The same diversity is seen in the matter of language. Sixteen languages have been specifiedin the Constitution of India as national languages. In addition, there are hundreds of dialects.In several places, many amalgams of languages have been formed as a result of shifting populations. If a marketing man has to approach the entire national market of India, thislinguistic diversity is a big challenge.
Diversity in dress and food habits
As far as dress is concerned, India holds out the picture of widely varying styles. Almostevery state, or religious community, has its own traditional styles of dress. The same is thecase with ornaments and Jewellery. As regard food, rice is the staple food in the South andwheat in the North. Of course, in several of the southern states people now consume wheat products as co-food items. Likewise, certain southern dishes have become popular in thenorth. Still the basic difference in food habits remains. There are certain communities, whichare strict vegetarians. For meat eaters, there are several restrictions; for the Hindu, beef istaboo, for the Muslim, pork is taboo, for the Christian, both are delicious. Some use coconutoil as the cooking medium, some use groundnut oil, and some others, mustard or gingelly oil.The conclusion if a marketer wants to market his products in India he has to consider all theabove diversified aspects before planning the marketing strategy. Accordingly theadvertisements, sales promotion activities, distribution channels and retailing plans must bedrawn in order to successfully sell the goods whether for B2B or consumer goods throughmalls and retailers.
Distribution of population in urban and rural India is unequal and has differences. India is primarily an agrarian society, where majority of the population are dependent on agricultureand allied activities in rural areas. In the urban areas of the country, people are not dependenton agriculture. Normally an urban area is one in which 75 percent of the population lives bynon-agricultural occupations but in the beginning of 20th century this was not the case inIndia. In 1901, only 1 out of every 9 Indians lived in towns or cities. Today, after so manydecades the situation has experienced remarkable changes. Today every fourth Indian is a