The Indian Consumer: One Billion Myths, One Billion Realities

There's a lack of understanding within the business community (both Indian and foreign) about the Great Indian Middle Class. Now that foreign firms are queuing up to invest in India - especially in consumer goods sector - and Indian groups are also planning to expand their current activities, it's clearly the right time to explode a few myths about this middle class and also point out certain realities about its buying and spending traits. This book will provide a roadmap for existing and future marketers in the country.