to understand what has influenced the Indian consumer then and how the Indian consumer is at present.
             Indian consumers are becoming increasingly demanding and knowledgeable. Urban as well as rural consumers know what they want, and are looking for products and avenues to fulfill their needs without compromising on quality. Today's Indian consumer has more expectations regarding - variety, availability of the latest products and location close to response.
             The opportunities -- and the challenges -- posed by the Indian market are enormous. The world's second most populous nation, India has already become its twelfth largest economy (on some accounts, even higher). Along with China, India constitutes one of two vast remaining consumer markets where the level of sales penetration by foreign-based firms has, until very recently, been modest at best. Trade and economic liberalization has brought an end to India's so-called
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