WELCOME TO INDIA, THE LAND OF DIVERSITY, COMPLEXITY, CHALLENGES AND OPPORTUNITY! Understanding the Indian consumer is a tricky business. In a country where language and culture vary every few kilometres, the conventional rules of marketing and selling don’t apply. It’s a market where successful international brands had to shut shop while many smaller, lesser-known brands made fortunes by decoding the Indian consumer. So, what does it really take to succeed in the great Indian mela and win consumers? In Pragmarketism, Trupti and Arvind Bhandari address this opportunity for all business builders, gleaned from their collective experience of forty-five years of building more than thirty brands across several blue-chip companies. Pragmarketism is a whole new marketing approach, combining Indianism, pragmatism and digitalism. Based on Indian sensibilities and the practical experience of the authors, this book will be a step by step guide that offers unprecedented insights and alternative paradigms, for winning the digitally evolving ‘desi’ consumers. Blending Western theories with Eastern ethos, Pragmarketism offers solutions for: • Shaping an inspiring vision for your company. • Building brands soaked in Indian sociological realities. • Framing desi segmentation, targeting and positioning. • Modelling your digital strategy in a noisy, dynamic environment. • Implementing ‘breakthrough innovation’ frameworks. • And finally, syncing all critical functions to deliver value to consumers. Drawing from successful brands in FMCG, durables, media and other industries, the book is a comprehensive guide for marketeers to succeed in the world’s most exciting market. Indian Marketing has come of age. Let’s celebrate it with Pragmarketism.