Inside the Indian Mind and Wallet by Dheeraj Sinha is an insightful exploration of how India's cultural and economic shifts have shaped consumer behavior. Blending deep cultural analysis with marketing strategy, the book decodes what drives Indian consumers, offering a valuable guide for brands looking to navigate one of the world’s most complex and fast-evolving markets.
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.