Emerging media options in an emerging market

The Indian market has caused a stir in almost every international business market, which is unsurprising given the size of its population provides access to a huge number of consumers via a democratic, market-driven framework.

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...

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