Oxford University Press launches ‘Understanding Indian Consumers’ by Durairaj Maheswaran & Thomas Puliyel


Oxford University Press, the world’s largest university press, today launched a new book titled “Understanding Indian Consumers” by Durairaj Maheswaran and Thomas Puliyel, at an event hosted at the Indian School of Business (ISB), Hyderabad. The book focuses on the Indian market scenario and ways to attract the attention of the consumers. Present among guests at the launch event were Paras Bansal, Business Head – Higher Education, Trade & Professional Learning, Oxford University Press India.

The book was launched in the presence of personalities such as Mr. Rahul Govind, Senior Lecturer, School of Marketing, University of New South Wales; Mr. S Arunachalam, Assistant Professor – Marketing, ISB, Hyderabad; Ms. Nitika Garg, Associate Professor, Research Seminar Coordinator, University of New South Wales; Mr. Tanuka Ghoshal, Assistant Professor – Marketing, ISB, Hyderabad. The unveiling of the book was done by Mr. Sanjoy Dutta, Head – Market Research, ITC, followed by a panel discussion on ‘Consumers have more Power Today than 5 Years Ago.’

With India growing as an attractive destination for marketing and investment, thanks to its robust economic growth, there has been a steady improvement in the business environment owing to an increasingly favourable regulatory and policy framework. As a result, the title, Understanding Indian Consumers, glimpses into the psyche of Indian consumers and points out the socio-economic and cultural aspects that play an integral role in influencing the buying power of these consumers.

The book is a compilation of case studies and articles written by the best minds amongst the academicians and business practitioners from around the globe. With an objective to help students of MBA specializing in Marketing, the book collates thoughts of experts on the changing dynamics of Consumer Behaviour in India and strategies used by marketing professionals to deal with the ever-changing faces of Indian consumers.

Speaking at the event, Durairaj Maheswaran, Co-author, “India is projected to be the fastest growing economy driven by the growth in the population and the surge in purchasing power. This book brings together a broad spectrum of research based insights and strategies that would help to better understand the consumers who are central to the economic growth. We are excited that this volume where theory and application are effectively integrated for the benefit everyone who is interested in consumer behaviour.”

Speaking about the launch of the book, Thomas Puliyel, Co-author said, “This book is an amazing blend of theory and practice, data and qualitative insights on the Indian consumer. It is rich in insights about different targets, women, youth, rural markets and luxury consumers. It was fascinating to put together the work of such accomplished researchers and marketing professionals. I hope with this book we can share with the readers some of the joy and magic of putting together this volume.”

The authors Durairaj Maheswaran and Thomas Puliyel are Professor of Marketing and International Business, Stern School of Business, New York University and Adjunct Professor, SP Jain Institute of Management and Research, Mumbai, respectively. Mr. Puliyel was also the former President at IMRB International.

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