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Date added: 24.1.2015
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A richly insightful account of one of the most significant transformations in the world today. Dheeraj Sinhas intelligence vividly illuminates the intersection of culture and commerce in New India.Adam MorganFoundereatbigfishAmong the many books IMoreA richly insightful account of one of the most significant transformations in the world today. Dheeraj Sinhas intelligence vividly illuminates the intersection of culture and commerce in New India.Adam MorganFoundereatbigfishAmong 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 KapurCountry Manager - IndiaWPPIndia 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 JejurikarChief Executive - Automotive DivisionMahindra & Mahindra Ltd.A labor of love. For years, I have marveled at how Dheerajs 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 clich change is the only constant, he underlines that in India, change works with the constant. Enjoy the ride on Dheerajs time machine!Prasad NarasimhanManaging Partner, AsiaBrandgym Consumer India by Dheeraj Sinha
