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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

3.72 of 5 stars 3.72  ·  rating details  ·  269 ratings  ·  33 reviews
Book by Rama Bijapurkar
Hardcover, First Edition, 281 pages
Published by Penguin Books (first published January 1st 2008)
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Ashish Sharma
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.
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 4 of 5 stars  ·  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.
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
Charu Gupta
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.
Rajaseelan Manavalan
One of the best books to understand the indian buying psyche.
Jitender Dang
Quite an insight into Indian market supported with factual data.
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.
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
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 5 of 5 stars  ·  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.
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
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
Very interesting read.
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
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.
Very good, data driven analysis of the indian market. Accessible and interesting read even for readers who are not into market research.
Shwetank Sharma
Its too much of an information. I was expecting some interesting thoughts. Therefore, left the book in between.
A very good book to gain insight into the Indian consumer mind. Great examples, great language!
very profound insights about the consumer India..a must read for indian marketers
Jatin Arora
Fabulous insight in to the indian midset.
so true, but so overlooked.
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Rama Rocks!! 1 13 Aug 19, 2008 09:11PM  
  • Being Indian: Inside the real India
  • The Indians: Portrait Of A People
  • India Unbound: The Social and Economic Revolution from Independence to the Global Information Age
  • Imagining India: The Idea of a Renewed Nation
  • Games Indians Play: Why We Are the Way We Are
  • It Happened In India: The Story of Pantaloons, Big Bazaar, Central and the Great Indian Consumer
  • The Fortune at the Bottom of the Pyramid: Eradicating Poverty Through Profits
  • The Elephant, the Tiger, and the Cell Phone: Reflections on India - the Emerging 21st-Century Power
  • Everybody Loves a Good Drought
  • India's Unending Journey: Finding balance in a time of change
  • India 2020: A Vision For The New Millennium
  • Glimpses of World History
  • Know-How: The 8 Skills That Separate People Who Perform from Those Who Don't
  • In Spite of the Gods: The Strange Rise of Modern India
  • Marketing Warfare
  • Indianomix: Making Sense of Modern India
  • India's Struggle for Independence
  • Go Kiss the World: Life Lessons For The Young Professional
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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“Shashi Tharoor says, every truism about India and its opposite are both true!” 0 likes
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