Taking cues from economics, demography, history, culture, philosophy and good old common sense, Rama Bijapurkar tries to make sense of the complex and inscrutable Indian market—the many Consumer, their diverse and schizophrenic consumer behaviour and the way to make your company’s fortune in this billion plus market. In "We are like that only" Bijapurkar answers many questions like, Why is the India market untenable? Will India really be the world’s next consumption powerhouse? Does the Indian middle class really exist? What is the exact purchasing power of this market? Is there really a fortune at the bottom of the pyramid? Why are demand patterns so capricious? Is rural India a sophisticated or a primitive market?
Quote from the book: ‘The Indian market is about a lot of people consuming a little bit each that adds up to a lot . . . the Indian DNA is about continuity with change; it is about “THIS as well as THAT”; about cobbling together clever and low-cost solutions that are ingenious combinations and adaptations of products available in the market.’
Irreverent and insightful, Bijapurkar answers all these questions as it casts an unblinking eye on twelve key facets of Consumer India. It successfully fathoms how much Indians earn, how they consume, what they consume and what dictates their consumption choices. A list of good related books...
Quote from the book: ‘The Indian market is about a lot of people consuming a little bit each that adds up to a lot . . . the Indian DNA is about continuity with change; it is about “THIS as well as THAT”; about cobbling together clever and low-cost solutions that are ingenious combinations and adaptations of products available in the market.’
Irreverent and insightful, Bijapurkar answers all these questions as it casts an unblinking eye on twelve key facets of Consumer India. It successfully fathoms how much Indians earn, how they consume, what they consume and what dictates their consumption choices. A list of good related books...
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