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‘Pragmarketism’ — new book offers insights on how to win the many kinds of desi consumers

Trupti & Arvind Bhandari's book, published by HarperCollins India, is due to be released on 22 September on SoftCover, ThePrint’s e-venue to launch select non-fiction books.

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New Delhi: In a country where language and culture vary every few kilometres, the conventional rules of marketing and selling don’t apply. This is a market where some successful international brands have 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: Pragmatic Marketing Insights For Winning Indian Consumers, authors Trupti Bhandari and Arvind Bhandari provide insights gleaned from their collective experience of 45 years building more than 30 brands across blue-chip companies. Blending western theories with eastern ethos, the book offers solutions for building brands rooted in sociological realities, shaping an inspiring vision and syncing all critical functions to deliver value to consumers.

The book is published by HarperCollins India and is due to be released on 22 September on SoftCover, ThePrint’s e-venue to launch select non-fiction books.

Based on Indian sensibilities and the practical experience of the authors, the book claims to be a step-by-step guide that offers unprecedented insights and alternative paradigms in the art of acquiring, and retaining, digitally evolving desi consumers.

MakeMyTrip founder Deep Kalra remarked that the book “demystifies marketing and gives away the secret for customising solutions for the diverse Indian consumer”. Management consultant Rama Bijapurkar called it a “great reference book for start-ups, students and practicing managers across all disciplines”, while RPG enterprises chairman Harsh Goenka said it has “innovative frameworks relevant to achieve corporate goals in today’s times”.

Trupti Bhandari is a business leader with more than 23 years of experience. She has had the opportunity to build iconic brands such as Dettol, Horlicks, Boost, Eno and Sensodyne in various leadership roles. Arvind Bhandari is the executive vice-president & director at Nestlé India and has served at leading organisations like ITC, JWT, PepsiCo and Nestlé across the South Asia and South Africa region, nurturing iconic brands like Maggi, Lay’s and Pepsi, to name a few. He has been presented the AsiaOne ‘India’s greatest CMO 2016-17’ award.

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