Laure de Carayon: “India is a particularly interesting market for brands”


Meeting with Laure de Carayon, who is organizing the 1st edition of Asia Loopers on Thursday, July 8, an event dedicated to Indian digital marketing.

Discover the new opportunities that the Indian market offers for brands. © WONG SZE FEI – stock.adobe.com

With 1.3 billion consumers and a rapidly growing country, India offers new opportunities to marketing and e-commerce players. Ten years after launching the China Connect conference, Laure de Carayon is organizing Asia Loopers, whose 1st edition is dedicated to digital marketing in India. For us, it deciphers the context and the challenges of this booming market and its specificities for the brands that would like to set up there.

What are the opportunities offered by the Indian market for digital marketing players?

The Indian market represents 1.3 billion consumers. It is also the second largest economic power in the world. Regarding the penetration rate of Internet and smartphones (around 40%), the country is still at a level below the United States, Europe or China. Despite the health crisis which has had a major impact, India is the country which is currently experiencing the strongest growth. There is also a significant acceleration of 5G. All the lights are therefore green.

With a relatively young population, made up of 600 million people under the age of 30, it is a particularly interesting market for all marketing players, brands and advertisers. In terms of the digital economy, the average basket in India is lower than in Western countries, but we are truly witnessing a shift towards digital and e-commerce platforms.

What are the specificities of this market according to you?

India has a multitude of languages ​​and dialects, much more than in China for example, which makes it a more complex culture for Western societies to tackle. The country imposes more and more regulations, like those currently affecting e-commerce sites. The Indian government plans to regulate, or even ban, flash sales, which could have a major impact on major players, such as Flipkart or even Amazon. The subject is taken very seriously by the US Congress.

What would you recommend to a brand or an advertiser who would like to set up in India?

For brands wishing to develop an e-commerce activity there, it is necessary that they be well supported and that they invest in the long term in this market, which presents great opportunities. In view of the massive investments made by large American or Asian funds, particularly from Japan, India is becoming aware of the vitality of its ecosystem and the creativity of local entrepreneurship.

What would be the levers for a brand that would like to build and engage a community in India?

It is important here to recall the context linked to the tensions between India and China on the border between the two countries for a year. The reaction of the Indian authorities was immediate: more than 400 applications were banned from the country over the 6 months following their confrontation, including many social networks (TikTok, WeChat), navigation apps, mapping, web sites. meeting… Despite the disappearance of a major social network like TikTok, we see that Indian applications have been the major beneficiaries of this departure. But there was no cannibalization by another foreign actor on the spot.

In terms of marketing, we have to adapt to all the specificities of the Indian market, without forgetting traditional retail, which remains very important on site. In general, India finds itself in an increasingly nationalist approach, as in China, with the desire to bring out its own champions. Will they have the means for their ambitions? We will have to see in the long term whether the country will manage to achieve the same success as its neighbor. One thing is certain: the country clearly displays its ambitions.

You launch Asia Loopers, the 1st edition of which will take place on July 8 online. What is the special feature of this event?

China and India, which represent the largest economies in Asia, are the two pillars of Asia Loopers. The Indian context is particularly interesting because the country refused to join the RCEP (Regional Comprehensive Economic Partnership) free trade project in the Asia-Pacific zone, thus playing the Western card, alongside the Americans, Europeans and Australians. Southeast Asia is becoming the battleground for the influence of GAFAM, Chinese actors, such as Alibaba, and local tenors. We are at a turning point in the Indian digital economy.

What will be the highlights of Asia Loopers?

For this 1st edition, we are putting two major local players on the agenda: the essential pure player Flipkart and TATA CLiQ Luxury, to better understand their approaches in the luxury sector. We will also have global players present in this Indian market, who will share with us their understanding of consumers and their ambitions, such as Contentsquare. Brut will explain to us the reasons for its presence in India and how this medium has managed to find its place there.

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