Sumit Saran of SS Associates — American Pistachio Growers’ liaison in India — shared insights on how to market successfully in India at APG’s recent annual conference. He pointed out that “India is not easy – it’s very diverse economically and culturally.”
For instance, on the left side of a money bill, the amount is written in 14 languages. Most Indians cannot read more than two of them.
Besides cultural diversity, India has economic and marketing diversity — from traditional street markets to upscale, modern grocery stores. The rich and poor co-exist. Saran described that “India has no artificial corridors of existence. Both poverty and wealth are everywhere.”
What unites India is a common aspiration for better health, nutrition and education, to create a better tomorrow. To achieve that, Indians are open to change, as shown in their recent transition to smaller family sizes.
So far, though, India still has a young population. About 60% of its people are under age 35, compared to only 34% in that range in the U.S. The total population is 1.4 billion. Together, Indians have a strong economy that is resilient to global turmoil. People are highly connected and willing to spend, so new products can gain popularity due to a ripple effect even without promotions. In spite of some anti-import voices, imported foods have gone from niche to mainstream.
Retail is also changing rapidly, especially the addition of “quick commerce” in which products arrive by motorcycle within 10 minutes of ordering. Already underway in 300 cities, this year 55,000 metric tons were sold this way. Saran was pleased to see that when he ordered coffee and pistachios by quick commerce, the pistachios arrived first.
Saran provided 10 simple mantras for discovering the pot of gold in India:
- Troubles will not go away, so accept them.
- India is on the move. A new product may be slow to start but become unstoppable.
- There is always room in India.
- Indians are not necessarily price conscious, but they are value conscious — perfect for pistachios.
- Define your niche in India and then target it.
- Establish partnerships.
- Don’t let one bad experience ruin the whole bunch.
- It’s not just about the investment — it’s about involvement.
- Have a long-term plan. Remember that bamboo stays at four inches in height for four years, but in its fifth year it grows six feet per day.
- Myths and realities are different. “Indians are bad payers” — false. “The cold chain is lacking” — false. “Retail is lacking” — false. “It’s too far away” — false; it is just an overnight plane ride. “It’s too hot and the traffic is bad” — this is true.
Pistachio marketing has a big boost from India’s top cricket player, Jasprit Bumrah, who is promoting pistachios to his 20 million social media followers as well as on signs and on TV. He exemplifies the India that is young and interested in premium nutrition.
Saran surmised, “The demand is rising — we can create something lasting.” — By Nancy Power, Assistant Editor
