Page 47 - BrandZ Top 50 Most Valuable Indian Brands 2015

TOP 50 MOST VALUABLE INDIAN BRANDS 2015
Be Indian
Don’t assume lessons learned in China or any other fast growing market will apply in quite the same way in India. India is a physically large and remarkably diverse nation of 22 oicial languages. Interests and tastes can change dramatically by region. To be Indian doesn’t mean imitating what on the surface seems Indian. It requires deep insight, to understand the nuances so thoroughly that consumers view the brand as Indian, regardless of its provenance.
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Be on the cutting
edge of change
Resist the comfortable. The problem with a normal slice of life ad, for example, is that life
in India is changing quickly. The detergent commercial with a woman extoling the brightness of her wash reaches many women viewers who no longer want to do the wash and believe that men should share in the household chores. Advocate for social progress.
Identify new niches
If the size and complication of the India market creates challenges, it also produces opportunities, as people rapidly move into the middle class and discover needs they didn’t know they had. For every person who’s just traded up from a two- wheeler to a car, there’s an owner of an economy car who is looking for a more premium model. Premiumization is just one segmentation trend, but it crosses many categories.