Starbucks

We are like that only:

understanding the logic

of Consumer India

by

Rama Bijapurkar

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Made for India

The mixed message from Consumer India

Why bother with Consumer India

Understanding Consumer India’s demand structure

Just how much purchasing power does Consumer India actually have?

Schizophrenic India

Demographics, psychographic and social determinants of consumption

How to read and predict change in Consumer India

Cultural foundations of Consumer India

Young India, woman India: a closer look

Rural Consumer India

Understanding the ‘bottom of the pyramid’ Consumer India

Winning in the Indian market

About the author

One of India’s most respected thought leaders on

market strategy and consumer behaviour

Acclaimed for her unique 360 degree insight on

consumers and creative thinking on new products and

new business models for emerging markets

Consultant for an impressive list of companies from

established Fortune 500 corporations to interesting

Indian start-ups

Independent director on the boards of some of India’s

leading companies and visiting faculty at the Indian

Institute of Management, Ahemadabad

Made for India

India is undeniably an important future growth market of the world (it

has the 4th largest gross domestic product or GDP in the world in

Purchasing Power Parity), it is young (it has 450 million people below

the age of 21) and it is just beginning its consumption journey

Until 1991, the government was in charge of business. After the

economic liberalisation of 1991, India made a 180 degree turn in its

economic ideology

However severe restrictions existed even then including severe

restrictions on the operations of MNCs. Hence global brands were few

and far in India.

Since then there has been a jump in GDP growth rate and a spurt in

national income. Consumer confidence and aspirations have been

upbeat as they are seeing visible improvements...