CULTURAL SYMBOLISM

AND AN
ENTREPRENEURIAL
BRAND -THE INDIAN
CONTEXT
Karteek Ponnuru

CASE WRITE UP

Cultural Symbolism and an Entrepreneurial Brand -The Indian Context

Case Write Up

1. How can the values be extracted from the case data?

A. From the case it is evident that Indians are changing right from the
colonial period to the present day Indians tastes are changing. People
having started liking new age furnitures and started selecting brand
for their furniture needs. The values which can be extracted from the
case are:
a. Indians have long term goal visions
b. They are tending towards materialism
c. They are open minded
d. They have started to accept new things
e. They are adaptable and nurturing
2. Examine the application of self-concept/inner self/extended self to the
segments that are reflected in the case through data provided in the
case exhibits?

A. Self Concept is an important term for both social psychology and

humanism. This is the most basic part of the self-scheme or selfconcept; the sense of being separate and distinct from others and the
awareness of the constancy of the self.
In case of married and un-married segment, people believe in buying
good quality furniture and do not hesitate to spend more on good
furniture as long term investments. And a contradiction is that unlike
the unmarried married couples are enjoy family social life. Both the
segments recognize the need of showing of their achievement and
believe in terms like long term investments.