Success Calls: Focus on ’s Northeast

Foreword

First, the good news.

wareness of the North East development, this region has certain states of India, and an increased distinct advantages. It is strategically Asensitivity to their role and located with access to the traditional contribution to the national discourse is domestic markets of eastern India, along probably at an all time high according with proximity to the major states in to surveys. Witness the visibility given the east and adjacent countries such as to issues faced by communities from Bangladesh and Myanmar. The region is the region in the country’s key metros also a vantage entry point for the South- like Delhi, Mumbai or Bengaluru. This East Asian markets. The resource-rich increased sensitivity is, in its own way north east with its expanses of fertile an acknowledgement of the increasingly farmland and a young talent pool is important role the people from the poised to be among the country’s more region are filling, ‘visible’ primarily in prosperous regions soon. the hospitality and service industries to some as it might be. Getting the region to meet its potential involves tackling the many Known for its tropical rain forests, challenges of growth and development Foreword tribal cultures, handicrafts, tea and like poor infrastructure and connectivity, cultural diversity, north-east India is unemployment, low economic quickly evolving with the changing times. development, law and order problems, Despite experiencing a slower pace of etc. Hence, it is of paramount importance industrialization and socio-economic that the region, as a collective identity, growth, the seven sisters are seamlessly embarks on a vibrant journey to realise emerging as a promising, new market for the dreams of a better future. a lot of brands. This supplement hopes to build on Comprising the states of Arunachal this new interest and need to know more Pradesh, Assam, Manipur, Meghalaya, about the North East region among India’s Mizoram, Nagaland and , this media and advertising community. Starting region collectively accounts for about 8 from basic demographics to the untapped S upplement per cent of the country’s geographical potential of this huge market, brand area and more than 4 per cent of its stories, role of media and a lot more. n population.

Blessed with abundant natural Amit Tripathi ­ special National Sales Head, COO resources for industrial and social and Focus NE

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contents

Introduction 5 India Discovers its North East

Demographics S upplement 6 North East

Development 8 ­ special The Changing Face of North East

What’s New - 1 11 North East India: A Brand-New Opportunity

North East 12 Market Composition f ocus on

Marketing 14 Upscale Brands Eying the North East Markets

What’s New - 2 17 Brands Eying the North East: Amway Targets the North East

Interview 18 Arvind R Vohra Country CEO & MD, Gionee India

Interview 20 Amit Tripathi National Sales Head and COO, Focus Bangla and Focus NE

Commercial 23 North East: The Emerging Design: Start-up Hub of India Vinay Dominic What’s New - 3 Cover Design: 25 Arti Rohatgi A North Eastern startup: Sons of the Soil created a Pork Brand from India - Arohan Foods Edited & Compiled By: Diksha Seth & Conclusion Arshita Bhardwaj 26 The Sisterhood of the North East

4 March 2015 R afaqs! Reporter i Success Calls: Focus on India’s Northeast Success Calls: Focus on India’s Northeast

Introduction India discovers its north east

ften described as the cultural mosaic of India, the northeastern region of Othe country consists of diverse tribal communities, linguistic and ethnic identities. The region, connected to the mainland India with the 22 k.m. long “ChickenNeck Corridor”, comprises of eight states and has international border with neighbouring countries, namely region by focusing on employment generation, Bangladesh, Myanmar, Nepal, China, and and creation of world-class infrastructure in Bhutan. The Northeast is a strategic location the IT, power and manufacturing sectors. in the international scene, linked to South & For students and unemployed youths in the South-East Asia. The politics of northeast India region, who are desperate for job opportunities, was marked by ethnicity and extremism for Modi has struck the right chord. The promise a long time. The strong assertion of various to create BPO jobs in the Northeast area ethnic identities and the attitude of the state in and eventually make the region an IT hub at containing ethnic extremism make the region par with Bangalore and Hyderabad is quite distinct from the rest of India. appealing.

The long period of insurgencies had an The Prime ministers’s vision to harness obvious fallout on investments and growth in the potential of the herbal, horticulture and the region. However, that is set to change, agro-processing industries has also appealed with an end to many of the region’s disputes, to the business classes in the region. Keeping and multiple peace agreements, the next his words, Narendra Modi flagged off the first decade could belong to the region. States like train from Mendipathar in North Garo Hills of Sikkim have already blazed a successful trail, Meghalaya to Dudhnoi in Goalpara district of improving per capita income and other lead Assam through remote control from . indicators drastically by riding on its abundant natural resources, Hydro power, in this case. A slew of airports, better train connectivity, S upplement and road network enhancements are expected Assam too, which produces 55 per cent to change the face of this region completely of India’s tea, 60 per cent of its plywood and in the coming decade. A few of the changes a substantial part of its crude oil, could see a are already visible, as people in the metros of huge amount of interest as its tribal conflicts India can confirm, where quality establishments ­ special subside gradually. in the services sector have discovered the positives. It is time you, dear reader, opened up Prime Minister Narendra Modi courted the your mind to the opportunities too. n

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Demographics North east Comprising of the states of

S upplement Arunachal Pradesh, Assam, Manipur, Meghalaya, Arunachal Mizoram, Nagaland, Tripura Pradesh

­ special and Sikkim.

Sikkim

Assam Nagaland

Arunachal Pradesh Meghalaya

Assam Manipur Manipur

Meghalaya

Mizoram Tripura

Nagaland Mizoram

Tripura

Sikkim

Population Population density per sq. km.

31,169,272 397

350

3,671,032 2,964,007 2,721,756 132 122 119 1,382,611 1,980,602 1,091,014 86 52 610,577 17

Arunachal Assam Manipur Meghalaya Mizoram Nagaland Tripura Sikkim Arunachal Assam Manipur Meghalaya Mizoram Nagaland Tripura Sikkim Pradesh Pradesh

6 March 2015 R afaqs! Reporter i Success Calls: Focus on India’s Northeast Success Calls: Focus on India’s Northeast

Decadal growth rate in % Literacy Rate in %

91.58 87.75 81.42 27.82 79.85 80.11 75.48 25.92 73.18 22.78 66.95 18.65 16.93 14.75 12.89

-0.47

Arunachal Assam Manipur Meghalaya Mizoram Nagaland Tripura Sikkim Arunachal Assam Manipur Meghalaya Mizoram Nagaland Tripura Sikkim Pradesh Pradesh

Source: Sex ratio (females per 1000 males) The data on population, population density per square kilometer, decadal growth rate of population, literacy and sex ratio (females per 1000 males) are taken from the Census of India 2011 (provisional figures). 987 Percentage of total population growth in a particular decade - "Decadal Growth Rate". 986 975 961 954 920 931 State Official Languages 890 Arunachal Pradesh Hindi, Deori, Assamese, English Assam Assamese, Bengali, Bodo Manipur Meiteilon Meghalaya Khasi, Pnar, Garo, Hindi, English Mizoram Mizo, English Nagaland Nagamese, English L anguage s t N orth E a s t Tripura Bengali, Kokborok Arunachal Assam Manipur Meghalaya Mizoram Nagaland Tripura Sikkim Pradesh State s an d their Sikkim Sikkimese, Lepcha

Per capita Income of North East States 2009-10 [NSDP at 2004-05 prices]

51,644 48,937 42,601 45,982 35,799 28,531 27,197 22,418 S upplement

Arunachal Pradesh Assam Manipur Meghalaya Mizoram Nagaland Tripura Sikkim ­ special

Per Capita Income in Rs. per annum NNP - Net National Product Source: CSO, State Domestic Product (State Series), Ministry of Statistics & Programme Implementation CSO.

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Development The changing face of North east

S upplement For the self-sustained growth of the region, there needs to be a thriving entrepreneurial ecosystem as per the local needs.

back the region from developing. ­ special

Also, places like Manipur, Assam, Nagaland and Tripura have been suffering from ethnic violence for decades. This sustained violence has led to a lack of opportunities for people residing in this area to exercise their entrepreneurial spirit.

The green verdant mountains of the North East conceal a rich culture of art and handicrafts passed on from generation to generation. All the eight states stand out All the eight or decades now, the North East has been individually, not only in terms of geographical states stand a black-hole for business and enterprise distance, but also in cultural diversity. In out individually, Fdevelopment. There are many reason addition, the markets in each state differ not only in for this, the sustained conflict, geographical considerably - right from consumption terms of isolation, militarisation and migration have patterns to the kinds of goods and services geographical led to a drying up of investments. This is produced by a particular region. The seasonal distance, but prelevant despite the richness of natural variations and demand fluctuations also also in cultural resources in the region, which presents a determine the activities people are engaged diversity. huge opportunity for investment, and the with. Depending on these different factors, growth of enterprise in the region. people of NE work in areas of art and crafts, agriculture or tourism. The North East is situated in a geographically tough and vulnerable zone. Methods for Energising the Almost 98% of the North Eastern borders ecosystem are international ones – connected to Bangladesh, Bhutan, China and Myanmar. With the increasing intensity of Owing to this unique geo-political location a emergency in the North East, there is a major risk associated is that of cross-border deep need to devise and strategise long- human trafficking. Moreover, in addition term, sustainable solutions for the region. A to this, other factors like unemployment, large part of this state of emergence arises gender-based violence, armed conflicts, and from the economic need, and hence the oppressive social structures are also holding solution also lies in the economic (and social)

8 March 2015 R afaqs! Reporter i Success Calls: Focus on India’s Northeast Success Calls: Focus on India’s Northeast

development of the region. own set of challenges. With cheap Chinese There needs to imports having flooded the market, coupled be a significant The government will have to make with a lack of demand for local products, drive a smooth way for an ecosystem where local artisans are slowly losing ground. For towards the business practices can occur smoothly instance, a local woman would buy a shawl development of and without any hassle. Despite several from an artisan only once and this will last a relationship attempts by the Government and Planning her for a whole lifetime. Therefore, there is between the Commission to propel the local development, no steady need for local handicrafts in this rest of the the current strategy has led to a politically- region. country and led distribution-oriented economic process people from and not the efficiency-led process as was Thus, these products, emerging from envisioned. This has further resulted in a tradition of arts and crafts, have less the North East natural resources and savings moving away value within the region vis-a-vis rest of the region. from the region. Adding to the issue is the country and for that matter, the world. In dependence on the Central Government for order to allow local entrepreneurs to reach both funds and employment which has led such emerging markets, there needs to be a to a passive attitude towards development. significant drive towards the development of The onus of economic growth should be a relationship between the rest of the country shifted to the local government agencies to and people from the North East region. Such develop a sense of ownership over economic a relationship will not only lead to the activities. creation of a dependable marketplace for local artisans and entrepreneurs but will also Also, business and social entrepreneurs help in creating employment opportunities should be encouraged to take the lead in among the masses of this region. building enterprises, which involves the local community. For the self-sustained growth The Efforts are ongoing of the region, there needs to be a thriving entrepreneurial ecosystem which is able to With the emergence of such a healthy take business strategies, contextualise them and self sustainable ecosystem, several as per the local needs, and create systems of things can be achieved – not only will demand and supply for the area. it compel the migrating population to contribute their skills to the development There also needs to be the existence of of the region but also reduce instances of a market – where entrepreneurs can target human trafficking. Several efforts are being their goods and services and consumers can made, which are already prepping the region S upplement find the things that they need. By focusing for full scale development. One of them is on economic factors (but not ignoring the Impulse Social Enterprise. Founded by political and cultural factors) like labour cost, Hasina Kharbhih, its socially focused business

comparative advantages, technology, and practices help in developing rural livelihoods ­ special efficiency, such a market can be developed and the capacities of their partners, and within the North East. strive to fulfill the socio-economic market The North East market comes with its needs of communities and stakeholders.

March 2015 R afaqs! Reporter i Success Calls: Focus on India’s Northeast 9 Success Calls: Focus on India’s Northeast

Following the same path the work of Rakhee builds entrepreneurial skills in these Pranjal Baruah and Rakhee Choudhary women, and encourages them to deliver are other examples to look upto. Pranjal’s quality products into the market. The Mushroom Development Foundation works weaver entrepreneurs she has trained then S upplement closely in Assam with mushroom farmers, in turn train others, thus creating groups By bringing putting them in control of their produce of women entrepreneurs across the region. together all the via his land-to-lab strategies, training and She also advances an industry that has stakeholders support, thereby creating ‘mushroom great cultural significance for the people of ­ special and evolving a entrepreneurs.’ Pranjal is not only creating the North East. livelihood opportunities for thousands of comprehensive unemployed youth and landless farmers in These are only some of the examples road map Assam, but is also developing a whole new of several such market-oriented initiatives for the way market for mushroom consumption. being carried out in this region. The current ahead for need is to weigh these business models development, Similarly, Rakhee works closely and see how they can be made relevant the North East with Assamese women and is trying to for all the eight states of the North East. can become revitalising the weaving industry in the By bringing together all the stakeholders a new hub region. With weaving being the second and evolving a comprehensive road map for social largest economic activity in Assam, she for the way ahead for development, the enterprise in organises women weavers into cooperatives North East can become a new hub for the country. and connects them directly to the market. social enterprise in the country. n

We reach North East like no other

10 March 2015 R afaqs! Reporter i Success Calls: Focus on India’s Northeast Success Calls: Focus on India’s Northeast What’s New - 1 North East India: A Brand-New Opportunity

ach of our Prime Ministers the NER (North East Region). The Ehas reiterated the country’s last time Japan was in India’s North commitment to take the Look East East was during the World War II. Policy forward, but nothing major Besides committing to strengthen was achieved in view of strategic the defence and strategic ties, Prime and logistical problems emanating Minister Narendra Modi and Japan’s insurgent groups operating on both sides of the border. Today, the situation on the insurgency has been eased but “caution” remains the mantra.

North East can be rejuvenated by making the region a focal point for growth. Amid numerous misgivings about the existing norms in the region, what is reassuring is the concern among regional and national authorities about the future of the PM Shinzo Abe have also agreed region and the alienation of its to cooperate in the development of people. North East in the field of connectivity and socio-economic needs. The Japan to re-enter Northeast fact-sheet on India-Japan projects

India 69 years post World highlighted Japan’s help for road S upplement War-II connectivity, water supply projects Japan is probably the first foreign in the sensitive areas and forest country to be allowed to invest in resources. n ­ special

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North-East

Market Composition Analog DTH Digital The high penetration S upplement of the DTH platform is a result of low density regions and a lack of infrastructure

­ special supporting analog and digital cable setups. 60.3% 36.5% 3.2% Source: Chrome Dii DTH market share - focus NE and Focus Hi Fi are the first C&S news and GEC of the North East.

- focus Ooh La La is the only FM Channel in Agartala (Tripura) and Itanagar (Arunachal). Dish TV Others Source: Chrome SES

There are 16 North-East-specific channels, including 3 channels broadcasting from neighbouring countries including Bhutan, Nepal and Bangladesh. Source: Chrome NE

Nepal One, News Live and Rang TV have an Focus’s outreach outreach of 65%. Source: Chrome NE Given a significant population of Bengali individuals residing in the North-East region, channels such as and have an outreach of 78% and 57% respectively. Source: Chrome NE 97% North East regional channels on dth Dish TV carries 8 92% North-East regional channels. Tata Sky carries 9 North-East regional channels. Focus Hi Fi Focus NE Airtel TV carries 10 North-East regional channels. Based on availability of channels. Source: Chrome Track 2.0

12 March 2015 R afaqs! Reporter i Success Calls: Focus on India’s Northeast Success Calls: Focus on India’s Northeast

North-East

North-East at a Glance ARUNACHAL PRADESH 75% Assam 261,614 25% 84% 6,367,295 16% TOTAL 53% 47% 107,624 TOTAL 62% 1,751,229 38% MANIPUR 66% MEGHALAYA 507,152 34% 78% 538,299 22% TOTAL 51% 49% 240,325 TOTAL 53% 181,191 47% MIZORAM 47% NAGALAND 221,077 53% 71% 399,965 29% TOTAL 30% 70% 121,725 TOTAL 48% 151,670 52% TRIPURA 72% SIKKIM 842,781 28% 72% 128,131 28% TOTAL 54% 46% 377,988 TOTAL 59% 70,100 41%

Arunachal Pradesh S upplement

Sikkim

Assam Nagaland TOTAL RURAL URBAN Meghalaya HOUSEHOLDS

Manipur ­ special

Tripura TELEVISION TOTAL RURAL URBAN Mizoram

Source: Stats based on Census 2011

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Marketing Upscale Brands Eying

S upplement the North East markets Apparel brands, jewellery chains and retailers are all sprinting towards the North East, some with the aim of opening their first stores, and some for ­ special expanding their presence.

nown for its tribal cultures and Brands like Louis Philippe from Madura handicrafts, North East India is the Garments test marketed their range in the Knext big thing on the list of many north-east a few years ago. The results marketers. The states of Assam, Tripura were so appealing that many brands have and Manipur have shown a significant undertaken expansion in these pockets. increase in demand and thus have attracted Tanishq, the jewellery brand from the Tata- a number of luxury labels. Apparel brands, owned Titan Industries Ltd, has two stores jewellery chains and retailers are all in Guwahati and Agartala and is planning to sprinting towards the North East, some open three more stores very soon. with the aim of opening their first stores, and some for expanding their presence. Often referred to as the ‘fashion capitals’ of the country, North East states are Rapid economic Many high end apparel brands have turning out to be important markets for growth in been receiving queries from cities such many marketers. A brand-conscious and these regions as Shilllong, Guwahati and Siliguri. fashion-forward market, North East India in the past The north-east comprises of the states is the future growth market. Rising income few years has of Arunachal Pradesh, Assam, Manipur, levels and purchasing power in the urban increased the Meghalaya, Mizoram, Sikkim and Tripura. areas of north-east are making consumers purchasing Rapid economic growth in these regions demand more and more premium and power of in the past few years has increased the branded products. consumers. purchasing power of consumers and hence led to sudden increase of demand for The willingness to upgrade and premium products from these regions. experiment is another reason driving demand in these regions. Titan Industries As per the Planning Commission figures, clocked sales of Rs.100 crore in the region while the average rate of growth in gross in 2012, up from Rs.12-13 crore five years state domestic product (GSDP), a measure ago. The management here describes a of state-wise economic output, was 6.88% north-east consumer to be the one who in 2011-12, some north-eastern states grew likes to flaunt brands. faster. Assam’s economy grew by 8.42%, Tripura’s by 8.87% and Meghalaya’s by A phenomenon adopted by many brands 9.54%. recently is that of making inroads into

14 March 2015 R afaqs! Reporter i Success Calls: Focus on India’s Northeast

Success Calls: Focus on India’s Northeast

the region to tap consumers. They are convenience of shopping from anywhere. targeting the unsaturated markets, the The North Eastern states of Arunachal new sources of revenue, after establishing Pradesh, Assam, Manipur, Meghalaya,

S upplement themselves in the big cities. Mizoram, Nagaland and Tripura, generate about 8 per cent of traffic and business for One of the categories doing really well in Myntra and the company expects further these markets is personal care. According to growth in the coming quarters. a research conducted by Nielsen, north-east ­ special accounts for 3.8% of India’s personal care For Snapdeal, the percentage market, in terms of value, but is growing of contribution from the region to the at a yearly pace of 22%, 3 percentage company’s overall business is in double Online shopping points higher than the national average. It digits and is one of the fastest-growing portals such is a big make-up market and some pockets markets in the country. The eyewear as Myntra, reflect consumption patterns similar to that shopping portal, Lenskart has witnessed Jabong, of high-income segments of the metros. good traction for its products from the Flipkart and Consumer behavior in these states and the region. With fashionable eyecare products level of awareness is at par to that of in in much demand, about 20 per cent of Snapdeal are the big cities. The North East consumer is their overall business comes from the witnessing highly evolved and her awareness levels on North East plus . For Myntra, good traction beauty care are particularly high. Guwahati and Aizawl in Mizoram are the from the two key markets, and there has been a region. Not only this, India’s North East is steady increase in the number of online also quietly becoming one of the fastest- shoppers from Dibrugarh, Jorhat, Sibsagar growing markets for online shopping with and Tinsukia, in Assam. an increasing number of youngsters from the region logging on to buy mobiles, Brands like Puma, Nike, Adidas, accessories and much more. Portals such Wildcraft, Duke, Lee, Levis, Clarks are as Myntra, Jabong, Flipkart and Snapdeal some of the preferred brands of shoppers are witnessing good traction from the in these regions. The north-east India has region. The new age north-east consumer already emerged as one of the fastest is fashion conscious, tech savvy and online growing markets in the county and is ready shopping gives her an option to access the for the next phase of expansion for many best brands at affordable prices with the brands. n

16 March 2015 R afaqs! Reporter i Success Calls: Focus on India’s Northeast Success Calls: Focus on India’s Northeast What’s New - 2 Brands Eying the North East: Amway Targets the North East

orth Eastern states, did not really The company had opened a brand Nfeature in the expansion plans experience centre (in March 2014) at of many big retailers till some time Imphal, the second in the Northeast. ago. There could be many reasons Artistry is among the leading brands for the same like lack of information, in the super premium segment of etc. making retailers hesitant and skincare and has contributed almost uncertain to make inroads into the 6 per cent of Amway India’s turnover NER. (INR 2,169 crore) in the year 2013- 14. Amway is focusing on Northeast In Amway’s beauty market, Latest to join the brand wagon in Guwahati ranks among the top 10 NE is the skincare brand Amway. cities in India. The NER 30 per cent The brand is planning to cash in on to the direct selling FMCG major’s the evolving skincare market in the beauty business in the eastern zone. smaller towns of the Northeast. Artistry from Amway is available In October 2014, the company in the non-metros of the country. launched an intensive skincare anti- About 40 per cent of the brand’s wrinkle firming serum in Guwahati sales come from the tier-two and and Imphal. tier-three cities, which is an indicator of its acceptability. n S upplement ­ special

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interview

In-conversation

S upplement “North East is a very important market and we expect it will contribute a major share to our business.”

­ special Arvind R Vohra Country CEO & MD Gionee India

regions for the smartphone market. North East is one of the fastest growing markets with an increasing number of youngsters adapting to the internet thereby increasing smartphone usage. The market has been growing at a steady pace and definitely holds a lot of potential in the near future. this is also known as the style capital of the country.

Does your marketing strategy differ when approaching markets in the region vis a vis other markets in the country? India is a strategic market for us and we are working on building the brand Gionee after already achieving high recall. North East is a very important market and we expect it will contribute a major share to What is your view on India’s North our business. Similarly the other regions East markets? Over the years, like the South and North are also important what is your view on the evolution and Gionee has been received well by of these markets. Have they kept the audience in every region. While our pace with other markets in the product offering and campaigns remain country or lagged/outpaced them? the same across major regions, various The North East market has evolved and consumer engaging activations, PR and developed over the years and it has gone digital promotions are amplified region on to become one of the most important wise.

18 March 2015 R afaqs! Reporter i Success Calls: Focus on India’s Northeast Success Calls: Focus on India’s Northeast

Is there a typical NE consumer category here. Brand awareness and Understanding (behaviors and preferences)? communication is very important backed the importance The North East crowd is very simple yet with strong technology and foam factor for of the North very stylish. The youngsters are fashion you to dominate in the region. East market, conscious and tech savvy and they are Gionee has well informed about all the nitty gritty’s What are your future plans for been gradually of the smartphones available today. The these markets? building its taste of fashion is pretty refined and the Understanding the importance of the presence in consumer is experimental and ready to try North East market, Gionee has been this region fresh arrivals. gradually building its presence in this and is trying region and is trying to build a resonance to build a Media spends on promotions on with the crowd. Following the passions of different media. What works for the youth in this region, Gionee recently resonance with you? partnered with North Eastern Football Club the crowd. Digital has evolved to become one of Shillong Lajong for the I League to promote the most sought after mediums in recent the sport as well as make a connect with years. With more users adopting to the the north eastern people. Similarly, Gionee internet specially the urban crowd who will also devise further strategies to build a like being connected on the go, the digital relationship with the North Eastern market. medium has become crucial for businesses. Gionee’s target audience is also the youth Do you follow a different who is tech savvy and active on social distribution model for the region? networking sites. With this in mind, digital We follow a similar strategy for our is of prime importance and we are trying distribution PAN India. Gionee has its to use the medium effectively by spending distribution network well sorted and we on the digital front to maximize brand only sell through our retail and channel exposure. partners. We have five main distributors located in North East, Punjab, Rajasthan, Which are the biggest product West Bengal, and the South (Hyderabad/ categories in the North East? What Bangalore/Chennai). They work with us drives sales? Communication or as our partners and have the entire the demand? responsibility of leading their respective As I mentioned earlier, this market is areas. This move is especially to make different from any other geography wrt them feel as part of the team which style. ASP & technology, music & camera would drive them to deliver the best S upplement as a category dominates in the gadgets results. n ­ special

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interview

In-conversation

S upplement “North East is one of the most interesting regions of the country.”

­ special Amit Tripathi Why North East? North East is one of the most interesting National Sales Head, COO regions of the country comprising of Focus Bangla and Focus NE eight states. These regions have decent purchasing power despite accessibility issues. We have a huge presence in the region with our two channel Focus NE and Focus Hi Fi, two radio stations in Agartala and Itanagar with the name of OOH La La. The size of the TV market in North East is sizeable and growing every year with more and more advertisers showing interest.

Over the years, what has made NE an attractive market for you? Over the years North East market is gaining importance in the eyes of many clients. This region is slowly becoming an important experimental market for new product launches. This region offers a very interesting mix of customers who are always ready to experiment making North East attractive for many marketers. mit Tripathi, is the COO for Focus NE and Focus Bangla. Besides, he is also How does your marketing Athe national sales head of the overall strategies differ when approaching network. Focus TV Group broadcasts six NE versus any other city, television channels across India - Focus especially in terms of content? News (Hindi), Focus Haryana and regional North East consist of Seven Sister channels that broadcast in Oriya, Bangla, States of Arunachal Pradesh, Assam, Assamese and an entertainment channel in Manipur, Meghalaya, Mizoram, Nagaland, the North East called Focus Hi Fi. Focus Ooh Tripura and the Himalayan state of Sikkim! La La is the only FM Channel in Agartala The common mistake which many make is (Tripura) and Itanagar (Arunachal). to consider them as one homogenous unit,

20 March 2015 R afaqs! Reporter i Success Calls: Focus on India’s Northeast Success Calls: Focus on India’s Northeast

which is totally wrong as all these states which will help us in mapping reach. differ in terms of socio-economic aspects and language. What are your spends on We are the only broadcaster in the promotions on different media to region who has a decent presence in all promote your channel? these states and hence the challenge is to Though we are the biggest player in maintain the interest of all of them. This market in terms of presence but sometimes largely affects our choice of content that we use radio and print for tactical campaigns goes out to all these eight states. and activations.

How do you map your reach in How would you describe your This region the region, given the limitations/ channel’s journey till now? offers a very constrains in the NER? So far, in a very short period of time interesting mix The biggest problem in North East we have established ourselves very well of customers market is that Guwahati is the only TAM in the North East region. With our GEC who are town. With limited representation of the ‘Focus Hi Fi’ amongst the top 2 GECs in always ready market, we map out our reach on the basis the region and ‘Focus NE’ as the only news to experiment of connectivity in the region and since we channel present across North East market, making North are the only broadcasters who are available we are the most significant player in the East attractive in all the states, we have maximum reach market. Focus Ooh La La is the only FM for many in the region. As per the initial reports, Channel in Agartala (Tripura) and Itanagar marketers. BARC is taking 5 markets of the North East (Arunachal). n S upplement

We reach North East like no other ­ special

March 2015 R afaqs! Reporter i Success Calls: Focus on India’s Northeast 21 BOOK YOUR ADS IN GOAFEAST SHOW-DAILY April 9-11, 2015 Grand Hyatt, Bambolim

Contact : Aditi Nagpal | +91 9999503560 | [email protected] Success Calls: Focus on India’s Northeast

Commercial North East: The Emerging Start-up Hub of India Endowed with a plethora of untapped natural resources, NER has got the potential to transform itself into a ‘commercial hub of India’.

ome to more than 45 million people H(3.76 per cent of India’s total population) with a high literacy level, India’s North East Region (NER) has been acknowledged as the ‘Eastern Gateway’ for government the Government’s ‘Look East Policy’. The address these structural issues, region has recorded an annual economic North East may not be able to sustain the growth rate in excess of 8 per cent during robust growth in future. the last decade. But the big question still looms - Where does NER stand in On the brighter side, economic growth the entrepreneurial activity? However, the in North East region in the recent times has The region bitter reality is that the region still lacks been quiet impressive with a total of 2.39 has recorded entrepreneurism and provides a weak start- per cent contribution towards India’s total up ecosystem for small businesses to an annual GDP in 2011-12. A significant expansion flourish. in the services sector has helped in the BOOK economic sustenance of such a high growth in the growth rate in As per the recent reports by International GDP. Manufacturing in the North East is YOUR ADS IN excess of 8 per Finance Corporation report ‘The Seven currently being dominated by SMEs owing cent during the Sisters’ of North East (Assam, Arunachal to the absence of large-scale industries in last decade. Pradesh, Manipur, Meghalaya, Mizoram, the area. Nagaland and Tripura) and one brother GOAFEAST state Sikkim, collectively have nearly 2 lakh Endowed with a plethora of untapped

MSMEs, which account for less than 2 per natural resources (crude oil, tea gardens, S upplement cent of the country’s total MSMEs. natural gas, bamboo, silk, etc.) NER has SHOW-DAILY got the potential to transform itself into Albeit, these industrial units face many a ‘commercial hub of India’ and a tourist April 9-11, 2015

constraints such as land acquisition, less paradise. Therefore, it is important for ­ special Grand Hyatt, Bambolim availability of power, logistics, transport, the government to mobilise the SMEs in skilled labour, adequate marketing North East to channelise their resources for initiatives and issues in taxation. Unless the economic development of the region.

Contact : Aditi Nagpal | +91 9999503560 | [email protected] March 2015 R afaqs! Reporter i Success Calls: Focus on India’s Northeast 23 Success Calls: Focus on India’s Northeast

What Holds the North East Back? rebates, plan schemes and build better Infrastructure: Despite the immense infrastructure. Institutions like Assam Gramin potential for SMEs/MSMEs in the North Vikash Bank and North Eastern Development East, the region has somehow remained Finance Corporation (NEDFi) help MSMEs by S upplement underdeveloped. One of the main offering financial assistance, loan facilities deterrents in the growth has been the poor and special schemes for Women Enterprise infrastructure and limited connectivity of the Development (WEDS) in the region. region with the rest of the country. ­ special Future Prospects & Government Lack of awareness: There is lack of Initiatives awareness among the people in NER about New growth the various government schemes. The In the last decade, SME’s have scaled opportunities availability of funds and motivation are up successfully in their business activities along with some of the main constrains in the growth and demonstrated impressive growth. Many the increased of MSMEs. While dealing with these young people are setting up their businesses purchasing issues, lack of power continues to be a in the regions. New growth opportunities power and major bottleneck. along with the increased purchasing power consumerism is and consumerism is now driving the growth now driving the Unemployment and real estate: story in this area. growth story in Lack of skilled labor, land prices and this area. high unemployment rate are other major The government of Assam has identified hurdles in the region. Being the largest the state’s resources and is planning to set state in NER, Assam alone has 2.2 million up SMEs matching to the skills, resources unemployed youth. and opportunities available in the area.

Financial aid to SMEs: Despite many In addition, it is equally important to financial schemes, access to adequate credit create opportunities for promoting women is a major problem faced by SMEs in NER. entrepreneurship. Government is trying to Owing to weak capital base, SMEs have to encourage bankers and other institutes to majorly rely on the borrowed funds. be gender sensitive so that women are encouraged to set up SMEs in the region. However, the trend, seems to be changing now. The Private Equity firms are opening up To sum up, MSMs/SMEs will play a to the SMSs in NER gradually but they have critical role in the development of the a long way to go as compared to other cities region and can also help in generating of India. Also, in order to encourage private employment for the educated youth investors the government should offer more residing in the region. n

24 March 2015 R afaqs! Reporter i Success Calls: Focus on India’s Northeast Success Calls: Focus on India’s Northeast What’s New - 3 A North Eastern startup Sons of the Soil created a Pork Brand from India - Arohan Foods

Arindom Hazarika Ranapratap Brahma Anabil Goswami

here is no denying that North were amongst the lucky lot of the TEast India is a beautiful place. population from North East who had Anyone who has visited the seven good jobs, unlike a majority who still sisters, will swear by its beauty. struggle to get enough employment Although the long history of unrest opportunities in the region. However, in the region has always stymied the these three decided to leave it all growth in the area. Till now even big behind and comeback to the region brands which are usually looking for and make a difference to their place opportunities to expand, have shied of birth. away from North East. Arohan Foods is one of the few well-known startups from Northeast Sons of the soil India. It is India’s first pork integrator Adamant to make a difference, and claims to be pioneers of Arohan Foods was founded by organized pork production in India. Arindom Hazarika, Anabil Goswami It currently produces 10 SKUs of and Ranapratap Brahma. These three the product in different flavours of sausages and salami.

What keeps the Arohan S upplement team going What keeps the team going, is the simple motivation that they are

making a difference and help in ­ special generating employment for people in the region. n

March 2015 R afaqs! Reporter i Success Calls: Focus on India’s Northeast 25 Success Calls: Focus on India’s Northeast

Conclusion The sisterhood of the

S upplement North East

he year 2014 marked a remarkable vantage point of entry for the South-East ­ special change in the perception among Asian markets. This resource-rich land with Tthe people of northeast India. The expanses of fertile farmland and a huge pool residents of the region unanimously urged of talent could turn into one of country’s for peace and developments from the most prosperous regions. However, owing concerned authorities. They even extended to its unique challenges, the conventional their wholehearted support to the initiatives market-based solutions might not work that looked promising. In the first half of here. Issues like poor infrastructure and the year, we witnessed how Mr. Narendra connectivity, unemployment and law and Modi’s campaign helped the Bhartiya Janata order problems etc. have always acted as a Party (BJP) in the Lok Sabha polls to make a deterrent. its position better in the region. As multiple avenues for growth and In order to be economically and socially development are emerging, it has become sustainable, India’s growth story should be essential that the region, as a collective inclusive. However, the country’s north east identity, embarks its journey to realise the region has been experiencing a comparatively dreams of a better future. This vision can be slower pace of socio-economic growth. realised only with the combined efforts of Albeit, the region is blessed with abundant all the stakeholders - both private investors natural resources which can provide enough and government. This year while attending impetus to industrial and social development, the 19th Youth Festival, Union Minister of they have not yet been utilised to their full State for Information and Broadcasting, potential. Rajyavardhan Singh Rathore said that the “Prime minister not only wants to look This region has certain distinct advantages east but he wishes to ‘act East’ as well. over other areas. It is strategically located Therefore, ministers are being asked to visit with access to the domestic market of Northeast India frequently.” It finally seems eastern India, along with proximity to that the NE is coming out of oblivion and adjacent neighboring countries such as the sun is shining bright with a promise of Bangladesh and Myanmar. It is also a better opportunities for the region. n

26 March 2015 R afaqs! Reporter i Success Calls: Focus on India’s Northeast

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