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India Reloaded: Inside India's Resurgent Consumer Market Hardcover – 26 Jun 2015

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'Dheeraj brings alive a new India, one that wants to live every moment as a spectacle. Contrary to the assumptions, India's mass consumers want the latest in technology and life, and are eager to upgrade to new experiences. To woo this India, brands need to have a swagger themselves. India Reloaded cuts through the clichés around emerging markets it's a refreshing take.'

-Frederique Covington-Corbett, Director, International Marketing, Twitter

'India's consumption landscape is complex and challenging. One half of consumers are still enjoying the democratisation of access that many brands brought in 20 years ago, while another half is dealing with the after effects of it. Western management thinking often attempts to break up the challenge into parts, into neat compartments to be addressed independently. This makes India look even more difficult market than it is. This book boldly attempts to bring it all together, to see it through an Indian lens, to see the one-ness in it. Practising marketing managers will find this refreshing and I suspect, rather useful.'

-Dev Amritesh, President & Chief Operating Officer, Dunkin' Donuts, India

'India's diversity often conceals its underlying unity. Dheeraj unpeels the layers to reveal several unifying truths about India's consumers than its diversity suggests; truths that can make the difference between success and failure for marketers. This book needs to be on every brand manager's desk.'

-Ranjan Kapur, Country Manager, WPP India

'Segmentation discussions can get overly data based. In India Reloaded Dheeraj has segmented India without jargon, providing insights on attitudes and aspirations using illustrations from films and music. Read it for an understanding of consumer India.'

-Rajesh Jejurikar, President and Chief Executive, Farm Equipment and Two Wheelers, Mahindra & Mahindra

'What can popular culture teach us about business? Everything. Dheeraj makes connections between seemingly disparate socio-cultural and political behaviour of India to explain its consumption culture. This is a 'must-have' for successful businesses the cultural compass of new India.'

-Nirvik Singh, Chairman & CEO, Asia Pacific, Grey Group

'A fascinating journey into the soul of India. Sinha's original analysis of India's consumer society will inspire innovative thinking in the boardrooms, as well as in the classrooms that are preparing future executives. A compelling and engaging read that uncovers the new reality of a fast-changing nation."

-Glyn Atwal, Burgundy School of Business, France

About the Author

Dheeraj heads planning for Grey (WPP Group) in India, South & South East Asia. He is the author of Consumer India: Inside the Indian Mind and Wallet - a recommended read at the Wharton School's course on emerging economies. He has spoken at the Harvard Business School, the Asian Marketing Effectiveness Festival, the CII Marketing Conference and the Global Youth Marketing Forum. Dheeraj has won several marketing effectiveness awards - Jay Chiat, AME, APAC Effies and Yahoo Big Idea Chair. He has twice been the winner of Atticus, WPP's award for best published thinking. His strategy experience spans categories and markets in Asia, including Maybank, Sensodyne, Reliance Mobile, Colgate, MasterCard, LG, DBS Bank, Tata AIA, Virgin Mobile, Max Bupa, Fiat, Reckitt Benckiser and Emirates.

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Most Helpful Customer Reviews on Amazon.com (beta)

Amazon.com: 5.0 out of 5 stars 4 reviews
1 of 1 people found the following review helpful
5.0 out of 5 stars Worth the read even for those "close" to the Indian market 22 Dec. 2015
By R. Shroff - Published on Amazon.com
Format: Hardcover
I am a US-based businessman who has personal ties to India. Having visited India yearly (sometimes more than 1x a year) for about forty years,
I assumed I was close to understanding the market and pulse, this book proved that I wasn't as close as I thought. Great insights here into how to view the market, what consumers value, how the "lower classes" look for aspiration and not just cheap products. Highly recommend this book for anyone considering or currently tackling consumers in India.
5.0 out of 5 stars Superbly insightful for marketing in India 7 Mar. 2016
By Amazon Customer - Published on Amazon.com
Format: Kindle Edition
There is no dearth of books and articles talking about business in India, some of them being excellent. I would put India Reloaded in the top box when it comes to a point of view on Indian consumers and its impact on business and marketing. Dheeraj has weaved together stories, observations and analysis in a remarkable manner to provide a clear understanding that breaks several myths and answers a lot of serious questions any marketer faces while dealing with India. I found it difficult to put down the book from the very first page. It is filled with examples and a provoking read.
5.0 out of 5 stars Unputdownable. Revealing. Insightful 2 Nov. 2015
By Anir - Published on Amazon.com
Format: Hardcover
India Reloaded looks at India consumer through a kaleidoscope of cultural nuances, value systems, popular culture. The book lays out clear, actionable insights for brands and marketeers as Dheeraj does the heavy lifting of peeling complex layers and providing a clear route map for brands (multinational or local) to be successful in the Indian market place. India Reloaded has been a joy to read and learn.
5.0 out of 5 stars An entertaining tour of the many ways people act against their best interests.. a must read! 16 Sept. 2015
By Sahil Trehan - Published on Amazon.com
Format: Kindle Edition
A marvelous book.. thought provoking and highly entertaining. Dheeraj Sinha challenges the market norms and open our eyes to social norms which at occasions are predictably irrational. A must read for anyone who is interested in marketing, advertising and consumer behaviour.
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