Different Mother and Indian Continent

The Thought


India, it is said is not a country rather a continent like Europe. Every state is a country in itself. and with different countries people have varying taste and behavior. The post discusses about the changing pattern in mother's behavior as we move across Indian Continent.


We are taught about three economies, Developed, Developing and Under developed. We in India have a developing economy. Each economy has various tiers of consumers.
In a developed economy there exist Two tiers.
I- who want exclusive product, high range, they don't think about the cost, rather about the best quality and as mentioned, Exclusive..
II- who want product, at low range, just satisfy the need and they will say thanks.

But India has multiple layers, multiple tier of consumer.
And this consumption pattern changes from every state.
Take for example, Tamilnadu, a Tamilian mother want the child to study hard at school and eventually wants to be at the beside the child's education. You can always find her speaking about how her child has topped in some specific examination, and how hard his father is working.

If you move down Kolkatta, the mother changes drastically.
She wants to be at the centre of everything. She wants the child to become a Superhero, and she will be at the centre for all this movement of the child. Its no surprise that you will find a bengauli child, well versed in atleast two of the forms of art, say Tabla and Studying ( if a male child), or Dancing//singing and studying ( for a female).
While if we look at a Mumbai Mother, she believes in delegation. She is happy if everything is done properly, along with focus on the child, she is also taking care of herself.

Now imagine selling a product to these three varying mother. Take for example a New health drink, like Horlicks or Complan. Imagine what they need to do to target them.

If they have to make an ad with objective that the mother buys the health drink

Tamilnadu- The boy studying hard, becomes aware suddenly that its time for morning tution, rushes to his bicycle and Amma brings the milk and pours in the Health drink, the child drinks and move quickly.
The mother says with pride, " I care".

Kolkatta- The boy is just back from studies, its evening and he is rushing for the "Tabla" class. Mother comes in and insist boy to finish the glass, he drinks and moves quickly,
The mother with an emotion of pride, " I have to take care".

Mumbai- The boy is back from school its 3:00 PM, after lunch he sits on studying table, the clock moves quickly and its 4:00, the door opens of the childs room and mom peeks in to say, " Khelney jaaney sey pehley drink your "8&^%##" the Brand name" drink, and she calls the maid to say, "Baba ko yaad sey "8&^%##" the Brand name" pila dena.

So the point to drive is, " with such a varied cultural shift" the message of the products to consumers need to change.
The time is very near, when products will start communicating differently with 29 Different messages for the same product.

Good for consumers, but this will ensure much greater effort from marketer and Brand managers.