The Indian market has been amazingly successful in meeting the demands of its internal market.
The middle class is raising expectations and enabling competition to drive product development.
The good product does not satisfy a need anymore, it must also have an emotional connotation.
Leaders in SME are quickly learning the rules of the game. However, the lack of understanding of the challenges associated with the wider business context (environment, standards, quality, HR, fulfilment) are making it difficult for partnerships between local Indian businesses and foreign suppliers to gain traction.
So why is this information relevant to you and how can you leverage it?
Dealing with a Tata company or will require you to have the best international credentials and the best internal quality systems Dealing with a local retailer will demand a significantly different approach focused purely on product and margins.