Is the India 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 (read Nano)? Is India indeed as diverse in people motivations as it is made out to be? How long can we flog the ‘ambition’ and ‘success’ card in India before it backfires? 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 India market running despite tentative government policies – will India’s democracy be able to save its economy? These and many more such questions and a quest for their answers is what this book is made of.
Brands and businesses from across the globe have tried to leverage the India opportunity, based upon simplistic and widely held assumptions. This book takes a critical look at these myths and contradictions from an inside perspective, 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, macroeconomic research, popular culture and case studies, to provide a thorough and compelling insight into what makes for success in the complex Indian market, based upon two decades of experience.