While there are multiple realities called India and Indian, there is no one language called "Indian," and when we talk of selling or buying Indian rights, the definition of territory and language(s) needs to be modified according to context. With a population of over a billion people, 27% of whom live in urban towns and cities, India has a literacy rate that is growing steadily and currently stands at about 64% (the figure has doubled in the past 20 years). India has also a very young population-50% are below the age of 25; therefore, the possibilities of attracting and nurturing consumers early have transformed the workings of the marketplace over the past decade.
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