Indian Core Values

Family Orientation
Family for an average Indian is an extended family. Such consumer look for value-based brands at lower cost preferably from un-

organized sector. Down trading

Savings orientation
For living after retirement To celebrate festivals ( weddings) Consumer durables Families with girl children save money to purchase jewelry

Festivities
Pongal and Adi in TN Durga pooja in WB Onam in Kerala Companies set up exclusive advertisement campaigns during the festive season. E.g.: Sri Devi Textiles Ad for Adi Sale Offer special discounts and value-added deals during these times.

Shopping as a ritual
Bargaining from a road side shop selling vegetables. Popular departmental store cater to the middle class ( FMCG)- Buy and Save. The shopping of durables is after analyzing brand after brand. Flea markets in rural areasspecific days in a week.

Food habits
Indian Foods are hot, spicy and delicious. Except for Maggi in late 1980 s there has not been a single foreign food item that has become as popular. The consumption of biscuits with tea has almost become a part of eating culture of million Indians.

Mythology
Mythological stories, scriptures and music are inherent part of Indian culture. Products and services marketed are tourism, toys, souvenirs and art crafts. Ethnic products.