India Reloaded

Dheeraj heads planning for Grey (WPP Group) in India, South & South East Asia. He is the author of Consumer India: Inside the Indian Mind and Wallet - a recommended read at the Wharton School's course on emerging economies. He has spoken at the Harvard Business School, the Asian Marketing Effectiveness Festival, the CII Marketing Conference and the Global Youth Marketing Forum. Dheeraj has won several marketing effectiveness awards - Jay Chiat, AME, APAC Effies and Yahoo Big Idea Chair. He has twice been the winner of Atticus, WPP's award for best published thinking. His strategy experience spans categories and markets in Asia, including Maybank, Sensodyne, Reliance Mobile, Colgate, MasterCard, LG, DBS Bank, Tata AIA, Virgin Mobile, Max Bupa, Fiat, Reckitt Benckiser and Emirates.

'Dheeraj brings alive a new India, one that wants to live every moment as a spectacle. Contrary to the assumptions, India's mass consumers want the latest in technology and life, and are eager to upgrade to new experiences. To woo this India, brands need to have a swagger themselves. India Reloaded cuts through the cliches around emerging markets it's a refreshing take.' -Frederique Covington-Corbett, Director, International Marketing, Twitter 'India's consumption landscape is complex and challenging. One half of consumers are still enjoying the democratisation of access that many brands brought in 20 years ago, while another half is dealing with the after effects of it. Western management thinking often attempts to break up the challenge into parts, into neat compartments to be addressed independently. This makes India look even more difficult market than it is. This book boldly attempts to bring it all together, to see it through an Indian lens, to see the one-ness in it. Practising marketing managers will find this refreshing and I suspect, rather useful.' -Dev Amritesh, President & Chief Operating Officer, Dunkin' Donuts, India 'India's diversity often conceals its underlying unity. Dheeraj unpeels the layers to reveal several unifying truths about India's consumers than its diversity suggests; truths that can make the difference between success and failure for marketers. This book needs to be on every brand manager's desk.' -Ranjan Kapur, Country Manager, WPP India 'Segmentation discussions can get overly data based. In India Reloaded Dheeraj has segmented India without jargon, providing insights on attitudes and aspirations using illustrations from films and music. Read it for an understanding of consumer India.' -Rajesh Jejurikar, President and Chief Executive, Farm Equipment and Two Wheelers, Mahindra & Mahindra 'What can popular culture teach us about business? Everything. Dheeraj makes connections between seemingly disparate socio-cultural and political behaviour of India to explain its consumption culture. This is a 'must-have' for successful businesses the cultural compass of new India.' -Nirvik Singh, Chairman & CEO, Asia Pacific, Grey Group 'A fascinating journey into the soul of India. Sinha's original analysis of India's consumer society will inspire innovative thinking in the boardrooms, as well as in the classrooms that are preparing future executives. A compelling and engaging read that uncovers the new reality of a fast-changing nation." -Glyn Atwal, Burgundy School of Business, France

• 1. The Trap Of Mass-Market Thinking Why Chasing A Billion Is A Wrong Strategy? 2. The Poor Want Purpose Why Marketing Needs To Be Social In India? 3. Safe Choices - Why Do Indians Like Standing In The Longest Queues? 4. Many Indias Make One India - How India's Unity Is More Useful Than Its Diversity 5. Success Overdrive - Has The Success Narrative Been Overcooked? 6. Breaking Stereotypes: Why Youth Marketing Needs To Go Beyond Risqué Content? 7. Sexy Everything Seeking Titillation In Design, Tastes And Experiences 8. Spruce Up The Service Why Jugaad Is An Enemy Of Good Service? 9. New Pockets Of Opportunity Looking Beyond The Mainstream 10. Powered By People, Not Policy What Makes India's Growth Story Sustainable?