The Trap of Mass-Market Thinking

Dheeraj Sinha

Chapter Chapter 1 in India Reloaded, 2015, pp 4-23 from Palgrave Macmillan

Abstract: Abstract In their growing-up days, today’s middle-class Indians fancied the Ambassador as the car of their dreams. An Ambassador was a round, voluptuous car with seats that resembled spring sofas of our living rooms. It was most often spotted in white with a beacon light atop — which signified that its owner was a high-powered government officer. The white Ambassador turned out to be a symbol of power, respect, and success. The car had a big presence on the Indian roads, both physically and symbolically. When a middle-class Indian said he wanted to own a car someday, he meant the Ambassador, because that was his idea of a car. Of course, there was an option in the square-shaped Premier Padmini, produced under license from Fiat. But the Ambassador dominated the Indian ideal of what a car should be.

Keywords: Mobile Phone; Frugal Innovation; Mobile Service Provider; Feature Phone; Mass Consumer (search for similar items in EconPapers)
Date: 2015
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-137-36710-5_2

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DOI: 10.1057/9781137367105_2

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