Book Name: India Reloaded
Author: Dheeraj Sinha
Dheeraj Sinha gets it spot on with this book that offers an in-depth look at the state of the Indian consumer markets. The book address important issues that the market faces and the players present from page one till the end. Sufficient examples and facts are used to back up his reason on why a particular trend is happening.It makes for a very good read for those who are interested in learning more about the market and how it works in a very general manner. Examples are in abundant and you will feel like you have a better idea of the consumer market in the country and the reasons for certain trends.
The book is split up into ten chapters each addressing its own important issue and trends in a very proficient and efficient manner. The first chapter begins with the reason why the cheapest car in the world failed to get a market in a poverty ridden country and how it had to revamp the way it looks , when you understand the reason for the same it is a real eye-opener and the book is filled with lots of such moments. In the first few chapters misconceptions about the middle and poor in the country and what they are looking for in their products are brought to light. The telecom industry is looked into detail and the reason for its decline is stated in a convincing manner. Some chapters have a motto which the author tries to put forward and one motto which stuck with me ‘More for Less’, which is used to explain the behavior of the Indian consumer and what he looks for in a brand. The book also goes on to explain why the concept of ‘Jugaad’ (innovative fix) is a bad thing in the market and its relation to the services offered in the country , as people are more interested in fixing things easily than following proper channels which causes bribes and other evil aspects to manifest.The one thing the author says every early on in the book is that the Indian market can not be seen the same way the markets in other countries are seen due to the diversity that is present even within a state, this is the main reason why western companies fails to make a impact in the country.
The youth of the country also get a entire chapter and the one of many points which was made was of how in a country with 67 percent youth ,the 12th Lok shabha elected in 2014 is the oldest ever with a average age of 64.4. So basically the old is ruling the new and the generation gulfs can be seen from the way the society works. Politically the book is active , taking examples of the fall and rise of AAP party to make many valid points of how the consumer thinks and of how brands can include such thinking in their strategies.Both the loss of the Congress and the reason behind the victory of the Modi led BJP government are explained.
Bollywood is cited has a perfect example to find out how the consumer thinks and how they are changing in their ideologies. This is done by looking at what attracts the average Indian to particular films like ‘Dabang’ and ‘Gangs Of Wasseypur’. Bollywood is also used as an example to show the different types of consumers that exist in the country and how different brands can cater to their needs and become successful.
The one factor that threw me off was the lack of continuity in the book, one chapter is not dependent on the chapter before it and in some sense you could chose to start the book anywhere even at the end.Facts and figures are sometimes repeated and points re stated to no avail.The book never scales in its views but maintains a certain rhythm through out the ten chapters never losing it. The book talks about communal harmony to the rise of individuality of the Indian man. It is a must read for a person who is an active player in the consumer market as it can give you new ideas to go forward, but even if you are not a student of management it is certainly provides to be an eye-opener on certain issues and I feel the better for it.
This review was written by Vivek Jaykumar who is an avid reader and a BTech graduate in Mechanical Engineering from NIT Calicut.