The nearfuture – which is what challengers are aiming at today – is going to be a verydifferent place from what it is now, because of the fast changing face of themarket and the demands of a new society. It will call upon companies to embracenew technologies, adapt strategies and adopt a 'challenger' mindset if they areto sustain in the face of mounting competition. It is here that India's highlyeducated workforce will power an assault on global markets that will makepresent achievements look puny in comparison.
Expert View: Abhijit Dutta and Kedar Apshankar describe the vastlydifferent Indian scenario after 1991, with enormous changes still to come,especially as regards the retail scene (and retailers approaching the 'thirdstage of retailing').