The BCG Playbook
Practical Strategies for Winning Over New Consumers in China and India

How to move from your current position to take advantage of the growth in China and India, and what expectations you should have about priorities, timing of returns, and staying power

IN THE $10 TRILLION PRIZE, we have tried to highlight the ambitions and anxieties, the aspirations and appetites of the billion-plus newly affluent Chinese and Indian consumers. We have tried to show how they live today and how they hope to live in the future. We have sketched their backgrounds, their living environments, their spending habits, their dietary preferences, their health concerns, and the goals that they have for their children.

The Chinese and Indian consumers ...

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