$10 Trillion Prize: Captivating the Newly Affluent in China and India

The $10 Trillion Prize: Captivating the Newly Affluent in China and India

By Michael J Silverstein, Abheek Singhi, Carol Liao, and David Michael

Meet your new global consumer You've heard of the burgeoning consumer markets in China and India that are driving the world economy. But do you know enough about these new consumers to convert them into customers. Do you know that: - There will be nearly one billion middle-class consumers in China and India within the next ten years.

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Book Information

Publisher: Harvard Business Review Press
Publish Date: 10/02/2012
Pages: 336
ISBN-13: 9781422187050
ISBN-10: 1422187055
Language: English

Full Description

Meet your new global consumer You've heard of the burgeoning consumer markets in China and India that are driving the world economy. But do you know enough about these new consumers to convert them into customers? Do you know that:
- There will be nearly one billion middle-class consumers in China and India within the next ten years?
- More than 135 million Chinese and Indians will graduate from college in this timeframe, compared to just 30 million in the United States?
- By 2020, 68 percent of Chinese households and 57 percent of Indian households will be in the middle and upper classes?
- The number of billionaires in China has grown from 1 to 115 in the past decade alone? In The $10 Trillion Prize, bestselling author Michael J. Silverstein and his The Boston Consulting Group colleagues in China and India provide the first comprehensive profile of the emerging middle class, primed to transform the global marketplace. Already the world's biggest buyers of cars, mobile phones, appliances, and more, these consumers are eager for more products and services. In fact, it's estimated that by 2020, consumers in China and India will generate about $10 trillion of total annual revenue for companies selling to them. This book explains who these consumers are--what they buy and why, how they think and shop, and how their needs and tastes are changing. It takes you into their lives so you can better understand what they want and what they're looking for. Only by fully comprehending the forces driving this new generation of consumers will your company be able to capitalize on the opportunities their buying power represents. Insightful and backed by rigorous research, this book takes you inside the hearts and minds of today's emerging Chinese and Indian consumers--both urban and rural, and across all income levels--positioning your company to win as the next wave of global affluence reaches the marketplace.

About the Authors

Michael J. Silverstein is a senior partner and managing director of the consumer practice at The Boston Consulting Group. He is the bestselling author of Trading Up, The $10 Trillion Prize, Women Want More, and Treasure Hunt.


Dylan Bolden, Rune Jacobsen, and Rohan Sajdeh are all senior partners and managing directors at BCG.<

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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.

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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.<

Learn More


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.<

Learn More

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