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?
PRAISE FOR INDIA RELOADED
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.
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.
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.
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.
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.
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.