Most of the experts in the article felt that India is simply incapable of producing a cult brand in the near future, because India is a very diverse nation. Cult following happens when a country has a large proportion of people following a common lifestyle or group behaviour. The psychosocial aspect of this argument is that Indians are encouraged since childhood to “fit in” rather than “stand out”, and cult brands draw their consumers with propositions that go against the mainstream.
India is fantastically diverse in its linguistic customs and sharply differentiated in its socioeconomic classes. Because of this, it will be invariably difficult to slice across all the jumble of Indian strata to attract people from each section to form a cohesive and loyal consumer fan base.
Another reason India may not be able to produce cult brands is because of its global status. Today, India is equal parts software-genius and bounding economy, and equal parts snake-charming, elephant-riding turbaned showman.
Also, cult brands are essentially driven by niche segmentation, and big and/or profitable niches do not exist in India. It is far too chaotic to have intense subculture movements.
India is fantastically diverse in its linguistic customs and sharply differentiated in its socioeconomic classes. Because of this, it will be invariably difficult to slice across all the jumble of Indian strata to attract people from each section to form a cohesive and loyal consumer fan base.
Another reason India may not be able to produce cult brands is because of its global status. Today, India is equal parts software-genius and bounding economy, and equal parts snake-charming, elephant-riding turbaned showman.
Also, cult brands are essentially driven by niche segmentation, and big and/or profitable niches do not exist in India. It is far too chaotic to have intense subculture movements.
Wouter Bouman
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