The Indian caste system has been in use for many years. Although some Indians (generally the younger generation) fight to change the system, most accept it for what it is. Caste refers to the breed, race or kind of person. Indians expect people to respect the caste system and often marry and die within their caste.
This is generally not an issue in India because Indians put more weight in feelings and emotions opposed to hard facts. Indians respect the opinions of family members and friends and do not tend to go against their wishes.
There are five different levels of the system:
• Brahman: the priestly or “occupational” class
• Kshatriya: Warriors and rulers, senators, presidents, majors, born from the chest of Brahman.
• Vaishya: Farmers, merchants, lawyers, doctors
• Shudra: Unskilled workers
• Harijans: Untouchable or child of God.
Indians are becoming accustomed to getting products built for their needs. They are realizing and enjoying the fact that brands are customizing their products to suit Indian’s individual desires. Shouldn’t the messaging and social media be the same?
In order to be successful throughout India, tailoring messages to individual castes – without patronizing one could benefit the brand. Because Indians like to do for themselves, often refusing help from others, they will appreciate the fact that the brands are understanding and accepting of their culture – without being insulting or crossing the line.