Brand Magic in India
Since the "golden summer of 1991," when India's economy was liberated from decades of restrictive regulation, U.S., European, and Asian multinationals have salivated at the thought of bringing their brands to almost a billion new customers. Fast-rising disposable incomes and a growing middle-class consumer culture make the market even more enticing. Many CEOs now dream of declining cost curves and rising profits from capturing the mythical "1%" of India's huge and fast-growing market.
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