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Pragmarketism : Pragmatic Marketing Insights for Winning Indian Consumers

By Arvind Bhandari| Trupti Bhandari

 599.00 inclusive of all taxes

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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. It’s 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 of managing 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.

Pages: 320

Available in: Hardback

Language: English

Arvind Bhandari

Arvind Bhandari, Executive Vice-President & Director at Nestle India, is a corporate veteran. He has served in leading organizations such as ITC, JWT, PepsiCo and Nestle across the South Asia and South Africa region, nurturing iconic brands such as Maggi, Lay’s and Pepsi, to name a few. He has been awarded the AsiaOne India’s Greatest CMO 2016-17 award.

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‘Pragmarketism is an extremely useful and timely addition by Trupti and Arvind to the cause of better, more focused, less wasteful and more meaningful initiatives in the marketing world. Using Indian references, anthropology, best-in-class examples and analytic structures, the book takes a young marketeer, or a seasoned professional looking for a “refresher”, on a systematic journey from concept to execution and results. I am sure Pragmarketism will become a guide to marketing propositions and products in the Indian context.’ - Suresh Narayanan, Chairman & Managing Director, Nestlé India

‘A timely and essential guide on how to build enduring brands in India. Backed by their decades of on-the-ground expertise, Trupti and Arvind meld classical marketing concepts with the unique Indian context to craft a powerful playbook with great practical insights. You will want to read this more than once!’ - Vivek Gambhir, MD & CEO, Godrej Consumer Products Ltd

‘Pragmarketism by Trupti and Arvind Bhandari is the kind of book that marketing needs today. It is a thoughtful and comprehensive exploration of concepts and issues that businesses deal with in today’s rapidly evolving world. Written in a conversational and accessible style, this book will engage lay readers and practitioners alike.’ - Santosh Desai, Author, MD & CEO, Futurebrands Consulting

‘A fantastic combination of practical marketing with a strong conceptual framework of what and how to make brands win. Strongly recommend as a must-read-and-keep for practicing and aspiring marketeers.’ - Navneet Saluja, Managing Director, GSK Consumer Healthcare

‘A step-by-step prescriptive and introspective guide to winning the Indian consumer’s heart and pocket. Truly interesting blend of practice and theory making it an actionable must-read for anyone aspiring to do business in the Indian market.’ - Nandu Nandkishore, Professor, Indian School of Business; Former EVP & Head of Asia, Africa, Oceania, Nestlé S.A

‘I wish a book like Pragmarketism was available thirty-odd years ago as I was joining the FMCG industry. Trupti and Arvind have done a great job of bringing to life the Indian consumer in the context of society and tradition and then gone on to share thoughts on how great brands interact with these consumers. I really liked the way they have demystified marketing terminology and shared the best practices followed by brands we interact with on a dayto-day basis. The sections on digital and cause marketing got me thinking about what could be next for some of the great brands I have had an opportunity to work on. Pragmarketism truly brought out the meeting points of theoretical marketing and the realities of the Indian market place and is an interesting and easy read.’ - Manu Anand, Former President, AMEA, Mondelez International; Former Chairman and CEO PepsiCo, India

‘I adored the story-like flow of a classic textbook on marketing in the varying realities of India. The complexities of consumer behaviour and the marketing thinking to shape it in the demographically criss-crossed subcontinent could not have been handled better. Pragmarketism is a mandatory read for anyone who wants to sell anything to the Indian consumer. And a delightful read for anyone who cares to understand the psyche of India better.’ - Prabir Jha, Ex-President & Global Chief People Officer, Cipla; Founder & CEO, Prabir Jha People Advisory

‘Pragmarketism is a unique read. Hands-on experience meets common sense meets deep consumer and cultural insights to create a truly pragmatic view of marketing. Making this your daily go-to handbook to help find simple answers to complex marketing problems.’ - Rohit Ohri, Group Chairman & CEO, FCB India

‘Pragmarketism is very useful for managing and overcoming the challenges of marketing in the complex market of India. Full of insights drawn from the rich experience of the authors, the book presents numerous highly practical templates and models that can be taken and applied to any marketing challenge. A highly relevant book that should be a must-read for all marketers.’ - Ambi Parameswaran, Author, Independent Brand Coach and Founder, Brand-Building.com

‘Arvind and Trupti have written a marketing book that balances contextualized theory and practice, and is written in a simple, conversational tone. I enjoyed reading it. I think many marketers will feel the same way.’ - Ranjan Banerjee, Dean and Professor, Marketing, SPJIMR

‘We have always valued the ear-to-the-ground, first-hand knowledge of any domain and a practical, rather pragmatic, understanding of why something happens and how to engineer it. Trupti and Arvind are two marketing/business practitioners who 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 and the peculiar nature of Indian consumers. They have blended practical theory, their own experiences and learnings from their observations and market successes and come up with a framework for creating brands and businesses by of understanding the Indian consumer. Pragmarketism is seminal, real and, dare I say, a must-read for all marketers, practitioners, start-up founders and students to refresh and stay pragmatic.’ - Dr Anurag Batra, Chairman & Editor-In-Chief, BW Businessworld & Exchange4Media Group

‘Trupti and Arvind Bhandari not just report live from the frontlines of the marketing world but dive deep. Their perspective refreshingly picks up the unique Indian nuance. A rewarding read.’ - Prasoon Joshi, Chairman McCann Worldgroup, Asia Pacific; CEO & CCO, McCann Worldgroup, India

‘What makes Pragmarketism effective is the frequency of examples of the brands that touch our lives every day, making things easily relatable. The book challenges the classic frameworks used by marketers and looks to suggest new innovative ones that can be more relevant to achieve corporate goals in today’s times, especially in India. Written in lucid language, it is not just for professionals but for anyone looking to take a deep dive into the dynamics and excitement that prevail in the Indian consumer markets.’ - Harsh Goenka, Chairman, RPG Enterprises

‘This is Kotler 2.0. A practical marketing toolkit for trainees to CMOs and digital marketers to start-up entrepreneurs. Descriptive, rich in detail, with new-age marketing frameworks with lots of real-life examples make it a very sticky read.’ - Prashant Sinha, Co-Founder, Momspresso.com

‘This book lives up to its name. It explains marketing concepts simply and clearly and illustrates their application, capturing the wealth of practical experience the authors have. It is a great reference book for start-ups, students and practising managers across all disciplines.’ - Rama Bijapurkar, Management Consultant; Author of A Never Before World: Tracking the Evolution of Consumer India

‘An informative read based on real marketing experiences. It demystifies some of the complex marketing situations, provides a structured mechanism for building an effective 360-degree marketing strategy and gives away the secret for customizing solutions for the diverse Indian consumer. Who said marketing products or solutions to 1.3 billion people, who communicate in twenty-two different languages, was easy? Although there is no set standard for cracking the winning marketing strategy, a strategy that is tossed with market research, consumer insights, manages to connect and engage with the audience through the right platforms and, most importantly, catches the pulse of the Indian audience – can inch closer to becoming a hit.’ - Deep Kalra, Founder & Group Executive Chairman, MakeMyTrip Ltd

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