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We Are Like That Only

In: Social Issues

Submitted By shefalishm
Words 2014
Pages 9
Shefali Sharma
FY-25
MBA Final Year AUD
Book Review
We are like that only: Understanding the Logic of Consumer India
By
Shefali Sharma
We are like that only is a book which is trying to analyze the buying behavior of Indian consumers. This book is written by Rama Bijapurkar who is one of India’s most respected thought leaders and has a rich and varied experience in business strategy, consulting and market research and has worked with McKinsey & Company, MARG Marketing and Research Group and as a full-time consultant with Hindustan Lever Ltd.
This book is divided into several chapters and each one of them is reviewed subsequently:
The first chapter is named as ‘made for India’, which talks about India’s movement towards market capitalization. It focuses on how the socialist model failed before 1991 and led to a steep decline in the GDP, and as a result India opened its doors for privatization and globalization. Before 1991, the consumer in India did not welcome the global products because of the boycott movement and Gandhi’s philosophy of self reliance. Rama says that the nature of emerging markets is fundamentally different as they are large in their total size but small in terms of per capita income. The book mentions that the emerging markets need not be virgin markets as many home grown options might already be available and which have the capacity to impose tough competition to global products, for example the local markets such as Sarojini Nagar and Lajpat Nagar in Delhi. Also emerging markets today like India are not what the developed markets were in their infancy. And finally, countries change around their DNA like our faith in astrology has not reduced due to scientific advancements, rather it has moved to computerized horoscope casting.
The second chapter is named as ‘the mixed messages from consumer India’, which states that the strategic...

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