With over 40 million people, the Indian diaspora, often referred to as the “global desi” community, holds an estimated purchasing power of around USD 1 trillion. This significant segment of consumers across developed economies is valuable to businesses worldwide.
Understanding what attracts this group could lead to immense benefits for brands. To succeed, businesses must grasp the interests and preferences of Indians, including Non-Resident Indians (NRIs) and Persons of Indian Origin (PIOs).
Indian-American media innovator Dr. Tausif Malik recently shared a compelling case study on how to engage this community. He presented the success story of Danube Properties, an Indian-led real estate company from the UAE, during the first session of a new series launched by the Advertising Club Madras.
The virtual event, held on November 28, focused on the influential Gulf Desi market, a part of the broader diaspora scope.
Titled ‘The Global Desi Diaspora Market: Understanding and Engaging 40+ Million NRIs & Global Desis,’ this session is the first of many that will explore other key regions, including North America.
Surej Salim, President of the Advertising Club Madras, opened the session by discussing the rising significance of this market for both Indian and global brands.
Dr. Malik, who leads several major media outlets and is the founder of RiseBack.org, presented insights into the potential of one of the world’s most affluent consumer segments.
The session attracted more than 300 marketing professionals, eager to learn how to connect with this vibrant community.
Malik began by emphasizing the size and influence of the Indian diaspora, noting that while there are 40+ million NRIs and PIOs, the wider global desi community counts nearly 100 million, forming a massive international market.
He highlighted several traits that make this segment appealing to marketers:
- High Income: The Indian diaspora, especially in North America and the GCC, enjoys one of the highest per-capita incomes globally.
- Tech-Savvy: They embrace technology and are influenced by global trends.
- Cultural Connections: Many maintain strong ties to their heritage, leading to a preference for homeland media and products.
- Aspirational Mindset: They seek social validation and are drawn to premium and luxury brands.
- Brand Loyalty: Once trust is built, they tend to stick with brands but expect clear value.
While discussing the Indian diaspora’s global presence, Malik focused on the Gulf Desi community, describing them as “globally mobile yet emotionally connected to India.” He noted their strong earnings, savings habits, and intentions to invest in India, making them a prime audience for various sectors such as real estate, finance, and education.
Case Study: Danube Properties – A Guide to Diaspora Marketing
Malik concluded by summarizing Danube Properties’ strategic successes in the UAE, pointing out key tactics that worked:
- Financial Innovation: Their “1 percent plan” makes homeownership more accessible to expats, transforming tenants into brand advocates.
- Aspirational Branding: Collaborations with Bollywood stars like Shah Rukh Khan and Salman Khan sparked excitement and emotional bonds with customers.
- Cultural Outreach: Acquiring Filmfare Middle East shifted Danube Properties’ role from just a developer to a cultural participant.
- Leadership Visibility: Chairman Rizwan Sajan’s personal branding and transparency helped establish trust in the company.
This comprehensive approach by Danube Properties highlights how a blend of cultural understanding, financial strategies, and celebrity partnerships can effectively engage the diaspora market.
The session concluded with a Q&A, where Malik answered questions about real estate buyer behavior and the evolving trends among Gulf NRIs.
