On the highways here in Delhi, the past and future share a lane. Creeping one way are shiny PR campaigns meant to thwart the raucous honking that accompanies any congregation of more than a couple of cars. Headed the other direction? The very audible, commonly agreed upon rules of the road, signified by armadas of old trucks, their tailgates painted with instructions begging for a sonic blast (“Honk please!”).
For most consumers, traffic’s an interminable, unavoidable, incidental cost of urban life. For the cities themselves, though, traffic is a perfect manifestation of the present. Outside Delhi, every morning jam is a horn-honking, engine-idling purgatory of acceptance and frustration. But it’s also a daily, ritual affirmation of aspiration. It’s an inherent part of a world that millions of consumers here in India’s biggest cities have chosen to participate in.
Late last year Iconoculture launched a new consumer advisory service — in and about India. It’s the culmination of years of groundwork we’ve labored very hard to lay, but it’s also a mere glimmer of what promises to be a fast-moving future. With that work behind us, our next step will be to collect your feedback on what you need to know about this dynamic market and infinite variety of the consumer base in India. MLC members, contact your account manager if you’re interested in joining the conversation.
In the meantime, here are some of our latest observations from a fascinating market: Read More »