The Chief Strategy Officer of Bates 141 presents a unique and definitive account of “The Indian Mind and Wallet”
BestMediaInfo Bureau | Delhi | March 16, 2011
Wiley India, the Indian subsidiary of John Wiley & Sons, Inc., a leading global publisher, today announced the formal launch of its book “Consumer India – Inside the Indian Mind and Wallet”, by Dheeraj Sinha, Chief Strategy Officer, Bates 141 (a WPP group company and the world’s largest Asia-devoted marketing communications network). “Consumer India” presents, arguably, the most definitive and insightful account of the changes that have transpired in India, and in the minds and wallets of Indian consumers.
The economic liberalization of India, which began in the early 1990s, has had a profound impact on how Indians live and think. The opening up of the economy has opened up the mind of the people, and an understanding of how today’s consumer India behaves must begin with an understanding of their changing mindset and how that is redefining what is culturally desirable to the Indian consumer.
This is what the new book by Dheeraj Sinha, “Consumer India: Inside the Indian Mind and Wallet” (ISBN: 9780470824658, Wiley India Pvt. Ltd, Price: Rs-400/-) sets out to do. Going beyond the hackneyed “India is different, India is complex” argument, Sinha pins down what makes the Indian consumer and the market so unique in its own right. Contrasting this against the traditional way of living and thinking, as well as using anecdotes and stories from consumers, Bollywood, category data, marketing cases and macroeconomics, he brings alive the story of change and unravels the interconnections between the mind and the wallet of today’s Indian consumer.
India today is not one whole piece of opportunity; it is about pockets of opportunity. Consumer India is therefore a journey through 5 categories and 3 consumer segments that are fundamentally redefining the exchange between culture and commerce in India.
“It is imperative for brands and businesses seeking success with Indians to understand this larger cultural transformation,” said the author. “As marketers take in how Indians are thinking and behaving today, their challenge is to find out how their brands can play a meaningful role in the lives of the people based on the new cultural codes.”
Like everything else in India, marketing too is part logic, part gut. Drawing upon facts, fiction and personal experience, Sinha gives a rich practitioner’s account of what Indian consumers want – from the field, not the sidelines.