Consumer India – Inside the Indian Mind and Wallet
Today’s India is seeing things it has never seen before – medals in Olympics, cheerleaders in cricket, ready-to-cook pastas, kissing scenes on national television, institutes for airhostesses, fairness creams for men, agricultural tips on sms and marriages arranged on the internet. In Consumer India, Dheeraj Sinha weaves the narrative of a changing India through examples of Bollywood, our cultural conditioning, today’s role models, our behavior as consumers, and the role of brands and marketing amidst all this.
How does a culture that has been taught to be wary about money now respond to its abundance—what implications does this have for finance brands? Does Kakaji Namkeen qualify as a brand? It sells the same wafers (well, almost the same) as Lay’s does, gives more value for the money, and spends nothing in advertising. Can a mass brand have a premium offering in India? What is it about caller ringtones that makes them such a success? India is about its large middle-class consumers, but isn’t there a profitable premium segment emerging? In a country where everyone is feeling young, what happens to the real youth?
Like everything else in India, marketing too is part logic, part gut. Drawing upon facts, fiction and personal experience, Sinha unravels the interconnections between the mind and the wallet of today’s Indian consumer. A practitioner’s account of what Indian consumer wants—from the playing field, not the sidelines.
List of Chapters
Transforming the Karma How Cultural Forces Are Shaping Consumption
The Currency of Emotion The Meaning of Money and the Making of Financial Brands
Beauty in Action The Business of Looking Good
Masala Media Entertainment for Taste Buds
Meaningful Technology The Cultural Circuitry of Technology Products
Branding the Bazaar The Logic of Indian Brands and Retailing
Youth versus Youthful Building Youth Brands in a Youthful Country
Seamless Savitris The New Indian Woman and New Market Opportunities
Small is BigThe Trajectory of Small Town and Rural India
Three Generations, One Big Market Opportunities in a New Segmentation of India
PRAISE FOR CONSUMER INDIA
Dheeraj insightfully marries the rapid changes he chronicles with the assimilative fabric of India; where ‘and’ trumps ‘or’. Against the cliché “change is the only constant”, he underlines that in India, change works with the constant. Enjoy the ride on Dheeraj’s time machine!
Dheeraj has done a commendable job in peeling off the layers from the onion - creating frameworks but importantly providing very relatable examples to understand the culture. "Consumer India" is a must read for those who want to understand the cultural evolution of India with its nuances.
Among the many books I have read on the cultural evolution taking place in India, this is perhaps the most insightful. It does not just map mindset changes; it does so with the certainty of a person who has lived the changes as much as he has witnessed them.
A richly insightful account of one of the most significant transformations in the world today. Dheeraj Sinha’s intelligence vividly illuminates the intersection of culture and commerce in New India.
It is not a pretentious or posturing analysis made to measure for a PowerPoint presentation, but a logical attempt to trace how the Indian consumer has evolved.
The author has adopted the narrative style of a storyteller, which would help the marketers in understanding the socio-cultural issues from an angle of organizational objective.
Sinha offers no gyan; he’s a mere observer. He packs in a fair bit. There are anecdotal field accounts and number crunching. The new mindsets, in the end, reveal the true face of the India consumer.