India: Understanding the Process of Change

Corporate India has been acutely aware that they must keep a close watch on their marketplace, since change is in the air. Yet, despite constantly being on the look out, many companies have been caught unawares by the changes that actually happen in their market place. Every time they looked, it seemed like it was business as usual, and suddenly, one day, it became a totally different world, with dramatic shifts in market structure and definite changes in consumer behaviour, causing them to suddenly scramble and gear up, post facto. “When did we blink”, is the question often asked, and the answer is never obvious. Now, galvanised by millennium fever, there is redoubled effort to understand the nature and the distance of the journey Consumer India has made in the past decade, and to ‘see’ what the road ahead could look like. Most participants in such exercises have confessed that […]