Unlocking the value of the Indian Market

Ashwani Singla
Chief Executive Officer
Genesis Burson-Marsteller

What does it take to build a successful brand in India? There are no mantras but I have attempted to encapsulate some key points that I call the the four ‘Is’ (rather like Philip Kotler’s ‘4Ps’).

Invest

Come with an intention to invest, not harvest. First, it’s important to invest in research. India is about as many ‘countries’ as it has states and it is important to understand these markets to make your product work. A ‘one-size-fits-all’ approach can be risky.

Invest also in infrastructure. In a landmass covering over 32,000 sq kilometers, distribution and reach could be the crucial differentiator between the success and failure of your product.

Invest in the right products. Mercedes Benz nearly went bankrupt in India selling outdated European models. Today, the models it launches in the US or Europe are available almost Click to Read More

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Sony, Lenovo, BenQ, Tata, Samsung, Singapore Airlines…What do all these names have in common?

If you’ve guessed that they’re all Asian brands, take a bow.

But there is more to those names than their geographical antecedents. All of them are also globally recognized brand names.

This is a crucial point to note in the current buzz that’s surrounding the rise and rise of Asian brands these days. Indeed, that trend is no longer big news. Instead, the question that is everyone is asking now is: are Asian brands becoming a threat to established global brands?

To my mind, that’s a no-brainer too. They already are a threat, and established global brands need to sit up and take notice of them. There is plenty of evidence to show why.

For instance, just five years ago, who would have thought it possible that the media would be writing about Japan’s Toyota overtaking the USA’s General Motors as the world’s largest car manufacturer by next year. Or think of the power of Korean consumer goods brands Samsung, which has zoomed more than 20 Click to Read More

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