Understanding the "Three Indias": Marketing to India's low ARPU mobile market

This article covers how marketers can target India's poorest mobile phone users - the low average revenue per user (ARPU) demographic, multi-language programming and the impact of India's demonetization initiative on mobile marketing strategies.

Understanding The "Three Indias": Marketing to India's Low ARPU Mobile Market

Anil Thakraney

A few months ago, while on a cross country drive in India, I met a daily wage farm worker at a village tea shop. I got talking to Ramchandra, and was intrigued

WARC subscribers can sign in to keep reading

Not a subscriber?

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

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

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