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...this what people mean when they say sport is more than just a game? The second cricket test in the Indian team's tour of Australia ended with an Aussie victory on Sunday. But instead of being celebrated as a close and historic game - Australia equaled their own world record of 16 test wins in a row - the test seems destined to be remembered as one of the nastiest in cricketing history. The Indian team, frustrated at some appallingly bad umpiring decisions and Australia's unsportsmanlike behavior in benefiting from those decisions, are even more livid that one of their...
...varied as the vehicles that bring them here. It is a microcosm of the diversity of "Consumer India" that marketing guru Rama Bijapurkar talks about in her new book We Are Like That Only: Understanding the Logic of Consumer India. "We are like that only..." is a particularly Indian English expression used to explain or excuse the country's idiosyncratic traits...
...characteristics that, countrywide, span more than 29 different languages spoken by over a billion people, across half a dozen major religions, hundreds of castes and ethnicities, and significant regional differences. In Central Market, this syncretism is visible in the food carts: the snack of choice continues to be north Indian favorites chaat (a savory, often crunchy snack of various spices and ingredients) or samosa (a pastry), but there is a sizeable queue at a stall selling "Chinese chaat" that comprises, among other things, fried fish and "Manchurian" cauliflower...
Consumer India also is not bound by time - with modern technology and consumerism meshing with deep-rooted traditions, the country lives simultaneously in many centuries. Bijapurkar points out that there are no clean breaks from the past in India. Indian consumers want "this as well as that," she says; the traditional sari still rules, but the neighborhood tailor can make you a blouse to go with it that is entirely western in style and cut. There is no single set of values to be catered to. Half a dozen shops and hawkers' stalls sell all sorts of women's underwear...
Bijapurkar roughly divides Indian consumers into four categories by their income and consumption patterns - 60 million people with high purchasing power, 100 million well on the road to that level of consumption, 100 to 150 million who have just started that journey, and the rest who are at the "bottom of the pyramid" or BOP, in Bijapurkar's shorthand. However, though its members earn less than a dollar a day, the BOP also forms a significant consumer base, says Bijapurkar, and businesses like microfinance have successfully tapped this segment. Indeed, Bijapurkar says, the vast majority of Indian consumers may have...