India Reloaded

Inside India’s Resurgent
Consumer Market

A new look at the myths and contradictions around the Indian Consumer market

India Reloaded – Inside India’s Resurgent Consumer Market

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.

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List of Chapters

The Trap of Mass-Market Thinking Why Chasing a Billion is a Wrong Strategy

The Poor Want Purpose Why Marketing Needs to be Social in India

Safe Choices Why Do Indians Like Standing in the Longest Queues?

Many Indias Make One India How India’s Unity is More Useful than its Diversity

Success Overdrive Has the Success Narrative Been Overcooked?

Breaking Stereotypes Why Youth Marketing Needs to Go Beyond Risqué Content

Sexy Everything Seeking Titillation in Design, Tastes, and Experiences

Spruce up the Service Why Jugaad is an Enemy of Good Service

New Pockets of Opportunity Looking Beyond the Mainstream

Powered by People, not Policy What Makes India’s Growth Story Sustainable?


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