How is Netflix imperialising western culture in India ?
With almost all the marketable space around the world already occupied by MNCs (mostly based in USA) , marketers are looking for any inch of space available that they must’ve overlooked. Searching for this inch of space they come across a vast market still to be exploited . This place is called India .
With population of over billion people and 60% of which is termed as “youth” India is without a doubt any marketers paradise. India is a developing country and is in the age of digitalisation . It’s economy is booming and the living standard of the “haves” is getting better day by day . People have money and people want to spend it as well. The only problem arises is that of cultural differences. For any company to establish a solid empire in this country , they have to adapt with the culture without losing their own essence and originality.
Some companies although had a different strategy. Instead of adapting to the Indian culture they thought of selling the western culture to the people of India which ultimately leads to the passage for selling of their products.
Selling the “American dream” is a nice way to say “imposing the American Culture”. Netflix is doing just that. Although they may or may not benefit from their business venture but it opens the door for numerous companies.
If they somehow get people of India to watch their T.V. series and movies they will destroy the cultural barrier and open new lines of business for the other big names like Nike , Tommy Hilfiger , Levi’s even Burger King.
So America has been doing this since early nineties but it has always been seen that some companies like Netflix often help in this agenda.