Digital Leapfrogs: How Technology Is Reshaping Consumer Markets in India

• The book explores digital platforms, e-commerce, startups, mobile technology and other innovations that are changing the way consumers live, work and shop. It draws on research covering more than 150 organizations and examines examples from both urban and rural India.

• Vijay Mahajan is the John P. Harbin Centennial Chair in Business at the McCombs School of Business, University of Texas at Austin. He is a fellow of the American Marketing Association and has authored numerous books on marketing, consumers and emerging markets. He also served as Dean of the Indian School of Business from 2002 to 2004.

Digital Leapfrogs explores how developing economies can use modern technologies to bypass traditional stages of economic and market development. Through examples such as digital platforms, e-commerce, innovative startups and public technology systems, the book shows how digital transformation can create new opportunities for businesses and consumers.