The Anxious Indian

India is the second most apprehensive country on the planet

India is the second most apprehensive country on the planet. Only urban Russia has been rated as being more angst ridden than us by J Walter Thompson’s (JWT) latest Anxiety Index, a global study that helps ‘brands navigate consumer anxiety’.

In India, post election, it’s not the economy but fear of terrorism that is more prevalent. Average Indians are shunning full-price goods and buying into sales and promotions. Fun has also been trimmed by cutting back on eating out and entertainment. One area where spending is positive is the yack industry that has us talking loud and snapping up more expensive cell phones.

The biggest insight yet? Brands displaying civil and corporate responsibility such as The Times of India, Tata Tea and Lifebuoy are commanding greater respect with their Teach India, Jaago India and Clean Hindustan campaigns. When will chips and cola companies decide to pick up the cues?

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