Reinforcement of Brands Inspired by Faith with the Paradox of Cultural Divergence in Indian FMCG Market

P. Baba Gnanakumar

IIM Kozhikode Society & Management Review, 2020, vol. 9, issue 1, 96-107

Abstract: Self-esteem values, with the new art of living, in the minds of Indians, lead to establish faith among the spiritual organization. Later on, the spiritual organization branded their names and market the products in their branded name. These brands, which are inspired by faith and created by Indian spiritual gurus have even disrupted the fast-moving consumer goods (FMCG) market by being customer-centric instead of being geared by lucrative returns. It is in this context this research is motivated: to find the cultural divergence factors that lead to change the consumption pattern of FMCG and how Indian spiritual gurus are segmenting the market. The research concludes that cultural divergence variables such as power distance, collectivism, uncertainty avoidance and long-term orientation influence the brands that are inspired by faith. Spiritual gurus in India are using sociocultural marketing activities such as social endorsement and cause-related marketing strategies for segmenting the markets.

Keywords: Brands inspired by faith; cultural divergence; spiritual gurus (search for similar items in EconPapers)
Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:sae:iimkoz:v:9:y:2020:i:1:p:96-107

DOI: 10.1177/2277975219863185

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