India Buys in Hindi, Dreams in EMI: Why the metro-first strategy is broken

loans

By Saket Gaurav 

For decades, brand strategists have looked at India through a narrow lens—metro-first, premium-forward, and English-led. But this playbook is crumbling. Brands that are still building products and their go-to marketing strategies around the top 8 cities are playing yesterday’s game in today’s hyper-complex market.

India’s consumption story has expanded. The new growth engine is not confined to top-tier cities—it now includes, and increasingly depends on, Tier 2, Tier 3, and beyond. But this doesn’t mean abandoning metros. It means evolving strategies to reflect a more complex reality where both Bharat and India coexist, buy differently, and demand tailored approaches.

One Country, Multiple Markets

What’s often missed in boardrooms is that India is not a monolith; it's a mosaic of languages, lifestyles, income brackets, and aspirations. A campaign designed for South Mumbai will not automatically scale in South India. The needs of a tech-savvy Gurgaon professional are not the same as those of a first-time buyer in Gorakhpur.

Yet both consumers are valuable, and demanding. From smart TVs to air conditioners, washing machines to dishwashers, both segments are moving toward smarter, more connected living. The difference lies in how they buy, what they value, and how they experience technology.

For instance, in the smart TV category, regional content demand often trumps global OTT trends, and voice navigation in Hindi or regional languages is a decisive feature, not an optional one. In these cities, design doesn’t just mean “sleek”; it means “usable by all generations in the home.”

EMI is Not a Trend—It’s a Trigger

Affordability is the great equaliser. Whether in metros or smaller cities, consumers want value but their paths to purchase differ. In non-metro markets, EMIs are the gateway to aspiration. They allow households to leapfrog into the smart product ecosystem. It’s not about delaying payment, it’s about enabling participation. The role of local finance partners, simple EMI plans, and transparent pricing is crucial in closing sales.

In metro markets, affordability also matters, but is paired with lifestyle alignment. Here, EMI is more about convenience than necessity. The challenge is to serve both expectations without diluting either.

Metro Is Competitive. Bharat Is Scaling

Urban markets remain vital, but are increasingly saturated. The real volume growth is unfolding in emerging cities where demand is rising faster than supply. That’s where service networks, distributor relationships, and localised marketing can drive disproportionate impact.

Meanwhile, metros remain innovation hotbeds and trendsetters. They’re where brands test new formats, build early adopter buzz, and reinforce brand equity. A dual-lens approach, aspiration in metros, scale in Bharat - is what’s needed now.

Global Tech, Local Usability

Today’s Indian consumer, regardless of geography, wants global standards. What varies is usability. A consumer in Patna may want the same 4K smart TV as someone in Pune, but with voice navigation in Hindi and easier content discovery. The design needs to be intuitive for multi-generational households. Service accessibility, after-sales support, and long-term value carry more weight than flashy specs.

So no, India doesn’t want “cheap” tech. It wants meaningful innovation, built for its realities.

Demo Sells. Trust Scales

In metros, digital marketing and influencer strategies create visibility. But in smaller cities, a product is only as strong as the demo at the store. Retail remains king. Consumers want to touch, feel, test, and ask questions, often in their native language. The strength of local promoters, the credibility of the neighbourhood dealer, and word-of-mouth from early adopters are far more persuasive than any digital campaign. This is why a hybrid approach, digital reach + strong physical presence + trust-building, wins over one-size-fits-all metro-first models.

Time to Flip the Funnel—Intelligently

A metro-first approach no longer guarantees scale. But neither does a Bharat-only strategy. Brands must flip the funnel - but do it intelligently. Start with inclusive product design, regional language interfaces, hyperlocal insights, and EMI-friendly pricing. Use metros to test, refine, and build aspiration. Use Bharat to scale sustainably. Listen to what’s being said at the counter, not just clicked online.

India’s growth story is now both metro and non-metro. And brands that understand this balance - between aspiration and access, between volume and value - will be the ones that define the next decade of consumer growth.

(Saket Gaurav, CMD, Elista.)

Views are personal, and do not represent the stance of this publication.