Consumer India. Inside the Indian Mind and Wallet

  • ID: 1830590
  • Book
  • Region: India
  • 256 Pages
  • John Wiley and Sons Ltd
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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



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

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

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Chapter 1: Transforming the Karma.

How Cultural Forces Are Shaping Consumption Behavior in India.

Chapter 2: The Currency of Emotion.

The Meaning of Money and the Making of Financial Brands.

Chapter 3: Beauty in Action.

The Business of Looking Good.

Chapter 4: Masala Media.

Entertainment for the Taste Buds.

Chapter 5: Meaningful Technology.

The Cultural Circuitry of Technology Products.  

Chapter 6: Branding the Bazaar.

The Logic of Indian Brands and Retailing.

Chapter 7: Youth versus Youthful.

Building Youth Brands in a Youthful Country.

Chapter 8: Seamless Savitris.

The New Indian Woman and New Market Opportunities.

Chapter 9: Small Is Big.

The Growth of the Small–Town and Rural Markets.

Chapter 10: Three Generations, One Big Market.

Opportunities in a New Segmentation of India.



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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.
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