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Waiting for economic trickle to turn into a flood, India is finding its place

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5/14/2008 - Multiple languages, religions and political views are some of the hurdles facing those doing business in India, according to experts at the May 10 Kellogg School India Business Conference. Other challenges include the... See more » 5/14/2008 - Multiple languages, religions and political views are some of the hurdles facing those doing business in India, according to experts at the May 10 Kellogg School India Business Conference. Other challenges include the country’s often shoddy infrastructure and a massive dichotomy between urban up-and-comers and the rural poor, who constitute 70 percent of India’s nearly 1.2 billion citizens. “There is no one India,” said Atul Singh, president and CEO of Coca-Cola India, during his keynote address at the daylong conference, which attracted some 400 practitioners and academics as it celebrated its 14th year. The student-led event, the first of its kind, highlighted two Kellogg strengths — marketing and a global management perspective — taking as its theme “Branding India, Indians and Indianness.” Singh presented demographic details that captured some of the complexity awaiting those who would tap the commercial possibilities of the world’s largest democracy. India is a young and developing country where English is widely spoken, he noted, with a third of its population under the age of 14. Incomes are rising — some 25 percent since 2005 — part of an overall economic scene that has hurtled along at an 8.5 percent rate over the last four years and which, despite a slow start, has made great strides since the implementation of reforms in 1991. While infrastructure deficiencies remain a problem, investment in this area has increased dramatically this decade and consumer confidence is at an all-time high, said Singh. “Consumers are on a spending spree,” he stated. “The numbers are absolutely staggering,” particularly with respect to communications technology like cell phones. Indian youth are especially optimistic. But there is a catch: They believe that they personally will be successful, but that their country may not share in that reward — a position precisely the inverse of their Chinese counterparts, said Singh. See less »

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Waiting for economic trickle to turn into a flood, India is finding its place

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