Title: CONSUMER INDIA: INSIDE THE INDIAN MIND AND WALLET
Author: DHEERAJ SINHA
Pages: 194, Paperback
Price: - (This price is valid for India)
Publication Date: February 2011
Published by John Wiley & Sons (Asia) Pte. Ltd.
Wiley India, the Indian subsidiary of John Wiley & Sons, Inc., a leading global publisher, today announced the formal launch of its book “Consumer India – Inside the Indian Mind and Wallet”, by Dheeraj Sinha, Chief Strategy Officer, Bates 141 (a WPP group company and the world’s largest Asia-devoted marketing communications network). “Consumer India” presents, arguably, the most definitive and insightful account of the changes that have transpired in India, and in the minds and wallets of Indian consumers.
The economic liberalization of India, which began in the early 1990s, has had a profound impact on how Indians live and think. The opening up of the economy has opened up the mind of the people, and an understanding of how today’s consumer India behaves must begin with an understanding of their changing mindset and how that is redefining what is culturally desirable to the Indian consumer.
This is what the new book by Dheeraj Sinha, “Consumer India: Inside the Indian Mind and Wallet” (ISBN: 9780470824658, Wiley India Pvt. Ltd, Price: Rs-400/-) sets out to do. Going beyond the hackneyed “India is different, India is complex” argument, Sinha pins down what makes the Indian consumer and the market so unique in its own right. Contrasting this against the traditional way of living and thinking, as well as using anecdotes and stories from consumers, Bollywood, category data, marketing cases and macroeconomics, he brings alive the story of change and unravels the interconnections between the mind and the wallet of today’s Indian consumer.
India today is not one whole piece of opportunity; it is about pockets of opportunity. Consumer India is therefore a journey through 5 categories and 3 consumer segments that are fundamentally redefining the exchange between culture and commerce in India.
“It is imperative for brands and businesses seeking success with Indians to understand this larger cultural transformation,” said the author. “As marketers take in how Indians are thinking and behaving today, their challenge is to find out how their brands can play a meaningful role in the lives of the people based on the new cultural codes.”
Like everything else in India, marketing too is part logic, part gut. Drawing upon facts, fiction and personal experience, Sinha gives a rich practitioner’s account of what Indian consumers want – from the field, not the sidelines.
About the Author:
Dheeraj Sinha is currently chief strategy officer at Bates141 India (a WPP Group company). Previously, he worked with McCann Erickson and Euro RSCG in India. Sinha has twice been chosen for the Atticus, the WPP award for best published thinking, and has won several effectiveness awards, including Effies, the Jay Chiat Planning Award, and the Asian Marketing Effectiveness Award. He has spoken on topics related to the Indian consumer at the Esomar Asia Pacific Conference, the Global Youth Marketing Forum, and the Asian Marketing Effectiveness Festival. Sinha has worked on the brand strategy for several multinational and Indian brands, including Fiat, Virgin Mobile, MasterCard, LG, Reckitt Benckiser, TVS Motorcycles, Max Bupa, Marico, Dabur, and Cavin Kare. He holds a postgraduate degree in communications and a graduate degree in economics. He lives in Mumbai with his wife and five-year-old son.
Founded in 1807, John Wiley & Sons, Inc. is a legal family that has been a valued source of information and understanding for over 200 years, helping people around the world meet their needs and fulfill their aspirations. Since 1901, Wiley and its acquired companies have published the works of more than 400 Nobel laureates in all categories: Literature, Economics, Physiology/Medicine, Chemistry, Physics and Peace.
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