Consumption in China and India
The Dawn of a Golden Age

What and why the new consumers buy, how they think and shop, how their needs and tastes are changing

WE KNOCKED ON THE DOOR. There was no sign, just a street number. “Is this the Li family restaurant?” we asked, after a tortuous walk through the alleyways of Beijing’s Xicheng District. The older woman who had come to the door nodded and then called for her grandson, who hurried to the entrance and, speaking English, invited us inside the plain cinder block building.

We were shown to one of three Formica tables and sat down on rickety folding chairs. A fan whirred in the background. We could see the chef and his assistants toiling in the kitchen, seemingly oblivious to the bright flames ...

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