Consumer India Inside the Indian Mind and Wallet

by Sinha, Dheeraj

• ISBN13: 9780470824658
• ISBN10: 0470824654
• Edition: 1st
• Format: Paperback
• Copyright: 2011-02-08
• Publisher: Wiley

Summary

Consumer India looks at changing consumption patterns with insights into how the Indian consumer thinks and behaves, and how to get a share of the opening wallet.

Author Biography

Dheeraj Sinha is currently chief strategy officer at Bates141 India (a WPP Group company). Previously, he worked with McCann Erickson and Euro RSCG in India. Sinha has twice been chosen for the Atticus, the WPP award for best published thinking, and has won several effectiveness awards, including Effies, the Jay Chiat Planning Award, and the Asian Marketing Effectiveness Award. He has spoken on topics related to the Indian consumer at the Esomar Asia Pacific Conference, the Global Youth Marketing Forum, and the Asian Marketing Effectiveness Festival. Sinha has worked on the brand strategy for several multinational and Indian brands, including Fiat, Virgin Mobile, MasterCard, LG, Reckitt Benckiser, TVS Motorcycles, Max Bupa, Marico, Dabur, and Cavin Kare. He holds a postgraduate degree in communications and a graduate degree in economics. He lives in Mumbai with his wife and five-year-old son.

Table of Contents

Foreword	p. ix
Acknowledgments	p. xiii
Introduction	p. 1
Transforming the Karma	p. 5
How Cultural Forces Are Shaping Consumption Behavior in India
The Currency of Emotion	p. 25
The Meaning of Money and the Making of Financial Brands
Beauty in Action	p. 41
The Business of Looking Good
Masala Media	p. 57
Entertainment for the Taste Buds
Meaningful Technology	p. 73
The Cultural Circuitry of Technology Products
Branding the Bazaar	p. 89
The Logic of Indian Brands and Retailing
Youth versus Youthful	p. 109
Building Youth Brands in a Youthful Country
Seamless Savitris	p. 127
The New Indian Woman and New Market Opportunities
Small Is Big	p. 141
The Growth of the Small-Town and Rural Markets
Three Generations, One Big Market	p. 157
Opportunities in a New Segmentation of India
Notes	p. 183
Index	p. 189
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