Tapping into this immensely diverse market requires an understanding of the cultures, dynamics and complexities of a huge but rapidly changing market.
India is also full of surprises – beyond what is shown in Slumdog Millionaire.
Here are five things you may not know about contemporary India.
Do you speak Hinglish?
How many official languages does India have? 5? 10?
Actually, it’s over 20.
That’s not all though – there are a number of emerging and influential languages. With many regional languages existing in the country, these are often combined with English and commonly used by speakers of native/ regional languages. The most popular being “Hinglish”, a hybrid language system combining Hindi with English. Many millions speak it.
Using it can be extremely powerful, as witnessed by Pepsi’s Hinglish slogan ‘Yeh Dil Maange More!’ (rather than “Ask for more”, their international slogan).
Knowing when and how Hinglish might work for your brand communication – and what the likely implications are – is something that our local cultural and insights experts are well placed to do.
India’s gone Digital – so I can do Online Communities, right?
Well yes but….. the pace of digital transformation is very much faster than social and cultural norms.
Market Research Online Communities or MROCs need very careful planning in India and may not be the most efficient way of accessing insights.
Getting the balance of F2F and digital research is critical – something we have a lot of expertise in.
Cheap and Cheerful? No thanks!
The perception of low per capita incomes is a misleading average – many Indians are increasingly demanding and sophisticated in their attitudes towards everyday goods.
It’s important to understand local needs, how quality is interpreted, what’s valued, what less so – helping you to understand where to invest, for which audience segments.
We can help you understand what quality means in India – we’ll take you shopping on one of our famous Mumbai immersions.
Slumdog vs Millionaires
Despite on-going poverty and social problems, India is increasingly a market for luxury goods.
Luxury designer brand Louis Vuitton recently announced that it would curate a selection of trunks meant for the Indian bridal trousseau that includes ethnic jewellery and other items.
What does “luxury” mean – how is it expressed?
We can help you understand, take you through some of the insights we have on the changing world of Indian luxury and the complexities of marketing it sensitively.
Shifting Food Preferences
How people eat tell you a lot about their culture.
Everyone loves spicy Indian food – what happens when other fabulous cuisines try to penetrate the Indian market? China – the other booming major world economy – also has famous cuisine and dishes which are increasingly found in restaurants and supermarkets across India.
But for Indians, it’s bland – they spice it up to create their very own Indian Chinese food that you won’t find anywhere else in the world. Delhi’s very own popular street-food dish named Chow Mein is a perfect example of Indian Chinese.
Visit us – we’ll invite you to lunch and tell you how the changes in Indian cuisines are reflective of changing cultures.
These are just some examples of India’s complexity is – if you’re looking to do research in India, you need in-depth guidance.
Happy Thinking People has been in India for over a decade. We’ve been able to learn, un-learn, and then re-learn the mysterious Indian consumer.
We’d love to help you make your research a richer experience and partner with you.
Drop us an email at firstname.lastname@example.org or give us or call – we’d love to talk, and maybe even help you get to know some words in Hinglish!
Your Happy Thinking People Team in Delhi, India