Understanding logic of consumer India

The launch of Rama Bijapurkar's book We are Like That Only: Understanding the Logic of Consumer India on Monday at the Express Towers in Mumbai doubled as a platform to provide an insight into the psyche of the Indian consumer as well as the market.

Union Finance Minister P Chidambaram, who released the book at the event organised by The Express Group, spoke of how several old assumptions had been blown away with the resurgence of the Indian economy. The per capita income, which had reached $1,000 now, would touch $2,000 in 2016 if the 9 per cent growth rate was achieved, he said. "Aspiration has broken down caste and class barriers. People are demanding more and getting more," the minister said.

Considered one of the leading consultants on market strategy and consumer behaviour, Bijapurkar has tried to make sense of the complex Indian market the diverse consumer behaviour and the ways to make a company's fortune in this billion-plus market in the book.

And incisively analytical, We are Like That Only..., Bijapurkar's second book after Winning in the Indian Market, does manage to make "understanding the logic of consumer India" a delightful task.

Chidambaram said he enjoyed reading the book.

Praising the book, Shekhar Gupta, Editor-in-Chief of The Express Group, said We are Like That Only... contains different takes and snapshots of consumer India.

The book launch was preceded by a panel discussion in which author and mythologist Devdutt Patnaik, writer of Chak De Jaideep Sahni, MD of Oxus Investments Surjit Bhalla and architect of ITC e-Choupal S Shivkumar took part.

Citing examples from mythology, Patnaik said Indians have always valued wealth. Bhalla was of the opinion that Indians are like everybody else. Like any society, it's the Indian middle-class now 36 per cent of the population that "has got the world galvanised".

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