A tale of two giants: unlocking the DNA of Chinese and Indian consumers

The purpose of the research outlined in this paper is to investigate the changing notions of the consumer's self in the transitional economies of India and China.

A tale of two giants: unlocking the DNA of Chinese and Indian consumers

Chirajeet SenguptaGroup Manager, Evalueserve, India

INTRODUCTION – CULTURAL TRANSITION IN CHINA AND INDIA

Strolling down Shanghai's boulevards, one sees well-dressed young Chinese constantly talking on their mobile phones, switching easily between English and Chinese. They jam the city's Western-style bars and discos, even on weekday nights. They work with Internet startups or western firms. They are ambitious and confident. They are the models for Generation Yellow [equivalent to the X-Generation] – the rising middle-class in China, aged 18 to 35 - and they are...

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