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Business Today issue dt April 22 -May 6, 1998Marketing to the Superich
They are richer than marketers believed. But they're also much smaller than marketers believed. A path-breaking new study of India's most affluent customers by the NCAER busts the myths that made super-premium brands taste failure. A statistics-and-strategy guide.

Redefining the Rich  /  The Nearich
The Clearich  /  The Sheerich  / The Superich


CORPORATE FRONT

Just How Clear is Nestle's Soup?
The controversial resignation of its CEO, Darius Ardeshir, pushes Nestle into the shadows.

Can Videocon Change its Value Perception?
The Dhoots' open offer to buy two per cent of VIL is an attempt to excite its depressed scrip price.

Does R&D Fit into Piramal's Dosage?
While a joint venture with Boots will strengthen NPIL's supermarket strategy, the foray into R&D is puzzling.

Will JCT Snap out of the Polysindo Deal?
With both the buyers and the seller looking for a way out of the contract, the sale of JCT unit may be off.

"Retailing Gets you Closest to Consumers"
Simone Tata has the onerous task of replicating her success with cosmetics in retailing.

Will the FIs Act Wisely in the Sterlite Saga?
Instead of adopting a wait-and-watch policy, the institutions should strike a deal with one of the bidders.

Is Bharti's Open Offer a False Ring for Investors?
The Mittals' offer to pick up Bharti's floating stock will enable them to offload the shares at a premium later.

Will Bata's Mettle be as Tough as its Sole?
Although CEO W K Weston has revived the company, a high-cost structure remains a worry.


Interview: Yashwant Sinha, Union Finance Minister
"Swadeshi is very pro-consumer".

Case Study
Dealing with a demerger.


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