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The Indian Consumer

The Indian Consumer: One Billion Myths, One Billion Realities

The Indian Consumer One Billion Myths, One Billion Realities

Author: Alam Srinivas
Publisher: John Wiley & Sons
ISBN: 9780470822302
Published In: July 2008
Format: Paperback , 300 pages
Jurisdiction: India ? Disclaimer:
Countri(es) stated herein are used as reference only

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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

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.

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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