INDIAN FOOD BRAND BOSS SAYS COMPANIES MUST THINK LOCAL TO GARNER SALES
June 1st, 2011
BY RAGHAVENDRA VERMA
Indian food companies must localise their marketing strategies as Indian consumers are diverse in their tastes, Santosh Desai, CEO of brand consultants Future Brands told a New Delhi food conference today. Desai said new consumption patterns are emerging in India, but brands need to blend product innovation with established local tastes. "Convenience by itself is not value, it is only when it comes in a culturally appropriate form in the product", he said. Desai was optimistic, however, saying India's growth in international and ...
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