Durability matters deeply in Indian product evaluation. Products that function reliably over extended periods, withstand normal use without premature failure, and reward maintenance with continued service score highly. The term tikau (durable, lasting) serves as fundamental praise.
This orientation has historical roots in resource consciousness and family structures where products served multiple users across time. Products that can be repaired and maintained earn appreciation that disposable products cannot match.
This doesn’t apply uniformly—some categories accept shorter life—but durability remains a default virtue. When presenting products to Indian audiences, emphasize longevity, robust construction, and quality materials. Understand that products failing prematurely disappoint beyond their economic cost; they violate expectations about what products should be. Conversely, products that demonstrate exceptional durability build loyalty and reputation.
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