In India, hundreds of millions of people are only starting to
get reliable electricity, meaning for the first time they’re
potential buyers of appliances such as a fan or lamp. And yet, even
though that kind of consumerism is new, these would-be customers
still have the characteristic impatience of millennials: “These are
10-second people—if they don’t get an answer in 10 seconds, you
lose their attention,” says Anant Bajaj, a managing director for
Bajaj Electricals, a...
