Modi’s Marketing Manual – The Final Two Mantra’s

The Spring Equinox is upon us. Today the Sun crosses from the southern hemisphere to the northern hemisphere and intersects the celestial equator. Indians in Maharashtra celebrate this day as Gudi Padwa while Telengana & Andhra Pradesh celebrate Ugadi. As per the Hindu calendar, today is Chaitra Shukla Pratipada – the first day after the new moon in the month of Chaitra [Hindu Lunar Calendar] or the first day during the waxing phase of moon in the Chaitra Month. It marks the beginning of the New Year of Vikram Samvat 2075.

Today also marks the beginning of Chaitra Navratri, nine nights dedicated to worshiping the nine forms of Goddess Shakti, culminating with the birth of India’s beloved deity Lord Rama on April 5, 2017.  Celebrations are resounding all across India. The beginning of the New Year begins by offering salutations to Devi Durga – who is seated on lion and is known as the symbol of power and victory. On the next three days, Devi Lakshmi, the Goddess of wealth, is worshipped and the last three days are devoted to Devi Saraswati, the Goddess of Knowledge. The prayers are held for nine days and nine nights therefore known as Nav– meaning nine and ratri – meaning night. Devotees keep fasts and perform oblations in the glory of the Goddesses and celebrate navratri with full enthusiasm.

Gudi Padwa

Dhol (drums) &  Tasha (cymbals) resound today in celebrations across Maharashtra

Source: NDTV Food

So how is all this related to business? The final two mantras in Modi’s Marketing Manual reflect the ethos of today. Obliterate your competition. Win your game. (In case you have not read the backdrop to this discussion, you can read it at


Much has been said about how PM Modi wants to make India “Congress Mukt (free)”. He often adopts an antithesis rhetorical strategy by juxtaposing the hapless Congress Vice President against him, usually in unflattering light. This is how PM Modi won the Indian General Elections of 2014 and all but two elections thereafter.

As a business owner in India, when you are trying to identify markets in which the company can become the clear market leader, the presence or absence of competition is an important factor. At a macro-level, there are three strategies for taking on the competition:


Each of these is a valid competitive strategy. Which one you select as a business owner will depend on resources available, strength of the value proposition, the size of the market, and the long-term objective for an expansion stage company.


PM Modi wins all the races that matter. So far he has not just won at the hustings, but has also won the hearts and the hopes of 1.25 billion Indians. On so many levels, what makes this man such a Victory Machine?  How does he do it?

Simple. Like he does, you need to focus your marketing message on The End Result, The End Benefits.

Win like Modi - 1

Let me show you how this is done.

Win like Modi - 2

So now you have it. The secret mantra to unlock revenues and profits in Indian markets is given, not by a business guru but by a Prime Minister who has trade and commerce in his blood! Prime Minister of India, Shri Narendra Modi. The mantra is simple – E.S.C.R.O.W. = Empathize. Segment. Create. Realize. Obliterate. Win.

Yes, the Indian market is treacherous, its consumers are confusing & oftentimes tried & tested strategies fail to work in India. So how can you ensure your dreams of being successful in the vastly profitable but yet under-served Indian market can come true? This depends on how well you employ Modi’s Marketing Mantras.

Do reach out to me for any assistance. I am glad to serve you. After all, who knows Indians better than one herself!

Dream big in New India. Led by our Prime Minister, we are a land of opportunity today.

Modi Dreams Quote


About Priya Ramachandran

I am the Founder & Principal Consultant at Cobblestones Consulting, Pune, India - a boutique non-clinical healthcare services firm that offers its services to hospitals and small healthcare service providers looking to win in the Indian market. We offer our services for Market Research, Business Advisory & Corporate Training. We help health care providers grow their business exponentially through developing targeted business strategies, data management competencies and operational excellence that is aligned to their overall business goals. My blog, Prosperji, offers a very Indian take on doing business in Indian healthcare, a market which can singe you hotter than Indian summers, but if you play it well, the rewards are as plentiful as the Indian monsoon. Welcome to the ride of your life! Swagatam.

Posted on March 28, 2017, in Uncategorized. Bookmark the permalink. Leave a comment.

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