A Never-Before World : Tracking the Evolution of Consumer India


  • Author: Rama Bijapurkar
  • Binding: Hard Binding
  • ISBN-13: 9780670086795
  • Pages: 256
  • Publisher: Penguin
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About The Book

Tracking the Evolution of Consumer India

Five years after We Are Like That Only, her seminal and best-selling study on the logic of Consumer India, Rama Bijapurkar takes stock of its evolution in her new book. She starts from the point that emerging markets – the queen of which is India – are a never-before world, and businesses approaching them need to understand the environment in which consumers live, how they think, how heterogeneous they are, and how they are changing. All of these have key implications for correctly evaluating business opportunity and determining market strategy.
India has entered the third decade after liberalization, buffeted by changes on all fronts. Consumption structures and consumer behaviour are changing, and consumer needs and desires are growing faster than incomes. The real war for the consumer rupee begins now – the trick is to understand, without prejudice or preconceived notions, the new world of Consumer India.
Setting consumerism in the context of society and people’s lives, looking not just at how much money people have, what they spend it on and how, but at how businesses can be relevant to consumers’ lives and life aspirations, A Never-Before World explores widely yet sharply everything that businesses need to know and think about to win in the crucial Indian market.

About The Author

Rama Bijapurkar is one of Indias most respected thought leaders on market strategy and India’s consumer economy. She is also a keen commentator on social and cultural change in post liberlization India. She has her own strategy consulting practice and works with an impressive list of Indian and global companies and serves as an independent director on the boards of several of Indias blue chip companies.

Rama writes extensively in the media and is a dominant voice on issues relating to India’s business, consumers and polity. Her book we are Like that Only Understanding the Logic of Consumer India (Penguin Portfolio) has been widely acclaimed. The international edition Winning in the Indian Market: Understanding the Transformation of Consumer India (Wiley) has been translated into Hindi and Mandarin. She is also the author of Customer in the Boardroom? Crafting Customer based Business Strategy (Sage).