Catering to the Global Desi

By Nitin Gupta - November 29, 2011

I moved back to India 4 years ago intrigued at the prospect of being part of the most vibrant and complex consumer markets in the world. India is my home country, but never having worked here before, I was keen to explore and understand it firsthand. 

India is in the midst of a unique identity revolution. After years of consuming “imported products,” the youth here is rising to define their own needs and wants. They still want the western “appeal” but desire the Indian “look.” This concept is Indianization.

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