Overview
A richly insightful account of one of the most significant transformations in the world today. Dheeraj Sinha's intelligence vividly illuminates the intersection of culture and commerce in New India. Adam Morgan Founder eatbigfish Among the many books I have read on the cultural evolution taking place in India, this is perhaps the most insightful. It does not just map mindset changes; it does so with the certainty of a person who has lived the changes as much as he has witnessed them. Every marketeer should keep this book on his office desk as a ready reckoner. Ranjan Kapur Country Manager ? India WPP India in many ways is a ""Nation of Nations."" So much heterogeneity and hence complexity in understanding consumers and consumerism. Dheeraj has done a commendable job in peeling off the layers from the onion?creating frameworks and providing very relatable examples to understand the culture. For instance, Dheeraj has used Bollywood as an effective mirror to portray societal changes. Consumer India is a must-read for those who want to understand the cultural evolution of India with its nuances. Rajesh Jejurikar Chief Executive - Automotive Division Mahindra & Mahindra Ltd. A labor of love. For years, I have marveled at how Dheeraj's inquisitive brain continuously churns away to make meaning of everything he observes. His writing simultaneously reflects him as a ""sutradaar"" telling the captivating story of a changing India, even as it does so with the unbiased and expert credentials of the ""computerji"" he describes here. Dheeraj insightfully marries the rapid changes he chronicles with the assimilative fabric of India; where ""and"" trumps ""or."" Against the cliché ""change is the only constant,"" he underlines that in India, change works with the constant. Enjoy the ride on Dheeraj's time machine! Prasad Narasimhan Managing Partner, Asia Brandgym
Full Product Details
Author: Dheeraj Sinha
Publisher: John Wiley & Sons Inc
Imprint: John Wiley & Sons Inc
Dimensions:
Width: 15.40cm
, Height: 1.70cm
, Length: 22.90cm
Weight: 0.327kg
ISBN: 9780470824658
ISBN 10: 0470824654
Pages: 192
Publication Date: 18 January 2011
Audience:
Professional and scholarly
,
Professional & Vocational
Format: Paperback
Publisher's Status: Out of Print
Availability: In Print
Limited stock is available. It will be ordered for you and shipped pending supplier's limited stock.
Reviews
'an accessible, interesting and informative read' Dialogin
anaccessible, interesting and informative read Dialogin
an accessible, interesting and informative read Dialogin
Author Information
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.
