For all the book lovers, there is yet another new entry into the market to please your senses. It is none other than Alam Srinivas, who has come up with his new venture - The Indian Consumer: One Billion Myths, One Billion Realities. A known writer, Srinivas is the Business Editor of Outlook, an English-language Indian news magazine and also the Editor of Outlook Business. His book - Indian Consumer, is a counterintuitive guide, which exposes the dubious Indian middle class. To know more about the book, read the review given below.
The Book
As India has become a flourishing market, many companies are vying to cash in on the growing Indian middle class. This makes it the right time for a factual look at the consumer class, to understand it better, as companies bank they fortunes upon it. Many foreign firms are cuing up to tap these markets and in the process they have found the Indian middle class to be largely mythical. In effect, this book provides a clear and honest evaluation of India's consumer market in order to aid the entrepreneurs and companies in developing realistic strategies for operating in the country.
The Author
Settled in Delhi, Alam Srinivas has been active in journalism for the past twenty years. During this period, he has worked for various premier publications of India, such as The Times of India, Business World, India Today and Business Today. Alam Srinivas's writings have been mainly focused on investigative pieces, exposing corporate corruption and the nexus between big business and politics. Since 1986, he has written numerous articles on the Reliance Group of industries and the various controversies gripping the Ambani family.
