Emerging media options in an emerging market
Ashish Karnad and Balendu Shrivastava
If one name creates a stir in international business circles today, it is India. The one thing that separates India from the rest of the world, is its large population of consumers accessible through a democratic, market-driven framework. In recent years, India has seen a huge fragmentation in consumer behaviour in every aspect of business – be it fmcg, durables, lifestyle, entertainment or media. The average Indian is a changed person, and it is important for marketers to understand not only this change but the drivers...