Expanding Markets: India

Number of PR agencies: 20 members of the Public Relations Consultants Association of India (PRCAI)

Expanding Markets: India
Expanding Markets: India


Population: 1.2 billion

ICCO member PRCAI estimates the total fee income of the PR sector in India is US$155m (£131m), which includes non-PRCAI agencies.

India has 23 official languages.

There is growing demand for PR services, particularly in IT and telecoms. 'India is recognised as an emerging hi-tech superpower,' says Costerton.

India has over 500 million mobile phone subscribers, presenting huge opportunities for digital work.

Challenges: The country is astoundingly complex and diverse. 'India has national, regional and local media; a complex political system with restrictions on foreign investment; a vast blend of cultures, languages, customs, religions and consumer preferences; and over half the population well below any existing poverty line. There are also big infrastructure challenges,' says Sambrook.

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