Introduction:

People from different cultures behave differently, because of their different belief systems, socio - economic conditions, their customs, religion, surroundings, etc.

When you work in a team with people from different cultures, it is essential to develop a sound knowledge of their culture, their habits, how they communicate with each other, the management style they are accustomed to, how they value their time, what motivates them, etc in order to succeed.

This is a practical book based on real life experiences and will help you to understand Indians psychology, their culture and how to bridge the communication gap between India and the West.

The word West used in this book mainly refers to people from the UK, however, it is also applicable to people from Europe and the US. Even though the behaviour of people from the US, Europe and the UK differ, they are more alike in general compared to Indians and certainly there is a big difference in Indian culture and management style compared to the West.

Corporate executives of most MNC organizations who plan to enter Indian retail markets make their sales projections based on assumed middle class Indian population (i.e. 300 millions). This book is written focussing on that assumed middle class income group Indians, though the basic concept applies to other income groups as well.

This book is primarily for westerners who are interested in doing business with Indians or who are already in business with them.

After working for about 12 years in India as an entrepreneur, a guest professor to various MBA schools, a training consultant for The Times of India Group and 3 years working in the UK as a freelance trainer and consultant, I can see the noticeable differences between the work places and cultures in both countries. I have tried to summarise these differences in this book.

I hope this book will give you the insight into Indian culture and help you to bridge the gap while working with Indians.

With Best Regards

Subodh Gupta