India celebrates its independence today. As everyone looks to the future potential of India and its booming economy, let’s consider the future potential of the 2.4 million Asian Indians living in the U.S.

When we talk about minority groups and the marketing potential in the U.S., we naturally focus on the notable ethnic groups – Hispanic, African-American and Asian. Nonetheless there is a growing sub-segment of our minority community that merits analysis and specific consideration -- Asian Indians.

While Asian Indians are not a sizeable group in terms of population, they are making some important inroads. Because Asian Indians for the most part speak English, assimilate faster, and have a different immigrant experience as compared to other ethnic groups, they hold a unique set of characteristics that make for an even more interesting marketing potential. Consider these U.S. stats:

- Asian Indians are the fastest growing Asian group, with a 106% growth rate between 1990 and 2000.
- Asian Indians have a median income of $67,424 (top among all minorities)
- 66.7 % of Asian Indians over 25 have a bachelor’s degree (national average is 27%)
- 34% of Asian Indians hold at least a master’s degree
- 230,000 businesses are owned and operated by Asian Indians
- 72.3% of Asian Indians participate in the U.S. workforce
- 57.7% of Asian Indians are employed in managerial and professional specialties
- 200,000 Asian Indians are millionaires (comprising 10% of U.S. millionaires)

If this is the profile of Asian Indians today, imagine the potential in the next 10, 25 or 50 years. And these are just the statistics. There are underlying values, motivations and aspirations that add to the richness of this market.

Asian Indians are poised to rapidly become one of the most influential consumer groups in the U.S. Today, there are certainly professionals and agencies that specialize in targeting the Asian consumer. Nonetheless, given the continued growth and prominence of Asian Indians, all communicators will need to gain a better understanding of this unique group of consumers, and play a larger role in helping companies and brands identify the opportunities, the media and the messages that can unleash this enormous potential.