- Paperback: 248 pages
- Publisher: John Wiley & Sons; 1 edition (30 November 2007)
- Language: English
- ISBN-10: 047082199X
- ISBN-13: 978-0470821992
- Product Dimensions: 15.4 x 2.3 x 22.8 cm
- Average Customer Review: Be the first to review this item
- Amazon Bestsellers Rank: #2,75,917 in Books (See Top 100 in Books)
Winning in the Indian Market: Understanding the Transformation of Consumer India Paperback – 30 Nov 2007
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Description for Winning in the Indian Market: Understanding the Transformation of Consumer India
From the Inside Flap
India is on the brink of a consumer revolution. With the government implementing increasingly laissez–faire policies to open up the domestic market and with a burgeoning middle–class population, the long–term potential is spectacular. However, India′s complex consumer structure and characteristics are proving to be a challenge to many successful global companies. India ranks in the world′s top ten countries in terms of population and GDP, but ranks below 100 in percapita income. Never before in history have so many low–income people been subjected to such overwhelming economic progress and the effects of globalization and technological advances. Winning in the Indian Market: Understanding thje Transformation of Consumer India provides CEOs and business leaders with a factual and holistic insight into Consumer India. It identifies the key business strategies, mindse4ts, and assumptions which global corporations should be taking on board. What are the traps and minefields that global entrants into India do not see and which cause the most trouble? What are the big opportunities that they fail to go after? what are the big transformations that this market demands and which company strategies fail to make? This insightful and entertaining book, from one of India′s leading consumer experts, provides thought–provoking answers to these questions, and more. To win in an emerging market like the India, new business strategies, perseverance, and innovation are crucial. Rama Bijapurkar draws on her years of experience with some of India′s Leading companies and multinationals operating in India, to offer the keys to success in this complex yet compelling market.
From the Back Cover
Rama has done a great service by capturing her vast experience this book for the benefit of all–from CEOs to market and business development professionals... She has developed a very strong case for learning India on its own terms before investing. This book is a critical read for anyone considering building a large franchise for themselves in India. – C.K. Prahalad Thought provoking and topical, it will be of great value to a wide spectrum of people, most importantly to those global firms and their senior management who are looking for credible insights and data to create these winning strategies. It will also be of immense help to those management students and academic researchers who are interested in understanding the Indian consumer market. – N.R. Narayana Murthy Winning in the Indian Market: Understanding the Transformations of Consumer India is one of the most insightful books on how a multinational company can win in India by managing the diversity, complexity and affordability of Indian consumers. My congratulations to Rama Bijapurkar for writing a reader–friendly book with captivating case studies based on her highly successful consulting experiences – Jagdish N. Sheth Rama Bijapurkar is one of the very few global minds who doesn′t paint emerging markets with a developed country brush. In this book, she uses her deep understanding of India to deliver a highly informative piece of work. Anyone looking to profit from eh boom in developing countries such as India would be well advised to first read this very thoughtful – Ruchir Sharma India is a "chaos" market with many layers of opportunity beyond the obvious. This book has the rare insight and courage to describe the Indian market as it truly is and will be in the future. It is essential reading for anyone who is serious about doing business in India. – Kishore BiyaniSee all Description for Winning in the Indian Market: Understanding the Transformation of Consumer India
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Most helpful customer reviews on Amazon.com
Coincidentally, I completed my MBA from India's premier business school, the Indian Institute of Management, Ahmedabad, in 1991, where I did a course on Market Research taught by Prof Rama Bijapurkar.
Till 1991, the Indian consumer had virtually no choice but a few substandard products in most categories, thanks to the strong barriers to entry of foreign companies and restriction in local competition through a regime of industrial licencing.
The general belief at that time was that the average Indian consumer is hungry for cornflakes and thirsty for colas and there would be mad queues lining up to grab these products once introduced. In reality, two of the world's global leaders in these products are yet to break even since then. The Indian Consumer is content with hot "idlis" (my favorite) for breakfast, and proud to drink water from a earthen pot at home.
It was also believed for example that India's only (and state owned) Life Insurance Company will be in deep trouble once the foreign Insurance companies walk in with innovative "products" and technologies. The fact today is that the largest player remains the largest and most profitable with a reach into 640000 Indian villages that is its competition's envy. "We know India Better" says this India's most recognized brand.
Rama Bijapurkar is India's very well known and highly respected authority on the subject of India's consumer behavior. Her quantitative approach to arrive at accurate qualitative insights is not by adopting unavoidable and conventional statistical techniques, but an outcome of her deep understanding of and involvement in shaping corporate strategies for some of India's most respected brands. This book just is a brief summary of her rich experience.
Following a non jargon ( non MBA !) approach, Rama Bijapurkar explains several contexts of consumer India through many interesting day to day, real life examples.
An Indian with a post graduate degree and working as an officer in a bank with a salary of Rs 50000/- per month has a totally different lifestyle (and hence consumer behavior) compared to a high school dropout who owns a grocery store and earns the same amount. (The shopkeeper may never disclose his income especially to to the tax authorities, and in terms of official national statistics he may be earning less than a dollar a day, a very poor man!)
India earns lots of foreign exchange through NRI's (Non resident Indians) who send money home. We also have a unique local emerging class of consumer market of RNI's (Resident Non Indians) or the aspiring "green card wallas" who think that they are in India only temporarily, and awaiting their immediate opportunity to migrate, but try hard to emulate American lifestyle in India.
Somebody thought that India's belief in Astrology will significantly diminish, thanks to the computer and internet age. Welcome to India which today offers computerized horoscopes and predictions that are accessible through the web.
In short, there is no single India. Multinationals, instead of asking what their global strategies would yield in India, should be asking themselves what strategies they should be specifically adopting for India.
If, Force = Mass X Acceleration, even if India is moving slowly, its massive mass makes her a formidable global force, no marketer can afford to ignore. This book is an ideal guide to understand and tap this global force.
The title of my review is based on a recent Bollywood movie "Chak de India" meaning, "Go for it -India". As Indians know better, "We are like that only".
Professor, thank you for this wonderful book.