India’s Consumer Boom: How Small Spenders Fuel A Trillion-Dollar Market | Rama Bijapurkar | The Core

India’s Consumer Market is Changing Fast – Are You Keeping Up?

Tracking the Indian consumer has been a perplexing task for many marketers and research firms through the decades. Getting this right means success for so many brands offering products and services. The market, however, continues to evolve with a gradual rise in income levels. How does one keep track?

Financial Journalist Govindraj Ethiraj talks to acclaimed Indian author Rama Bijapurkar to delve into her new book ‘Lilliput Land: How Small is Driving India’s Mega Consumption Story.’ In it, she dismisses the simplistic view of the Indian demographic and embraces all the complexities and opportunities that new India has to offer. One of the largest consumer markets in the world, India is made up of lots and lots of small consumers-- each earning and spending just a little bit that adds up to a lot. It is served by millions of small suppliers oozing innovation and customer intimacy, and is powered by digital infrastructure that does billions of unique and small transactions every day.

About Rama Bijapurkar
Rama Bijapurkar is a business adviser, independent director on boards of blue-chip corporate and academic institutions, researcher, and academic. She describes her work as ‘bringing the “people view” to business strategy and public policy’. She has also authored other influential books on Consumer India—We Are Like That Only: Understanding the Logic of Consumer India (2007) and A Never-Before World: Tracking the Evolution of Consumer India (2013).

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