Emerging paradigms in the Indian marketplace

Purpose
– This special issue aims to present India as one of the world's most promising and fastest growing economies, with multinational companies eager to invest.

Design/methodology/approach
– Examines the eight articles and the contribution of each to an important aspect of marketing in the region.

Findings
– The issue provides insights from both organizational and consumer perspectives; provides various methodological insights in researching the Indian marketplace; being specifically focused on India, the findings are applicable in the Indian market context which has a need for customized tools and marketing strategies.

Originality/value
– This issue will assist practitioners, researchers and budding marketers, eyeing India as a potential market, and adds to the existing debate on emerging paradigms in the Indian marketplace on several fonts.