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    Rabble Rousing Random Ramblings by S Jagadish is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 3.0 Unported License.

    July 13, 2005

    The 'Desis' have arrived!

    It seems from this feature in Time that businesses in the US have now woken up to the buying power of sub-continentals in the US, and Indians amount for a huge chunk of that list.

    There are some 2.5 million desis in the U.S., and the vast majority are Indian. That may not seem terribly significant compared with, say, 40 million Hispanics, but consider how premium a customer a South Asian is: Indians alone commanded $76 billion worth of disposable personal income last year, according to market-research firm Cultural Access Group, using figures from the University of Georgia's Selig Center for Economic Growth; median household income is nearly $64,000--50% higher than the national average.

    It seems like a large part of this population is very conscious about buying the best brands and goods. This has led to leading advertisers spending money to be featured on magazines and publications ready by this audience while at the same time attempting to make their messages culturally relevant.

    Given the several success stories of Indians in the US, whether as immigrants or second/third generation professionals or entrepreneurs, it is fair to say that these advertisers may have struck gold.

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