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PACO UNDERHILL DECODES THE INDIAN ART OF BUYING & SELLING

WHATSUP

Paco Underhill gave the audience some food for thought with his out-of-the-box suggestions and insightful marketing analogies about the Indian retail structure.

The CII (Confederation of Indian Industry) hosted the 16th edition of Brand Conclave in association with The Telegraph on November 17, at The Oberoi Grand. 

New York-based behavioural researcher, consultant and author of books like Why We Buy: The Science of Shopping, Call of the Mall: The Geography of Shopping and What Women Want: The Global Marketplace Turns Female Friendly, Paco Underhill conducted a masterclass where he discussed branding and the Indian retail structure in the global context. “This seminar is my way of combining art and science and through design and presentation using global factors and graphics, explain to the Indian crowd their retail structure,” said Underhill.

The masterclass was attended by representatives from corporate biggies such as McDonald’s, Microsoft, Adidas and Starbucks among others.

Text: Urvashi Bhattacharya
Pictures: B. Halder & Shuvo Roychaudhury 

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