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Santosh Desai captures the everyday soul of middle class India in ‘Mother Pious Lady’

04-March-2010
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Santosh Desai captures the everyday soul of middle class India in ‘Mother Pious Lady’

Santosh Desai, Head of Future brands and a known name in the Indian media, advertising and marketing industry, released his book, ‘Mother Pious Lady - Making sense of Everyday India’, amid a high-profile audience in Mumbai on March 3, 2010. The book narrates the saga of changing urban middle class India in a witty and engaging way.

Speaking about his book to exchange4media, Desai said, “The book is essentially about what is around us and what we are today. It explains the present. The book involves the marketing perspective and traces the behavioural, sociological and political patterns of the consumers.”

He further said, “The objective of the book is to get behind the scenes to infer why the middle class felt sandwiched. Hence, the title of the book – ‘Mother Pious Lady’ – which captures the everyday soul of middle class India.”

The book release was followed by a discussion on the ‘Indian Middle Class: Managing change or being managed by it?’ The panellists included Adi Godrej, Chairman, Godrej Sara Lee Ltd; Kishore Biyani, Group CEO, Future Group; Dipankar Gupta, Sociologist and Member of National Security Advisory Board; and Santosh Desai. The panel was moderated by Rama Bijapurkar, author of ‘We are like this Only - Understanding the logic of consumer India’.

‘Mother Pious Lady’ is published by HarperCollins-India and is divided into three sections. The first section, ‘Where Do We Come From’, analyses the ‘Chitrahaar selves’ – the social mosaic of the black and white television years. The section on ‘New Adventures in Modernity’ talks about loosening of the codes of the past, while the final section probes the dilemmas of change.

The who’s who of the media, advertising and marketing fraternity were present at the book launch. Seen in the audience were the likes of Prasoon Joshi, Vikram Sakhuja, Ashutosh Srivastava, Shashi Sinha, Suman Srivastava, MG Parameswaran, Sandip Tarkas, and Saugata Gupta, among many others.

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