‘Is the red carpet fading?’ an award winning book on the guidelines for MNC’s to operate in China by Saurabh Sharma will be released in India. The book recently won the prestigious Atticus Award instituted by WPP and presented by the Legendary Sir Martin Sorell. The Book gives a low down on the ground realities that MNCs need to understand as they engage with China. The Book dispels many myths about China, the Government and its people. It tries to outline a way of thinking and lays down some fundamental principles for MNC engagement in China.

Saurabh Sharma,Planning Partner at Ogilvy& Mather, China since 2007, is a postgraduate in management and began his career in 2000. He has had a 4-year stint in Mumbai where he last held the position of Planning Director at Ogilvy India.  In 2006, he was the youngest Advertiser to present at the WPP Retail Summit in Mumbai and the youngest finalist at the Marketing Research Society of India (MRSI) Awards, the same year.

Says Saurabh Sharma; “Being an Indian and having worked in India before coming to China, helped me look at China not just a emerging global economy but also as a developing country and a culture with similar challenges as India’s. Perspectives in the book can help Indian Business look at China in a new light. The book sheds light on facets of China that are often overlooked in the noise generated by the fear psychosis of China’s rise. Contrary to the general distrust with China, the Chinese come across as pragmatic, disciplined, warm and filled with a unique sense of mission. Today’s China is not just a big factory but a big market and resurgent nation that India and Indian business can learn from. China is learning’s from the world, there is nothing stopping us from learn from China.”

The book lays out some basic principles of engagement with China and cites examples of various MNCs that have succeeded in China by devising adaptive strategies to engage with China.