Tapping into the cultural changes in the country,
Indian marketers are changing tactics to keep up. Rising consumer
demand for health and wellness products, convenience foods, and
eco-friendly items are reshaping the kinds of products—processed foods
and less-perishable perishables—being marketed. However, one Indian food
company executive criticized Indian policies on food and beverage
marketing, saying, "Indian regulations and policies on food advertising
and marketing are rigid [and not allowed] to grow fast." Alcoholic
beverage marketing and advertising are also hugely restricted. So
marketing innovators focus on below-the-line strategies, which include
ground events, point of sale and cross promotions. Appealing to kids is
also important as this sector of consumers is having more influence over
purchasing decisions.
Source: FNBnews.com
