Taking cues from economics, demography, history, culture, philosophy and good old common sense, Rama Bijapurkar makes sense of the complex and inscrutable Indian market the many Consumer India's, their diverse and schizophrenic consumer behaviour and the way to make your company's fortune in this billion-plus market. Irreverent and insightful, this book answers the questions to twelve key facets of Consumer India. Bijapurkar explains why the Indian consumer market is like that only, why it will not change in a hurry and what it takes to develop a winning made for India business strategy. Rama has developed a very strong case for learning about India on its own terms before investing. This book is a critical read for anyone considering building a large presence for themselves in India.