How is an Indian consumer different vis-a-vis other developed markets?
A. I will share an anecdote with you. If you look at the top advertised categories in India, toilet soap is one heavily advertised category here. Now, why is that toilet soaps are not advertised in developed affluent markets? I have never seen a toilet soap advertisement in Australia. And that is because overtime, certain products become commodities. And the assurance of the quality of that commodity is within the supermarket, where you find the product. The people in the toilet soap marketing business have proven to themselves that by advertising you create no additional demand. There is no return on investment. In developing countries, one can create shift and increase market share by appealing to certain groups of people and make them want one toilet soap to another.
