Left in limbo?
1 min read
In the late 1980s I turned down the opportunity to backpack around India for six months. My friends returned exhausted, grossly underweight, with nits - among other ailments - and told tales of basic cleanliness, begging and minimal technology.
They reported that home grown products were, at best, basic and foreign imports were more often than not, after thoughts. I always found this strange as the second most populous country in the world would surely be a goldmine of opportunity.
Today, India's consumer market has matured, resulting in a demand for the latest technology and top brands. Consequently the cannier electronics manufacturers have made notable product adjustments – in particular, mobile phone technology. Nokia, for example, has tweaked its handhelds by incorporating Bollywood songs as ringtones and adapting user interfaces in local languages. Similarly, companies such as Samsung, LG and Sony have catered for the Indian sector with adaptations including the integration of traditional Indian calendars, cricket based games and AM radios.
This investment in customisation has served the handheld industry well. Similar Indian adaptations have been made in other sectors like white goods and have witnessed a subsequent growth in demand spreading across Eastern Europe, Thailand and Turkey.
As Indian consumers soak up the latest technology, it begs the question whether third party sourcing will see a continuing upsurge or whether the budgetary constraints of the recession will put a hold on such ventures, leaving local suppliers in limbo and – once more – leaving India as an after thought.
