"China is blazing the trail in technology, and this is transforming consumers and their lives profoundly at a pace that no other world region is experiencing.  Deep understanding of Chinese consumers is therefore mission critical. Sethi provides a fascinating perspective based on his deep knowledge based on years of research and his personal life experiences in China. This book is a must read for anyone who wants to participate and win in this complex, competitive, and rapidly evolving market." (Stan Sthanunathan, Executive Vice President, CMI, Unilever Plc)

 "Sethi has a unique ability to look at the ground insights, enrich them with local anecdotes, and envision the shape of things to come in a simple, relevant, and refreshingly stimulating manner. In this book, he looks at the hyper connected and hyper segmented consumer of China, influence of the digital revolution, luxury market, retail trends, and Chinese youth from both tactical and strategic perspectives. A must read for those who wish to understand China." (Pratik Thakar, Head, Asia Pacific Creative, Content & Design Excellence, The Coca-Cola Company)

 "Ashok has a knack of identifying the trends that matter, verbalizing them in a lucid manner, and clearly painting the ensuing opportunities for marketers. This book provides a simple and comprehensive description of what every marketer needs to know about Chinese consumers." (Paul Zhou, Head, Illuminera Group)