Lilliput Land
How Small is Driving India's Mega Consumption Story
India is already the world’s fifth-largest economy. Unlike most markets of its size, India is, and for a long time will be, driven by lots and lots of small consumers earning and spending just a little bit each, which adds up to an enormous amount. On the supply side, these consumers are served by numerous small, agile suppliers who challenge large companies by innovating to satisfy their price-performance demands. India’s vibrant digital revolution now offers the keys to cracking open this infamously tricky market. Digital business models will be the future of competition as they harness the power of the small and create large-scale businesses in the years to come. Lilliput Land provides a ‘people lens’ to understand the paradoxes and challenges that dot India’s market opportunity, and discusses the drivers and shapers of its future. A comprehensive three-part framework of structure-behaviour-supply discusses the present and future of India’s mega consumption story, the most exciting in the world, with over half of its GDP accounted for by domestic consumption.
Consumer India is ripe and waiting.
God is In the Detail
India is the land of many truths, all true. It lives over four centuries. Like the proverbial curate’s egg, it is good in parts and like India’s favourite comfort food, the “Khichdi”, it is an amalgam of many disparate grains. For the uninitiated to make sense of all this and for businesses to decide investment and business strategies, the mantra is “Good is in the detail; for insight and explanation, look beyond aggregate data”
"An excellent reality check on the Indian market opportunity and what it takes to win here… [this book] offers fresh perspectives, new insights, and sharp analysis"
- Anand Mahindra, Chairman - Mahindra Group.
"A fascinating read! Rama’s decades of analysis, practice, and teaching consumer research and market insights, woven with nuggets of stories, shine through"
- Suresh Narayanan, Chairman and Managing Director - Nestlé India Limited.
Rama’s book highlights the power of digital solutions that allow for solving real challenges at an affordable price, thus enabling businesses to unlock India’s mass opportunity
- Falguni Nayyar, Founder and CEO - Nykaa