Monday, October 30, 2006

Indian Brands rule the Roost

In 1996 34% of Indians expressed confidence in Indian companies, today 56% do. Of the top 20 brands in India , 8 are Indians, the likes of Tata, Godrej and Bajaj. The foreign brands which succeed in India are the ones which are involved in Indianisation of their brands, ie catering to the local tastes and preferences and also appealing to the low cost - high value for money inclination of Indians. India is a complex market with 23 official languages and 1000 dialects. This makes even communicating a major challenge to the marketers. Clearly Indian companies have an advantage as they understand Indian sensibilities better. But Indian attitudes are more open today. They embrace modernity within tradition.

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