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The Krishan key by Ashwin Sanghi: A book review ISBN Number: 9381626685 Edition Language: English Published Date: 24 th August 2012 by Westland Page Count: 475 This book alternates between the Mahabharata times; the story is told by none other than Lord Krishna in the first person and present day sketch, which revolves around the protagonist, Historian Ravi Mohan Saini.   It is believed that Vishnu has reincarnated nine times till now and will take last and final birth as Kalki Avatar in Kalyug; hence called Dashavatara. This story revolves around the eighth and tenth avatars of Vishnu. Though research done by the writer is as usual thorough and he knows where to use which information. The story line is riveting and forces you to turn pages, even though your eyes get tired and want to drift off in dreams. It’s like reading Dan Brown of Indian mythology, rather a theology. Though, I will not compare the two as both are of different eras and have a sub...

DISCLAIMER It’s hard to satisfy everyone. So if someone can get offended, please don’t continue and close the browser window, and the one who want to read on this go on. Happy reading :-) ************** I am crazy about brands, how they are built, managed and how the propaganda is set for generations to come. While every brand has different USP on which it prospers, it uses two of the most important parameter to count on its success- Consumer  behavior  and Market research. A product or service can be hyper  localized  or spread across different time zones, but require consumers like us to start on a positive note, break-even, or even go with IPO. There is one brand which has always mesmerised me. It is not the P&G or Hindustan Unilever or Micromax ( having o ne of the best Marketing team in India). I am talking about ISKCON (International Society of Krishna Consciousness), an organised brand, having religion as its platform and deep rooted Kr...