Three generations, one big market: a new segmentation of India

Dheeraj Sinha

Advertisers and marketers have expended substantial resources in trying to appeal to the youth market in India, but this has largely led to the neglect of understanding the market as a whole.

Three generations, one big market: a new segmentation of India

Dheeraj SinhaStrategic Planning, Bates David Enterprise, India

INTRODUCTION

India is big and India is young. Its size and its demographics, together with the growth potential that India's economy is showing, have made it a fashionable market. Marketers from across the world and within India are betting high on these two aspects of the country. But these are also the two most critical characteristics of India that every marketer must examine carefully and get a real understanding of in order to make it a success in this country. India is...

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