Marketing in India: Digital Growth Demands Investments in Infrastructure - eMarketer
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eMarketer Interview

Marketing in India: Digital Growth Demands Investments in Infrastructure

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An interview with

Charulata Ravi Kumar

CEO, Razorfish India

Topics: Advertising

Interview summary

Smartphone penetration in India continues to grow as consumers transition from feature phones to internet-enabled devices, but there are factors preventing widespread internet use in the market, according to Razorfish India’s CEO Charulata Ravi Kumar. eMarketer’s Rahul Chadha spoke with Ravi Kumar about the obstacles to digital growth in the mobile-first market and what brands need to know about digital advertising in India.

Interview

eMarketer: What’s the current state of digital advertising in India?

Charulata Ravi Kumar: It’s in its nascent stage. We have 1.2 billion people in India, so a lot of people see it as a huge emerging market. Today, 77% of our population has a mobile connection, but internet penetration is low. Unless the infrastructure supporting internet penetration increases, digital growth will remain thwarted.