Key Points
In her new book, the author who writes on social and cultural change looks at how the small is driving India's mega consumption story..
In this book excerpt, she looks at why companies need to adjust their market strategy when expanding from serving the richest 20% to serving the wider swathe of the richest 40% of Indian households..
Most large businesses, with a handful of exceptions, target the. , and think about them as Indias rising . middle class..
