For the last decade, the holy grail for Indian marketers was the hyper-competitive, high-spending Tier 1 metro customer. Brands have poured billions into winning over Mumbai, Delhi, and Bengaluru. But now, in 2025, the game has changed. The metros are saturated, customer acquisition costs are sky-high, and the real, explosive growth is happening elsewhere.

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The next 100 million Indian consumers are coming online from cities like Lucknow, Coimbatore, Jaipur, Indore, and Surat. This is India’s dynamic, aspirational, and digitally-savvy Tier 2 heartland. The problem? Too many brands are trying to reach them with a lazy, copy-pasted strategy from their South Delhi playbook, and it’s falling flat.

To win here, you need to throw out the old assumptions and understand that this audience is not a “lite” version of the metro user. They have a unique culture, a different language of trust, and a finely tuned antenna for inauthenticity.

Pravin Chandan, a veteran marketer who has spent decades understanding the Indian consumer through the exacting lens of direct marketing, has a stark warning for brands flocking to this new gold rush.

For years, marketers sat in Mumbai and thought they understood India. They don’t. The Tier 2 customer is not a watered-down version of the metro customer. They have their own aspirations, their own language of trust, and a much stronger BS-detector. If you don’t talk to them on their terms, you’re just shouting into the wind.

— Pravin Chandan

So, how do you get it right? Here are the essential strategies for winning the heart and the wallet of Tier 2 India.

1. Go Vernacular-First, Not Vernacular-Also

This is the most critical shift you need to make. Translating your English ad copy into Tamil or Hindi is not a strategy; it’s an afterthought. Your entire campaign — from the Instagram Reel script to the landing page copy and the customer service chatbot — needs to be conceived and executed in the native language of the region you’re targeting.

Think about the rise of voice search and assistants. People aren’t asking Google in English; they’re asking in their mother tongue, using local dialects and conversational phrases. Your SEO and content strategy must reflect this reality.

Pravin Chandan, whose career was built on the power of the written word, sees a clear parallel.

In direct mail, the first rule was to write like you speak. Today, that means speaking their language — literally. English is the language of commerce; their mother tongue is the language of trust. Which one do you think sells better?

— Pravin Chandan

2. Embrace the Mobile Video Revolution

The primary screen in Tier 2 India is the mobile phone, and the primary format is video. Platforms like YouTube Shorts, Instagram Reels, Moj, and ShareChat are not just entertainment; they are the new town square.

• Create for Low Data: Optimize your videos to load quickly on slower networks. Keep them short, visually engaging, and get to the point fast.
• Show, Don’t Just Tell: Product demonstrations, how-to guides, and relatable, slice-of-life scenarios work brilliantly. Show your product being used in a context they recognize, not in a slick, unrelatable Mumbai apartment.
• Use Local Faces: Feature creators and actors who look and sound like your audience. Representation builds an instant, subconscious connection.

3. Micro-Influencers are Your Macro-Bet

While a national celebrity might have reach, a local food blogger in Lucknow or a fashion influencer in Pune has something far more valuable: trust. Tier 2 audiences rely heavily on recommendations from people they see as part of their community.

Working with micro-influencers (those with 5,000 to 50,000 followers) is one of the most effective strategies. Their audience engagement is typically much higher, their content feels more authentic, and they are far more cost-effective. They can create content in the local dialect and showcase your product in a way that feels like a genuine recommendation from a friend.

This is just a new spin on an old trick. We used to put a testimonial from a “Mrs. Rao from Secunderabad” in our ads because it built local credibility. A local food blogger in Coimbatore is just a hyper-effective Mrs. Rao. They are a trusted neighbour giving a recommendation, and that will always beat a celebrity in a fancy studio.

— Pravin Chandan

4. Build Trust with Every Click

The Tier 2 consumer is aspirational but also cautious. Trust is the currency you need to earn before you can ask for a sale.

• Cash on Delivery (COD) is a Must: It remains a massive signal of trust and removes the perceived risk of online payment.
• Simplify the Purchase Path: Social commerce is huge. Enable purchasing directly through WhatsApp or Instagram where possible. The fewer steps, the better.
• Showcase Local Testimonials: Feature video and text testimonials from customers in similar cities. A review from someone in Jaipur resonates more with a shopper in Jodhpur than a review from Delhi.
• Be Active in Communities: Engage authentically in relevant Facebook and WhatsApp groups. Answer questions and provide value before you try to sell.

Winning in Tier 2 India is the defining marketing challenge of this decade. It’s not a technology problem; it’s an empathy problem. The brands that succeed will be those that stop treating these vibrant cities as a monolith and start listening to the diverse, dynamic, and discerning consumers who call them home.

www.pravinchandan.co

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