The four eras of “marketing” in twentieth century India
Abstract
Purpose – The purpose of this study is to understand the evolution of “marketing” in the public and
corporate discourse of twentieth-century India.
Design/methodology/approach – The paper draws its inferences from an analysis of the digital Times
of India and Financial Times historical newspaper databases, the corporate archives of two leading Mumbaibased firms – Godrej in consumer goods and Cipla in pharmaceuticals and oral histories of marketing
managers.
Findings – The paper identifies four eras of “marketing” in twentieth-century India. Era I (1910-1940) saw
the emergence of agricultural “marketing boards” and “marketing officers” in the public sector and the
growth of Indian and multinational advertising agencies. Era II (1940-1970) witnessed the formation of
management and advertising associations and business schools with close involvement of American players.
In Era III (1970-1990), there was a paradigm shift as “marketing” grew in corporate discourse and firms began
to employ “marketing managers” in “marketing departments”. Era IV (1990-till date) witnessed the explosion
of “marketing” in public and corporate discourse alongside the consumption boom in India. The paper shows
how “marketing” evolved separately in the public and private sectors and in different phases as compared to
that in the West.
Research limitations/implications – This paper overturns conventional wisdom on marketing history
in India, which has so far discounted its significance before 1960 or accorded primary significance to the
1990s’ economic liberalisation programme.
Practical implications – Findings of this study will be useful to marketing professionals and teachers
who wish to learn more about the history of marketing in India.
Originality/value – The paper uses unexplored archival material and provides the first account on the
evolution of“marketing” in public and corporate discourse in twentieth-century India.
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