20 October, 2020

Who’s Our Musk Deer?

Big companies are no answer, SMEs will push manufacturing, jobs

Sanjay Rawat
Who’s Our Musk Deer?

It’s hard to find a more exciting consumer market in the world than India, and it’s unlikely there will be another one to beat it for a long time. For it comprises a group of consumers like no other: large, vibrant, aspirational, curious, experimental with steadily growing inc­omes; free to think and do what they please, sociable and expressive, digitally comfortable and information-hungry. 

Consumer India, right across the income and age spectrum, has an enormous appetite and appreciation for things that make for a better quality of living, be it inverters or water storage bins or clothes or entertainment or food or flashlights or footwear. What’s more, Consumer India is easily accessible through amazing distribution systems that reach even remote villages through a network of dealers and retailers ranging from hole-in-the-wall kiranas to state-of-the-art supermarkets to e-commerce. And it is accessible in media terms too—via the internet, and all the hours of TV that it loves watching, the large number of newspapers and magazines it...



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