Unravelling the diversity of the Indian market
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. media or distribution) can be adapted accordingly. The paper examines India's four zones on discriminating values, to highlight some of the most meaningful unique characteristics, based on considerable experience across categories and brands.
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