Consumers want India's brands to take a stand

Brands in India have to pick a position on controversial socio-political issues because consumers want them to, but it is is a high-risk, high-returns strategy.

Why it matters

When it comes to controversial socio-political issues, brands in India generally play it safe and avoid taking a bold stand – unlike their global counterparts. There are many risks for those that want to do so in a polarised nation, but the returns can more than make up for it.

Takeaways

• Indian brands are known for cause marketing but have often shied away from taking a bold stance on socio-political issues.
• Taking a position on an issue requires research on its probable impact, with some fundamental principles to be observed.
• Brands must have the necessary credentials, be consistent and committed, and act and not just talk.