India’s liberalization of the economy has improved substantially Indian’s compensation package. As international brands becoming more available and affordable in Indian showrooms, Indian consumers has gradually increased the need to experience superior lifestyles, with global acclaimed brands finding a way into most Indian households.
India’s emerging trend of brand awareness has benefited a great number of exquisite Taiwanese product brands successfully venturing into the Indian market. Increasing numbers of Indian consumers embrace and pursue Taiwan renowned product in favor of the superb quality, functionality as well as innovative design.
The Taiwan Excellence awards campaign is a step towards this direction as it is a comprehensive communication platform to showcase commercial exchanges between Taiwan and India. This year, the campaign has not only seen a nearly threefold growth of branding strategic partners from 17 in 2009 to 49 in 2014, also achieved the objective of enhancing brand awareness among Indian customers and creative class in particular. According to statistics, Taiwan Excellence award events and advertisements broadly reached 48% Indian consumers evidencing Taiwan strives with earnestness to enter into India consumer market *.
Ms. Emma Yang, Director of the Taipei World Trade Centre Liaison Office in Mumbai offers the following, “The Indian consumer now realizes the difference between needs and experiences. Reports suggest that the number of Indians looking to experience products across the categories of sports and leisure, transportation, ICT, home and lifestyle have witnessed a significant increase. During Emma Expo and the Mall events organized by Bureau of Foreign Trade this year, we have observed that consumers are more forthcoming and have more knowledge about our products. The foremost objective of the Taiwan Excellence campaign is to introduce the ‘Reliability’, ‘Innovation’ and ‘Value’ strengths of Taiwanese products to the astute Indian consumer. ”
Taiwan aspires to create an experience of a lifetime for the Indian Consumer. Ever dependable, pioneering and outstanding product from Taiwanese brands offer a superior quality lifestyle brought out by “Taiwan Excellence”
Source: * AC Neilson survey by TAITRA
Pei-ying Lin (angelalin@taitra.org.tw)
