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
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
Country Manager - India
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.
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 cliche "change is the only
constant," he underlines that in India, change works "with" the
constant. Enjoy the ride on Dheeraj's time machine
Managing Partner, Asia
John Wiley & Sons
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