The key trends that define India today are being formed in the chai tapri's (tea stalls) of Ludhiana and not in the pubs of South Mumbai, according to a recent study, 'The Bunty Syndrome' by advertising agency Euro RSCG.
According to Suman Srivastava, CEO, Euro RSCG India, "Contrary to common belief that trends begin in big cities and trickle down to smaller towns, we are seeing that some trends are bubbling up from the tier II cities."
According to Euro RSCG executives, "Consumers in the tier II cities felt that looking good was the passport to a better life. This is leading to consumption of the best brands, adapting to the latest styles and going in for makeovers. Solid knowledge is just a part of the entire package. After all, you need to stand out in a country of a billion people."
The study, which covered about 2,400 consumers in 12 smaller towns across the country, highlighted that the north-south divide in the country was giving way to a crooked line cutting across to create an east-west divide.
"Traditionally, marketers have looked at communicating differently to the south and north of India. But this seems to be giving way to an east-west divide," Srivastava said.
Youngsters in the tier-II cities are more aggressive and more confident unlike the ones in big cities who are more diffident. Srivastava points to the case of cricketers from smaller towns displaying more aggression compared with the "good boys from Bangalore."
This appetite for risk, coupled with the belief "no pain, no gain", is leading the youth in tier-two towns to become more adventurous as they are ready to visit a new country, embrace unknown adventures or try out new cuisines, giving marketers a new opportunity.
Srivastava points out that the young consumers in the age group of 15-30 in small town India believe that "greed is good" with many consumers wanting foreign trips, a great career and a beautiful wife, almost immediately.
Importantly for marketers, the study highlights that there is a sense of urgency among young consumers in smaller markets as their "suppressed aspirations and desires bubble up to add fizz to the huge Indian consumer market. Ignore them at your peril," the study states.
