Role and Significance of The Indian Domestic Market in Glo bal Competitiveness Building Global Brands Out of India The Indian Society of Advertisers 22 nd April 2006

Value Capture A Contrarian view Creation of Value –as is understood by the Consumer Communication of Value – to the Consumer Capturing Value – by all Stakeholders

Product & Process Development Developing Products –Knowledge Developing Processes –Skills Developing Category understanding –Attitudes

Support Systems The Indian Tobacco Market –2 nd largest grower but 10 th largest Exporter Only 14% of Tobacco in Cigarette Form –Reduced from 21% two decades ago –As Tax 3400% higher than Bidis, Gutkha etc –Farmer will not grow only for export –Fear of declining base in Domestic Market

Support Systems…. Tourist Focussed Indian Hotel Market –Rapid growth in last few years More than 50% of revenues from visitors –Increased from 20% a decades ago Without Domestic Market – No Base –Most Hotel Chains would close down

India - Tigers & Snake Charmers The Indian Market is still very thin on the ground –Overall large but spread over several Markets Depth of Competition to depth of market very high If you can make it here, your people can make it most places

But above all….. Where is the value being captured? The 100% Export oriented Garment Exporter –80% of Value in the Hands of High Street Retailer The Software Exporter –From Body Shop to Branded Services Export of Value to Capture of Value The inclusiveness of Value Capture –Who captures what share of Value

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