Page 51 - BrandZ Top 50 Most Valuable Indian Brands 2015

TOP 50 MOST VALUABLE INDIAN BRANDS 2015
Shriya Sengupta
Group Head Planning
Ogilvy & Mather, Mumbai Shriya.Sengupta@ogilvy.com
Single at 25-plus is a taboo in India. The family
is constantly pressuring these singles to “settle down”
and society perceives them
as having a problem inding a match. Choosing to ignore this pressure, a growing number of empowered young people are choosing independence over marriage, romance and even children.
Basically, they’re making a positive commitment to long- term lavish singledom. Brands need to acknowledge this development and outgrow
the idea that the family is their exclusive target audience. Brands must also cater to the needs of this new, inancially independent audience.
Some brands are taking important irst steps to address
these needs, which include security, freedom of choice, personal care and afordability. For example, a jewelry brand expanded
its line from only
“occasion” items
to include less expensive merchandise designed to enable young women to express their individuality.
The growing number of dating apps is evidence of the need for companionship without having to put an oicial seal on the relationship, a development that marketers are leveraging. While this audience of young singles is niche today, it is growing
and brands must pursue this opportunity by celebrating the life choices these people make.
EMPOWERMENT
Rising singles market ofers new opportunity
It has been a rising trend for Indian brands to expand abroad because it yields a higher return on investment than saturating
the diverse and geographically dispersed Indian market.
Moreover, Indian brands often have an upper hand in developing nations because they face
mostly local competition. Micromax has smartly entered Africa and Russia and in the process become India’s leading smart phone brand.
Godrej entered Pakistan with its Good Knight brand
when category
penetration for
mosquito repellents
even in urban India is
relatively low and potential for sales gains is high. Marico’s introduction of its Parachute Hair Oil in Egypt, Bangladesh, South Africa and Vietnam is another example of how valuable Indian brands build international presence even when there’s plenty of growth left at home.
As the Indian middle class rapidly expands and demand for products increases, the challenge for these successful Indian exporters will be gearing up to serve all their potential customers, both at home and abroad.
GOING GLOBAL
Successful exporters leave enormous potential at home
Saurabh Karve
Research Associate Millward Brown Saurabh.Karve@millwardbrown.com
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