A New Book Analyzes The Success Of 20 Brands In India

By Sujoy Gupta
Hindustan Times, New Delhi

WWR Article Summary (tl;dr) This article takes a look at a new book which examines the success of 20 brands in India. For example, thanks to its groundbreaking campaigns, Cadbury India has been able to integrate itself into the food habits of a nation strongly habituated to eating indigenous sweets.

Hindustan Times, New Delhi

This book is singular because it doesn’t have an author. Delhi-based Anisha Motwani, billed as “business strategist, speaker and columnist” is named in capitals on the cover and browsers are likely to presume she is the author. Closer inspection, however, reveals four words in small print above her name, which say “Conceptualised and edited by”. Who wrote the manuscript she has edited is not mentioned anywhere.

Be that as it may, Anisha Motwani’s market-driven concept of creating a book by collating anonymously authored analyses of 20 successful brands works.

Today, the country teems with management practitioners and aspiring-to-be-yuppie students who clamor for reliable information about successful homespun businesses. Indian entrepreneurs continue to anxiously keep even their success stories private. To Motwani’s credit, she has managed to get them to reveal information that has hitherto been kept away from public scrutiny.

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