Sahara keen to tap British Asian funds
Sahara India, sponsors of the Indian cricket team, has launched a marketing campaign to capture the spending power of Britain's two million Asians.
Sahara India, sponsors of the Indian cricket team, has launched a marketing campaign to capture the spending power of Britain's two million Asians.
The Lucknow-headquartered company is keen to market holidays, second homes, savings products and entertainment to non-resident Indians and other British Asians - a market that is estimated to be worth more than 10 billion pounds in spending power.
Kicking off its campaign to launch the Sahara brand in Britain, the Indian company is sponsoring a three-day festival of Bollywood films in Leicester Square, London.
Similar events are planned during the week in New York and San Francisco. The wealth of overseas Indians had been barely tapped by companies from the sub-continent, company spokesman Shailendra Singh told the media. "The funds flowing from non-resident Indians are huge. We have housing, entertainment, insurance. Indians in India don't have so much purchasing power, but if we can build on our brand equity, we can connect with Indians abroad."
Sahara has producing "Phir Milenge", a film launched this week with an HIV theme.
The company gave away 1,300 tickets for its Bollywood festival within a few hours after a promotion on Sunrise Radio, the Asian channel.