We travel around the world. Chill out in some terrace in London, Mexico or Bangalore; try the local cuisine and feel the peaceful atmosphere. At this point of time, we all come to the same conclusion that things are not so different and our cultures tend to collapse. South Indian cuisine is found in London as well as Mexican cuisine can be found in Bangalore.

The international best seller Thomas L. Friedman, would tell us that things are no more different since globalisation has levelled barriers between industrial and emerging market countries. In South India; Bangalore, Chennai and Hyderabad are part of the global economy. In these cities like anywhere else in the world people do have a cosmopolitan lifestyle.

The South India economy has grown over the years due to internet, software technology and outsourcing. People are becoming wealthier and are further developing the local economy. In this optic, economical liberalism supported by technology, science and design would eradicate poverty in a decade; leaving India as a flourishing and peaceful consumer market.

It is not sure that global market can be extended to the whole Indian population without social integration. Even if poverty can be eradicated in a simple manner; South Indian fear social, political and environmental instability unfavourable to sustainable development.

In fact, modernisation of the Indian economy leaves a series of issues such as livelihood protection, caste discrimination, political regionalism, cultural acceptance and terrorism. These issues would have an impact on the consumer market and the overall economy.

Understanding how the whole emerging market population behaves and receives the modern economy seems to be indispensable. Hence, a well-to-do design strategy to facilitate your business integration in South India is essential. Enhance your brand equity and provide to the consumers the brand experience they need through localisation.

More & More gives you a true picture of today’s South India consumer market. An approach that is not philanthropic but sustainable. Business is good for social development as well as social development is good for business.

In More & More you will find 21 creative scenarios that illustrate consumer’s latent needs, behaviours and desires. In each scenario, you will find opportunities to match your design and brand strategy with specific consumer segmentation. I am sure, More & More will provide you keys to understand the exciting market of South India.