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For large number of global brands and MNCs the story of India’s emergence as a consumer super-power, has remained just that. A story.
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So much about India seems familiar that it can make it seem deceptively simple and conquerable.
anirban.mukherjee@futurebrands.co.in
Everyday, organizations around the world are lured by the Indian growth story, sometimes narrated in sizzling detail by the media and at other times by ambitious local associates. Most often than not these assertions that argue for the average Indian's need for "progress" do not represent the true nature of the market place or the consumer.
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WORK SPOTLIGHT
In many ways, the face of India to the world of Global businesses are an English speaking minority who more often than not reduce the complexity of the Indian market to understanding local idiom. As if learning to say "namaste" with one's hands folded reverently could single handedly transform this otherwise perplexing consumer market into the proverbial golden goose.
At Futurebrands Consulting we have
This tendency to oversimplify the Indian reality, has caused even the most astute amongst business managers to drop their guard.
understanding of the Indian reality,
This has resulted in countless marketers importing branding and business principles that have served them well elsewhere, only to discover that their strategies are not resonating with the Indian consumer.
built over a decade.
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developed an “Indian Cultural Lens” through a deep, multi-sectoral
Mapping Indian consumption culture The Indian idea of business How new categories create meaning for