Dheeraj Sinha
Jul 31, 2013

The view from India: Three patterns of success

As part of the Asia's Top 1000 Brands report, we asked experts from around the region to share in-country expertise on the factors driving branding in their markets. Dheeraj Sinha, chief strategy officer, South and Southeast Asia, shares the view from India.

The Indian gravy train has slowed down. The market today is carefully choosing its winners. There are three visible patterns of success in the otherwise negative environment of scams and disappointments.

The first pattern is the Indian consumer’s desire to upgrade. Brands that have understood this and made it easier have won. Brands such as Mahindra Mahindra in automotive and Indigo in airlines have grown profitably despite their categories declining and competitors running losses. Mahindra...

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