Consumer India: Inside the Indian Mind and Wallet

Contents

Foreword

Acknowledgments

Introduction

Chapter 1 : Transforming the Karma

A Changing India

Karmic Transformation: The New Diving Force

The Criticality of the Last Lap

The New Order of Culture and Business

Chapter 2 : The Currency of Emotion

The Carrier of Emotions

Played Down in Importance

Out of the Closet

A Life Less Ordinary

Amplifying the Sounds of Celebration

A Newfound Access

Making the Everyday Special

Recalibrating the Ticket Size of Dreams

Living with Credit

Selling Motivation, Not Money

Chapter 3 : Beauty in Action

Skin Deep

Defined by the Face

From Art to Action

From Two-Dimensional to Three-Dimensional

From Held Back to Vibrant

Attitude, Accessibility, and Universality

Highlighting Natural Appeal

Engaging through the Body

The Connection between Health and Good Looks

Driven by a Larger Cultural Change

Flipping the Beauty Equation

The Indian Beauty Market

An Instrument for Life Fulfillment

Chapter 4 : Masala Media

Rationed Entertainment

The Changing Conscience of the Nation

Nothing Nutritional About It

Reel Life Meets Real Life

The Reality of Television

Pleasure, Purpose, and Platform

From Broadcast to Narrowcast

Media in Different SKUs

Reflecting Change, Driving Change

Chapter 5 : Meaningful Technology

It’s Not about Efficiency

Social Leapfrogging

Enabling the New

Vehicles of Social Significance

Early Upgrades

Techno Sheen

Marking a Discontinuity

High Tech, High Connection

Chapter 6 : Branding the Bazaar

The Effect, Not the Cause

The Changing Shape of the Indian ...