Understanding India: Insights into a rapidly-changing market

Lena Roland

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 by Hall & Partners, the brand and communications research agency, and held in London in November 2013.

India at a glance