Asia Pacific 2008

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Three generations, one big market

Dheeraj Sinha

Abstract

India is big, young and growing. This is what makes India an exciting opportunity today. But this also presents India as a huge undifferentiated mass with a big momentum, making it difficult to pin down.

This paper breaks the India opportunity into sizes that are easier to handle. It proposes a new segmentation of India on the premise that epochal events shape the mindset of the nation. Recognizing the partition/political Independence of India as one such epochal event and the economic liberalization of the country as the second one, it presents India as a mélange of three generations and hence three distinct mindsets, constituting one big opportunity.

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Dheeraj Sinha

Dheeraj Sinha is Vice President – Strategic Planning at Bates David Enterprise India. He leads the Strategic Planning function for the Mumbai & Kolkata offices of Bates. He is also the Regional Strategic Council Head, India/West Asia.

Dheeraj has a keen interest in how the dynamics of change are shaping the new Indian consumer and the market. He has written and spoken about the changing Indian mindset in the Indian media and at regional forums.

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