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We Are like that only

We Are like that only

Understanding the Logic of Consumer India

Rama Bijapurkar
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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.

Irreverent and insightful, this book answers the questions to twelve key facets of Consumer India. Bijapurkar explains why the Indian consumer market is ‘like that only’, why it will not change in a hurry, and what it takes to develop a winning ‘made for India’ business strategy.

‘Rama has developed a very strong case for learning about India on its own terms before investing. This book is a critical read for anyone considering building a large presence for themselves in India.’—From the Foreword by C. K. Prahalad, author of The Fortune at the Bottom of the Pyramid

Imprint: Penguin Portfolio

Published: Aug/2009

ISBN: 9780143065975

Length : 312 Pages

MRP : ₹399.00

We Are like that only

Understanding the Logic of Consumer India

Rama Bijapurkar

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.

Irreverent and insightful, this book answers the questions to twelve key facets of Consumer India. Bijapurkar explains why the Indian consumer market is ‘like that only’, why it will not change in a hurry, and what it takes to develop a winning ‘made for India’ business strategy.

‘Rama has developed a very strong case for learning about India on its own terms before investing. This book is a critical read for anyone considering building a large presence for themselves in India.’—From the Foreword by C. K. Prahalad, author of The Fortune at the Bottom of the Pyramid

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Rama Bijapurkar

Rama Bijapurkar is one of India's most respected thought leaders on market strategy and India's consumer economy. She has served as an independent director on the boards of several blue-chip companies. Rama writes extensively in the media and is a dominant voice on issues relating to India's business, consumers and polity. Her book We Are Like That Only: Understanding the Logic of Consumer India is widely acclaimed.

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