I don't think IEP criticism went mainstream in India.  It has probably got more to do with the fact that pages on the encyclopedia (even about general Indian topics) look complete and thorough.  We will have to work on marketing and design a campaign that makes it easy for prospective long-term contributors to grasp what Wikipedia's all about.

We should think about working on highly targeted campaigns augmented by real life events - something like "Wikimedia Bollywood Project" using geo-targeted banner campaigns which may elicit interest from potential contributors by making them more aware about how we function.  Design and proper marketing can take us a long way.