The Indian North-South divide on Brand localisation
Considering the larger debate on localisation, must marketers localise when they are certain that the parent brand's appeal may not cut much ice with the 'thinking consumer' who then insists on the brand being modified to suit his tastes? Is that 'modification' more relevant to the south of India?
ET reports that while MNCs are still struggling with localisation of their products to cater to Indian tastes, Indian FMCG companies have gone a step further by going regional with their brands. Companies with pan-India presence like Dabur India and CavinKare have already launched or are planning to launch products across categories (hair care, surface cleaners, personal hygiene and food) that cater to regional tastes.
Surprisingly, most of the regional brand variants are limited to western and southern India. According to CavinKare V-P (marketing) Vineet Trakroo, 'This is because, there is strong belief in natural products, the market for which already exists in these states'.
Product Pic : http://www.cavinkare.com