Currently, there are nearly 6 million South Asian Americans in the country. This population segment has over $1.3 trillion in buying power. If a business ignores this segment of the market, they’re sure to miss out on massive profits.

Additionally, the South Asian region itself accounts for over a quarter of the world’s consumption. Since this market is still developing, it has massive potential for business owners. To that end, businesses should find ways to expand into these markets and communicate with South Asian consumers more effectively.

Here are four trends that businesses can use to properly tap into the South Asian market.

1. Mobile-First Strategy

More South Asians are now using cellphones than ever before. The high and ever-growing cellphone penetration rate means they access all marketing communication on their phones. This means that all the content being produced by businesses should be customized to work well on smaller screens.

2. Inclusivity in Communications

While the market is still behind in terms of mainstream representation, South Asians are more likely to buy from brands that they see themselves in. This means brands need to be more inclusive and use messaging that resonates more with this population segment.

3. Growing Technology

Technology is growing at a rapid pace in the South Asian market. With the development of the metaverse, South Asians are also looking at new product experiences using technology like Augmented and Virtual Reality.

4. Influencer Culture and User Generated Content

The South Asian market is deeply rooted in influencer culture and user generated content. For every brand and product, you’ll find extensive reviews and feedback online. For this reason, businesses are more likely to find success in these markets by leveraging the popularity of influencers.

Choose a Multicultural Marketing Agency

A reliable multicultural advertising agency can help you reach South Asians in the most effective manner. They’re adept at understanding the prevailing nuances in the culture and develop communications that resonate well with the target audience.  

Are you in search of an ethnic marketing agency? Ethnic Response has got you covered! We’re one of the top multicultural advertising agencies in the US that targets multicultural segments, including South Asians.

We provide comprehensive market research, DRTV advertising, and multicultural media buying solutions with partnering channels.  We believe in delivering results for our clients and not just meet but surpass the anticipated ROI.

Get in touch with our expert marketers to learn all about our services and get started now!