New Delhi: "A premier marketer for several countries, Indian business, however, forgot that ‘marketing is the business of business’ and became inwardly focused." This was the basic message from 
Mr R Gopalakrishnan, executive director, Tata Sons Ltd, setting the tone for the third annual marketing summit 2002, organised by the Confederation of Indian Industry (CII) in the Capital.

Speaking at the inaugural session of the two-day summit, Mr Gopalakrishnan said India would be guided by four mega aspects: attracting existing non-consumers, distribution, services and migration.

According to him attracting non-consumers would be the main driving force of marketing and increasing penetration and creating consumers especially in the rural areas should be the future focus of marketing business. "India has always lived in the villages. Although 7 out of 10 people live there, marketers behave as though it is another world, which is separate from themselves," he said.

Talking about the second mega aspect — distribution — Mr Gopalakrishnan said while super markets or self-service stores would grow in numbers by 2011, the consumer, by and large, would continue to shop in neighbourhood stores.

Another development would be the rapid rise of employment in services and services alone would contribute 45 per cent of GDP by 2011, according to Mr Gopalakrishnan. While organised sector employment would double in 60 years, unorganised sector would increase over three times, a trend which would be contrary to global trends, he said.

Mr Gopalakrishnan said the fourth aspect was migration, which though was not new per se, but what was new is the migration from home to far way places in the country.

Finally, Mr Gopalakrishnan, offered four lessons from the challenge of recalibrating business to the marketing mindset.

• According to him Indian business must become customer savvy and CEOs should spend 20 days in a year on 3s — i.e., Sweaty, Sticky, Stuff for an intensive, meaningful and greater interaction with the customer.
• Corporates should also promote multi-functional customer contact on a systematic basis.
• They should also differentiate and brand products as far as possible.
• Last, but not the least, corporates should get involved with customer’s customer as it would enable them to reach new consumers and provide them with a direct access.