Brand loyalty: Indian consumers value substance over style

Brand loyalty in India differs from the way it exists in developed markets. A brand's value may not guarantee brand loyalty as much as the value the consumer is able to derive from it.

Indian consumers value substance over style

Subbu Subramanyeswar

Indian consumers are loyal to brands that have a track record of reliable service and those that offer best value for money, but they are not so loyal to premium 'image' brands

India presents one of the toughest marketing challenges to firms around the world, despite being an open, democratic country with a free market economy.

On the one hand is the pot of gold at the end of the rainbow – a market of 1 billion people with a vibrant economy growing at 8% annually, with 400 million consumers in the...

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