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Guest Column: Demonetisation's potential impact at the bottom of the pyramid - Habeeb Nizamuddin, IPG Mediabrands

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The cost of disruption on account of demonetisation for brands and companies would be long term basis how the market dynamics play out. It could create entry points for newer players, create new definitions of essentials/non-essentials, restructure the dynamics of channel management, impact consumer behaviour possibly in an irreversible manner. The effects of these changes will be felt for a much longer time than the process of demonetisation itself, writes Habeeb Nizamuddin, CMO, IPG Mediabrands

e4m Desk Nov 21, 2016 8:32 AM