Know Your Customer

Understanding the Indian consumer is what Ashni Biyani does best Know your customer.

- Jasodhara Banerjee

Indian consumers have never been as aspirational as they are today. Higher disposable income, a wider horizon of expectations and personal ambitions, and access to information and experiences have given them a new prism through which to seek out fulfillment. “For instance, today, women across all socio-economic categories want to wear high heels. Earlier, high heels were perceived to be worn by women of only a certain socio-economic category,” says Ashni Biyani (33), managing director, of Future Consumer Limited (FCL), who has made it her job to know what Indians want to buy. Because knowing what consumers want is the engine that is powering FCL.