Ideas
Who is the customer?
Five years after the launch of We Are Like That Only, a study on consumer India, market strategist Rama Bijapurkar is back with its sequel, A Never-Before World (Penguin India, 338 pages). The book shows the milieu in which the Indian consumer lives and how corporations should go about making the most of it. This is recommended reading, especially for multinational executives who might think yoga and spicy food are the secrets to understanding Indian culture. Bijapurkar dispels such notions, and emphasises on changing the international model of approaching emerging markets, explaining why multinationals ought to be looking at products more suitable to India. The book draws on her vast experience in India’s corporate world. One definite takeaway is that the Indian customer is still ‘like that only’.
Also Read
-
Suzuki working on low-cost hybrid tech: Maruti chairman RC Bhargava
-
Missing Link Trust 10th non-profit to list on SSE
-
HCLTech Q4 profit flat at ₹3,986 cr; revenue up 7.1%
-
Maruti Suzuki Q4 profit zooms 48% to ₹3,877 crore
-
Vedanta shares jump 6% to hit 52-week high post Q4