Word: aligarh
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Dates: during 2010-2019
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...years, he has targeted India's smaller cities and towns, where the explosion of satellite television, with its constant diet of ads and Bollywood, has fueled the hairstyling market. "In Delhi, people will just come to my salon asking for a cut that suits them," he says. "In Aligarh, they'll come asking to look like [Bollywood superstar] Shah Rukh Khan." The approach chimes with the findings of The Dhoni Effect, a 2008 report from consultants Ernst & Young. Named after Indian cricket captain Mahendra Singh Dhoni, a small-town boy made great, the report found that India's provincial consumers...