Influence of Indian Values on Business
“International business deals not only cross borders, they also cross cultures”. No matter India promises great business opportunity, and foreign companies have started moving there. But, it also poses difficulty for them due to lack of information, such as about people and their cultural beliefs. Unfamiliarity with local culture has the potential to completely derail the best of business plans. So, for MNCs operating in India, understanding of Indian languages and culture forms the basic communications tool of advertising. Even greater importance is the knowledge of cultural nuances, such as unspoken attitudes, information, music, painting, dance, drama, and architecture. Many companies feel that they can transplant their usual ways of doing business in India and believe that they will work. However, developing understanding of Indian psychology, adapting their work-style to Indian environment and keep track of changes at ground level can be a challenge. Therefore, the ultimate goal of MNCs in India is to improve their understanding of the local environment and reduce the psychological distance.
The influence of Indian music is fairly evident, particularly with regards to advertising. Advertising of multinational corporations (MNCs) in electronic media are all inspired by Indian music, whether classical or contemporary. So much so that Western influenced music is almost non-existent, at least over the past decade. This is borne out of the realization that Indian audience will be more receptive if the content is being delivered in their cultural context.
In India, like in most cultures, people find in religion a reason for being and legitimacy in the belief that they are of a larger context. Therefore, it has impact on international marketing, which is seen in culture’s values and attitudes towards “entrepreneurship, consumption, and social organization.” As elsewhere in the world, in India too, religion influences the marketing of products and service delivery. This influence can be true with regarding eating habits of locals, which Western managers must be aware. Also, recognition of religious restrictions on various products can help identify opportunities. There may be other restrictions that may require creating of innovative solutions. Also, various divisions along religious and other social lines can have a negative impact on the human resource development.
Indian culture, like others, makes it ideas clear about good taste as expressed in arts. Particularly, symbolism of colour and music, such as what is and what is not acceptable. In a diverse country like this might vary to state to state. Thus, it helps in localized targeted marketing and advertising. Also, the use of sexual aesthetics has to be carefully dealt with in the Indian context. This use of aesthetics is particularly true, when it is taken in context of urban and rural advertising. Typically, urban populace would be more open to sexual aesthetics in advertising than the rural folks. Similar, would be the impact of colour in advertising. Although, Indians are of a darker hue, fair skinned models in advertising find greater acceptance in the society.
It is commonly known that the gym exercise such as Pilates had been influenced by ancient Indian spiritual exercise, the yoga. Similarly, Bhangra, which is a North Indian folk dance, has also been incorporated in gym workout. The creator of creator of The Masala Bhangra Workout, says she was the first to bring Indian dance to the fitness industry. Even Indian mainstream Bollywood dance is making an impact on non-Indian communities. As foreign business given incentives to their employees towards fitness regimen, the incorporation of Indian dance becomes an attraction to them. Therefore, Indian dance inspired fitness programs go a long way in developing human resource.
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