India’s way is not Europe’s. India is not Calcutta and Bombay. India lives in her seven hundred thousand villages.”....................Mahatma Gandhi, 1926
Marketing in developing countries like India have often been borrowed from the western world. Concepts like Brand identity, Customer relationship management, 4 P’s of the marketing mix, Consumer behaviour process; Segmentation, targeting and positioning etc. have often been lifted straight from the marketing intelligentsia abroad and adopted in Indian conditions, often with minimal success Reason lies not in the fault of such concepts, but their integration with the Indian ethos and culture.
