Spread all over the developed economies; numbering 40+ million, with a total estimated spending power of USD 1 trillion, the Indian diaspora, aka the “global desi” population, is a highly valuable consumer segment worldwide.
Finding the key to this consumer psyche can unlock huge benefits for any business. To do that, a brand has to know what clicks with Indians — NRIs and PIOs.
But, how to win over the global desis and turn them into brand loyalists? Indian American media innovator and social entrepreneur Dr Tausif Malik recently presented the perfect case study — Danube Properties, an Indian-led UAE-based company — at the first session in a new, multi-part diaspora series launched by the Advertising Club Madras, within its InsightView programme.
Organised virtually on November 28, part one of the series focused on the influential Gulf Desi market (GCC market).
With the overarching theme, ‘The Global Desi Diaspora Market: Understanding and Engaging 40+ Million NRIs & Global Desis’, these sessions will, in the next parts, delve into other key regions such as North America (United States of America and Canada).
The session was formally commenced by Surej Salim, President of Advertising Club Madras (Digitally Inspired Media), who delivered a welcome address. He emphasised upon the growing importance of this segment for Indian and global marketers.
The session was moderated by Kavitha Srinivasan, Secretary of Advertising Club Madras (Coeus Communications India LLP).
Malik — publisher and editor of leading media platforms, including The Desi Buzz, The MAD Buzz, and GCC Startup News, and the Founder of RiseBack.org — delivered a presentation that dissected the immense potential of one of the world’s most affluent, influential, and emotionally connected consumer segments.
The session attracted a diverse audience of over 300 marketing leaders, brand managers, agency heads, media planners, and communication strategists, all eager to decode the formula for engaging this powerful global community.
In his lecture, Malik first established the sheer scale and influence of the Indian diaspora. He clarified that while the focus is often on the 40+ million NRIs and PIOs, the broader global desi diaspora — encompassing people of South Asian origin worldwide — numbers close to 100 million, creating a massive transnational market.
He outlined the key characteristics that make this segment a marketer’s dream:
● High earning potential & disposable income: The Indian diaspora, particularly in regions like North America and the GCC, boasts one of the highest per-capita incomes globally.
● Tech-savvy & globally mobile: Early adopters of technology, they are digitally connected, influencing and being influenced by trends across continents.
● Deep emotional & cultural ties: A strong connection to their roots drives consumption of homeland media, travel, and products that evoke nostalgia and pride.
● Aspirational & status-conscious: A strong drive for upward mobility and social validation makes them receptive to premium and luxury branding.
● Brand loyalty & value-driven: Once trust is established, they exhibit remarkable brand loyalty, but also demand clear value propositions.
While the Indian diaspora is spread across North America, Europe, the GCC, and Australasia, Malik used the Gulf Desi as a critical case study, describing them as “globally mobile but emotionally rooted in India”.
He explained, “They earn in strong currencies, save diligently, invest strategically, and often plan to return home. This cycle of earning and repatriation makes them an exceptionally powerful and targeted audience for brands in real estate, finance, education, and consumer goods.”
Case study: Danube Properties – A diaspora marketing blueprint
Malik summarised the success of Danube Properties in the UAE as a masterclass in engaging this audience. He highlighted key strategies:
● Financial innovation: The company’s “1 per cent plan” democratised homeownership for expats with a 20 per cent down payment and 1 per cent monthly instalments, converting tenants into brand ambassadors.
● Aspirational branding: Strategic partnerships with Bollywood megastars Shah Rukh Khan and Salman Khan created unprecedented buzz and emotional connection with consumers.
● Cultural integration: Acquisition of Filmfare Middle East elevated Danube Properties from a real estate developer to a cultural patron, deeply embedding the brand within Indian diaspora entertainment.
● Leadership & digital presence: Danube Properties chairman Rizwan Sajan’s active personal branding and behind-the-scenes content humanised the corporation and built immense trust.
This multi-pronged approach, explained Malik, demonstrated how deep cultural insight, combined with financial innovation and celebrity influence, could unlock the diaspora market.
The lecture ended with a Q&A session, where Malik addressed queries on real estate buyer psychology, the nuances of Gulf diaspora behavior, multi-country media strategy, and the rising influence of Gen Z NRIs.
