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UNDERSTANDING THE INDIAN CONSUMER AND MARKET

I. COURSE OVERVIEW

India is at the cusp of a marketing revolution, one that will allow industries tomove rapidly up the value chain and unlock huge brand potential. This willempower consumers by providing them with a wider choice of better productsand will act as a catalyst for the growth and development of several major industries.All this will require enormous commitment from marketers to develop world classmarketing in India. This further entails a deeper and empathetic understanding of customers in the very many tiers that exist in India.

II. LEARNING OUTCOMES

1. To introduce India & its people to students2. To understand the nuances and various facets of India: urban & rural; rich andpoor; literate & illiterate; secular & religious: political & social & past & the future3. To help the students to understand the psyche of the Indian consumer-specially in Tier II & Tier III cities4. To help the students apply this understanding in decision making aboutbusiness & marketing in India.

5. To understand models that work in Tier II & Tier III markets

III. SESSION DETAILS

Session Topic Readings

1&2 India and its People India from midnight to themillennium : Shashi Tharoor The Indians: Portrait of apeople : Sudhir Kakaar

3&4 India Demographics We are like that only : RamaBijapurkar Consumer marketdemographics in India : S L Rao. The Marketing whitebook:Business World

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5&6 Socio EconomicclassificationAgricultural/ Rural/Industry

We are like that only : RamaBijapurkar The Marketing whitebook:Business World

7&8 Schizophrenic India:Many Indias evolvingdifferently

Imagining India : NandanNilekani We are like that only : RamaBijapurkar Inspite of Gods: The rise of India : Edward Luce

9&10 Logic of IndianConsumers

We are like that only : RamaBijapurkar India Unbound : GurcharnDas Inspite of Gods: The rise of India : Edward Luce

11&12 Business Models thatwork in Tier II/ Tier III

Fortune at the bottom of thePyramid : C K Prahalad We are like that only : RamaBijapurkar

IV. BOOKS AND REFERENCES

We Are Like That Only: Understanding the Logic of Consumer India

Author: Rama Bijapurkar Publisher: Penguin Books

Consumer Market Demographics in IndiaAuthor: S.L.RaoPublisher: NCAER

Marketing to the Indian Youth:Trends and OpportunitiesAuthor: Amitabha GhoshPublisher: ICFAI University Press

The Marketing WhitebookAuthor : multiple author Publication : Business World

India from Midnight to the MilleniumAuthor : Shashi Tharoor Publication : Arcade Publishing

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In spite of Gods : The rise of IndiaAuthor : Edward LucePublication : Anchor Books

The Indians : Portrait of a people

Author : Sudhir kakaar Publication : Anchor Books

India UnboundAuthor : Gurucharan DasPublication : Anchor Books

Imagining IndiaAuthor : Nandan NilekaniPublication : Penguin Books

The Idea of IndiaAuthor : Sunit KhilnaniPublication : Farrar Straus Giroux

Discovery of IndiaAuthor : Jawahar Lal NehruPublication : Anchor Books

The Fortune at the Bottom of the PyramidAuthor: C. K. PrahladPublisher: Wharton School Publishing

Session 1-2

India and its people

- India as nation its myth and idea- pre and post 1991 India- Impression of Indian Society and culture today- Major themes of independent India- Political and Economic, social and cultural change- Social structure- Indian culture and Authority- The web of family life

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Session 3-4-5-6

Demographics and socio- economic classification

-trends in demographics in last 30 years- spending patterns across SECs- Demographic determinants of consumer India-Rural society and urban prosperity-poverty line

-Migration and consumption-consumption data vs income data-demand structure of consumer India

Session 7-8Many Indias evolving differently

-the changing face of consumer India - Urban rural market and differences -rural consumer India - ubiquitous middle class India --young India , women India

Session 9-10Logic of Indian Consumers

- A mosaic of tradition and modernity- Amalgamation of the old and the new- Consumer India s confluence of change- The DNA of Indian Consumer - This as well as that also- Change with continuity- The liberalizations impact on Indias culture- Indian and western values- India is a multi-tiered and multi-layered Market

Session- 11-12

Business models that work in Tier 2 and Tier 3 cities

-Understanding the bottom of pyramid consumer India

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-Characteristics of the BOP consumer