A Never-Before World
About This Book
Rama Bijapurkar returns to the subject of her earlier, widely read study of consumer India, We Are Like That Only, with a fresh look at how that market has changed in the five years since. Her starting premise is that emerging markets, and India above all, are a "never-before world": a place where the old playbooks from developed economies do not neatly apply, and where companies have to learn afresh how consumers live, how they think, how varied they are and how quickly they are shifting. The book places India in its third decade after economic liberalization, a country being pushed and pulled by change on every front. Patterns of consumption and buyer behaviour are moving, and what people want and aspire to is growing faster than what they earn. Bijapurkar argues that the real contest for the Indian consumer's rupee is only now getting under way, and that those who enter it carrying prejudice or fixed assumptions will misread what is in front of them. Rather than treating spending as a matter of income and price tags alone, she situates consumerism within society and everyday life. She asks not only how much money people have and what they spend it on, but how a business can become relevant to their lives and their hopes for the future. Those insights bear directly on judging a market opportunity correctly and on shaping a sound market strategy. For executives, marketers and strategists, this is a guide to what must be understood and questioned before trying to win in one of the world's most important consumer markets.
ISBN: 9780143423522
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