What does Consumer India look like in the third decade after liberalization, as India s GDP approaches its third trillion? In her new book, Rama Bijapurkar, author of the best-selling We Are Like That Only, analyses the complex contours of India s consumer economy demand structure, supply environment, income demographics, social and cultural changes and much more and pinpoints the existing opportunities, the unserved needs, the incorrect assumptions, the minefields of the future and the strategy imperatives needed to ride this next big wave of opportunity. For businesses and investors betting on India s future, for policymakers and regulators shaping the new India and for all those curious about India s progress, this is an immensely insightful and utterly realistic assessment of one of the biggest growth markets in the world.