India - Trade Promotion and AdvertisingIndia - Trade Promotion & Advertising
Over the years, the Indian economy has moved from being a controlled sellers’ market to a buyers’ market. With the opening of the economy came increased competition and the need for increased advertising. Media availability has increased exponentially with unlimited competition. According to a joint report published by FICCI and KPMG on the Indian Media and Entertainment Industry, the entire industry (consisting of print, broadcast and digital media) was estimated to be approximately $9.07 billion and a growth rate of 11.2 percent in 2017. According to the report, newspapers & publications and television held almost equal share with approximately 38.1 percent of all advertising expenditures. Digital media has 14.5 percent and radio, outdoor advertising and the internet are all in single digits, with digital media expected to grow the fastest. The total advertising market by 2021 is projected to be valued at $16.6 billion.
The key to gaining rural market share is increased brand awareness, complemented with a wide distribution network. Rural markets are best covered by mass media - India’s vast geographical expanse and poor infrastructure pose problems for other media to be effective.
India has a diverse and growing number of daily newspapers. Print media reaches 70 percent of urban adults. Further, the number of readers in rural India is now roughly equal to that in urban India. The print media, almost completely controlled by the private sector, is well developed and advertising and promotional opportunities are available in many newspapers including daily, weekly or monthly business publications, news magazines and industry-specific magazines.
U.S. companies interested in advertising in Indian media can work through the many advertising agencies in the country. Many large and reputable U.S. and other international advertising agencies are present in India in collaboration with local advertising agencies. The advertising sector in India is technologically advanced.
In addition to advertising, established public relations firms are also available to U.S. companies that require such services. This segment has a few U.S. and other international companies present in collaboration with local partners. As per a recent newspaper report, Delhi-NCR could soon dislodge Mumbai from the top slot it has enjoyed for decades in the advertising business.
Trade fairs are also an effective means of promotion. U.S. companies can select from several quality international trade fairs, both industry-specific and horizontal, to display and promote their products and services. The U.S. Department of Commerce certifies a number of Indian trade shows (http://export.gov/india/tradeevents/) as good venues for U.S. companies and the U.S. Commercial Service (CS) offices in India directly organize U.S. participation in a number of selected trade shows every year.
U.S. Export Assistance Centers of the U.S. Department of Commerce, U.S. industry associations, and individual U.S. states organize trade delegations and missions to visit India to explore prospects for doing business with local firms in the private and public sectors. Participation in such trade missions, whose programs in India are managed by the U.S. Commercial Service, will be useful for U.S. companies interested in doing business in India. You can also visit Export.gov for a list of trade events supported or organized by CS India.
CS India also offers several easy and inexpensive options to begin promotion in the Indian market, which are particularly helpful to small and medium new-to-market companies:
U.S. Exporters can arrange for customized services through our Single Company Promotions.
India Trade Development and Promotion