Memes For Mummyji

In Memes for Mummyji, Santosh Desai—one of India’s most respected social commentators and marketing professionals—offers a witty and insightful chronicle of the subtle revolutions shaping Indian life in the digital age. Through essays drawn from over a decade of observation, Desai explores how the mobile phone, now as ubiquitous as the pressure cooker, has quietly transformed everyday experiences: from shopping and flirting to praying, protesting, and parenting. This is not a book about technology, but about us—our habits, contradictions, newfound freedoms, and the deep cultural software that continues to run beneath the surface. Warm, perceptive, and deeply human, the book serves as a love letter to the everyday theatre of Indian life. Desai, a columnist for several leading publications, writes extensively on media, popular culture, consumer behavior, and daily life. He currently heads Future Brands, a branding consultancy, and was formerly the president of McCann Erickson India. An economics graduate and management postgraduate from IIM Ahmedabad, Desai brings both analytical depth and cultural sensitivity to his reflections.