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A few Insights into the demographic profile of the south asian diaspora overseas to help you develop a marketing strategy and marketing plan.

Contact us to have a comprehensive understanding

 

 
 
Demographic profile of the South Asian diaspora

Indians : 1.7 million Indians (2000)
Asians : 2.2 million Asians (2000)
   

The Indian population in the US is broadly divided into three main categories:-
a) The early migrants from India in 1960’s who are mainly professionals settled in the East Coast.
b) traditional early migrants from Gujarati / Punjabi communities, mainly traders & retailers
c) Professionals / Techis based in California / Silicon valley are predominantly South Indians and highly professional

Indian community is termed as one of the highest earning, best educated and fastest growing ethnic groups that too in the most powerful country

Indian Americans found in the following occupations- medicine, engineering, law, information technology, finance, management, ethnic journalism, films and music

All major religious festivals of India like Holi, Diwali, Dussehra and Gurupurab are celebrated with traditional enthusiasm
- Gujarati shopkeepers and Punjabi cab drivers are common stereotypes
- Older generation Andhra and Tamilians are doctors or people who came to do their masters and settled down.
- While a significant proportion of the current-generation Andhra and Tamilians are doctors, the vast majority are involved in the IT industry in one way or the other

Launched in October 2000

Platforms
DTH :
Echostar / Dish Network

Cable :
Comcast / Cox / Cablevision / AT&T / Verizon / Sunbruno / Time Warner & RCN

IPTV :
TV Desi (exclusively)


Indians : 1.7 million Indians (2001)
   

The main Indian ethnic communities are Punjabis (which account for more than half of population) as well Gujratis, Tamils, Keralites, Bengalis, Sindhis and others.

The first Indians began moving to Canada in small numbers to British Columbia, and were mainly male Sikh Punjabis who were seeking work opportunities abroad.

Most Indians choose to immigrate to larger urban centers like Toronto and Vancouver, where more than 70% live.

Smaller communities are also growing in Calgary, Montreal, Edmonton and Winnipeg.

Indians in Toronto are from diverse locations in India, such as Punjab, Gujarat, Tamil Nadu, Andra Pradesh and Kerala.

Brampton, a suburb of Toronto has many Indian residents, and the town of Springdale in Brampton is commonly referred to as “Singhdale” because of the many Sikhs that live there.

Indians in Vancouver mainly live in the suburb of Surrey, but can also be found throughout Vancouver. The vast majority of Vancouver Indians are of Sikh Punjabi origin.

Launched in October 2009

Platforms
Only Indian channel airing 24x7 (license)

Roger / Bell / ATN /Telus & Shaw


Indians : 1.5 million Indians (2000)
Asians : 2.46 million Asians (2001)

   
Amongst the Indian immigrants, the largest number hail from Punjab, of whom the 3,00,000 Sikhs form a large majority.

Gujratis comprising of Hindus and Muslims, Ismailis and Bohras constitute an equally large ethnic group

The original immigrants were mostly into small and medium-scale business while the second generation Indians are working as doctors, IT professionals, chartered accountants, engineers.

Indian culture has been constantly referenced within wider British culture, at first as an "exotic" influence in films like My Beautiful Laundrette, but now increasingly as a familiar feature in films like Bend It Like Beckham.

Indian food is now regarded as part of the British cuisine.

Communities and organizations of cultural groups are formed to maintain a dynamic socio-cultural life

Gurudwaras, mosques, temples organize functions to celebrate religious festivals to maintain cultural ties with India.

Popularity of Hindi films and ethnic television is a major factor of the Indians there.

Indian Food, Indian Music & Hindi movies are even popular with the British

Launched in March 1998

Platforms
UK: through Sky Digital, and Homechoice DTH Platform & Virgin TV, World TV in Europe, Broadband, Casema, Zon TV Freewire (UK university Connections and Patient Lines)

Europe: Denmark, Germany, Netherlands, Norway and Portugal through TDC Cable, Prima TV, TV Home, UPC and Carbovisao respectively


Indians : Total population - 29 mil
NRI's : 4 mil

There is a huge population of Indians in the Middle East, especially in the oil rich monarchies neighboring the Persian Gulf.

However, significant minorities is either employed in the highest echelons of major banks and corporations or have prospered greatly through conducting business in the region.

Indians in the Gulf do not normally become citizens however. They retain their Indian passports since most of the countries in the Gulf do not provide citizenship or permanent residency.

However, the United Arab Emirates and Saudi Arabia now allow limited forms of naturalization to persons who have stayed in the country for twenty years.

One of the major reasons Indians still like to work in the Gulf is because of the tax-free income it provides and its proximity to India.

 
Launched in October 1995

Platforms
DTH : Pehla
Cable : E-vision (No. 1 cable network in UAE) and other local cable networks including Qatar cable, Bahrain cable..etc


Indians : Total population - 4.7 mil
PIO population : 1 mil

   
Launched in 2008

Platforms
DTH : DSTV Multi Choice (South Africa and Rest of Africa).

Asians in South Africa constitute two per cent of South Africa's population, and most are of Indian origin, although there is also a small Chinese community

Most Asians in South Africa are descended from indentured Indian labourers who were brought by the British from India in the 19th century

The rest are descended from Indian traders who migrated to South Africa at around the same time, many from the Gujarat area.

The city of Durban, has the largest Asian population in sub-Saharan Africa

English is the first-language of most Indian South Africans, although a small minority of them especially the elders still speaks some Indian languages such as Hindi, Tamil, Telugu, Urdu and Gujarati as first language..

Although Indian languages are seldom spoken or understood by younger Indians, English-subtitled Bollywood films and television programmes remain popular among South African Indians.

DVD and video versions of Bollywood films are widely available, and large movie theatre chains like Ster-Kinekor increasingly show Bollywood films.

Indian culture in South Africa has some similarities to the worldwide Desi subculture, although the term Desi is almost unknown in South Africa.

 


Indians : Total population 20 mil
PIO population : 160,000
NRI population : 30,000

 

 
Platforms

DTH : Vision Asia

Today there is a large Fiji Indian population in Australia who call Australia there home. These Fiji Indians have changed the face of Indian Australia.

Western Australia has the highest proportion of Indians followed by Victoria and the Australian Capital Territory, New South Wales, and Tasmania

The Punjabi community living in Australia is mostly a young and self-supporting community. As well as Sikhs, the community includes many Muslims, Hindus and a small number of Christians

While earlier Indian migration was that of educated professionals, these new Fiji Indians were more dynamic and business going.

Now Indians can buy Sarees and Gold Jewellery. There are Indian night clubs and off course, Indian cinema can be seen on weekends.

The current wave of Indian migration is that of Engineers, tool makers from India, Gujrati business families from Africa and second level relatives of settled Indians.

Many universities have permanent representatives stationed in India and other Asian countries. It is estimated that Canberra University which is one of about two dozen universities is recruiting about 500 students every year for last four years.


Indians : Total population 4 mil
PIO population : 62,646 (2001)

 

 
Platforms

DTH : Vision Asia

Like Australia, a large number of Indo-Fijians migrated to New Zealand due to political uncertainty in Fiji

The main areas of settlement of the Indian community at present are Auckland, Hamilton and Wellington.

Punjabis settled in Waipa, Waikato, Otorohanga, and Taumarunui, while Gujaratis settled in Auckland, Pukekohe, and Wellington.

The Indians in New Zealand are mostly engaged in domestic retail trade. The community also has a fair number of professionals

The Indians here continue to have strong links with India through family ties and frequent visits to their ‘motherland’, though they do not necessarily undertake investments or business activities with India

Now,few Indians (less than 5 per cent) are involved in agriculture, while nearly a third (30 per cent) are involved in professional, managerial, and administrative positions. Indians are prominent in a number of sections of New Zealand society, including business, medicine, education, politics, sport, and the arts.


Indians : Total population 900,000
PIO population : 350,000 (2001)

 

 
Platforms

DTH : Vision Asia

The Indian ethnic population in Fiji is mainly concentrated in the regions of Suva, Lautoka and Nadi

They speak Fiji Hindi (a mixture of Awadhi and Bhojpuri). Hindustani is recognized as one of the three official languages (besides English and Fijian)

These are mostly professionals such as Doctors, IT specialists, Accountants, Sales and Marketing executives, Teachers, etc. A number of them are working in the University of South Pacific. Most of the expatriates are working in local companies owned by Gujarati businessmen

Despite maintaining minimal contacts with India, ethnic Indians here have retained their religion, culture, tradition and language. They speak Fiji Hindi (a mixture of Awadhi and Bhojpuri).

They are also great fans of the Bollywood. Hindustani is recognized as one of the three official languages (besides English and Fijian) as per 1997 Constitution.

Hindi is also taught in schools and colleges and 3 radio stations broadcast round the clock Hindi programmes.

The Indian film and music industries provide the latest hits from the most popular film and music stars of India. Most shops carry a wide selection of cassettes and videos, along with imported Indian foods.


Indians : Total population 35mil
PIO population : 500,000

 

 
Platforms

DTH : Vision Asia

Like Fiji and South Africa Indians had been brought to the Caribbean islands as indentured labour

Today, the East Indians, as the PIOs are referred to, are well integrated into the respective societies and economies of the countries of their settlement. They are considered as part of the upper middle class

PIO’s constitute a sizeable part of the population in the Caribbean countries of Guyana, Trinidad and Tobago and Suriname

There is considerable interest among some Indians to learn Hindi or Urdu.

Bollywood films enjoy immense popularity among all of them.

  
       
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