Consumer India: an Emerging Profile

With over a billion consumers, the Indian marketplace is a largely untapped and rapidly evolving opportunity. However, this marketplace is also an enigma that defies profiling approaches that rest on traditional thinking templates about marketing and consumer behavior. Indeed, Consumer India challenges its serious students (whether practitioners or academics) to navigate innovatively an environment that abounds in contradictions and conflicting truths, and where past, present and future coexist in intriguing juxtaposition. This session will provide participants with an innovative framework for examining the complex plurality of Consumer India in an effort to identify new research possibilities. Rama Bijapurkar ( is one of India’s most respected thought leaders on market strategy and consumer behavior. A prolific author and versatile consultant to leading corporations as well as entrepreneurial startups, she brings a rich and varied perspective on the emerging character of Consumer India. Her insights rest on three decades of work assignments with McKinsey, MARG Marketing Research, and Hindustan Unilever, among others. Her 2007 book “We are like that only – Understanding the Logic of Consumer India” (Penguin Portfolio) is widely acclaimed for its incisive analysis of the economic, psychological and socio-cultural diversity characterizing Consumer India.


Rama Bijapurkar (2009) ,"Consumer India: an Emerging Profile", in AP - Asia-Pacific Advances in Consumer Research Volume 8, eds. Sridhar Samu, Rajiv Vaidyanathan, and Dipankar Chakravarti, Duluth, MN : Association for Consumer Research, Pages: 257-257.


Rama Bijapurkar, India


AP - Asia-Pacific Advances in Consumer Research Volume 8 | 2009

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