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  Book Review 

IPBCoverIndian Powerbrands Companies that are shaping India's future

 

by Arindam Chaudhuri and Abhimanyu Ghosh 

This mega coffee table tome is a timely addition to the list of titles trying to capture the rapid globalisation story of India.

This mega coffee table tome is a timely addition to the list of titles trying to capture the rapid globalisation story of India.

While Indian companies continue to make their mark around the world, their names seem to be conspicuously absent from any worldwide powerbrand lists. Editors Arindam Chaudhuri and Abhimanyu Ghosh set about to set things right by selecting the top Indian brands as perceived by the Indian consumer.

These include well known names like Tata, Godrej and Bajaj and also some lesser known groups that have made an indelible mark on the Indian psyche. These are the ones to watch out for in the coming years as Indian brands carry on their ambitious stride towards worldwide domination.

Each one of these brands have been selected after extensive research by the Indian Council for Market Research (ICMR), with the aim of capturing their entire journey from inception to success.

The criteria for selection went beyond mere financial parameters to incorporate the brand's impact on society. Corporate Social Responsibility (CSR) then became an important qualifying factor for each of the brands.

The human impact is where newer brands such as the Indian Premier League come in as well.·

The book not only encapsulates a fascinating journey thus far but also offers an insight for India-watchers keen to delve into what makes one of the world's fastest growing economies tick.

Indian Powerbrands was launched at a gala ceremony in the UK recently. For more info: powerbrandsindia.com·

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