Seller is king in defence as exporters aim to keep India as a key buyer

In the defence market, sellers often maintain the upper hand despite the exceptionally high costs of their products

John Wanamaker, a pioneer in marketing, revolutionised business practices by making marketing management a core focus. He championed the “Customer is King” philosophy, emphasising customer-centric strategies that reshaped modern commerce. The concept underscores the power and centrality of the customer in driving business success and highlights how customers are the most powerful influence on market movements. However, this principle has little application in the defence market, where the seller holds the dominant position, dictating the terms of engagement—making it more apt to say, “The seller is king.”

 

In the defence market, sellers often maintain the upper hand despite the exceptionally