＂Brands and businesses from across the globe have tried to leverage the India opportunity, based upon simplistic and widely-held assumptions. This book takes a critical look at these myths and
contradictions from an inside perspective, presenting a freshand nuanced perspective on the opportunities that the Indian market offers. It draws upon a wealth of data, from consumer research,
market data, macroeconomic research, popular culture and case studies, to provide a thorough and compelling insight into what makes for success in the complex Indian market, based upon two
decades of experience＂--
