Consumer India: Inside the Indian Mind and Wallet (Google eBook)

Front Cover
John Wiley & Sons, Feb 14, 2011 - Business & Economics - 256 pages
2 Reviews
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 India.
Adam Morgan

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 reckoner.
Ranjan Kapur
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.
Rajesh Jejurikar
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 cliché "change is the only constant," he underlines that in India, change works with the constant. Enjoy the ride on Dheeraj's time machine!
Prasad Narasimhan
Managing Partner, Asia


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I’ve read many books on India…this one portrays Indian from a contemporary angle. I like how the author uses the bollywood examples to illustrate the changes in India. Must read if you want to understand contemporary India. The chapter on Indian Youth is an eye opener…it talks about how 20 year olds in India are losing their space because of the 40 year olds behaving young.
Very insightful! The book lives up to its title!

Review: Consumer India: Inside the Indian Mind and Wallet

User Review  - Mike Miller - Goodreads

We were planning to enter the Indian market and one of our consultants recommended the book Consumer India. I was pleasantly surprised by how well the author has told the “real India” story in a way ... Read full review


The Currency of Emotion
Beauty in Action
Masala Media
Meaningful Technology
Branding the Bazaar
Youth versus Youthful
Seamless Savitris
New Woman New Opportunities
Three Generations One Big Market

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About the author (2011)

Dheeraj Sinha is currently chief strategy officer at Bates141 India (a WPP Group company). Previously, he worked with McCann Erickson and Euro RSCG in India. Sinha has twice been chosen for the Atticus, the WPP award for best published thinking, and has won several effectiveness awards, including Effies, the Jay Chiat Planning Award, and the Asian Marketing Effectiveness Award. He has spoken on topics related to the Indian consumer at the Esomar Asia Pacific Conference, the Global Youth Marketing Forum, and the Asian Marketing Effectiveness Festival. Sinha has worked on the brand strategy for several multinational and Indian brands, including Fiat, Virgin Mobile, MasterCard, LG, Reckitt Benckiser, TVS Motorcycles, Max Bupa, Marico, Dabur, and Cavin Kare. He holds a postgraduate degree in communications and a graduate degree in economics. He lives in Mumbai with his wife and five-year-old son.

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