Site Feed -
Badri's Tamil thoughts
Ganesh's Happily Haphazard
Raghu the reluctant Delhiite
Sankhya the busy idler
Srini the movie critic
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.
Some of the sites linked in my rants may require registration/subscription. Links within my ramblings open in a new window.
Some of the links may now be broken/not take you to the expected report since the original content providers may have archived/removed the contents.
All opinions expressed are mine alone. My employers (past, present or future) are in no way connected to the opinions expressed here.
All pictures, photographs used are copyrights of the original owners. I do not intend to infringe on any copyright.
Pictures and photographs are used here to merely accentuate and enhance the content value to the readers.
Previous PostsBlasts in London