Computing for the Next Billion
How can established Western brands appeal to the new kings and queens of consumerism, even as this consumerism involves basic needs? And how can they compete with sharp-elbowed rivals from the emerging world? This will be the greatest increase in consumer purchasing-power in history. First movers can’t simply rely on hogging the best distribution channels. The need is for firms to adapt to local circumstances— both in what they sell and also how they sell it. Indian consumers can be an odd mixture of ignorance and sophistication.