Buyers of fast moving consumer goods (FMCG) have to be persuaded by the marketers to patronize their products through various ways and means. In a huge but complex market like India, this is no easy task. It is not just the size that makes the Indian market complex for the FMCG players. It is much more than that. Needs differ across our country, tastes differ across our country and traditions differ across our country, given the country’s diversity, in particular, the demographic diversity. This definitely rules out the “one size fits all” kind of approach on the part of marketers towards product promotion. But there are certain product-related or marketer-related characteristics that seem to cut across all the differences one finds in the consumer universe of the diverse Indian market. If the FMCG player concerned can identify at least one such characteristic and exploit it to the hilt, success if bound to follow sooner rather than later.