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We are like that only: Understanding the Logic of Consumer India
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We are like that only: Understanding the Logic of Consumer India

3.73  ·  Rating Details  ·  332 Ratings  ·  38 Reviews
Book by Rama Bijapurkar
Hardcover, First Edition, 281 pages
Published by Penguin Books (first published January 1st 2008)
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(showing 1-30 of 799)
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Ashish Sharma
Dec 04, 2012 Ashish Sharma rated it really liked it  ·  review of another edition
Phew...finally I could complete it...more than a month it has been...well...I couldn't read more than 30 pages in a searing ever as I found it very in most of the book Rama kept on saying the same thing again and again...India is this as well as that...we are not uniform...many layers...this as well as that...well if u are not from India it might amuse u...that also for a while...but it was too much. I will give it to the book that at points I did find it insightful...the author kno ...more
Abhilasha Purwar
The writer and editor of the books forgot one fundamental of writing - Do not repeat yourself over and over and over again. This 300 page book contains material worth hardly 70 pages. I wonder, what Penguin was thinking while publishing it.
Jul 23, 2015 Manisha rated it really liked it  ·  review of another edition
What makes India a place of opportunities in market space is well explained by Rama in this book. Consumer India's nature, characteristics, aspirations exist in real time, having impression of emerging markets, India with significant uneven income groups must not be mistaken with other emerging markets or put in the likes of how developed markets behaved when they were emerging. Rama's demographics about India is too informative and can very well redirect to the notion that for high aspiring mar ...more
Apr 20, 2013 Anindya rated it really liked it  ·  review of another edition
Recommended to Anindya by: Jaya Rupanagunta
Shelves: back-2-reality
This review has been hidden because it contains spoilers. To view it, click here.
Jul 29, 2010 Alex rated it liked it  ·  review of another edition
How to break into the Indian market. Bijapurkar presents statistics, fables, and generalizations about the quintessential Indian psyche. India is apparently immune to the machinations of MNCs, because it will patently refuse to globalize like everywhere else. Unless you read this book.

I was struck by how often the author puts herself in the position of imperial agent, on the one hand directing the overlords precisely how to invest, divide, and conquer, and on the other hand teaching them about t
Rajshekhar Chatterjee
a company has to select their own India, the India where they want to sell. There can't be a fix all strategy for the multitudinous entity India. What works outside India may not work here. To survive in Indian market, know the market and adapt.
I thoroughly enjoyed this book, with enough data for evidence and with her own anecdotes, she makes it an interesting read.
this should be on the list of everyone who are willing are looking to understand the behavior of the Indian consumer
Charu Gupta
May 29, 2014 Charu Gupta rated it did not like it  ·  review of another edition
a horrible attempt to copy a beautifully written book called mother pious lady by santosh desai. though the book tries to impress with a lot of facts and figures but fails miserably to hold the attention of the readers. most of the text in the book is quotations by other authors, references to other books and extremely sad jokes and jargons which frustrate us to the core. really really disappointed with the book.
Ramakrishnan M
decent book. rama bijapurkar spins a good tale of how we indians are great at embracing seemingly conflicting values. some very intriguing case studies

overall, though, a bit repetitive. also a lot of what i read here was already known to me. for a person new to the indian market it is really invaluable reading

good, not great.
Jitender S.
Feb 20, 2016 Jitender S. rated it really liked it
Good insights to explore the opportunities of great consumer base of india which unlike any other market in the world because of diversity
Jul 20, 2016 Gopal rated it really liked it  ·  review of another edition
For all things about Indian market and its kaleidoscopical consumers. You simply can't afford to miss this.
Rajaseelan Manavalan
One of the best books to understand the indian buying psyche.
Jitender Dang
Mar 23, 2014 Jitender Dang rated it really liked it  ·  review of another edition
Quite an insight into Indian market supported with factual data.
Siby Philip
May 03, 2015 Siby Philip rated it it was amazing  ·  review of another edition
Aniruddh Naik
May 07, 2014 Aniruddh Naik rated it it was amazing  ·  review of another edition
Very insightful!
Apr 26, 2011 Deccancoffee rated it really liked it  ·  review of another edition
Perfect book to understand the Indian market. Read this if you want to know why some trendy bikes are sold better in small towns than Big cities?.Some of statistics given in the book are very surprising and refreshing one which completely bowled out me was, The percentage of higher middle class in india is equal to Australian population,but unlike in Australia we are geographically scattered in much bigger areas, which makes the selling difficult for mnc`s in India. ...more
Jun 20, 2014 Vivek rated it it was amazing  ·  review of another edition
Regardless of whether you are trying to establish a business in India or not this book is a must read for anyone to understand how heterogeneous India really is even when sliced across income segments. This book puts an end to generalisations and stupid comparisons of India with the West and even China. This is not an opinion of the author but facts based in numbers and real success and failures.
Kushmakar Sharma
Apr 06, 2014 Kushmakar Sharma rated it really liked it  ·  review of another edition
Rama draws on her experience as a researcher and tells you in simplest of terms what it takes to win over Indian market. And all this is backed by meticulous data analysis as well as rich anecdotal evidence. A good read for all the global and local managers and strategists who have been hard to trying find a key to unlock the potential of Indian market.
Rishabh Gupta
May 08, 2008 Rishabh Gupta rated it it was amazing  ·  review of another edition
Recommends it for: aspiring marketer, consultant, analyst or an senior executive
If you are an aspiring marketer, consultant, analyst or an senior executive is a MUST MUST READ.

A book which not only enlightens you by the gyaan but unlocks the treasure: how rama bijapurkar thinks?? And that to me is the stuff that one should read this book get a naked view of her thought process..Brilliant.
Mar 07, 2013 Pooja rated it liked it  ·  review of another edition
Gainful insights into the minds of Indian consumer.. why we wont fly business class to the fact that we have more color TV sets than toilets in the country.. it made an interesting in-flight read. But then this book also polarizes opinions on what it takes to do business in India.. especially consumer goods. I give it a 3 star
A very insightful book on India as an economy. A lot of research and numbers to back up the claims. Will definitely leave you with an understanding about the fascinating multi-layered market place called "India"
Meera Sathyamurthy
Excellent book, although part of it is out dated for 2011. But, conceptually an excellent book that became my favourite. I recommend this book to people looking at growth markets and enterpreneurs.

Ankur Sharma
Jun 02, 2012 Ankur Sharma rated it it was amazing  ·  review of another edition
It took my the longest time to read it with so many things happening around, but it was all worth it. One of the finest book written on Indian business scenario which backs facts with data!
Swati Pande Pande
Unmatched as far as understanding of recent demographic and socio-economic segmentation of new age India goes ! Rama Bijapurkar, we are anxiously awaiting the next in this series !
Chai Eng
Jun 08, 2015 Chai Eng rated it really liked it  ·  review of another edition
Very interesting read.
Apr 13, 2012 Ankit rated it liked it  ·  review of another edition
The book is an eye opener in many ways , but sadly there are more generalizations than specifics which makes it less of a truly insightful read.
Pradeep Thakur
Feb 04, 2011 Pradeep Thakur rated it it was amazing  ·  review of another edition
Must read book to know the Indian Market Dynamics.

Rama Bijapurkar, is one of the rear breed of Indian market consultant, who thinks 360*.
Charles Vasanthkumar
An Excellent Book. I am really happy that I have read the book. Being an Indian, I was able to appreciate the reality portrayed in the book.
Sharath Raju (Barefoot)
Rama gives a learned approach to understanding the psyche of the indian consumer, and how companies should adapt to the environment and flourish.
Apr 18, 2013 Shrivatsa rated it really liked it  ·  review of another edition
Very good, data driven analysis of the indian market. Accessible and interesting read even for readers who are not into market research.
Its too much of an information. I was expecting some interesting thoughts. Therefore, left the book in between.
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Rama Rocks!! 1 13 Aug 19, 2008 09:11PM  
  • Being Indian: Inside the real India
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  • The Indians: Portrait of a People
  • India: The Emerging Giant
  • Imagining India: The Idea of a Renewed Nation
  • Creation of Wealth: The Tatas from the 19th to the 21st Century
  • The Elephant, the Tiger, and the Cell Phone: Reflections on India, the Emerging 21st-Century Power
  • The Hanging of Afzal Guru and the Strange Case of the Attack on the Indian Parliament
  • The Fortune at the Bottom of the Pyramid: Eradicating Poverty Through Profits
  • Shift: Inside Nissan's Historic Revival
  • Pandeymonium: Piyush Pandey On Advertising
  • A Fistful of Rice: My Unexpected Quest to End Poverty Through Profitability
  • Still Counting the Dead
  • Games Indians Play: Why We Are the Way We Are
  • India's Unending Journey: Finding balance in a time of change
  • The Amazing Racist
  • The Men Who Killed Gandhi
  • Everybody Loves a Good Drought
Rama Bijapurkar is one of India's most respected thought leaders on market strategy and consumer related issues in India. She is also a keen commentator on social and cultural changes in the evolving liberalizing India. She has her own market strategy consulting practice and works with an impressive list of Indian and global companies, guiding the development of their business-market strategies. S ...more
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“While India is undoubtedly complex, there still are some simple truths that managers have to accept. Indian consumers are very value-conscious. They may be poor, but they are not backward. Even in media-dark India, consumers are well informed. They are not overwhelmed by Western brands. And they can make a difference to the global positions of individual firms. Consider cellphones. The Indian market is growing at the rate of 6 million new subscribers per month.” 2 likes
“India is a land where contradictions will continue to abound, because there are many Indias that are being transformed, with different levels of intensity, by different forces of globalization. Each of these Indias is responding to them in different ways. Consider these coexisting examples of progress and status quo: India is a nuclear-capable state that still cannot build roads that will survive their first monsoon. It has eradicated smallpox through the length and breadth of the country, but cannot stop female foeticide and infanticide. It is a country that managed to bring about what it called the ‘green revolution’, which heralded food grain self-sufficiency for a nation that relied on external food aid and yet, it easily has the most archaic land and agricultural laws in the world, with no sign of anyone wanting to reform them any time soon. It has hundreds of millions of people who subsist on less that a dollar a day, but who vote astutely and punish political parties ruthlessly. It has an independent judiciary that once set aside even Indira Gandhi’s election to parliament and yet, many members of parliament have criminal records and still contest and win elections from prison. India is a significant exporter of intellectual capital to the rest of the world—that capital being spawned in a handful of world class institutions of engineering, science and management. Yet it is a country with primary schools of pathetic quality and where retaining children in school is a challenge. India truly is an equal opportunity employer of women leaders in politics, but it took over fifty years to recognize that domestic violence is a crime and almost as long to get tough with bride burning. It is the IT powerhouse of the world, the harbinger of the offshore services revolution that is changing the business paradigms of the developed world. But regrettably, it is also the place where there is a yawning digital divide.” 1 likes
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