Winning in the Indian Market : Understanding the Transformation of Consumer India

by Bijapurkar, Rama

• ISBN13: 9780470821992
• ISBN10: 047082199X
• Edition: 1st
• Format: Paperback
• Copyright: 2007-11-02
• Publisher: WILEY

Summary

Rama has done a great service by capturing her vast experience this book for the benefit of all-from CEOs to market and business development professionals... She has developed a very strong case for learning India on its own terms before investing. This book is a critical read for anyone considering building a large franchise for themselves in India. - C.K. Prahalad Thought provoking and topical, it will be of great value to a wide spectrum of people, most importantly to those global firms and their senior management who are looking for credible insights and data to create these winning strategies. It will also be of immense help to those management students and academic researchers who are interested in understanding the Indian consumer market. - N.R. Narayana Murthy Winning in the Indian Market: Understanding the Transformations of Consumer India is one of the most insightful books on how a multinational company can win in India by managing the diversity, complexity and affordability of Indian consumers. My congratulations to Rama Bijapurkar for writing a reader-friendly book with captivating case studies based on her highly successful consulting experiences - Jagdish N. Sheth Rama Bijapurkar is one of the very few global minds who doesn't paint emerging markets with a developed country brush. In this book, she uses her deep understanding of India to deliver a highly informative piece of work. Anyone looking to profit from eh boom in developing countries such as India would be well advised to first read this very thoughtful - Ruchir Sharma India is a "chaos" market with many layers of opportunity beyond the obvious. This book has the rare insight and courage to describe the Indian market as it truly is and will be in the future. It is essential reading for anyone who is serious about doing business in India. - Kishore Biyani

Author Biography

Rama Bijapurkar is one of India's most respected thought leaders on market strategy and consumer behavior. Acclaimed and sought-after for her unique 360° insight on consumers and her out-of-the-box thinking on new products and new business models for emerging markets, she is the consultant of choice for an impressive list of companies, ranging from established Fortune 500 corporations to interesting Indian start-ups. She serves as an independent director on the boards of some of India's leading companies and is Visiting Faculty at the Indian Institute of Management, Ahmedabad. Her rich and varied experience of three decades in business strategy, consulting and market research includes employment with McKinsey & Company, MARG Marketing and Research Group and full time consulting with Hindustan Lever Ltd.

Table of Contents

Foreword	p. ix
Preface	p. xiii
Prologue	p. xv
Acknowledgments	p. xix
Introduction	p. 1
The Mixed Messages from Consumer India	p. 9
Why Bother with Consumer India?	p. 23
Understanding Consumer India's Demand Structure	p. 43
Just How Much Purchasing Power Does Consumer India Actually Have?	p. 65
Schizophrenic India	p. 85
Demographic, Psychographic, and Social Determinants of Consumption	p. 101
Understanding the Process of Change	p. 123
Cultural Foundations of Consumer India's Behavior	p. 139
Young India, Woman India: A Closer Look	p. 157
Rural Consumer India	p. 179
Understanding the "Bottom of the Pyramid" Consumer India	p. 191
Winning in the Indian Market	p. 203
Bibliography	p. 217
Index	p. 219
Table of Contents provided by Ingram. All Rights Reserved.