Marketing That Works: Building Breakthrough Brands in India a Marketing Strategy & Branding Book for India Focused on Customer-Centric Growth

By Shivaji Das Gupta

While India is rapidly creating its magical growth story, our thought process in building brands is alarmingly obsolete. We are still heavily dependent on 'Segmentation-Targeting- Positioning', designed and applicable for Western demographics. Hence, we fail to fulfill our truest potential, as Indian creators and customers.

Through through-provoking relatable essays, this book provides a deeper exploration of the Indian buying behavior, with timeless marketing insights. It also serves as an actionable toolkit, providing a dynamic roadmap for every organization, which wishes to build successful brands in this country. Lastly, it is an overdue response to 'thought colonialism', as India most certainly deserves a customized Brand Leadership model, which is uniquely customer-centric.

Marketing That Works is your ultimate marketing-driven action plan, designed to help marketers build outstanding and long-lasting brands in any part of India. Made in India, exclusively for India.

• Format: Paperback
• Language: English
• ISBN: 0143473786
• ISBN13: 9780143473787
• Release Date: January 2026
• Publisher: Penguin Business
• Length: 288 Pages