Entering a new market always demands an effective approach but entering the Indian market demands a “unique” effective approach. When the market is as diverse, and complex as India, market research becomes essential before you take steps towards delving deeper into the market, especially in its Tier 2 and Tier 3 regions. 

While a few metro cities’ preferences and buying behaviors might reflect global cities, the story of Tier 2 and Tier 3 regions is quite different. Moreover, these areas resemble hyper-local preferences, unique socio-economic behaviors, and varied cultures, traditions, emotions, and languages. For brands planning to penetrate the Indian market, Indianization plays a key role of growth lever by tailoring their products, services, and messaging to local Indian contexts. And, in-depth market research forms the backbone of the Indianization process. 

How is Market Research Important to Win the Indian Market?

1. Helps understand locals buying behaviors
   Indeed, with diversity like India, a one-size-fits-all approach could not work here. For example, your customers from Kerala have different lifestyles, needs, demands, pain points, and aspirations to those of one residing in Punjab. Market research plays a significant role in understanding these specifications and enabling businesses to strategize and customize their products/services/messaging accordingly. Lexiphoria collects the data, and insights from your target areas through the process of Indianization. It could be in the form of surveys, polls, interviews, or observational studies.
2. Identifies hyper-local festivals and opportunities
   India is a vast nation, and so are its festivals. Different cultures and festivals bring various opportunities for businesses to enter the Indian market or expand their footprints with relevance, and confidence. There are national, regional, communal, and societal celebrations, which provide brands opportunities to connect better with their audiences, only if they are aware of it. With robust market research, Lexiphoria helps you utilize the best of these festivals and celebrations, irrespective of which industry your brand belongs to.
3. Prevents from language-related risk or cultural misstep
   One of the most important parts that market research helps businesses with is preventing them from language-related risks, which often is the result of being lost in “translation”. Yes, you read that right. In India, especially in Tier 2 and Tier 3 cities, over 80% of consumers prefer communicating in their native language. With translation, you only get the words translated and not the right tone, expression, context, or format. This could often lead to a serious issue, if locals’ sentiments get hurt, or hampers their cultural or traditional ideologies, in any way. Market research prevents your brand from any such risk. By identifying language preference, and baking that up with localization (another pillar of Indianization process), your brand’s messages, and any instruction/information are distributed, hassle-free, keeping its effectiveness intact.
4. Channels preferences and digital behaviors
   If a brand is thriving in an urban area of India through Instagram ads does not necessarily mean that it will perform the same in any rural area. And, if a business is gaining profits via WhatsApp in one rural belt does not mean it will earn the same from any other. In such cases, market research helps uncover media channels, devices, and content formats your audience prefers, Lexiphoria, through the Indianization process also ensures cost-efficient targeting while making it valuable and profitable.

Conclusion

From market entry to market succession and brand expansion to brand excellence, Indianization could be a game-changer for your business in India, with market research as its first and most important step. 

So, if you do not want your efforts and expenses to miss the mark in India, let our professional Indian market experts guide you to win your target audience in India with their grounded insights and strategic foresight. Let Lexiphoria be your research partner and help you scale in India’s next billion markets.