A far from ‘sub’ continent

Roderick White

In this article, Roderick White shows why India simply 'can't be averaged'. He argues that the variety and diversity to be found in a country with a rapidly expanding economy and a population of over one billion (speaking 20 major languages) means that the nation's complexity is coupled with the commencement of a huge transition at various levels.

A far from 'sub' continent

Roderick White

A year or two back, Georgia Phillips of add+impact wrote an article in Admap entitled 'Why Asia can't be averaged'. For any marketer or researcher approaching the Indian market, it is equally true (if not more so) that you can't average India.

Even to try to sum up India in a page or two invites derision. This is a sub-continent in its own right, with all the variety, diversity and complexity you should expect from a population of over one billion, speaking over 20 major languages (and innumerable dialects), and in...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands