Brands and businesses from across the globe have tried to leverage the India opportunity, based upon simplistic and widely-held assumptions. This book takes a critical look at these myths and contradictions from an inside perspective, presenting a fresh and nuanced perspective on the opportunities that the Indian market offers. It draws upon a wealth of data, from consumer research, market data, macroeconomic research, popular culture and case studies, to provide a thorough and compelling insight into what makes for success in the complex Indian market, based upon two decades of experience.
CITATION STYLE
Sinha, D. (2016). India reloaded: inside India’s resurgent consumer market. India Reloaded: Inside India’s Resurgent Consumer Market (pp. 1–184). Palgrave Macmillan. https://doi.org/10.1057/9781137367105
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