Western management thinking often attempts to break up the challenge into parts, into neat compartments to be addressed independently. This makes India look even more difficult market than it is. This book boldly attempts to bring it all together, to see it from an India lens, to see the one-ness in it.

- Dev Amritesh, Dunkin' Donuts, India

Dheeraj brings alive a new India, one that wants to live every moment as a spectacle. India Reloaded cuts through the clichés around emerging markets – it’s a refreshing take.

- Frederique Covington-Corbett, Twitter 

India's diversity often conceals its underlying unity. Dheeraj unpeels the layers to reveal several unifying truths about India’s consumers than its diversity suggests. Truths that can make the difference between success and failure for marketers.

- Ranjan Kapur, WPP India

What can popular culture teach us about business? Everything. Dheeraj makes connections between seemingly disparate socio-cultural and political behaviour of India to explain its consumption culture. This is a must-have for successful businesses - the cultural compass of new India.

- Nirvik Singh, Grey

A fascinating journey into the soul of India. Sinha's original analysis of India's consumer society will inspire innovative thinking in the boardrooms, as well as in the classrooms that are preparing future executives. A compelling and engaging read that uncovers the new reality of a fast-changing nation.

- Glyn Atwal, Burgundy School of Business, France

Segmentation discussions can get overly data based. In "India reloaded" Dheeraj has segmented India without jargon, providing insights on attitudes and aspirations using illustrations from films and music.

- Rajesh Jejurikar, Mahindra & Mahindra