Postcolonial Marketing Communication: An Indian Perspective

Excerpt

India is the second most populous country in the world, with a population of almost 1.4 billion [30]. Moreover, in the past few decades, the Indian economy has grown, and estimates suggest that it is now the fifth-largest economy in the world [16]. While overall economic growth has been high, the country still faces persistent poverty and inequality, with concerns being raised about unemployment and low incomes, especially in rural areas [11]. Along with its large size and population, India also presents a high level of socio-political complexity, given its enormous diversity in terms of language, religion, and ethnicity. In light of this background, it is clear that a study of India and Indian consumers is important for scholarship in marketing. …