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Heat of India: Get 1.1 Billion's Attention

Streaming Video
60 min

Once racked with poverty, India is now a model of economic revival and Western-style consumerism. This program examines the impact of the country's newfound wealth on domestic and international business, and on Indian society as a whole. Outlining the implications of the BRICs report, the film takes a detailed look at the strategies of Big Bazaar, India's largest supermarket chain, and Hitachi, a Japanese company trying to increase its share of India's air-conditioner market. New trends in fashion, shifting standards of beauty, and a rise in tobacco and alcohol consumption serve to illuminate an evolving culture-one increasingly defined by personal income and buying power and rapidly departing from its traditional past.

System requirements: Internet Explorer 6.0 or Mozilla Firefox 2.0 ; Flash Player 9.0 or Windows Media Player 9.0 or QuickTime Player 6.0.

Distributed by Films for the Humanities & Sciences.

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