This ebook contains some of the best papers presented in the First International Marketing Conference organized by Indian Institute of Management Kashipur during 2015, held at the India Habitat Center, Delhi. Theme of the Conference was, "Globalizing Brand India: Opportunities and Challenges". Though the ebook is primarily based on the conference the ebook also includes few papers from interested authors other than the conference presenters. The theme of the ebook is "Understanding India: A Market based Perspective". India a Nation widely known for its rich cultural heritage and diversity is gaining popularity as an emerging Nation for providing business vast potential.