 The Indian Consumer: One Billion Myths, One Billion Realities
ISBN: 978-0-470-82230-2
Paperback
300 pages
July 2008
US $24.95
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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
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
