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  White Paper - Million vs Billion paradox to create better focus on developed & emerging markets  
     
     
 
W H I T E   P A P E R
   
   
   
Million vs Billion paradox to bring
in Performing Biz Identity
 
   
   
Globalisation for the emerging
markets by British Aerospace,
18th November 2009 - IIM
 
   
 
by Shombit Sengupta
 
Consumer repurchase cycle
   
   
   
Predictable, million peopled Western developed countries have streets and airports totally empty
in the daytime
Western developed countries
 
 
 
Open uncontrollable environment is the global
phenomenon. In India, another dimension is added,
that of unpredictability.

Difficult to have a linear direction in India’s unpredictable society
India’s unpredictable society
 
Bullock cart in front of Porsche showroom
Paradox: Bullock cart in front of
Porsche showroom
 
 
 
Chinks in hygiene and civic responsibility
Public toilet and flower shop
side-by-side


Can India’s 2020 promise to become a
developed country free from poverty be
fulfilled without improving hygiene and civic responsibility?

The purpose of a high-flying lifestyle escapes
us when the fundamentals of better living are
far from being in place.

When people sweep their own premises, it
may not occur to them that they are gifting
dirt to their neighbors. This aptly reflects our complete lack of civic responsibility as a people.

  Public toilets are
always untidy
Public toilets
In every urban corner, you’ll generally find overflowing, odorous dustbins. Before India joined WTO, our public dustbins mostly had Indian waste; now they also have beautifully designed non-bio-degradable, empty plastic wrappers from
famous multinational brands.
 
New pollution
post WTO:
Sophisticated
international
brands also
adding to
India’s
unhygienic
situation
Unhygienic situation   A spectacular sight is Mumbai’s Rolls Royce showroom, just 500 metres from Worli Gutter, a putrid garbage
drain that joins the sea. Just imagine this ambience
when buying the world’s most expensive and sophisticated car.
Rolls Royce showroom
 
The dire need is to improve hygiene
Today’s lack of hygiene and civic responsibility is damaging the aspirational value of all businesses. Whether an industry is
in manufacturing or service, the real delivery to customer hands is from the shopfloor or frontline people. Basic hygiene needs to be taught as an initiative in civic responsibility. This can be the first step in India’s 2020 promise to become a developed country free from poverty.
 
Foggy aesthetics
India’s current
architecture and
infrastructure
have
poor aesthetic
appeal.....
Foggy aesthetics Mushrooming real estate in cities and small towns may have presentable décor inside,
but its public view has no character, just unbecoming sanitary pipes and exposed electrical transformer gadgetry.

Old skyscrapers with cracks filled with putty create designs. Is
that because most of society’s decisions are taken by men,
who lack a sense of aesthetics, unlike women?
 
Need to instill aesthetic sense for differentiation
Indian women have an inherent, exceptional sense of beauty; but not the men. For industry, differentiation in deliverables is essential to increase net worth. That’s when a sense of aesthetics can make a difference.
 
 
There’s a paradox between the billion populated multi-cultural country like India and the million populated Western developed countries. The way of life of the million populated Western
developed society is highly predictable. Theirs is quite an unidirectional society.
  Million vs Billion Paradox
The livelihood, lifestyle, cultural and religious aspects of people in Western countries are more or less the same with very similar rhythm. But everything is unpredictable in a country like India.

This is a very haphazard-directional society where the livelihood, lifestyle, cultural and religious aspects are very different from region to region. That’s why, a business strategy meant to operate in India’s unstructured open environment
needs to also address the complexity of its unpredictable society.
 
Farmer anxious about the unpredictable lifespan of the bullocks
he uses for farming
 
 
 
 
A dozen ways to approach a multi-cultural,
multi-linguistic, multi-religion, billion+country
  1.  Don't focus on people’s economic condition alone. Market impacting factors are family structure, religion, language,        local culture and tradition, and social trends.
  2.  Indian society is centered on the community, unlike ego-centric individualism of the West.
  3.  For any product, it’s different family members who can be the buyer, influencer and consumer.
  4.  Indian society is unpredictable, so you need multiple filters to execute your strategy.
  5.  People prefer to involve others and spread responsibility in decision making.
  6.  Address the highly diverse attitude and behaviour of people from different regions, educational background
       and social standing.
  7.  To sell mass consuming industrial design products, address the diverse approaches of human behaviour to the        product’s functionality, which is again driven by regional, cultural and social factors.
  8.  An organized retail in grocery has to have 60 percent of its merchandize localized for the region.
  9.  FMCG products have to be experienced as highly differentiated in blind comparative scale because alternative
       pirated products are prevalent everywhere.
  10. Indian parents are highly involved with their children’s education. This has to be taken into account.
  11. India’s culture does not specifically stress on the value of time and punctuality.
  12. There is a heaven and hell difference in the lifestyle and livelihood of the Zap, Compromise and Retro generations.
 
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