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It is no secret that India is a paradox that defies most marketers and brands. Given its immense diversity, punctuated by varied ethnicity, demographics, language, social customs and purchasing power, it is a country like none other. I realised this quickly when I first came to India in 2023. As I began my market visits, criss-crossing this rugged yet beautiful country, I quickly realised that the secret sauce to understanding the discerning Indian consumer is to meet her not just at retail outlets but interact with her outside — at home, at the…
