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1 How Much Should a Person Consume?: Thinking Through the Environment

Ramachandra Guha

Permanent Black, Delhi, India, 2006, 8178241587 / 9788178241586, First Edition, Hardcover, New, New, 14.5 Cms 22.5 Cms 
This book presents a provocative comparative history of environmentalism through a study of two large, ecologically and culturally diverse democracies—India and the United States. Guha takes as his point of departure the dominant environmental philosophies in these two countries, identified here as ‘agrarianism?in India and ‘wilderness thinking?in the USA. He then proposes an inclusive theoretical framework, ‘social ecology? which goes beyond these partisan and partial ideologies. This ‘social ecology?framework is deployed in Guha’s analysis of environmental thought as well as in arriving at a richer understanding of controversies over large dams, state forests, and wildlife reserves. Profiles of three remarkable environmental thinkers and activists—Lewis Mumford, Chandi Prasad Bhatt, and Madhav Gadgil—follow. The concluding chapter poses what the author regards as the fundamental environmental question—how much should a person or country consume?—and explores various answers. Based on research done over two decades, and written with the author's characteristic verve and flair, this book ranges widely over a vast intellectual terrain. It brims with ideas and information on environmental histories, environmental philosophies, environmental scholars, and environmental activists. Guha offers trenchant critiques of privileged and isolationist proponents of conservation, persuasively arguing the case for biospheres that care as much for humans as for other species with which humans must share the earth. How Much Should a Person Consume? is an accessible and deeply felt summation of one pioneering and influential scholar’s views on environmentalism. Like everything else by Ramachandra Guha, this book wears its immense learning lightly. It will be ‘necessary reading?within the academy even while attracting a large general readership by its lucidity and elegance. Printed Pages: 276. 031516

Price: 14.25 USD
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2 We are Like That Only: Understanding the Logic of Consumer India

Rama Bijapurkar

Penguin Portfolio, New Delhi, India, 2007, 067099944X / 9780670999446, First Edition, Hard Cover, New, New, 
‘The Indian market is about a lot of people consuming a little bit each that adds up to a lot . . . the Indian DNA is about continuity with change; it is about “THIS as well as THAT? about cobbling together clever and low-cost solutions that are ingenious combinations and adaptations of products available in the market.? With a billion plus consumers India is one of the largest, most varied and stratified markets in the world today. It is young, with rising incomes and purchasing power, and has only just begun its consumption journey. Every marketer would want a piece of what may arguably be the largest untapped market in the world. From Kellogs to Coke, from Honda to Electrolux, from Dunhill to Revlon, they all came to India in the hope of a hungry, star-struck billion plus. Instead, what they encountered were consumers who were hungry yet astute—people who negotiate and bargain on anything from taxi fare to interest rates. It was a market that rebelled against conventional perceptions of emerging markets, and left every confident marketer asking—where is this billion plus Indian market? Why is the India market untenable? Will India really be the world’s next consumption powerhouse? Does the Indian middle class really exist? What is the exact purchasing power of this market? Is there really a fortune at the bottom of the pyramid? Why are demand patterns so capricious? Is rural India a sophisticated or a primitive market? Irreverent and insightful, this book answers all these questions as it casts an unblinking eye on twelve key facets of Consumer India. It successfully fathoms how much Indians earn, how they consume, what they consume and what dictates their consumption choices. Taking cues from economics, demography, history, culture, philosophy and good old common sense, Rama Bijapurkar makes sense of the complex and inscrutable Indian market—the many Consumer Indias, their diverse and schizophrenic consumer behaviour and the way to make your company’s fortune in this billion plus market. Incisively analytical, this book explains why the Indian consumer is ‘like that only? why Consumer India will not change in a hurry and what it takes to build winning businesses in such a market. A powerful book, it is the definitive epitaph for formula strategy approaches to India’s consumer markets, especially of the ‘global?transplant kind. Printed Pages: 304. 031309

Price: 12.95 USD
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