The Indian Consumer: One Billion Myths, One Billion Realities

The Indian Consumer One Billion Myths, One Billion Realities

By Alam Srinivas
John Wiley & Sons July 2008

Specifications

ISBN-13
9780470822302
Publisher
John Wiley & Sons
Publication
July 2008
Format
Paperback , 300 pages
Jurisdiction
India ? Countri(es) for reference only

Details

A counterintuitive guide that exposes the apocryphal Indian "middle class"

With so many companies scrambling to cash in on the growing Indian middle class, the time is right for a factual look at the consumer class that so many are banking their fortunes on. As foreign firms cue up to tap those markets, many have found the Indian middle class to be largely mythical. This book offers a clear-eyed and honest assessment of India's consumer market to help entrepreneurs and companies develop realistic strategies for doing business in India.

Alam Srinivas (New Delhi, India) is the Executive Editor of Money Today and the India Today Group

Table of Contents

Introduction.

1. The "I Can, So I Will" Spenders.

2. The Other Middle Classes.

3. Redefining the Indian Middle Class.

4. Middle-some Masala.

5. Retail's Short Tail.

6. The Brand Bandwagon.

7. Brahmin Businessmen.

8. Conclusion: Seven Ps of the Indian Middle Class.

Index.

About the Author

Alam Srinivas has been a journalist for over two decades and has worked for The Times of India, India Today, Outlook, Business Today and BusinessWorld. He is an investigative business journalist, who has exposed several corporate and stock market scams, and has written insightful pieces on business diplomacy and the intricacies of policymaking. Alam is also the author of a book on the fight between the two estranged Ambani brothers, Mukesh and Anil, who once together controlled one of India’s largest private sector groups.
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