Page 29 - BrandZ Top 50 Most Valuable Indian Brands 2015

TOP 50 MOST VALUABLE INDIAN BRANDS 2015
Winning: In the past, the goal in a contest or negotiation was to reach a mutually agreeable compromise. Today, the goal more often is to win everything.
Merit: In the past, people respected the person descended from a prominent family, educated in the best schools, carrying success easily, whether earned or not. Today, people have high regard for the small town achiever who overcomes disadvantages to succeed.
Similarly, people in the past believed their destiny was determined at birth. Most people have abandoned that view. And greater empowerment not only opens more opportunity, but also loosens the social constraint that shaped families and the society.
THE “GLOBAL” INDIAN CONSUMER
The term “global” Indian consumer doesn’t refer to someone seeking advancement in North America or another destination in the Indian diaspora. Rather, it increasingly describes an Indian physically living in India but with a global mindset. These Indian consumers adhere to traditions, but are aware of international brands because of travel and popular culture.
They can aford international brands and feel entitled to purchase them.
In the clothing they wear, the music they listen to, the décor of their homes, these people appear like other international cosmopolitans and are as responsive to international popular fads and trends. But they navigate the most important aspects of their lives
– relationships between husband and wife, raising children, respecting parents – with values that are emphatically Indian.
Some may look like young people anywhere struggling to be independent from their parents, and many it that description. But a generation gap, a chasm of misunderstanding between children and their parents, doesn’t exist in quite the same way in India as it has in the West.
29