By 2020, consumers in China and India will generate more than $10 trillion of total annual revenue for companies selling to them. Already the world's biggest buyers of cars, mobile phones, shoes, home appliances, and more-consumers in these countries are waiting for your firm's products and services. But are you ready for the demand? In The $10 Trillion Prize, Michael Silverstein, author of the bestselling Trading Up, and his Boston Consulting Group colleagues in China and India provide the first comprehensive profile of the emerging middle-class households-300 million strong-that will change the global marketplace.