IndianMaze

Last 20 years or so in Indian economy have been phenomenal not only in terms of economic growth but also - removal of licence raj in general - becoming adequate/surplus from a scarce economy (imports not withstanding) - rise of brands, and - rise of organised retail Above all have transformed the consumer life and also the decision making. The choices have widened beyond comprehension and still not reached a saturation point. My experiences over the last week(in Delhi) showed how spoilt we are with the choices available in various product categories. Tea - earlier it was 3 products (leaf - 3/4 brands, dust - 1 brand and Darjeeling - 1 brand). Now 13 products (leaf, dust, darjeeling, green, flavoured, tea bags, instant, instant flavoured, iced, packaged, packaged flavoured, infused) and each with at least 6 brands and 2pack sizes. Coffee - earlier 2 products (instant - 2 brands and filter - 1 brand). Now 10 products (instant, decaff, arabica, robusta, columbian, powder, granules, instan...