Indians are
lovers of beauty and utility. To them, a high-involvement purchase decision is
not only one that uses logic but channels emotion as well. A good purchase is
one that continues to give joy while delivering functionality for the
consideration put in.
Conditioning
of several generations, mainly governed by household economy, has been drilled
into the Indian consumer. To claim a share of the taxpayer’s wallet, the value
provided by a product is paramount. Indians famously seek to ‘repair and reuse’
as opposed to ‘use and throw’.
The Indian
diaspora largely remains true to this idea while mulling over a purchase. They
seek to gain lasting value. The fillip of value lies in an item reminiscent of
the motherland – one that smacks of the flavours, tastes, and the colourful
heritage that India signifies.
Uniquely
Indian items – and they are many – have historical, religious, or nostalgic
significance for non-resident Indians. Linking a product’s features and
benefits to the target buyer’s growing up years in India is a sure-shot formula
for sales success.
A notable
example of this is the love of the foreign residents towards the eternal kanjeevaram
silks, the ethnic motifs of heirloom jewellery that just won’t stay out of
fashion, and the brisk business done by vendors of handicrafts and indigenous
art.
A striking example
of how marketers use this sentiment is reflected in Amul’s tagline, “The taste
of India”. It ensures fond buyer recall and ensures positivity to surround the
brand.
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