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Marketers show confidence in Bihar’s potential

28-June-2012
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Marketers show confidence in Bihar’s potential

The potential of emerging India can no longer be ignored. ‘Real India Conclave’, is an attempt by Jagran and exchange4media to bring to the forefront the huge opportunities that are waiting to be tapped in the emerging states of India. It is a thematic forum and the first edition focuses on the state of Bihar.

Emerging markets
Agreeing on the potential these markets offer, Salil Kapoor, COO, Dish TV said, “Emerging markets have aspirational value. People aspire for products that have travelled down to tier II and tier III towns. The demographics may not be the same as big cities, but there is an overlap of people here who want to spend on products. There is already growth in the big cities and in the emerging markets there’s hope for growth as it moves into the next phase.”

He added that awareness in these markets had increased due to television. Along with aspirations, affordability too is on the rise. “Hence, there is a move to the next level to make these markets available for sales,” Kapoor noted.

On a different note, Anisha Motwani, CMO, Max New York Life Insurance, questioned the very premise of the concept of ‘emerging markets’. She observed that the definition of ‘emerging markets’ was flawed and diluted at this point as every organisation had a different definition. “What are we calling emerging markets or emerging India – is it rural versus urban or poor versus rich; is it a socio-economic definition, is it modern India, or is it states that are classified or traditionally thought of as ‘backward’?” she asked. According to her, there is a big confusion in the definition of ‘emerging markets’. She added that this would be the crux of her talk at the Conclave.

Bihar beats the odds
Kapoor is upbeat about the consistent growth shown by Bihar and added, “People are not watching standalone GECs, but also niche channels such as Discovery, sports channels and English channels. Consumers are evolving, leading to better exposure and sales as far as growth of categories is concerned.”

The growth is two-pronged – in width, which is more people are getting added and in depth, which is more people willing to pay more money.

Motwani noted that among states that were comparatively considered to be backward, Bihar had been leading and had shown several growth indicators. “The state, in terms of development and infrastructure, has been growing beyond other states,” she added.

The first session of Real India Conclave will take place on June 29, 2012 at Taj Mansingh, New Delhi.

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