In a special three-part series for Mint, marketing expert Santosh Desai, managing director and chief executive officer of Futurebrands Ltd, looks at the evolution of the new Indian consumer who is being shaped not just by the pandemic but other changes around him.
In the first piece, Desai talks about the emergence of the mindful consumer, making more evolved and meaningful brand choices:Liberalization transformed the Indian consumer landscape in the 1980s and 90s.
Technology has played a similar role in the past few years. Our conventional understanding of how consumers think, what they aspire to and how to wish to present themselves in the future needs to undergo a complete overhaul.
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