By Dheeraj Sinha (auth.)
Written via an insider, this booklet takes a severe examine the myths and contradictions surrounding India as a shopper marketplace, to envision the recent possibilities that it offers.
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Additional info for India Reloaded: Inside India’s Resurgent Consumer Market
Being Human is now a successful fashion brand with a heart – the proceeds from its sales go to the charity’s educational and healthcare initiatives. Being Human 38 India Reloaded achieved retail sales of around Rs. 179 crore ($30 million) within its launch year, 2013 . Of course, Salman Khan has a lot to do with it, but the commercial success of Being Human establishes that social relevance can have commercial value too. Pepsi, while making its money on soft drinks and potato chips, works with farmers in India on new techniques of farming.
But there’s more to Dabangg’s appeal. Dabangg is also a story of the quintessentially poor and downtrodden, who rise above their circumstances and ensure justice for everyone. The protagonist, police officer Chulbul Pandey, played by Salman Khan behaves less like a law abiding, government officer, more like Robinhood Pandey. He believes in instant justice and shoots his opponents at will. Dabangg’s appeal is in reinstating the rights and the respect of the masses. It makes the powerless feel powerful, even if it’s only for two and half hours.
The health insurance category in India is obsessed with selling insurance to mass India. For this category it has been an uphill task, as mainstream India doesn’t understand risk. Culturally, India swings between the extremes of optimism and fatalism. We believe that nothing untoward can happen to us as long as we have appeased the gods – that’s on the side of extreme optimism. We also believe that if something has to happen, it will happen 17 The Trap of Mass-Market Thinking because it is destiny – that’s on the side of extreme fatalism.
India Reloaded: Inside India’s Resurgent Consumer Market by Dheeraj Sinha (auth.)