Indians are progressively embracing international brands
The rapidly growing Indian economy is witnessing a change in consumer behavior. A surge in consumerism, the desire to experience a superior lifestyle and their own global brands are creating opportunities for international brands to establish a presence in the country. Taiwan, undeterred by recession, is roaring for business opportunities in India, as it is a very important market. The Taiwan Excellence campaign has become a comprehensive platform to showcase commercial exchanges between Taiwan and India.
This year the Taiwan Excellence campaign has not only seen a growth in the number of brand partners for the campaign in India jump from 17 in 2009 to 60 in 2013, but has also achieved the objective of enhancing brand awareness among a new age of stylish Indian customers, an increase from 4% in 2011 to 11% in 2012 for Taiwan’s Information & Communication Technology products*.
Ms. Emma Yang, Director, Taipei World Trade Centre Liaison Office opines, “The Indian consumer has undergone a metamorphosis of sorts with a demand for an improved lifestyle. During EMMA Expo and the mall events organized by Taiwan Excellence this year, we observed that Indians are willing to embrace new products from diverse categories, such as — sports and leisure, transportation, ICT, home and lifestyle. The foremost objective of the Taiwan Excellence campaign is to increase awareness and showcase the â€˜Reliability’, â€˜Innovation’ and â€˜Value’ strengths of Taiwanese products, to the astute Indian consumer. We are hopeful that such campaigns initiated by Taiwan Excellence will boost bilateral trade relations between our two countries.”
In 2013, TAITRA renewed its commitment to India with the theme “Fostering Excellent Lifestyles in India with Taiwan Excellence”, a program strongly aligned to the consumer’s sentiments. The Taiwan Excellence 2013 campaign was initiated in Mumbai early this year and has been engaging consumers and business associates across metros through various promotional activities. These activities have given Indian consumers the opportunity to personally experience Taiwan’s superior quality products. Some of the key initiatives were: Taiwan Excellence Experience Zones in shopping malls of major cities like Mumbai, Bengalore, Kolkata and New Delhi; the cross-regional Big Idea marketing event, Taiwan Excellence Cares; EMMA EXPO in Chennai and COM-IT in Mumbai.
This year, 60 leading Taiwanese branded-companies from the Information & Communication Technology (ICT); home appliances; sports & leisure; and machinery industries pledged partnership to the Taiwan Excellence 2013 Campaign. The brand partners are Acer, AVerMedia, Avision, BenQ, BSI, BXB, Carnation, CASHIDO, CHANSON, Cooler Master, Cyber Power, D-Link, Edimax, Enermax, FUSHANKODO, Genius, HTC, INADAYS, Just Power, Justime, KSS, karma, KENDA, KENYO, KW-Trio, Leadray, ORANGE, SONOSTAR, STRIDA, SHUTER, Silicon Power, Super Giuder, RoadEZ, Thermaltake, TherMedic, Transcend, UCHEER, Unitech, VITA, 3+Magi Mags, HIWIN, TongTai, HIWINMIKRO, RICH SOU, Autowell, Feeler, Seyi, Aurotek, Chin Fong, Wexten, Kent, CGM, FCS, WELE, Chum Power, CHMER, SYNTEC, ProArc, and MARS.
In realizing Taiwan’s aspiration to create an outstanding lifestyle for the Indian consumer, the dependable, pioneering, and outstanding products from the 60 Taiwanese brands offer an extravagant treat allowing all Indian consumers to experience the superior quality lifestyle brought about by "Taiwan Excellence”.
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