The Indian Consumer: One Billion Myths， One Billion Realities印度的消费者：10亿神话，10亿现实

A counterintuitive guide that exposes the apocryphal Indian "middle class"
　　With so many companies scrambling to cash in on the growing Indian middle class, the time is right for a factual look at the consumer class that so many are banking their fortunes on. As foreign firms cue up to tap those markets, many have found the Indian middle class to be largely mythical. This book offers a clear-eyed and honest assessment of India's consumer market to help entrepreneurs and companies develop realistic strategies for doing business in India.

Alam Srinivas has been a journalist for over two decades and has worked for The Times of India, India Today, Outlook, Business Today and BusinessWorld. He is an investigative business journalist, who has exposed several corporate and stock market scams, a

Introduction.
1. The "I Can, So I Will" Spenders.
2. The Other Middle Classes.
3. Redefining the Indian Middle Class.
4. Middle-some Masala.
5. Retail's Short Tail.
6. The Brand Bandwagon.
7. Brahmin Businessmen.
8. Conclusion: Seven Ps of the Indian Middle Class.
Index.