New routes from old roots: comparing the Indian and Chinese middle class

This article, based on a major study undertaken by Ogilvy & Mather, compares consumer habits in China and India.

New routes from old roots: comparing the Indian and Chinese middle class

Saurabh Sharma, Kunal Sinha and Jane LingOgilvy & Mather

When we think of India and China, a huge variety of popular perceptions and images come to mind, captured in these real chapter titles from some recent, more popular books:


  • Global and Medieval – India's schizophrenic economy;

  • Battles of the righteous – the rise of India's lower castes

  • New India, old India – the many layered character of Indian modernity


  • The China price

  • The pirate nation

  • The revolution against communist revolution

  • A...

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