Before Kotler, There was Krishna!

Before Kotler, There Was Krishna reimagines modern marketing through an Indian civilisational lens. Drawing from classical texts such as the Bhagavad Gita, Mahabharata, and Arthashastra, it reveals how foundational ideas-consumer behaviour, value creation, storytelling, trust, and sustainability-have long been embedded in Indic thought. Blending academic rigour with cultural insight, the book connects ancient principles with contemporary practice, offering a perspective that is both traditionally rooted and contemporarily relevant. Structured across seven thematic movements-from the human core to the responsible horizon-this work moves beyond models to explore marketing as it is lived and experienced. It speaks to students, practitioners, and thinkers seeking a deeper, more contextual understanding of markets.