Winning a billion Consumers: A Disruptive Approach for Success in India.

Narula, Anupam

Winning a billion Consumers: a Disruptive Approach for Success in India by Atul Joshi, Sage Publications india Pvt. Ltd., 2016, Pages 262, Price Rs. 450/-

The 2016 edition of winning a billion consumers by Atul Joshi is good work on understanding Indian consumers. Being a top industry professional, he has used his vast experience to analyze the subject and offer solutions that can really transform any business enterprise.

The idea of his book revolves around that the success in emerging market like India is determined substantively at the last mile. Most competing products are generally a me-too, there is little difference in the technology deployed by rival brands and largely all competitors have equal resourcefulness to access capital. The distinction lies at the point where external forces to the firm, like understanding the consumer needs, clients, influencers, retailers and distributors align with the internal forces of the firm like people, process and products, predominantly the arena of the last mile.

The author has taken practical approach to understand the problems in emerging market like India and he firmly believes that successful companies are not necessarily selling a different product or service in comparison to their competitors; they are simply selling it strategically.

He has highlighted very nicely that in most product categories, there is an enormous market that still remains unconnected to the products and only few firms are able to understand consumers and consumption in India. He emphasizes that disruptive approach is needed to make firm's products relevant to large population, unlock aspirations of a billion consumers and to succeed in a market which is one of the biggest global prospects for the business.

This book reflects how companies can best actualize this potential in an enormously heterogeneous emerging nation like India by leveraging their people and distribution assets at the last mile.

The book is structured and phased into three parts:

Part One, covers 'The Last Mile: A Strategic Differentiator' in which the author has supported his thoughts with small case lets and its impact on the fortunes of the company. This part fundamentally answers three questions.

What makes Indian consumers and consumption so unique? What different ways do companies currently employ to reach their goods and services to a large, heterogeneous mass? And what last mile transformation is needed to make an impact in the Indian market? Essentially, this part defines the context of India, current landscape, and the change agenda.

Part Two,'Revitalizing the Last Mile: Tools and Frameworks' demonstrates the tools and frameworks to build a strategic and market apt last mile constructs. This part of the book suggest a range of strategies pursued in the emerging markets and fosters an understanding of the task of demand procreation in markets where both consumers and consumption are heterogeneous, young, and inexperienced. Companies must make the job of formulating and executing last miles systematic to bring in consistency and order, market mindfulness, and a strategic sense of purpose.

In Part three, 'Delivering The Last Mile: Mission Critical(s)' emphasizes on four such critical competencies which companies must-have in the Indian market. Some competencies are non-negotiable; these are the starting blocks for a company that aspires to create a market position. Zero calorie value chains, a connect with the millennial population of India, the right blend of men and man-made technology, in nations with abundant manpower, and the ability to build an execution supremacy, which are the four key criteria to succeed in heterogeneous Indian market.

This book is unique and valuable for academia and business alike. It is recommended to be read and internalized by academicians and senior and middle managers of every business enterprise for building a strong business in India.

Anupam Narula

Associate Professor, FORE School of Management, New Delhi.