Lilliput Land: How Small is Driving India's Mega Consumption Story

Lilliput Land: How Small is Driving India's Mega Consumption Story Author : Rama Bijapurkar India is already the world’s fifth-largest economy. Unlike most markets of its size, India is, and for a long time will be, driven by lots and lots of small consumers earning and spending just a little bit each, which adds up to an enormous amount. On the supply side, these consumers are served by numerous small, agile suppliers who challenge large companies by innovating to satisfy their price-performanc