The Future Market — Bharat or India
Picture this — you’re at the airport, waiting to board your flight and you are approached by a man, who seems to be in his late 40s or early 50s. His clothes hint at his humble background, and you guess that he might be a farmer. He approaches you and asks in his rural accent soft tone, “Which flight goes to Bangalore?” This is a real, first-hand experience. Let’s see what ensues.
Who said air travel is only for the affluent and educated? While travelling to Bangalore, I came across a group of people at the Pune airport debating about where to go next after their luggage check-in. The airline staff was finding it challenging to communicate with them because of the lack of proficiency over the local language. Soon after something that could have turned into a major chaos, an airport security person came to rescue and tried to resolve the matter. Amidst the chaos, one of the guys from the family enquired in his typical indigenous tone, “Amcha plane kuthla pakdaychay?” (Which plane should we catch to go to Bangalore? Sounds similar to catching a seat in bus :P )
Out of curiosity, I got up from my seat to interact with them. They hailed from Shirur village, which is at a distance of 15 km from Pune, and were farmers by occupation. When I asked them about their purpose of visit to Bangalore, the family proudly stated that their elder son is a computer engineer and has arranged a Bangalore trip for them with his entire month’s salary.
The father got emotional. Overwhelmed that he was, he walked down memory lane and said, “When my son was younger; he used to look up at a plane in the sky and used to ask ‘When will we travel by plane?’ We used to laugh at him and tell him, “Stop dreaming! Rich people from the city can afford this, not us!” As he narrated this anecdote, his eyes welled up. He went on to say that today, his son (the new generation) has proved that dreams have no limit when they are aspirations. His son broke stereotypes and gave him the confidence that they are no less than English speaking urban class. “Our hands are soaked in mud, as our entire life has revolved around sowing, pesticides, crops and buffaloes, but my son made us realize that one can soar high beyond the sky,” he said as he beamed with pride. His son belongs to the category of new-age consumers, who strive to fulfill their aspirations and do not hesitate to purchase branded high-quality products, and he’s not the only one; there are many like him who have become pioneers in changing the trend.
Taking the aforementioned as an example, it won’t be wrong to say that aspiration is a strong motivational factor which pushes a customer like him to break the stereotypes and be ‘the first known one.’ Knowing the right set of aspiring values of consumer segments, psychographic wise and pinching their mind at the right spot (emotions) in a right way might help brands to win million of new customers.
This experience compelled me to think whether Bharat is The New Market? Marketers should expand their reach and their new mantra certainly should be, “Bharat mera desh hai aur sabhi bhartiya humare customers hai!”