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R Sridhar’s ‘One Land, One Billion Minds’: Demystifying the Indian consumer

03-April-2006
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R Sridhar’s ‘One Land, One Billion Minds’: Demystifying the Indian consumer

Common sense wrapped in convincing text – that’s how Ramanujam Sridhar’s book ‘One Land, One Billion Minds – Insights on branding in India’ can be aptly described. The book’s claim to bring out peculiarities of the Indian market and the Indian consumer is justified as it is enriched with many case studies and examples that show what works in India.

R Balkakrishnan, National Creative Director, Lowe India, who has written the foreword for the book and unveiled the book, hailed the author as being a synonym of simplicity. He said, “I found the initial pages of the book interesting and managed to read the whole book. I can say it is written by a man who has never preached when he practiced.”

The book guides marketers and strategists on this never ending journey of trying to understand the psyche of the Indian consumer. It addresses issues beyond just advertising or branding, a book that delves deep into the minds and the behaviour of the Indian consumer. It is a compilation of interesting anecdotes, experiences and, above all, it provides key insights on branding in a multi-layered and a multi-faceted land.

The book is enriched with short pieces on brand wisdom like ‘If the consumer’s life is incomplete without your brand, your success is complete – a blinding flash of the obvious’ and ‘The three key rules of marketing are – brand recognition, brand recognition and brand recognition’.

Replete with examples of successful Indian brands and experiences that would give useful cues to brand managers, the book is also well designed and presented.

Speaking at the book launch, the author, Ramanujam Sridhar, said, “There is also a section on how to manage advertising agencies. The book is of 400 pages and is so written that one can pick and choose sections of his or her interest. It also throws light on generation myopia and the challenges in customer service.”

In 1998, R Sridhar launched ‘Brand-comm’, which promises a holistic treatment for brands – identity positioning, repositioning and strategy. Brand-comm’s clientele includes Dalmia Cement, Indus-League Clothing Ltd, Philips Innovation Campus, Pantaloons, Campco Chocolates, Sasken, Amco Batteries, Ma Foi Consultants and several other major organisations. He has been a writer for the ‘Third Umpire’ column in Business Line and the ‘Ad Speak’ column in Deccan Herald.

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