A continent on the move

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India has long been on the periphery of the radar of many market researchers at global headquarters. But the facts and figures make us sit up and think: India’s GDP is growing by 7% year on year and is forecast to stay that way for the next three.

It is the world’s seventh-largest economy by GDP and, measured by purchasing power parity (PPP), is the third-largest. It is home to more than 1.2 billion people, has 29 states, seven union territories, 22 recognised languages, and – at a rough estimate – more than nine religions.

It sounds optimistic, and the reality is indeed upbeat, full of energy, but very complex. India comprises multiple traditions, cultures and beliefs, which vary not only from region to region, but also among generations.

Add to that the rapid pace of change – some aspects of which we outline here – and you begin to appreciate that to succeed in the new India you need a ...