01 July 2008

Book Review: Aparna Jain, JWT Planning, Kolkata

We are like that only: understanding the logic of Consumer India
By Rama Bijapurkar

From one of India’s most respected thought leaders on market strategy and consumer behaviour, this book outlines the reasons behind the seeming contradictions in India’s consumption pattern. While India is undeniably an important future growth market of the world, is young and is just beginning its consumption journey, it ‘has been the source of belied expectations and frustrating resistance to conventional global offerings’. Bijapurkur attempts to explain the realities of emerging economies and dispel many myths through powerful examples, many of which have been drawn from her own experiences.
While doing this, the author delves deep into the minds of Consumer India, traces the rise of new economic classes in conjunction with cultural shifts, the changing structure of the rural economy, the woman consumer etc. She does this with the aim of easing out the seeming incongruities of what she calls ‘schizophrenic India’ and asks marketers to define their ‘target India’ for themselves as the first step to winning in the Indian market.

See a full summary of the book in power point here http://www.coffeeanddonuts.co.in/

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