As seen on AdAge.com/bigtent

Imada: Marketers not prepared for the global village

Indians are the largest subsegment of South Asian consumers in North America. In addition to Indians, South Asians include people who can trace their heritage to Bangladesh, Bhutan, (parts of) the Maldives, Nepal, Pakistan and Sri Lanka. There are also South Asians who arrived here from other parts of the world, including the Caribbean, Latin America, Africa, Europe and other regions of Asia and the Pacific Rim. Not long ago, South Asians became the second-largest Asian-Pacific American consumer market in the U.S.-just behind Chinese and Chinese Americans. Yet during my travels, I found ...