Asian Nation

Feb 23, 2004
George Anderson

By George Anderson

Wal-Mart has its eye set on the 1.7 million consumers in the U.S. who trace their ancestry back to India.

According to ValueNotes, Wal-Mart is testing a pilot sales project in the U.S. with the Asian nation’s largest milk and dairy producer, Gujarat Co-operative Milk Marketing Federation

The test is taking place in a Houston-area Wal-Mart because of the large Indian population in the area.

The stores are selling items such as Gulab Jamun and Ghee under the Armul brand line; one of the most popular in India. This represents Wal-Mart’s first venture offering an Indian
national brand on its shelves.

Moderator’s Comment: What is the difference between success and failure in marketing
to immigrant populations? What mainstream retailers impress you with their ethnic marketing and merchandising practices?

The area around Woodbridge, NJ has a sizeable Indian population as well as other Asian immigrants.

It also has a Wegman’s. The store does an outstanding job catering to its Asian customer base, even if no one in the produce department or at the checkout
knew anything about the durian (“king of fruit”) we bought a few weeks back.
Anderson – Moderator

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