Indias consumption story has been making news not only within India but internationally too. For more than 10 years on the trot, there has been a universally amazing fascination with Indian consumption, Indian consumers, and Indian retail. Indeed, the consistently increasing size of private retail consumption, estimated at almost $475 billion (over Rs 20 lakh crores) in 2010 and projected to double by 2015, has caught the fancy of the biggest of the biggest businesses, including groups such as Tata, Birla, Ambani, and Mittal, and global giants including Wal-Mart, Tesco, Carrefour, and Metro, just to list a few.

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