TY  - BOOK
AU  - Srinivas, Alam
TI  - The Indian Consumer: One Billion Myths One Billion Realities
SN  - 9780470822302
U1  - 658.8342 
PY  - 2008///
CY  - Singapore
PB  - John Wiley & Sons (Asia) Pte. Ltd.
KW  - Indian Consumer
N1  - Contents:
1 The "I Can, So I Will" Spenders
2 The Other Middle Classes
3 Redefining the Indian Middle Class
4 Middle-some Masala
5 Retail's Short Tail
6 The Brand Bandwagon
7 Brahmin Businessmen
8 Conclusion: Seven Ps of the Indian Middle Class
ER  -