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We Are Like That Only - Understanding the Logic of Consumer India by Rama Bijapurkar is a highly analytical book about the Indian market, written by Rama Bijapurkar. The book deals with the structure of the Indian consumers, the reason behind why the Indian market is ‘like that only’ and what it takes to stay in the market. Thousands of International brands have come to the Indian market in a hope to find a billion-plus market. However, they have been faced by consumers who bargain for anything and everything. This market goes against the conventional perceptions of an emerging market. This leaves the seller with various questions about the Indian market. The answers to these questions can be found in this book. The book sheds light on the twelve key facets of the Indian consumer. It clearly explains the total earning of the Indians, and everything else about their consumption – choice, quantity, rate, and things that dictate their choices. Written with a powerful language, it presents sure-shot strategies to approach the Indian markets and the Indian consumers. This book helps the reader understand the market in a better way.
Rama Bijapurkar is a famous and one of the most respected leaders of market strategy and Indian consumer behavior. She completed her MBA from IIM Ahmedabad and works as an Indian management and market research consultant. Her motto is to bring ‘market focus to business strategy’. With the same goal, she works with leading Indian and global companies to provide guidance for developing their business market-strategies. Her other famous books include, Customer in the Boardroom: Crafting Customer-Based Business Strategy, and Winning in the Indian Market: Understanding the Transformation of Consumer India.
|Publisher||Penguin Books India|
|Number of Pages||312 Pages|
Book is pretty precise to Indian consumers, for everyone trying to catch the nerves of Indian market, and for those who know it already will just agree more.
This book is of good use to all the marketeers and business students to have a grip on this subject. As for Ms. Rama, she knows what she is talking about and right at her fingertips. Must read... will certainly gain a lot from it.
The best realization for me has been "Indian consumers are certainly poor, but they expect the same value for products/ services they buy". This should be very critical for any company that wants to invest in India. You just can't bundle some international products and expect it to work in India.
Opening pages of book itself are mind boggling. It's like you see it everyday, but it's book which helps you with a vision to see what you see. I have yet to complete reading book. But equally excited about it.
The Indian market is about a lot of people consuming a little bit each that adds up to a lot . . . the Indian DNA is about continuity with change; it is about “THIS as well as THAT”; about cobbling together clever and low-cost solutions that are ingenious combinations and adaptations of products available in the market.’
With a billion plus consumers India is one of the largest, most varied and stratified markets in the world today. It is young, with rising incomes and purchasing power, and has only just begun its consumption journey. Every marketer would want a piece of what may arguably be the largest untapped market in the world. From Kellogs to Coke, from Honda to Electrolux, from Dunhill to Revlon, they all came to India in the hope of a hungry, star-struck billion plus. Instead, what they encountered were consumers who were hungry yet astute—people who negotiate and bargain on anything from taxi fare to interest rates. It was a market that rebelled against conventional perceptions of emerging markets, and left every confident marketer asking—where is this billion plus Indian market?
Why is the India market untenable? Will India really be the world’s next consumption powerhouse? Does the Indian middle class really exist? What is the exact purchasing power of this market? Is there really a fortune at the bottom of the pyramid? Why are demand patterns so capricious? Is rural India a sophisticated or a primitive market?
Irreverent and insightful, this book answers all these questions as it casts an unblinking eye on twelve key facets of Consumer India. It successfully fathoms how much Indians earn, how they consume, what they consume and what dictates their consumption choices.
Taking cues from economics, demography, history, culture, philosophy and good old common sense, Rama Bijapurkar makes sense of the complex and inscrutable Indian market—the many Consumer Indias, their diverse and schizophrenic consumer behaviour and the way to make your company’s fortune in this billion plus market.
Incisively analytical, this book explains why the Indian consumer is ‘like that only’, why Consumer India will not change in a hurry and what it takes to build winning businesses in such a market. A powerful book, it is the definitive epitaph for formula strategy approaches to India’s consumer markets, especially of the ‘global’ transplant kind.
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