Old is gold: Marketing to seniors in India

This article advises Indian marketers to reach out to seniors, who are relatively ignored in favour of the highly contested youth market.

Old is gold: Marketing to seniors in India

Kartikeya Kompella

'You may think that I'm over the hill,' remarked the COO of a large MNC while addressing a bunch of trainees. 'But I assure you, I own the hill.' Such is the preoccupation of marketers with the burgeoning youth market in India that a sizeable and possibly profitable opportunity that seniors offer has gone largely unnoticed. There are a lot of wealthy seniors (over 60 years old) today with a better per capita income than the youth but no one sees them as a worthy market despite little competition...

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