EMERGING INDIAN CONSUMER MINDSET
AUTOMATION
‘
WILL URBAN INDIANS ADOPT MACHINES
FOR DAILY TASKS?
MACHINE MANIA?
‘The problem that the washing machines and other electronic appliances solved was of offering a modern technology driven solution to an existing traditional, manual one.
Most categories of this kind will see growth in the premium segment, functionally superior products and brands.
The Indian experience has been that this growth is hard to come by unless marketers make the effort to continue to deliver ‘value-right’ products at the premium end, where the basis of value is superior functionality and user experience.’
Bijapurkar, Rama. We are like that only: Understanding the Logic of Consumer India . Penguin Books Ltd. Kindle Edition.”
Modernization of Indian homes has long been aspirational for a burgeoning Urban Consumer.
With shifting narratives and a halo effect of technology, what can move the needle from on demand usage of appliances to default mode?
Aka move the critical mass from Early adopters to Early majority for automating household tasks?
How will Urban Indians adopt machines in their Households ?
•Automation brought by machines could be a game changer for Urban Indian households looking to create an independent eco-system.
For electronic appliance brands, the speed of adoption will depend upon the narratives shaped by them.
Narratives must be accompanied by innovation in machines or story building around supplementary categories, so Early adopters are able to transfer the product story as per end user benefits.