Marketing in India

India: A marketer’s Paradise (lost)

What do WPP, Inter-Public Group, Omnicom, Publicis and Dentsu have in common? Nothing, apart from the fact that they together control three-fourths of the global marketing industry. If you ask any aspiring commerce graduate, he could give a long list of infrastructure, finance or insurance companies, but when it comes to naming the marketing biggies he is quintessentially oblivious.

India, today with its rapidly increasing GDP and rising standard of living, shows infinite potential as a market. Whether it be the obsequious Mrs. Das frequenting the local Megamall or Harilal of Chapra zila, wanting to buy toothpaste instead of datun and TVs instead of radios, the Indian consumer has come of age.

In spite of the sheer market strength, the global marketing giants have failed to take India by storm.

|Marketing Services groups | | Revenue |

| | | |

| |Revenue | |

|   |India |Global |

|  |($ mn) |($ bn) |

|Omnicom |NA |10.48 |

|WPP |170 |10.03 |

|Inter Public Group |100 |6.27 |

|Publicis |70-80+ |5.11 |

|Dentsu |12 |2.8 |

The revenue that they generate from the Indian market is less than 1.25 % of their total global revenue.

On the face of it the Indian market seems to be no different from its...