For aspiring local firms, raising capital from Indian investors just got more competitive. Overseas multinational companies are all set to tap the Indian market to signal their commitment to the country as well as raise funds for local expansion.
(This story appears in the 02 April, 2010 issue of Forbes India. To visit our Archives, click here.)
A lot of multinationals have come into India but failed - not because their products were not good, but because they failed to understand India's culture. Globalisation has been the new trend, but 'standardisation' will not work always. As a marketer, you need to be sensitive to each culture's identities and its unique regional preferences and customise your product offerings.
on Sep 18, 2011