Africa Rising
04 Nov 08

While the world may think that Africa’s wealth lies in its natural resources such as diamonds or oil, in actual fact its true wealth can be found in a fast-growing consumer market of more than 900 million people.

Africa Rising provides an overview of this vital market and reveals the multitude of opportunities that await companies prepared to meet it. Mahajan perceives Africa to be the “new” China or India in terms of marketing and global business development opportunities. In fact, he points out that Africa is richer than India on the basis of gross national income (GNI) per capita, and a dozen African countries have a higher GNI per capita than China.

To develop the book, Mahajan, former dean of the Indian School of Business, traveled thousands of miles across Africa, from Algieria to Zimbabwe, on a “consumer safari” to better understand the African market. “There will soon be a billion consumers on the continent of Africa; this is one of the fastest growing markets in the world. It is also one of the youngest markets, with 41 percent of its population under age 15. And just like consumers in other countries they need food, clothing, soap and shelter, and desire mobile phones, medicine, cosmetics, music, television, toys, computers and movies. While there are challenges, entrepreneurs and business leaders are finding opportunities in almost every industry and every country across the continent.”

While the news headlines coming out of Africa focus on the real problems of disease, corruption and conflict, Mahajan tells a different story. In the book, he interviews entrepreneurs and leaders of global corporations such as Unilever, Coca-Cola, Novartis, Tata, LG and Diageo, who are rapidly expanding their businesses in Africa.

	Africa Rising
	Author	Vijay Mahajan
	Pub Date	2 Oct 2008
	Price	£18.99
	Publisher	Wharton School Publishing
	ISBN10	0132339420
	ISBN13	9780132339421
		Click here for further information or to purchase Africa Rising.

For further information please contact:
Elie Williams, PR Manager
t: 07803 392 710
e: elie.williams@pearson.com

View more news releases, in our latest news area.

All information and prices correct at time of writing.