Books

Understanding Indian Consumers

By Durairaj Maheswaran & Thomas Puliyel

Cover of Understanding Indian Consumers

To the keen MBA student specializing in marketing as well as its ardent practitioner, this book blends practical insights with theoretical frameworks.

Marketing to India’s diverse and rapidly changing consumers requires constant refreshment of knowledge and skills. To the keen MBA student specializing in marketing as well as its ardent practitioner, this book blends practical insights with theoretical frameworks.

Understanding Indian Consumers, co-authored by Professor Durairaj Maheswaran, is a compilation of 20 articles from among some of the best minds in academia and business. So whether you are looking for insights and strategies to market to rural consumers, youth or women; or if the task is to address the luxury consumer or study the emergent trends in advertising or digital communications; this is the book to pick up.

A selection of chapters include:
  • Understanding Indian Youth
  • The Journey of the Indian Woman
  • India’s Rural Consumers
  • Creating a Culture of Innovation in India
  • Winning Over the Hearts (and Minds) of India’s Luxury Consumer
  • Advertising to Indian Consumers
  • The Changing Face(s) of the Digital Consumer in India

To learn more, visit Oxford University Press