Lilliput Land: How Small is Driving India's Mega Consumption Story

Lilliput Land: How Small is Driving India's Mega Consumption Story

One of the largest consumer markets of the world, India is made up of lots and lots of small consumers— each earning and spending just a little bit that adds up to a lot. It is served by millions of small suppliers oozing innovation and customer intimacy, and is powered by digital infrastructure that does billions of unique and small transactions every day. In her new book, Rama Bijapurkar dismisses the easy and simplistic view of the Indian demographic and embraces all the complexities and opportunities that new India has to offer. The many shades of aspiration ― from the utilitarian to the romantic, Lilliput Land, by Rama Bijapurkar, provides fascinating insights into India's consumption story ― HINDU BUSINESS LINE Researcher, academic, independent director on several Indian boards, and author of books on Consumer India and on business-market strategy, Rama Bijapurkar is a recognized thought leader on market strategy and consumer behaviour, a keen commentator on social and cultural change in India, and a familiar face in boardrooms of India Inc. and related social and research organizations.