Overview

By 2020, consumers in China and India will generate more than $10 trillion of total annual revenue for companies selling to them. Already the world's biggest buyers of cars, mobile phones, shoes, home appliances, and more-consumers in these countries are waiting for your firm's products and services. But are you ready for the demand? In The $10 Trillion Prize, Michael Silverstein, author of the bestselling Trading Up, and his Boston Consulting Group colleagues in China and India provide the first comprehensive profile of the emerging middle-class households-300 million strong-that will change the global marketplace.

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9781422187050

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As seen in The Wall Street Journal, Fortune magazine, and Forbes.com <br> The $10 Trillion Dollar Prize is an insightful, brilliant journey into the viscera of the modern consumer in both countries, unravelling in the process the rich tapestry that embellishes both these countries. In sum, the book is a paisa vasool, or value for money, a term it repeatedly refers to, and one which could redefine the way corporations around the world think about consumers in India and in China. -- Business Standard (business-standard.com) <br>.. .the authors, all of whom work for the Boston Consulting Group, make a convincing case for the importance of this eastward shift in global spending. -- The Financial Times <br> The $10 Trillion Prize, through survey data, concrete examples, and on-the-ground reporting, shows business leaders what they're up against in these two massive markets... -- EuroBiz <br>Advance praise for The $10 Trillion Prize <br>Jerry Stritzke, President and COO, Coach--<br> Great insights into the aspirations and driving forces behind the all-important consumers of China and India. A thought-provoking and entertaining glimpse into how these consumers will redefine the future. <br>Irene Rosenfeld, Chairman and CEO, Kraft Foods--<br> A must-read for consumer companies seeking to capitalize on the explosive growth in India and China, but also a how-to manual for jump-starting growth in more mature, developed markets. <br>Jochen Zaumseil, Executive Vice President, Asia Pacific, L'Oreal--<br> The authors of The $10 Trillion Prize draw very concrete directions to answer the needs, aspirations, ambitions, and demands of this new generation of consumers. <br>Deepak Parekh, Chairman, HDFC--<br> Decisively, this is the most realistic and powerful portrayal of Chinese and Indian consumers. No company can shape its future without them. A brilliant guide to unlocking spectacular growth. <br>Jim O'Neill, Chairman, Goldman Sac

As seen in The Wall Street Journal, Fortune magazine, Forbes.com, Bloomberg TV, Businessweek, The Economist, and BBC Radio <br> enjoyable, informative, and timely book. -- Indian Journal of Economics & Business <br> A must-read for those wanting to tap the markets of India and China, The $10 Trillion Prize: Captivating the Newly Affluent in China and India is a portrait of the world's biggest buyers of cars, mobile phones, appliances and other products and services -- livemint <br> This is a good book packed with data, examples, and insight. Whether you know next to nothing, just or little or are quite familiar with the business environments in China and/or India, you will certainly get new information as I did, to widen my horizons. Get this book. -- BIZ INDIA (bizindia.net) <br> Pick up the book to know how to create a triple crown: a win in China, a win in India, and a win at home; and to understand the differences and similarities between China and India. -- Business India <br> The $10 Trillion Dollar Prize examines the pot of gold at the end of the rainbow for Western manufacturers and explains who these customers really are and how their tastes are changing. But most importantly it offers insights into how to reach them. -- Engineering and Technology Magazine, The Institution of Engineering and Technology <br> well worth having on your bookshelf -- Business Traveller magazine <br>Through vivid profiles and memorable characters such as the Harvard girl and Mrs. Wx Liu, the authors take readers inside the hearts and minds of Chinese and Indian consumers and offer key new insight into how to win them over. -- India Business Journal <br> an excellent starting point for understanding how China and India are powering the global economy. -- Small Business Trends (smallbiztrends.com) <br> The $10 Trillion Dollar Prize is an insightful, brilliant journey into the viscera of the modern consumer in both countries

As seen in The Wall Street Journal, Fortune magazine, Forbes.com, Bloomberg TV, Businessweek, The Economist, and BBC Radio <br> well worth having on your bookshelf -- Business Traveller magazine <br>Through vivid profiles and memorable characters such as the Harvard girl and Mrs. Wx Liu, the authors take readers inside the hearts and minds of Chinese and Indian consumers and offer key new insight into how to win them over. -- India Business Journal <br> an excellent starting point for understanding how China and India are powering the global economy. -- Small Business Trends (smallbiztrends.com) <br> The $10 Trillion Dollar Prize is an insightful, brilliant journey into the viscera of the modern consumer in both countries, unravelling in the process the rich tapestry that embellishes both these countries. In sum, the book is a paisa vasool, or value for money, a term it repeatedly refers to, and one which could redefine the way corporations around the world think about consumers in India and in China. -- Business Standard (business-standard.com) <br>.. .the authors, all of whom work for the Boston Consulting Group, make a convincing case for the importance of this eastward shift in global spending. -- The Financial Times <br> The $10 Trillion Prize, through survey data, concrete examples, and on-the-ground reporting, shows business leaders what they're up against in these two massive markets... -- EuroBiz <br>Advance praise for The $10 Trillion Prize <br>Jerry Stritzke, President and COO, Coach--<br> Great insights into the aspirations and driving forces behind the all-important consumers of China and India. A thought-provoking and entertaining glimpse into how these consumers will redefine the future. <br>Irene Rosenfeld, Chairman and CEO, Kraft Foods--<br> A must-read for consumer companies seeking to capitalize on the explosive growth in India and China, but also a how-to manual for jump-starting growth ine

Jerry Stritzke, President and COO, Coach--<br> Great insights into the aspirations and driving forces behind the all-important consumers of China and India. A thought-provoking and entertaining glimpse into how these consumers will redefine the future. <br><br>Irene Rosenfeld, Chairman and CEO, Kraft Foods--<br> A must-read for consumer companies seeking to capitalize on the explosive growth in India and China, but also a how-to manual for jump-starting growth in more mature, developed markets. <br><br>Jochen Zaumseil, Executive Vice President, Asia Pacific, L'Oreal--<br> The authors of The $10 Trillion Prize draw very concrete directions to answer the needs, aspirations, ambitions, and demands of this new generation of consumers. <br><br>Deepak Parekh, Chairman, HDFC--<br> Decisively, this is the most realistic and powerful portrayal of Chinese and Indian consumers. No company can shape its future without them. A brilliant guide to unlocking spectacular growth. <br><br>Jim O'Neill, Chairman, Goldman Sachs Asset Management--<br> This landmark book documents the rapid growth in consumer spending in China and India over the next ten years. It is an analytic tour de force and a rags-to-riches tale. <br>

As seen in The Wall Street Journal, Fortune magazine, Forbes.com, Bloomberg TV, Businessweek, The Economist, and BBC Radio <br> A must-read for those wanting to tap the markets of India and China, The $10 Trillion Prize: Captivating the Newly Affluent in China and India is a portrait of the world's biggest buyers of cars, mobile phones, appliances and other products and services -- livemint <br> This is a good book packed with data, examples, and insight. Whether you know next to nothing, just or little or are quite familiar with the business environments in China and/or India, you will certainly get new information as I did, to widen my horizons. Get this book. -- BIZ INDIA (bizindia.net) <br> Pick up the book to know how to create a triple crown: a win in China, a win in India, and a win at home; and to understand the differences and similarities between China and India. -- Business India <br> The $10 Trillion Dollar Prize examines the pot of gold at the end of the rainbow for Western manufacturers and explains who these customers really are and how their tastes are changing. But most importantly it offers insights into how to reach them. -- Engineering and Technology Magazine, The Institution of Engineering and Technology <br> well worth having on your bookshelf -- Business Traveller magazine <br>Through vivid profiles and memorable characters such as the Harvard girl and Mrs. Wx Liu, the authors take readers inside the hearts and minds of Chinese and Indian consumers and offer key new insight into how to win them over. -- India Business Journal <br> an excellent starting point for understanding how China and India are powering the global economy. -- Small Business Trends (smallbiztrends.com) <br> The $10 Trillion Dollar Prize is an insightful, brilliant journey into the viscera of the modern consumer in both countries, unravelling in the process the rich tapestry that embellishes both these countries. In sum

Author Information

Michael J. Silverstein is the author of Trading Up and one of the founders of The Boston Consulting Group's global consumer practice. Abheek Singhi is the leader of BCG's India consumer practice. Carol Liao heads BCG's China consumer practice. David Michael leads BCG's globalization practice.

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