Trap of the Indian mass market

Post the liberalization of 1991, multinational firms made a beeline for India assuming it to be the next consumer market with a billion plus population to cater to. They came in huge numbers but things didn't exactly turn out the way they expected . Why? Well, numbers not revealing the right picture, the cost associated with servicing a mass market and the Indian consumer mindset were some of the issues. Let's take a look. The first problem was that numbers didn't really reveal the entire ...