The Desi Demographic in the U.S. Market

This Time article heralds a new Marketing trend brewing in the U.S.: Targeting the Desi demographic. "South Asian marketing is still in its infancy, but early adopters like General Motors, Citibank and GlaxoSmithKline are advertising in ethnic newspapers, buying airtime on satellite channels, sponsoring cultural festivals, underwriting minority scholarships and even creating new products, like MTV Desi."

The article at the Time website: Chasing Desi Dollars - TIME