A far from ‘sub’ continent

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...

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