Decoding the Customer Journey

According to a report by the Boston Consulting Group, India is on track to become the third-largest consumer market in the world by 2025. It estimates that our consumption expenditure will cross an eye-watering $4 trillion by then. While retailers and businesses have much to celebrate, there is a catch. The path to getting a prospective consumer to engage and buy-in to your product is rarely, if ever, linear.

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