Trend Watch 2017: Digitization, rural growth and global ambition shape India

This article outlines trends set to shape India's marketing and advertising landscape in 2017, including government-led digitization initiatives, increased product demand in rural areas and homegrown brands with global ambitions.

Trend Watch 2017: Digitization, rural growth and global ambition shape India

Kunal Sinha

2016 was a year of upheaval for much of India. Radical policies from central government such as the introduction of a common Goods and Services Tax (GST) and demonetization of 86% of the country's paper currency value took precedence, against a backdrop of Asia's economic slowdown and international political upheaval.

The biggest change from previous Indian regimes, and one that will directly impact India's businesses, is that the Modi government is now actively pushing economic and social change. GST will stimulate economic growth - the expected GDP...

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