Marketing That Works: Building Breakthrough Brands In India

This book is a passionate yet analytical exposition of Indian customer realities especially in the tech-propelled age. India most certainly deserves a high quality Brand Leadership model rooted in our dramatic realities. Yet in terms of thinking and expression it belongs to the finest in the world. Neither an intellectual discourse nor a passionate plea the objective is clearly to build an actionable toolkit. On the basis of an inspirational and scalable throughout process designed to give businesses the power to succeed. Customer centricity is at the core of this process defining the output and hopefully shaping the outcomes.It makes sense for everybody who seeks to do business in India. It is designed for everybody who seeks to leave a mark. Having worked sleeves rolled up in this market for nearly 30 years this is the culmination of experience insight and thinking ahead. The springboard being a deep and meaningful interaction with people across the length and breadth of this great nation and trying to understand how and why they consume.The book contains over 20 essays on how to unify the forces that are defining India and is just the beginning of a seamless narrative. Rooted in sweat grime and thought busting stereotypes while embracing continuity.