ASIA FAST FORWARD
India – one in a billion!
Suman SrivastavaNikhil Rawal
Abstract
India with a billion strong population and 8% GDP growth poses a potentially large market for most marketers. However, the same rules don’t apply: globally developed methods and practices do not cut ice in the Indian markets. Unlike other markets, India is finding its voice and attitude outside of the urban metros; it’s the Tier II cities from where the trends driving India’s prosperity today are emanating; it’s a bubbling up effect rather than a trickle down one.In this complex environment, what marketers need are beacons, indicators of trends in the Indian market so that they can correctly predict the behavior of the audiences and thus sell better. Here is where Euro RSCG’s proprietary work on the concept called “Prosumers” can help make a valuable difference. The Paper we propose to present deals with two issues: how do we go about identifying the Prosumers and how do we predict trends from the data which can be used to better understand “shape of things to come” and develop our understanding of the Indian consumers.
Suman Srivastava
Suman Srivastava is an Economics graduate and an MBA from the Indian Institute of Management at Ahmedabad.
Suman has been enjoying advertising. His experience has even seen him deputed as Brand Manager for Hindustan Lever for a year. He was one of the founder members of Euro RSCG and was the Head of its Mumbai office besides spearheading the Strategic Planning function of the agency for the India / Middle East Region. He is currently the Chief Executive Officer of Euro RSCG India.
Suman cut his teeth working on Unilever brands. He has worked on several other FMCG, durables, technology and services clients.
Suman has been closely involved in insightful communication strategy with Food and beverage, FMCG, Consumer durable, software, and financial service brands.
Suman is a member of the Global Executive Committee of Euro RSCG. He also sits on Euro RSCG's Global Planning Council.
He conducts training programs for Euro RSCG executives, both in India and abroad. He has also spoken at workshops on marketing conducted for employees of Microsoft, Wipro, Intel and Indian Oil. He has taken sessions at ISB, Hyderabad, MICA and other management institutes.
His interests are reading, tennis, eating, trends in technology and training.
Suman is married to a market research professional and the couple have a school going son.
Nikhil Rawal
A Masters in Economics and a MBA, Nikhil over 2 decades of experience in the field of Advertising and Market Research. Currently, he Heads the Mumbai office of IMRB International – a Kantar Group Company (the research, consultancy and Insights network of WPP). He has worked with various Indian and multinational Clients like Levers, Lipton, Nestle, Bausch & Lomb, Ford, Castrol, Mahindra, Kodak, ICICI, DeBeers and many others.
He has considerable experience in conducting multi-country research in the sub-continent, in the Asia-Pacific Region, Australia and Europe. He has conducted researches in these countries/regions for clients like DeBeers, Unilever, Kodak, Castrol BP and Ford Motor Company.
He has been instrumental in setting up IMRB Team Moto - a team set up in the 1990’s specifically to service Automotive Clients in India and the Region.
At IMRB, he also has a separate Profit Centre which handles the database management and Customer Service Function of one of the largest Frequent Flyer Programme of Air India and Indian Airlines - FLYING RETURNS.
Nikhil has been the Managing Committee Member and past Secretary of the Market Research Society of India (MRSI). He has also presented a paper titled “Another Streetcar named desire” at the ESOMAR APAC Conference in Manila in 1998.
His interests include Photography, cooking and listening to some good rock music - he has recently bagged the 1st Prize at the Millward Brown photography contest in 2007 – a contest they run among all MB offices and their Licensees.
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