Insights
In-depth opinion pieces covering a range of subjects and key business sectors.
Worshiping at the altar of Indian celebrity
India worships its icons; brands looking to create impact go down the tried and tested route of celebrity endorsement.
In 2009 stars of Indian cinema accounted for 80% of brand endorsements on Indian television. Sports stars - read cricket stars - made up 15%, not surprising given the reach of Indian cinema and popularity of cricket.
Familiar faces
India is the world's largest producer of films, producing 1,288 films in 2009 and the film industry is growing; multiplex chains will add over 200 screens by March next year.
Cinema's consumer influence is powerful. In his autobiography, Kishore Biyani, India's most successful retailer states his belief that cinema is the only communication medium that comes close to capturing the imagination of each Indian. Interestingly, Biyani also uses cricket stars to advertise his Big Bazaar brand.
Whether fair or unfair appearance matters in India
The arrival of consumerism coincides with a renewed interest in looking slim, fair and beautiful. Indian society is becoming more self conscious, self image is becoming big business.
Levi's illustrate how brands need to innovate for India
Brands need to be flexible and creative in their thinking if Indian market entry is to be successful.
Market shopping for fresh produce in India is a multi-sensory experience
The advent of multinational grocery chains will streamline and standardise the shopping experience. While back-end infrastructure will be of benefit, major players need to be aware of India's shopping habits at the front-end.
Indian market entry: You aren't in Kansas anymore!
Entering the Indian market means understanding a host cultural, procedural and social differences. India Insights offers some "quick tips" to help entrants plan for market entry.
Indian malls lack Indian identity
May 14, 2010
An India Insights led retail safari of Delhi's leading malls highlights the fact that the Indian retail sector lacks local identity.
India's most trusted brands revealed
April 27, 2010
A study by India Insights reveals which are India's most trusted brands. The list shows that global brands can prosper providing they are willing to adapt to the local market.
Summary findings: Attitudes to Indian grocery shopping
March 29, 2010
India Insights recently carried out a visual study to understand attitudes towards grocery shopping and eating in the home. Here is a summary of our findings.
Summary findings: Attitudes to foreign travel
March 19, 2010
India Insights have carried out research looking at India's growing outbound tourism industry and attitudes towards international leisure travel.