AMBER – ABBS Management Business and Entrepreneurship Review

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We are Like that Only- Understanding the Logic of Consumer India is a highly analytical book about the Indian market by Rama Bijapurkar.

"The Indian market is about a lot of people consuming a little bit each that adds up to a lot,… the Indian DNA is about continuity with change; it is about 'THIS as well as THAT'; about cobbling together clever and low-cost solutions that are ingenious combinations and adaptations of products available in the market''.


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