Who the new consumers are, how they spend their money, and what companies should do to captivate nearly one billion people
GOVIND SINGH SHEKHAWAT does not look like a revolutionary. A hardworking forty-something who holds down two jobs in the sleepy Indian desert state of Rajasthan, he has the broad smile of a man who is happy with life. Ma Guojun does not look like a revolutionary, either. Younger than Govind by about ten years, he is an engineer and teaches at a university in Qinghai province in western China. Yet they unquestionably are part of a revolutionary movement: the rise of the Chinese and Indian middle class.
Throughout history, China and India have been sharply polarized ...
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