Translate Diversity into Innovation Using the 'Indian-ness' Principle

India’s multi-layered society is a patchwork quilt: hundreds of languages, cuisines, festival calendars, and social habits co-exist in the same district, heck, sometimes even within the same family. Modern leadership often craves uniformity, yet the breakthrough in Indian retail came from embracing, not erasing, this diversity.

To succeed, businesses started sending teams into neighborhoods, markets, and even slums. What they noticed: India Two and India Three populations had needs and dreams wholly different from the established 'consuming class'. These groups found comfort in crowds, wanted to shop where their friends shopped, and hungered for deals that truly felt like an occasion.

The store formats, promotion days, and merchandise selections began to diverge by city and region, blending regional icons into branding and communication. Frontline staff spoke the local dialect, and festival-specific sales calendars popped up. Instead of forcing everyone into a glossy mold, leaders looked for points where differences could become sources of engagement—all grounded in direct observation and humble listening.

Research in behavioral science validates this: 'contextual design,' or matching solutions closely to local customs and preferences, drives higher adoption and deeper loyalty.

Take a closer look at the people around you—teammates, customers, family—and really listen to what makes their daily experiences distinct. Where you can, adjust your next plan, meeting, or project to reflect those unique habits or languages, whether it’s a subtle nod to a regional celebration or a structural tweak that’s not one-size-fits-all. Give yourself permission to continually tweak and learn, asking for local feedback along the way. When you lean into what makes your group unique, you don’t just build relevance—you unleash new sources of creativity. Try this approach with your next assignment or event planning effort, and see what new ideas emerge.