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  • Posted by: Interbrand on Wednesday, April 21 2010 09:49 AM | Comments (0)

    Jez Frampton

    Welcome to India: the biggest democracy in the world, the largest English-speaking country and a vibrant young economy.

    In Podcast 4 of Demand and Desire, Jez spends some time in Mumbai—the most popular city in India, and the second most populous city in the world—talking to Madhukar Kamath, the CEO of Mudra Communications Group and Sudhi Sharma, the founder of Indi Design.

    The three discuss the youthful spirit of Indian entrepreneurialism. The relatively recent liberalization of the economy and the introduction of satellite TV at the turn of the 1990s (wedded with the fact that approximately 70 percent of Indians are under 35) has put in a place a new generation means  uninhibited by the past. When it comes to business in India, often you’re dealing with the folks that created the company.

    Madhukar and Sudhi also explain what it takes for brands to succeed in India. Value for money is essential, but so is a respect for Indian brands. Many global companies have come and gone. Only the ones that truly adapted to Indian consumers' specific needs—brands like Nokia who have created a humidity sensitive phones that double up as flashlights—have remained.

    And yes, Cricket is mentioned!

    You can read about some of Interbrand's work in India here, as well as related articles on India and fast developing markets here, here, and here.

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