Ever wondered how Indian culture influences business and marketing?
In this episode, we sit down with Santosh Desai, a distinguished authority in the realm of luxury brands. Desai is renowned for his deep understanding of consumer behavior and knowledge of Indian culture. We discuss how deep-seated cultural values shape consumer preferences and impact business strategies across various industries in India. Discover the challenges and opportunities faced by brands trying to navigate the complex Indian market.

👉 Tune in to learn about:
➡️ How culture acts as a lens that changes how Indians see the world and make decisions.
➡️ Examples of how global brands sometimes miss the mark in India and why local understanding is crucial.
➡️ The importance of recognizing cultural nuances when marketing products in India.
➡️ Practical tips for businesses looking to connect better with Indian consumers.

Get ready to discover the unique cultural traits of one of the world's most diverse markets and how to leverage this knowledge for business success!

IN THIS EPISODE
(00:00) Why is culture central to understanding Indian consumers? Listen as Santosh begins the episode by explaining why culture is such a pivotal factor in shaping Indian consumer behavior and business practices.
(02:00) How do cultural nuances affect international brands in India? Santosh discusses the common pitfalls that international brands face when they apply global strategies without considering Indian cultural nuances.
(05:00) What makes Indian cultural identity unique? Discover the concept of collective identity and how it fundamentally differs from Western individualism, influencing everything from family dynamics to business.
(10:00) How do local tastes influence food marketing? Learn about the complexities of food marketing in India, where taste preferences can change dramatically over just a few hundred kilometers.
(14:00) What is the 'periphery inwards' approach in introducing new foods? Santosh explains a strategic approach for introducing new foods into the Indian market, focusing on peripheral adoption before targeting core dietary habits.
(20:00) How do brands successfully blend modernity with tradition? Gain insights into how successful brands have merged modern products with traditional values, finding a place in the Indian consumer's heart and home.
(25:00) How does the perception of health influence branding? Santosh shares a case study on how health perceptions are used in branding, and how brands can navigate the Indian market's focus on health and wellness.
(30:00) What role does 'desi' play in organic food marketing? Explore how the concept of 'desi' (local) is leveraged in marketing to align with cultural values and consumer expectations around natural and organic products.
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This show is sponsored by CherryPeachPlum Growth Consultancy. 🍒 CherryPeachPlum is a marketing-focused business consulting firm that delivers business results. Get in touch via www.cherrypeachplum.in to get marketing solutions that work in the real world.