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Five years after We Are Like That Only, her seminal and bestselling study on the logic of Consumer India, Rama Bijapurkar takes stock of it evolution in her new book. She starts with 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 their 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 consumption 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.

Author: Rama Bijapurkar
Subject: Business
Publisher: Penguin Group
Publish Year: 2013
Binding: Hardback
Price: Rs.1119
Payment Option: Cash on Delivery (Inside Valley), Bank Payment (Outside Valley)
Exchange/Return Policy:  You can check the quality of product at the time of delivery, and can return the product at the time of delivery if found any defect.

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