Since 2005 several global brands have been landing in India and trying to decode the Indian consumer. It appears like a complex labyrinth of cultural, social, geographical influences which makes segmentation and targeting difficult. Here is what we assembled as a quick visual primer to Indian cultural insights and influences on a modern Indian consumer.

1. India- Cultural Insights
& the influences on modern Indian consumer
Presented by MANOJ KOTHARI – TURIAN LABS
Disclaimer: The pictures used in this presentation are meant to be indicative in nature. Some of the pictures may have been taken
from third party resources to emphasize a point in the context. Any usage of the pictures other than this presentation would require
copyright permissions from the respective owners.

2. Presentation by Onio Design
Inherited Influences
| Vedic period Influences
| Mughal Influences
| Colonial Influences
| Regional & Climatic Influences
| Modern Influences (Media, Movies, Travel)
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3. Presentation by Onio Design
• Ornamental illustration/realism
• Iconography/ symbolism
• Story-telling
Hindu Influences
Inherited
Values
The Aryan race that lived in India and came to be known as ‘Hindu’ later on,
was a knowledge hungry and spiritual society. Strong symbolism in every part
of daily life lives till date. Probably for this very reason, ‘realism’ too has been
absent in Indian art.
Complex philosophies can only be understood in terms of stories, by the
common people. Hence India has a strong tradition of ‘story-telling’, in visual
forms, that lives till today.
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4. Presentation by Onio Design
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50 BC- Rock cut Buddhist and Hindu caves at Ajanta & Ellora
Ornamental Illustration
Inherited Visual Influences: Pre-Mughal Era
Carving at the Adalaj Vav,
Gujarat, 1498 (Queens bath)

5. Presentation by Onio Design
OM symbol, holi-swastika and
Nataraj (dancing Lord Shiva)
Religious Symbology/ Iconography
Inherited Visual Influences: Pre-Mughal Era
The Symbol of status by birth Nandi: The vehicle of Shiva
A Brahmin – the ‘Chandan’
Mark - Purity, the ‘Teeka’
– Mind’s eye
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6. Presentation by Onio Design
Religious Symbology/ Iconography
Inherited Visual Influences: Hindu Influences
• Buddhism , Jainism, Sikhism etc. many religions were born in India. Later many other
religions found co-existence possible. India has been a ‘melting-pot’ of multiple influences.
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7. Presentation by Onio Design
Within same religion, there are regional variants… Hinduism itself has multiple face and
manifestations in terms of rituals, forms and followers.
Religious Symbology/ Iconography
Inherited Visual Influences: Hindu Influences
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8. Presentation by Onio Design
Story-telling
Inherited Visual Influences: Hindu Influences
1. Gita- The great KARMA-YOGA preaching, Story telling in Folk style
2. Patachitra, Orissa and also on the walls of the cave temples of Ellora
•3. Warli paintings – Tribal art celebrating events in the ritual of life. Rice paste on walls
4. Kattaputli (Indian puppet) – strong links in the story-telling tradtion of India
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9. Presentation by Onio Design
• Geometric motifs
• Art of calligraphy
• Gold filigree/ inlay
• Miniature
• Tombs in architecture
Mughal Influences
Inherited
Values
Mughals (Muslim rulers of today’s Gulf region) ruled India in Medieval times,
for almost 500 years. This long presence could have wiped out a complete
visual-culture that India had. But instead, the resilience of Indian culture
allowed it to survive and only add elements like miniature art, gold filigree,
calligraphy, domes in architecture and use of geometric motifs.
A very strong presence of this influence is present till date in day-today living
(shows in clothing, language, food, expressions, relations etc.)
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10. Presentation by Onio Design
Inherited Visual Influences: Mughal Era
Qutub Minar at Delhi & Taj Mahal at Agra
Calligraphy & Use of Marble, Geometric forms
Mughal styled Windows, Jodhpur, Rajasthan

11. Presentation by Onio Design
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Fine/ Intricate detailing on products
Inherited Visual Influences: Mughal Era (c. 1526 - 1700)
The art of Inlay: Products with heavy carving:
A combination of various stones The influence of ‘Jali’ in various
crafts

12. Presentation by Onio Design
Inherited Visual Influences: Mughal Era
Filigree, Miniature Painting
Mehndi: a symbolic bridal ritual Minitature Mughal painting
Signifying an undying love Born under Royal patronage
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13. Presentation by Onio Design
• Victorian and Gothic Elements
Colonial Influences
Inherited
Values
From use of Gothic elements in architecture to usage of black uniforms for
Judges, Lawyers, Ticket Checkers and Signaling systems for railways- India has
borrowed a lot from colonial influences.
As India wakes up to modern design today, it finds itself closer to British
Design (Contained Aggression) than Scandinavian, American, Italian or
Japanese design philosophies.
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14. Presentation by Onio Design
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The Pune University (The Viceroy Residence)
built by the British
Victorian and Gothic Architecture
Inherited Visual Influences: Colonial Era (c. 1757–1947)
Influences seen in the modern Maharashtre
Institute of Technology today

15. Presentation by Onio Design
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• Pure hues in North, subdued/earthen hues in South
Regional & Climatic Influences
Inherited
Values
Regional variations in colour and form choices vary drastically across India.
This is partly due to cultural differences within the country as well as stark
climatic differences from North to South and East to West.
This is the reason that though this presentation provides clues for general
‘design sensibilities of Indians’ yet variants are likely to be faced.

16. Presentation by Onio Design
• i.e. Kerala, the South of India is green and serene, while up in the Northwest, Rajasthan
faces the desert.
Regional and Climatic Influences
Inherited Visual Influences:

17. Presentation by Onio Design
• In Kerala, people wear white with a dash of golden work, while in Rajasthan bright reds and
pinks are the favorites.
Regional and Climatic Influences
Inherited Visual Influences:
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18. Presentation by Onio Design
| European Design
Modern Influences
If there is single big modern influence that is shaping ‘Indian Design’ it is
European Design. For years together before liberalization, ‘imported products’
from Europe were considered ‘Luxury’ items and they gained respect in the
mind-space of people as ‘evolved design’.
Now when liberalization has made foreign products visible in Indian space,
Indian software techies are traveling around the world, Indian movies are
showing the good-design products and spaces to people, Indian design taking
shape with a bent towards European design.
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19. Presentation by Onio Design
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Asymmetric Balance, Less -Populated and Under-Accentuated
Western Design
Modern Visual Influences:

20. Presentation by Onio Design
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Decoding the North | South differences

21. Presentation by Onio Design
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North
took all the invasions. Valor, courage and
war-arts flourished. ‘Life’ celebrated. A
lot of mixed influences on culture.
South
Protected from invasions and influences,
hence cultures is well founded;
traditions, arts flourished.
Socio-cultural differences from history: North Vs South

22. Presentation by Onio Design
The vibrant land of people filled with valor, courage, energy and celebration of life amidst all
the climatic odds and continuos invasions of foreign forces across the borders.
Socio-cultural differences from history: North India

23. Presentation by Onio Design
Socio-cultural differences from history: North India
As the scorching sun on head and killer heat continues to make life harder, people master the
entrepreneurial & business building skills.
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24. Presentation by Onio Design
Socio-cultural differences from history: North India
Possessing and professing strong religious and spiritual believes, Sikhs are ‘the warrior class’, efficient,
brave, culturally deep-rooted & united.
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25. Presentation by Onio Design
Socio-cultural differences from history: North India
Entreprising and adventurous by nature, this community is marked by entrepreneurship and trade.
‘Nihanks’ are Sikh Saints who are also warriors, wear round swords in their turban
and excel in war-arts.
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26. Presentation by Onio Design
Modern and Extrovert urban North Indians: educated, outgoing and indulgent.
Socio-cultural differences from history: North India
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27. Presentation by Onio Design
The land with moderate climate, untouched by winds of strong influences has always been a
nurturing ground for traditions & art.
Socio-cultural differences from history: South India

28. Presentation by Onio Design
Life continues to move at a slow pace giving enough space for an individual’s realization of the self and
the society.
Socio-cultural differences from history: South India
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29. Presentation by Onio Design
The soil has given birth to one of the best visual and performing artists across the generations, enriching
the cultural backdrop of the nation.
Socio-cultural differences from history: South India
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30. Presentation by Onio Design
The southern cities of Bangalore and Hyderabad have been developing as major centres of
Information and Technology.
Socio-cultural differences from history: South India
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31. Presentation by Onio Design
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• Society: Liberal, vivacious
• Professions: ‘Action’
Entrepreneurs, adventurous
migrants, successful business in
alien lands
• Personality: Agile, strong, modern,
extroverts and indulgent
• Colors: Saturated and vibrant
• Society: Conservative, introverted
• Professions: ‘Reflection’
Scientist, thinkers, artists, regional
usually work for others
• Personality: Thinker, deeply rooted in
traditions, introverted, limited or minimal
indulgence
• Colors: Subdued, earthy, whites
North South

32. Presentation by Onio Design
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Cutting across the North and South divide is the new age ‘Cosmopolitan’ segment. They live like any urban
resident in other parts of the World. They do not have strong religious borders, regional practices that
differentiates them, nor are they aligned to particular profession that is identified with their ‘community’.
Beyond the socio-cultural differences: Cosmopolitan

33. Presentation by Onio Design
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‘Cosmopoilitan’ segment follows a universal lifestyle dotted by brands, McDonalds, Pizzas, health
orientation, party and club going, latest gadgets, desperate bid to connect to roots, planned
vacations and hybrid spirituality.
They share the same strains and stresses of living that are felt by their urban counter parts in any
other parts of the world.
Cities like Mumbai, Delhi, Bangalore and Chennai have a flourishing population of this kind.
Beyond the socio-cultural differences: Cosmopolitan

34. THANKS
connect@turianlabs.com
Turian Labs is a global innovation consulting company that uses
DesignThinking to:
• Discover insights & emerging opportunities through user-centric research
• Catalyze change & build innovation roadmaps for products, brands & culture
• Build Design Thinking organizations through team training
Past two decades,Turian team has worked with several global brands & organizations on
decoding Indian consumer, building future business scenarios, developing new products &
brands and helping them build internal innovation capability.
DesignThinking is a human-centric approach at the intersection of business, culture,
technology & humanities to create solutions that are scalable, sustainable & beautiful.