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3 steps: speaking to the Indian consumer
July 21, 2020 at 7:00 AM
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India’s upward mobility is on the rise -- creating enormous opportunities for companies to express their brand in multi-faceted, direct ways to consumers. These Indian consumers are finding more and more disposable income, while looking for durable, high-tech, and luxury items to consume.

The growing middle class is set to explode from 200 million to 475 million over the next 10 years, according to Forbes’ Finance Council. Further, it’s reported that India sold almost 50 millions smartphones last year alone, a close second to Apple’s worldwide iPhone sales.

With this data on hand, it’s easy to see why an emerging business would want to quickly, and strategically, enter the market. Hitting the scene with your brand in India requires a clear, defined route into the complex Indian market. And the jury is out: Indian consumers prefer personalized, intentional, modern, marketing tactics.

Here are three key tactics, laid out in order to help communicate your product smartly, and productively:

1. Telling a story with your brand:
Make sure your story/company message is outward and authentic. 

It’s no secret that brand identity is something adopted by consumers into their own lives. Shoppers intake a company’s messaging as their own, and label their houses, bodies, and surroundings with brands that suit their own personal goals and narratives. 

“What we’re seeing is this openness in the consumer to try new things,” says Prabhtej Singh Bhatia, co-founder of Simba beer, India’s first home-grown craft beer brand, in an interview on CNBC News18's new venture 'Young Turks Conclave.' “They’re willing to pay for the lifestyle, they’re very happy for it -- but they want something unique, they want something differentiated.”

Explore your own company’s brand narrative, and begin to examine if this suits the existing narrative around the industry you’d like to enter. 

2. Disrupting the top-down mentality
Worry how goods enhance consumers lives, rather than profit margins.

Take for example, Just Herbs, a line of pure, bespoke and Ayurvedic results-driven skin and hair care made from certified organic and wildcrafted ingredients collected from across India.  This company looked directly at the Indian consumer’s attitudes and existing practices around cosmetics, and took an inquiry into how to elevate their brand to meet the standards they expect.

Understanding the dynamic that occurs between common practices of at-home, clean, Ayurvedic cosmetics and usual trips to high-end salons for more non-natural treatments -- Just Herbs CEO and co-founder Arush Chopra, understood his consumers were often left choosing between safety and effectiveness. Now, Just Herbs couples the two worlds, and expresses their message and brand through social media in responsive and effective ways.

Responding, reacting, and engaging with your customers on social media is one of the most cost effective ways to form a dedicated, organically growing base -- as it creates an inroad directly to your consumers desires.

3. Meeting your consumers where they are 

Utilizing the right cross-channel, cross-platform mediums for conversation

Raw Pressery is ‘uncomplicating healthy,’ by bringing unpasteurized, raw pressed juices to market shelves and into Indian homes through subscription based services and instant deliveries -- and wind up replacing the equally costly home-pressed juice practices found all over traditional Indian homes.

“For us a brand is a relationship with a consumer, and we try and build different ways of having conversation with them -- whether through social media, or advertising communications,” says Anuj Rakyan, founder of Raw Pressery, India’s first High Pressure Processy (HPP) juicery. 

Raw Pressery doesn’t compare themselves with big-name brands like Tropicana or Real -- rathey they work on educating their consumers, and building conversations ‘where the consumers are at.’ This means finding the right channels for your target audience, like their subscription based services which replace home-juicing routines, or direct ordering from What’s App, allowing tech-savvy consumers to order instantly from their mobile device.

It’s simple advice, but appearing in front of your customer, in the right place and right time comes from both experience and strategy.

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