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India Reloaded: Inside India's Resurgent Consumer Market Author: Dheeraj Sinha ISBN: 978-93-85152-33-7 Publisher: Westland Ltd. Year of Publication: 2015 No. of pages: 205 Price: Rs. 599
'India Reloaded: Inside India's Resurgent Consumer Market' explores how the changing culture is shaping consumption in India. Brands and businesses from across the globe have tried to leverage the Indian opportunity, based upon simplistic and widely held assumptions. It takes a critical look at these myths and contributions, presenting a fresh and nuanced perspective on the opportunities that the Indian market offers. It draws upon a wealth of data, from consumer research, market data, macroeconomics research, popular culture and case studies, to prove a thorough and compelling insight into what makes for success in the complex Indian market, based upon the author's two decades of experience in advertising. Dheeraj Sinha, the author makes connection between seemingly disparate socio-cultural and political behavior of India to explain its consumption culture.
The book weaves a narrative through the changes in politics, the economy and the social mores of the country. It presents consumption through the prism of changing social and individual Identity. This raises some provocative questions. Is India's potential indeed captured by its mass markets as it is largely portrayed? Why do the poorest people in the world not want the cheapest products? Is India as diverse in people's motivations as it is made out to be? Why aren't there any successful challenger brands in India? Why does the youngest country in the world not have enough brands and businesses targeting them directly? What keeps the Indian market running despite tentative government policies? Will India's democracy be able to save its economy? These and...