Description
Taking cues from economics, demography, history, culture, philosophy and good old common sense, Rama Bijapurkar makes sense of the complex and inscrutable Indian market-the many Consumer Indias, their diverse and schizophrenic consumer behaviour and the way to make your company's fortune in this billion plus market.
Incisively analytical, this book explains why the Indian consumer is 'like that only', why Consumer India will not change in a hurry and what it takes to build winning businesses in such a market. A powerful book, it is the definitive epitaph for formula strategy approaches to India's consumer markets, especially of the 'global' transplant kind. ISBN:9780670999446 
