The opening of Green and Orange zone presents incredible opportunity for brands and media owners: Laqshya Media Group
May 14, 2020, 13:51 IST
- India is divided into Red, Orange and Green districts depending on the quantum of, or the absence of, Covid-19 cases recorded in the district.
- While the Red districts face several debilitating curbs on the conduct of business, the Orange and Green districts are able to get back to less restrictive environments after the nationwide lockdown that ended on May 3, 2020.
- Laqshya Media Group's latest report tells us if the Green and Orange districts can lead the recovery of Indian Business?
AdvertisementLaqshya Media Group has published a report by looking at the data of the human resources available in the Green and Orange districts. The report shows that there is opportunity for the Indian Economy to make a comeback from a different starting point.
There are 115 Green and 244 Orange districts with populations of more than 10 lakhs each, which is a combined population of more than 83 crores with a proportional GDP of more than Rs. 116 lakh crores. Hence, even though vast urban aggregations, that are the hubs of our current economic structure, are in the Red zones, there are large, under-utilised areas of the country with significant human resources, and it is up to Indian businesses to utilise this opportunity. These Orange and Green zones have a huge cache of human resources. Since they are allowed to operate now, they should be able to contribute to the recovery in the country's GDP, in sync with The Prime Minister’s vision for ‘Atmanirbhar Bharat Abhiyan’.
All Indian State and Union Territories are divided in Red, Orange and Green districts based on the number of cases recorded in each district. The zone classification for all 735 districts will be revised every week. The zones have varying levels of restrictions aimed at containing the spread of the novel coronavirus. Even though there are many restrictions in the Red zone, normalcy is building up in the Orange and Green zones.
A total of 81% of the districts (600 in total) are in the Orange and Green categories and should be able to quickly rebuild and even exceed their current GDP per capita.
In the study, we see that the current Orange districts comprise 46% of the total population and contribute 46% of the total GDP of the country.
The Green districts comprise 23% of the country’s population and contribute 19% of the total GDP.
This is an incredible opportunity for the brands and media owners to utilise. With the opening up of the districts and the restart of production and commerce, the RoI on all addressable, hyper-localisable advertising media that are most suited to these districts needs to be looked at in earnest.
Advertisement“The Laqshya Group always believes in the power of data. Even in these unprecedented times we see how data can show us a way forward. In the report published by Laqshya we see a lot of opportunity in the Green and Orange districts for the brands and media owners. With the opening up of the districts and the restart of production and commerce, hyper-localised advertising that are most suited to these districts needs to be looked at in earnest. So, even though major towns and cities will still take time to return to their original productive capabilities, the Green and Orange districts can start contributing to the economy,” says Alok Jalan, Managing Director, Laqshya Media Group.