Move closer to Real Bharat (Tier 2 & 3 Markets)

While India’s economic growth is increasingly being driven by tier-2 and tier-3 cities — often referred to as “Bharat” —Execution offices still lack representation from these markets.

Businesses are actively targeting Bharat for growth where is nearly 500 million consumers. However, most marketing control rooms continue to be dominated by executives and professionals from metro cities, many of whom have limited real experience of Bharat markets.

Consumer behaviour in Bharat differs significantly from urban India. One or more of the following factors play a major role in shaping business success in these markets:

• price sensitivity,
• family influence,
• local trust networks,
• informal credit systems,
• regional consumption patterns

Without genuine understanding of Bharat, companies risk approving strategies that look attractive on paper but fail in execution at the ground level.

Including leaders with real experience in tier-2 and tier-3 markets is no longer optional but strategically necessary. Such individuals bring practical insights into:

• regional consumer behaviour,
• distributor networks,
• operational challenges,
• supply chain realities,
• market trust dynamics.

Companies should:

• appoint executives with Bharat market experience,
• conduct meetings and retreats closer to real markets,
• interact directly with consumers and distributors,
• Create advisory councils with regional entrepreneurs and experts.

Companies preparing for India’s next phase of growth must ensure their execution office reflect the diversity of the country they serve.

Bringing “Bharat” into the execution office should not be treated as symbolic inclusion, but as a critical business strategy for long-term growth and competitiveness.