Direct Marketing in India

July 9, 2008 at 4:15 pm 5 comments

Received two similar questions on the status of direct marketing in India.

Q: Challenges for Direct Marketing in India? Growth Expected for Direct Marketing in India?

A: Overall, I think that we’re just seeing the tip of the iceburg for great direct marketing coming out of India. Think about the excellent analytical and technical expertise that exists and is promoted there? All of that talent is available, today, to drive the core skills that truly are the foundation of direct marketing. India certainly has no shortage of experts in disciplines such as data mining, modeling, database management.

India’s direct marketing expertise was recently awarded (and received international accolades) when the top direct advertising award from Cannes Lions went to JWT India for a print ad in The Times of India. That says a lot. Creativity, a deep understanding of Web 2.0, and direct marketing basics all contributed to this win.

An excellent resource to dive deeper into what’s going on in India in the area of direct marketing is the India Direct Marketing Association. On this website, you can purchase a resource directory that lists companies engaged in direct marketing. The site also lists the board members for the organization–probably great resources to initiate a discussion on the future of DM in India.

In regards to growth of direct marketing, you can purchase (for $125 US) a report from the India Direct Marketing Association. The report promises to cover the following: Top Players, Size of the Market, Case Studies, Statistics, Issues and Opportunities.

Also, I found this article that indicates that marketing of all sorts is booming in India (great news, right?).

Hopefully, these resources will help you understand the state of direct marketing in India today. I, personally, see lots of opportunity! I welcome comments and updates from DM practitioners from India. Would love to hear what you’re up to!


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5 Comments Add your own

  • 1. icontract  |  July 10, 2008 at 4:31 am

    Thanks for writing about direct marketing in India.

    Direct marketing in India is in an exciting phase, with many years of near 10% growth, India is becoming more and more westernised and everything that the west adopted decades ago is coming in here.

    We are seeing a great deal of movement towards digital solutions with both web and the mobile phone becoming vital cogs in the delivery of 1 to 1 communication.

    As you correctly mention, data mining, modeling and database management specialists are available in plenty in India, many of them doing high end work for clients in the US and elsewhere.

    Within the country most of the data work are being done by banks and retail companies. There is an explosion of new financial services companies in India and we will see a lot of action in this space in a few years.

    On the downside the problems of poor quality of databases, availability of quality people who understand what direct marketing can do, both at the client end and in DM agencies and the will of marketers to invest for the long term continue to remain.

    I see more and more of direct marketing going the digital.

    I was on the jury of the Cannes Advertising Festival, where we gave Lead India the Grand Prix this year. It was truly a proud moment for the country specifically for direct marketing professionals here as we are often seen in poorer light by our counterparts in mainline, or ATL agencies. One of the highlights of the Lead India work was that it was a truly a beyond the line piece of work and one that will set the trend for direct marketing business. Many of the ideas we saw at Cannes were ideas that went across the spectrum of communication media that was available.

    Thanks once again for writing about direct in India. If you need to know anything more in the space do not hesitate to drop a line. You can reach me through my blog.

    Nishad Ramachandran
    VP and Group Creative Director

  • 2. Suzanne Obermire  |  July 10, 2008 at 3:16 pm

    Thank you Nishad for bringing us such a comprehensive post on the state of DM in India. I can tell that you are truly an expert and your participation here is greatly appreciated.


  • 3. Steven  |  September 7, 2013 at 4:20 pm

    Hello, after reading this amaing piece of writing i am too happy to share my knowkedge here with friends.

  • 4. marketing research firms in india  |  September 23, 2013 at 11:14 am

    Valuable info. Fortunate me I found your website unintentionally,
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    I bookmarked it.

  • 5. Yamaha EF2000iS 2000 Watt Generator  |  June 8, 2014 at 5:20 pm

    Yamaha EF2000iS 2000 Watt Generator

    Direct Marketing in India | Ask Direct Marketers


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