01:09 minutes
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August 18, 2025
#29 The World’s Most Complex Market?
Understanding Consumer India with Rama Bijapurkar
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About The Speaker
Rama Bijapurkar is a familiar name in blue chip boardrooms and class rooms, in India or elsewhere in the world where India is on the radar.She is a sought after independent business advisor, a thought leading researcher on India’s consumer economy, a widely read and acclaimed author of books about India’s celebrated consumption story and a visiting professor at the Indian Institute of Management, Ahmedabad. Additionally,she is one of India’s most experienced independent directors, acknowledged for her contribution to corporate governance in India.Ms. Bijapurkar is the author of hall mark books on India’s consumer economy including “We are like that only: Understanding the Logic of Consumer India” and most recently “Lilliput Land: How Small is Driving India’s Mega Consumption Story”.
Episode Description
In this episode of the Business and Society podcast, Senthil delves into the complexities of the Indian consumer market with renowned market expert and author Rama Bijapurkar. Drawing from four decades of research, Rama outlines the transformational journey of India’s consumer economy—from pre-liberalization austerity to the explosion of choices and rising competition after 1991. The discussion highlights the unique nature of the Indian market, the enduring relevance of kirana (mom-and-pop) stores despite predictions of modern retail dominance, and the myth of the middle class. Rama explains why Western business models often fail in India, the nuanced urban-rural divide, women’s evolving roles in consumption, and the impact of digital technology. Tangible insights for entrepreneurs abound, stressing the necessity of careful segmentation and understanding local market logic. The episode closes with practical advice for business leaders and personal reflections on books and learning, making it essential listening for anyone interested in India’s consumer landscape.
Additional inspirations from Rama Bijapurkar
You can learn more about Rama’s work by visiting her website: www.ramabijapurkar.com.
