Q: What challenges do foreign companies face in entering the Indian market?
Some companies, just because of their name, appear alien to Indian consumers. If the company is involved in a category where consumers look for global signs of social status, then that foreignness can be played to advantage. But for categories like packaged food, it often doesn't sit well with consumers. So you see a company like Pillsbury making very clear efforts in their advertising to show that their foods fit into traditional Indian family structures.
[This article has been reproduced with permission from Qn, a publication of the Yale School of Management http://qn.som.yale.edu]
Foreign companies are playing with the feelings of the Indian consumers. (example of advertising the platinum on radio.)
on Oct 10, 2012I have a genuine spirit to work for the poor and helpless. I want financial support.
on Oct 1, 2010Professor, an excellent and indepth understanding of the Indian market. A fantastic insight.
on Jun 14, 2010