"When in doubt, think of the consumer need"

In the dynamic landscape of Indian consumerism, understanding the intricate interplay of cultural, social, and economic factors is paramount.? The idea of "Pragmarketism" proposed by authors Trupti Bhandari and Arvind Bhandari is a concept that emphasises the fusion of tradition and modernity in shaping the Indian consumer behaviour.

The Paradox of Indian Consumers

Indian consumers exhibit a fascinating paradox.? While economic advancement is propelling them towards material wealth, deep-rooted cultural norms, such as caste and religion, continue to influence choices.? This often leads to a schizophrenic behaviour where individuals oscillate between embracing modern aspirations and adhering to traditional values. Publicly, they put up a great show: gaudy clothes, big cars, elaborate living spaces and ostentatious choices to assert their economic class. Privately, they resemble their older, humbler selves, reflecting on times before the economic climb.

The Indian worldview is deeply religious

Religion is not merely a belief system in India; it's a way of life.? It permeates every aspect of consumer behaviour, from influencing purchasing decisions to shaping brand perceptions.? Understanding the religious undercurrents is crucial for businesses aiming to connect with Indian consumers on a deeper level. For majority of Indians, religion is not a guiding beacon of light in the distance, but a walking stick with which one struts through life.

Indian Philosophy on Understanding Consumer ‘Justifications’

Kama-tan.hā: craving sensual pleasures – wealth, prestige and power – and attachment to one’s ideas and beliefs.

Bhava-tan.hā: craving for existence – an urge to unite one’s entity (or ego) with some expression.

Vibhava-tan.hā: craving for non-existence by way of suicide, when the craving or ‘tanha’ ends as the person gains insight into the impermanence of nature and the reality of his non-self.

Shaasvatā: life is eternal and through our karma we live perpetually – from one life to the other, our souls carry the never-ending spiral of our desires.

The Family-Centric Society

The Indian society is characterised by strong familial bonds.? Decisions, including those related to consumption, are often made collectively within the family unit.? This collectivism influences brand choices and consumption patterns.

Modernised Tradition

The Indian consumer market is a melting pot of tradition and modernity.? This fusion is exemplified by the concept of "modernization of Indian tradition," where traditional elements are reinterpreted and adapted to contemporary contexts.? Products and businesses that successfully navigate this duality thrive in the Indian market.

Hierarchy, Holism, Continuity, and Transcendence

These four pillars of Indian philosophy provide insights into consumer behaviour.? The hierarchical nature of society influences brand preferences, while the holistic worldview emphasises the interconnectedness of individuals with their social roles.? The belief in continuity and the transcendence of traditional values further shape consumer choices.

The Pragmatic Consumer

The Indian consumer is nuanced, argumentative, and emotionally driven.? They seek value for money, are influenced by style and quality, and exhibit varying degrees of brand loyalty, technology adoption, price sensitivity, and convenience-seeking behaviour.? Understanding these diverse consumer segments is essential for effective marketing strategies.

Cultural Connect

Cultural segmentation is imminently useful in pluralistic India, where fashion, lifestyle, housing, cosmetic styles and so on vary from culture to culture. The Puppy (Punjabi yuppy) can be expanded and we will have the following: Hurricane-vi from Haryana, with loads of cash, rolling uncontrollably towards big labels, malls, male grooming centres and roadside wine stores; Marwaris, the quintessential money-spinners, who are also inveterate value seekers; Bhaiyaas from UP with intense self-righteousness, taking baby steps towards modernity with great traditional gusto; Bohemian-Bongs, hungry for intellectual and cultural indulgences; and so on.

In other words, connecting with cultural moorings is key to understanding the Indian consumer.? Cultural segmentation, recognising the unique preferences and aspirations of different cultural groups, allows businesses to tailor their offerings and communication strategies.

Embracing Pragmarketism: The Path to Success in India

In the complex and ever-evolving Indian market, businesses must adopt a pragmatic approach that recognizes the multifaceted nature of consumers.? By understanding the interplay of tradition, modernity, religion, and social dynamics, businesses can forge deeper connections and achieve sustainable success.

The principles of Pragmarketism offer a roadmap for businesses to navigate the Indian consumer landscape.? By aligning their strategies with the cultural nuances, embracing the fusion of tradition and modernity, and understanding the diverse consumer segments, businesses can unlock the vast potential of the Indian market.

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