Unravelling the diversity of the Indian market

Sangeeta Gupta

India is, unequivocally, a diverse country. This paper takes a geographic, zonal approach to unravel India's diversity because it serves as the most actionable way of studying the market, since most marketing action (i.e.

Unravelling the diversity of the Indian market

Sangeeta GuptaACNielsen, India

India is, unequivocally, a diverse country. Historically, the Indus Valley civilization, one of the oldest in the world, dates back at least 5,000 years. Aryan tribes from the northwest invaded about 1500 B.C.; their merger with the earlier Dravidian inhabitants created the classical Indian culture. Arab incursions starting in the 8th century and Turkish in the 12th were followed by those of European traders, beginning in the late 15th century. By the 19thcentury, Britain had assumed political control of virtually all...

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