Saturday, April 2, 2016

#BookReview: A dog eat dog-food world by Suresh Chandrasekaran

On the jacket:

A hilarious pseudo-history of marketing management, which explicitly denies resemblance to any actual history, and which will be horrified if some semblance be found. ‘A dog eat dog-food world’ is the story of a man who discovered that the path of life is strewn with treadmills and, if you get on one by mistake, you could keep running all your life to stay in the same place. The story of how just minding your own business can lead to unexpected consequences, guided by the ‘invisible hand’ of long dead economists. Anything you learn from the book – be it the basics of marketing management or a satirical view of Society – you do at your own risk.  The tale only dogs the doings of Spike Fortune who only sought to feed dogs and Jerry Fortune who, being fortuneless, gets dragged helter-skelter by his uncle Spike’s careening pursuit of commercial success; Spike’s rival Tom Rich, who is unwillingly dragged into upstaging Spike and tries to do it by teasing the palates of cats, helped by the bumbling efforts of his nephew, Jasper Rich who would rather be chasing girls than chasing cats.


An intelligent book has a good fill of humour, A dog eat dog-food world reminded me of Dilbert as a complete story.  I will be honest, I didn't start enjoying this story from page one. In  fact I was a little bored by page 3. It was after getting into the plot a little that I was glad I had picked this book up. One thing is sure, the author has a kick-ass sense of humour. 

What made me keep reading was the unraveling of quite a curious story. Full points to the author for creating and imaginary plot and making it so humourous. I am yet to find an Indian author of recent times who treats humour with such ease, but I guess my search stops now. 

In A dog eat dog-food world, a very rich man doesn't know what to do with the riches and  the stress about how to spend money, makes him sick. Upon getting the suggestion to invest parts of his money into a good business, the man invest in a dog food company. And thus begins a tale of the corporate world - competition comes in, rivalries begin, egos take over and the need to survive becomes the driving force.

An intelligent book, A Dog Eat  dog-Food World is as close to brilliance as it gets. However, be warned that there is a possibility that like you too might want to stop reading it after a few pages. Keep reading, as this book will give you a lesson in management all the time being candid and witty. I also got a faint hint of Wodehouse, but that could be just me. 

Rating: *****/5

[This is an author request review. However, the views expressed are my own and unbiased.]

1 comment:

  1. Thanks Samarpita! Hmmm - Yeah, that prologue seems to have worked with some, seems to have put off others.


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