Direct marketing in India.

For those who are considering tapping into the Indian marketplace, the author offers an update on the country's diverse population, its technological advances and its overall potential for marketers.

India is a country which has a rich heritage. In the rich tapestry that is India, there

is diversification among its individuals, languages, cultures, religions and castes. The population in India's five major metros consist of a middle and upper class. The lifestyles and living standards are comparable to any advanced city in the world and there has been reformation in India's economy, communication, globalization and its information transmission. Consumerism is on the rise not only in the five metros, but also in what is called class B & C cities (based on population), as well as in the rural/interiors of India. Most metros have a distinct heterogeneous and cosmopolitan market. The Indian market has a clear urban/rural divide. The money/power in the rural areas is phenomenal, while the agricultural dominance of India still persists.

* Areas of Growth in India

There is a virtual marketing boom to meet the new demands in the consumer field. The major areas where the growth is greatest include the financial services, credit cards, automobiles, engineering and industrial sectors, home appliances, entertainment products and food commodities. In addition consumer durable and non-durable goods, packaging, communication and hi-tech electronics, agriculture, power/energy, water purification and hygiene products, hospitality, travel and holiday packages and fashion sectors are also experiencing major growth. These areas seemingly have captivated the marketplace due to tremendous demands from consumers. Past problems like the heavy custom duties, import duties, personal and corporate taxes have all been rationalized and are comparable with the rest of the world.

A trend towards a quality-conscious culture is blossoming in India. Marketers have been attracted by a dream figure of a middle class market of over 200 million Indians. With the presence of multinationals and the influx of many more, there is a welcome invitation for foreign investments. India promises to be not just a big market, but a great market, too. Being an English speaking nation, India is in line for most of the countries in the world to do business with.