The Halo Effect
Anumita Sharma Pathfinders: India, AMER World Research Ltd, Cyprus; and Sanjaya Shunglu, Pathfinders: India, Penn State University, United States
1.0 BACKGROUND
About a third of India's 972 million population belongs to the lower middle class + income group. Of this, less than 10% (who are the elite) read English language publications.
The FMCG category studied for this project was lipsticks. The penetration of lipsticks in India is approximately 33% only, primarily among the lower middle class to upper class urban women.
Most of the lipsticks used are local brands with the...