Book description
A richly insightful account of one of the most significant
transformations in the world today. Dheeraj Sinha's intelligence vividly
illuminates the intersection of culture and commerce in New India.
Adam Morgan
Founder
eatbigfish
Among the many books I have read on the cultural evolution taking
place in India, this is perhaps the most insightful. It does not just
map mindset changes; it does so with the certainty of a person who has
lived the changes as much as he has witnessed them. Every marketeer
should keep this book on his office desk as a ready reckoner.
Ranjan Kapur
Country Manager - India
WPP
India in many ways is a "Nation of Nations." So much
heterogeneity and hence complexity in understanding consumers and
consumerism. Dheeraj has done a commendable job in peeling off the
layers from the onion-creating frameworks and providing very relatable
examples to understand the culture. For instance, Dheeraj has used
Bollywood as an effective mirror to portray societal changes.
Consumer India is a must-read for those who want to
understand the cultural evolution of India with its nuances.
Rajesh Jejurikar
Chief Executive - Automotive Division
Mahindra &
Mahindra Ltd.
A labor of love. For years, I have marveled at how Dheeraj's
inquisitive brain continuously churns away to make meaning of
everything he observes. His writing simultaneously reflects him as a
"sutradaar" telling the captivating story of a
changing India, even as it does so with the unbiased and expert
credentials of the "computerji" he describes here.
Dheeraj insightfully marries the rapid changes he chronicles with the
assimilative fabric of India; where "and" trumps
"or." Against the cliché "change is the only
constant," he underlines that in India, change works with
the constant. Enjoy the ride on Dheeraj's time machine!
Prasad Narasimhan
Managing Partner, Asia
Brandgym
Dheeraj Sinha is currently chief strategy officer
at Bates141 India (a WPP Group company). Previously, he worked with
McCann Erickson and Euro RSCG in India. Sinha has twice been chosen
for the Atticus, the WPP award for best published thinking, and has
won several effectiveness awards, including Effies, the Jay Chiat
Planning Award, and the Asian Marketing Effectiveness Award. He has
spoken on topics related to the Indian consumer at the Esomar Asia
Pacific Conference, the Global Youth Marketing Forum, and the Asian
Marketing Effectiveness Festival. Sinha has worked on the brand
strategy for several multinational and Indian brands, including Fiat,
Virgin Mobile, MasterCard, LG, Reckitt Benckiser, TVS Motorcycles, Max
Bupa, Marico, Dabur, and Cavin Kare. He holds a postgraduate degree in
communications and a graduate degree in economics. He lives in Mumbai
with his wife and five-year-old son.
