Announcements

Pragmarketism: Pragmatic Marketing Insights for Winning Indian Consumers by Trupti Bhandari and Arvind Bhandari

“Such are the joys and frustrations of marketing that it makes billions as easily as it sinks them.”

Gleaned from the authors’ collective experience of forty-five years building more than thirty brands across companies like Nestle, Pepsi, GSK, RB, Pfizer and ITC   

HarperCollins is delighted to present

PRAGMARKETISM

A whole new marketing approach combining Indianism, pragmatism and digitalism. Based on Indian sensibilities and the practical experience of the authors, this book will be a step by step guide that offers unprecedented insights and alternative paradigms, for winning the digitally evolving ‘desi’ consumers.


‘From the frontlines of marketing . . . a refreshing and rewarding read.’ — PRASOON JOSHI


‘Relatable and effective . . . Innovative frameworks relevant to achieve corporate goals in today’s times.’ — HARSH GOENKA


Using Indian references, best-in-class examples and analytic structures, the book takes a marketeer on a systematic journey from concept to execution and results.’
SURESH NARAYANAN


Genre:
Marketing & Business Development
Format: Hardback
Page Extent: 320 pp
Price: INR 599

Pre-order here: amzn.to/2FwptiY


ABOUT THE BOOK

WELCOME TO INDIA, THE LAND OF DIVERSITY, COMPLEXITY, CHALLENGES AND OPPORTUNITY!

Understanding the Indian consumer is a tricky business. In a country where language and culture vary every few kilometres, the conventional rules of marketing and selling don’t apply. A market where successful international brands had to shut shop while many smaller, lesser-known brands made fortunes by decoding the Indian consumer. So, what does it really take to succeed in the great Indian ‘mela’ and win consumers?

In Pragmarketism, Trupti and Arvind Bhandari address this opportunity for all business builders, gleaned from their collective experience of forty-five years building more than thirty brands across several blue-chip companies. Blending western theories with eastern ethos, Pragmarketism offers solutions for:

  • Shaping an inspiring vision for your company.
  • Building brands soaked in Indian sociological realities.
  • Framing ‘desi’ segmentation, targeting and positioning.
  • Modelling your digital strategy in a noisy, dynamic environment.
  • Implementing ‘breakthrough innovation’ frameworks.
  • And finally, syncing all critical functions to deliver value to consumers.

Drawing from successful brands in FMCG, durables, media, and other industries, the book offers unprecedented insights on succeeding in the world’s most exciting market.

ABOUT THE AUTHORS

Trupti Bhandari is a business leader with more than twenty-three years of experience across blue-chip companies like Reckitt Benckiser, Pfizer, Bausch & Lomb and GSK Consumer Healthcare.

She has had the opportunity to build iconic brands such as Dettol, Horlicks, Boost, Eno, Sensodyne, etc., in various leadership roles.


Arvind Bhandari
, Executive Vice-President & Director at Nestlé India is a corporate veteran. He has served in leading organizations like ITC, JWT, PepsiCo and Nestlé across the South Asia and South Africa region, nurturing iconic brands like Maggi, Lay’s and Pepsi, to name a few.

He has been recognized with the AsiaOne ‘India’s greatest CMO 2016-17’ award.


WATCH
the authors talking about the book here: https://youtu.be/JGYmNbprzUw


ADVANCE PRAISE for PRAGMARKETISM

‘Pragmarketism demystifies marketing and gives away the secret for customizing solutions for the diverse Indian consumer.’ DEEP KALRA, FOUNDER & GROUP EXECUTIVE CHAIRMAN, MAKEMYTRIP

‘It is a great reference book for start-ups, students and practicing managers across all disciplines.’
RAMA BIJAPURKAR, MANAGEMENT CONSULTANT

‘Arvind and Trupti have blended their own first-hand experiences of building brands and businesses with pragmatic analysis of trends, ideas, society, marketing successes and especially the uniqueness of India.’
DR ANURAG BATRA, CHAIRMAN & EDITOR-IN-CHIEF, BW BUSINESSWORLD & E4M GROUP

‘A timely and essential guide on how to build enduring brands in India. You will want to read this book more than once!’ VIVEK GAMBHIR, MD & CEO, GODREJ CONSUMER PRODUCTS LTD

‘Pragmarketism is a mandatory read for anyone who wants to sell anything to the Indian consumer.’
PRABIR JHA, FOUNDER & CEO, PRABIR JHA PEOPLE ADVISORY

‘Hands-on experience meets common sense meets deep consumer and cultural insights to create a truly pragmatic view of marketing.’ ROHIT OHRI, GROUP CHAIRMAN & CEO, FCB INDIA

‘I wish a book like Pragmarketism was available thirty-odd years ago as I was joining the FMCG industry.’ MANU ANAND, FORMER PRESIDENT, AMEA, MONDELÉZ INTERNATIONAL

‘Finally, a Kotler 2.0 on India.’ PRASHANT SINHA, CO-FOUNDER, MOMSPRESSO.COM


‘Pragmarketism
is the kind of book that marketing needs today.’ SANTOSH DESAI AUTHOR, MD & CEO, FUTUREBRANDS CONSULTING

‘Strongly recommend as a must-read-and-keep for practicing and aspiring marketeers.’
NAVNEET SALUJA, MANAGING DIRECTOR, GSK CONSUMER HEALTHCARE

 

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