Selling to the BRIC: the background to the scholarly publishing market in India.

This article provides an overview of the Indian scholarly publishing market in terms of the demographics, market verticals, research institutions, sources and patterns of funding, and the burgeoning potential of the globalised Indian economy. It explores the feasibility for entry of international publishers and tried and tested business models. The analysis covers the nuances of the growth drivers and inhibitors, the current success and status of existing players, and the key challenges. [ABSTRACT FROM AUTHOR]