An adman constantly strives to connect market research data to insight on a winning campaign. Ambi Parmeshwaran has developed a fascination for how Indians are becoming more religious, but also more consumption driven. Combining his thirty- year experience as an adman with a lifelong passion for religious studies, Ambi seeks to answer questions like: Why has the bindi disappeared from advertisements? How did Akshaya Trithaya become such a big deal? What makes Lord Shiva so cool? How did a Chennai-based department store start the New Year’s Sale phenomenon? Are Muslims more open-minded shoppers? Why do people who have no interest in using an MBA degree still get an MBA degree? How did the Manusmriti do a disservice to Hindu women? What can Harvard Business School learn from the Kumbh Mela? Ambi has filled this book with personal stories, anecdotes, lessons and excerpts from research and other publications. This book is a treat for anyone interested in how religion has evolved and how clever marketers have ridden the wave by tailoring their products and services.
Archives: Books
Classic Mulk Raj Anand
‘Mulk Raj Anand writes about the Indians much as Chekhov writes about the Russians’— Elizabeth Bowen in Tatler
One of the founding fathers of the Indian novel in English, Mulk Raj Anand is best known for the impassioned social critique contained in his writings. This omnibus edition brings together Anand’s finest novels which capture the ambivalence of a nation caught between tradition and modernity: Untouchable (1935), Coolie (1936) and Private Life of an Indian Prince (1953). In these acute and moving portraits, vitality of narrative accompanies brilliance in characterization.
Chained
When ten-year-old Hastin’s sister falls ill, he is forced to leave his village in remote Rajasthan to work in a faraway forest as an elephant keeper. He thinks it will be an adventure, but he isn’t prepared for the cruel circus owner, Timir. Thrown together in a ‘chained’ existence, Hastin and the baby elephant Nandita forge a bond of friendship that is stronger than any shackle. Hastin protects Nandita as best as he can when she is punished for not learning her tricks. Yet he wonders–will they both overcome the odds and survive long enough to escape? Join Hastin and Nandita on this incredible journey as they discover new meanings of companionship, courage and hope in search for freedom.
Churning The Earth
Dazzled by India’s meteoric economic rise, we hesitate to acknowledge its costs to the people and the environment. In Churning the Earth, the authors engage in a timely inquiry and present incontrovertible evidence on how the nature of this recent growth has been predatory. Unfettered development has damaged the ecological basis that makes life possible for hundreds of millions and has increased the chasm between the rich and the poor, threatening the future of India as a civilization.
Rich with data and stories, this eye-opening critique of India’s development strategy argues for a radical ecological democracy based on the principles of environmental sustainability, social equity and livelihood security. Churning the Earth is unique in presenting not only what is going wrong in India but also the ways out of the crisis that globalized growth has precipitated.
A Chef in Every Home
Everyone can cook. You just need to know the easy way to do it. Celebrity chef Kunal Kapur brings you a simple and delectable cookbook with fuss-free techniques, tips, and advice that is sure to glean out the chef in you.
From simple bruschettas and delectable humus to warm calzones and dal makhnis, Kunal has a recipe for every mood and moment. Use this book to whip up the perfect Sunday lunch for your family and friends, or to churn out fun party foods for your kids, and watch how you transform into the star of your home. A Chef in Every Home will make cooking an enjoyable and valuable experience.
Yog Se Yovan Tak
This is Hindi translation of From XL to XS: A fitness guru’s guide to changing your body written by Payal Gidwani Tiwari.
Can you change the shape of your body?
Yes, you can. Payal Gidwani Tiwari, Bollywood’s most celebrated yoga expert, tells you how to go From XL to XS. With simple and easy to follow principles and exercise routines, learn how to lose (or gain) weight, stay fit, and transform your body structure. And that’s not all! Learn how to look ten years younger and about other invisible factors like stress, sleep, etc. that affect the way you look. So now you don’t need to envy your favourite stars. You can look like them. With photographs, celeb workouts, and useful tips by stars, From XL to XS is the best gift you can give yourself.
Tirupati
This is translated from English book Tirupati written by Neelima Kota.
For the first time ever, Tirupati: A Guide to Life analyses and connects the philosophy surrounding the god of Tirupati to the tests and tragedies of our everyday life. From what is considered a sin to what is dharma to anecdotes on sorrow, neglect, betrayal, and ways of finding wealth, success, and faith, the book bridges the generational gaps in relevance and application of ancient wisdom to modern life. It traces the divine and historical origins of the temple at Venkatachala, and provides a glimpse into the interior of the holy shrine—one of the world’s most important religious places. The book includes:
• the list of festivals of Tirupati
• vehicles of gods used for each festival
• slokas read in the temple to wake up the Lord
• dos and don’ts of the temple
With a foreword by the head priest, this is the story and glory of Lord Sri Venkateswara, the god who loves His devotees, fulfils their desires, and redeems them. Tirupati: A Guide to Life is for all those who believe that destiny can be changed, and want to know how.
Sangeet Kaksh
This is translated from English book The Music Room written by Namita Devidayal.
When Namita is ten, her mother takes her to Dhondutai, a respected Mumbai music teacher from the great Jaipur Gharana. Dhondutai has dedicated herself to music and her antecedents are rich. She is the only remaining student of the legendary Alladiya Khan, the founder of the gharana and of its most famous singer, the tempestuous songbird, Kesarbai Kerkar. Namita begins to learn singing from Dhondutai, at first reluctantly and then, as the years pass, with growing passion. Dhondutai sees in her a second Kesar, but does Namita have the dedication to give herself up completely to music—or will there always be too many late nights and cigarettes? Beautifully written, full of anecdotes, gossip and legend, The Music Room is perhaps the most intimate book to be written about Indian classical music yet.
Khaiye Aur Vajan Ghataiye
This is translated from bestselling English book Don’t Lose Your Mind, Lose Your Weight written by Rujuta Diwekar.
‘Rujuta has not just changed my body but also my mind and soul. She is the best thing to have happened to my life!’ Kareena Kapoor
Want to know how Kareena Kapoor managed to achieve the perfect figure? Let Rujuta Diwekar tell you how. India’s top celebrity fitness guru has worked with the who’s who of Bollywood including Kareena, Karishma, Saif, Lisa and Sonali. Now she lets you in on her secret—you can eat anything you want just as long as you plan for it. No crash dieting, no carb deprivation, no unbidden cravings. Rujuta teaches you the three simple steps to dieting heaven: learn about your body, create the right plan for it, and slowly adjust your food habits. What’s more, she even lets you in on Bebo’s secret, in a special chapter on how exactly our favourite heroine got that phenomenally fit bikini bod for Tashan.
So whether you’re apple or pear-shaped, soon you’ll be eating all you want—including those irresistible parathas—and still shedding those kilos. Don’t Lose Your Mind, Lose Your Weight is the ultimate diet for daily life. It’s worked for the stars—now make it work for you.
Haroun Aur Sagar Kisson Ka
This is translated from English book Haroun and the Sea of Stories written by Salman Rushdie.
What’s the use of stories that aren’t even true?
I asked that question and the Unthinkable Thing happened: my father can’t tell stories anymore. That means no more laughter in the city of Alifbay and now the place stinks of sadness. So it’s up to me to put things right. If the water genie Iff can take me on the Hoopoe bird Butt all the way to Gup City then maybe, just maybe, I’ll be able to persuade the Grand Comptroller to give my father his Story Water supply back. Trouble is, that is strictly forbidden, one hundred percent banned, no way Jose territory…