Book on consumers released

Hyderabad: Oxford University Press, the world’s largest university press, on Wednesday launched a new book titled “Understanding Indian Consumers” by Durairaj Maheswaran and Thomas Puliyel, at an event hosted at the Indian School of Business (ISB), here. 

The book focuses on the Indian market scenario and ways to attract the attention of the consumers. Paras Bansal, Business Head - Higher Education, Trade & Professional Learning, Oxford University Press India was the chief guest. Durairaj Maheswaran, said, "India is projected to be the fastest growing economy driven by the growth in the population and the surge in purchasing power. 

This book brings together a broad spectrum of research based insights and strategies that would help to better understand the consumers who are central to the economic growth. 

Thomas Puliyel, said, “This book is an amazing blend of theory and practice, data and qualitative insights on the Indian consumer. It is rich in insights about different targets, women, youth, rural markets and luxury consumers. The authors are Professor of Marketing and International Business, Stern School of Business, New York University and Adjunct Professor, SP Jain Institute of Management and Research, Mumbai, respectively.