for brands?

This article explores the impact of India's 2016 demonetization initiative on the country's consumers, advertisers and economy.

What will India's demonetization policy mean for brands?

Kunal Sinha

On November 8 2016, India's Prime Minister Narendra Modi stunned Indians with a nationwide address, where he announced that 86% of the nation's cash value, comprising Rs. 1000 and Rs. 500 notes, were being "demonetized" from midnight that same day.

Modi argued that this surprise initiative was a fight against the menaces of 'black money' or untaxed income: most of the cash being hoarded by everyday Indians was of these denominations, and as much as 10% of currency notes in circulation were suspected to be fraudulent.

For Modi, demonetization is...

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