26 October, 2020

Pocket To Heart Highway

A handbook for businesses coveting the middle-class markets of India and China ignores the costs of ‘growth’

Tribhuvan Tiwari
Pocket To Heart Highway

India and China, with their large populations and steady rates of growth, have long been seen as the solution to help the markets and thereby the world tide over the continuing economic crisis plaguing the West. The Trillion Dollar Prize is a book that focuses especially on the rise of the new markets and new consumers in these two countries. It is directed at the business community seeking new markets and new avenues of profit. It is designed to provide a comprehensive understanding of Indian and Chinese consumers, their spending patterns, the rural-urban difference on both sides, their aspirations and increasing spending power, so that firms can tap the potential of the two markets. As the editors say, “The book is intended to serve not only as a manifesto, setting out the once-in-a-lifetime opportunity in China and India, but also as a manual providing a practical how-to guide to winning in these two countries and the rest of the world”.

The book does a credible job of studying the patterns of consumption, the rise of the middle class and the new...



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