Brand Magic in India

Expanding a brand into a new market isn't just about translating the tagline. The best way to succeed is to study local tastes closely

Since the "golden summer of 1991," when India's economy was liberated from decades of restrictive regulation, U.S., European, and Asian multinationals have salivated at the thought of bringing their brands to almost a billion new customers. Fast-rising disposable incomes and a growing middle-class consumer culture make the market even more enticing. Many CEOs now dream of declining cost curves and rising profits from capturing the mythical "1%" of India's huge and fast-growing market.

To continue reading this article you must be a Bloomberg Professional Service Subscriber.