Indian And Bharat Mindsets

Brand management is nothing but the art of creating and sustaining the perception.

It may sound simple, but it is challenging, especially for a market as diverse and as fragmented as India. It won’t be an understatement to say that this is probably the only KRA of any marketer, regardless of their position.

A marketer has to deal broadly with two types of mindsets: India and Bharat.

The Indian mindset is mostly relevant to the upper pyramid of the income group, where the inclination is toward global aspirations, while Bharat is more grounded and more practical with their expectations.

Indian Mindset

This is a right-brain-heavy mindset, where the urge is to satiate desires of luxury, art, comfort, and social validation.

Expectations range from exotic ingredients, cruise control, best-in-class, and so on. One considers self as a global citizen and wouldn’t settle for anything but the best.

Usually, brands competing against global players or adopting a global concept for Indian markets deal with this Target group.

Bharat Mindset

It’s a left-brain mindset where the expectations are very rational in nature. The idea is to make the most of the buck. This could be in the form of more quantity for less…