The impact of religion and reputation in the organization of Indian merchant communities

The complex interplay of religion, reputation and repeated transactions among trade and business communities that dominate the Indian intermediary markets are detailed. Using prior historical sociological and ethnographic accounts, the author highlights some unique aspects of Indian merchant communities and the common elements that these share with other business communities in Asia. The analysis lends credit to the notion that marketing theory can gain substantially from a focus on identity, family and other forms of kinship relations. Strategic implications drawn from the analysis show that while foreign consumer goods firms cannot afford to ignore the large and growing Indian market, their success will depend to a large extent on their understanding of the intricacies of the Indian merchant communities that dominate various marketing channels.