If you are a MNC and want to do business in India, take a look at this pic (of puja being formed on the F1 track)
Well, this is Indianization of the global F1 race (pic courtesy) and if McDonalds is forced to sell McAloo Tikki, if Nokia is forced to rethink its Dual SIM strategy, if Groupon is forced to change its sales model (for India) – your business needs to have a local flavor or at least an understanding of needs, emotions and culture differences across geographies.
A fits-all strategy is a thing of the past and a lot of MNCs fail to recognize these emotions of the local mass (Read: Local Companies vs. MNCs in the Emerging Market).
In fact, Pluggd.in receives a lot of enquiries from global companies regarding their India foray and very often we recommend them to Indianize the messaging/offering. For most of such big players, it’s a lot about ‘just being present’ and not creating a business-impact (short term thinking by managers focused on next appraisal cycle). But for a startup, this localization could be the key differentiator.
What’s your take? If you are an Indian startup expanded globally, how have you done it?