"Reuters is analysing macro-economic figures to compare and accept consumerism. India has an edge that no other country in the world does in its desire to be global. We're experimenting with new marketing methods and touch points to keep pace with the domestic competition. We're accepting the fact that the consumer is fickle minded and promiscuous."

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Profile:

Azhar Rafee is Executive Vice President of Emerging Markets in the media division of Reuters PLC.

He is responsible for growing the company's consumer media business in rapidly growing markets around the world including India and China besides managing Reuters' investment in the media business.

Prior to taking on the current role, Rafee helped successfully launch the first ever direct-to-consumer effort. The initiative comprised the start of Reuters consumer web, mobile, TV and IPTV platforms in North America, Europe and Asia.

Previously, Rafee was Senior Vice President at Multex, a leading provider of financial information for the financial services industry, in-charge of global institutional and consumer marketing.

Rafee has an MBA degree from Columbia University in New York and is now based in Hong Kong.