The release of Psyche of an Indian Consumer: Trends, Traditions, and Triggers Shaping Consumer Choices by Vanita Sharma marks a significant contribution to understanding one of the world’s most dynamic and diverse markets — India. Drawing upon her deep experience as a market researcher and cultural anthropologist, Vanita takes readers on an illuminating journey through the minds, emotions, and motivations of Indian consumers. This book doesn’t merely catalogue buying patterns; it decodes the underlying psychology that bridges the old and the new, the traditional and the aspirational, the spiritual and the material.
In a country where every purchase carries both personal and cultural meaning, Psyche of an Indian Consumer examines how habits are formed, how social values drive choices, and how emotions and identity are intertwined with consumption. From the allure of global brands to the resurgence of indigenous products, Vanita captures the subtle transformations shaping the Indian marketplace. Her analysis reveals how technology, media, and generational shifts are not only influencing what people buy but also redefining why they buy.
Through engaging narratives and grounded insights, the book brings to life the contrasts of modern India — where ancient traditions coexist with digital innovation, and where status, symbolism, and sentiment drive consumption in ways often invisible to data-driven studies. It offers marketers, researchers, and entrepreneurs a nuanced lens through which to understand and connect with their audiences more authentically. More than just a professional study, Psyche of an Indian Consumer is a reflection of India itself — complex, evolving, and deeply human. Vanita Sharma’s thoughtful observations remind readers that behind every statistic lies a story, behind every transaction a belief, and behind every brand choice, a glimpse of identity. This book stands as an essential read for anyone seeking to grasp the pulse of the Indian marketplace and the intricate emotions that fuel it.