Book review: Strategy to succeed in a diverse market

Millions of people have already capitalized on the opportunities that India has offered. However, there are still many who are uncertain whether they should or how they can tackle the Indian market.

Rama Bijapurkar perceives India to be a lucrative and untapped market that, if approached appropriately, would surprise the investor.

This book is well timed as India is in the midst of a consumer revolution. It is a comprehensive guide to the complexities of the Indian consumer market and offers many lessons to the prospective investor.

It begins by outlining the situation of the Indian consumer market, followed by an analysis of what the market has in store. Later chapters focus on the stratifications of consumer India, closely examining the potential and pitfalls within each segment.

Written for anyone interested in the Indian market, the readers can apply the knowledge to their personal functions.

Using her vast experience in Winning in the Indian Market, Bijapurkar provides CEOs and business strategists with a factual and holistic insight of consumer India to design a "Made for India" business and win in the Indian market.

It articulates a methodology to understand the propensity and capacity of Indian consumers and offers a novel understanding of the diverse market.

Publisher: John Wiley & Sons, Inc

Publication date: 28 August, 2007

Price: S$38.47; Hardcover; 250 pages

ISBN: 978-0-470-82199-2

(China Daily 11/02/2007 page15)