Foreword.
Acknowledgments.
Introduction.
Chapter 1: Transforming the Karma.
How Cultural Forces Are Shaping Consumption Behavior in India.
Chapter 2: The Currency of Emotion.
The Meaning of Money and the Making of Financial Brands.
Chapter 3: Beauty in Action.
The Business of Looking Good.
Chapter 4: Masala Media.
Entertainment for the Taste Buds.
Chapter 5: Meaningful Technology.
The Cultural Circuitry of Technology Products.
Chapter 6: Branding the Bazaar.
The Logic of Indian Brands and Retailing.
Chapter 7: Youth versus Youthful.
Building Youth Brands in a Youthful Country.
Chapter 8: Seamless Savitris.
The New Indian Woman and New Market Opportunities.
Chapter 9: Small Is Big.
The Growth of the Small-Town and Rural Markets.
Chapter 10: Three Generations, One Big Market.
Opportunities in a New Segmentation of India.
Notes.
Index.
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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