The $10 Trillion Prize

PREFACE

The rise of China and India, and the growing impact of these countries on the global economy, is a story that has been written about extensively. Historians, economists, and business professors, among others, have all sought to explain the extraordinary emergence of the world’s most populous nations in a library of books that have tumbled out of publishing houses over the past ten years.

So why publish yet another book on China and India?

The answer is this: no book has truly focused on the vital force that will transform these countries and their economies in the decade ahead—namely, the new consumers—or shown how companies can capitalize on the new opportunities. No one has written clearly about these consumers’ hopes, dreams, and ...