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A number of Indian companies have brands that sound foreign and which aren’t too keen to play up their desi origins.

This, of course, is a bid to look and feel international for Indian consumers who have over time – with due evidence – convinced themselves that a foreign brand will always outdo a desi one.

It is an interesting case study, however, to examine the longevity of many of these brands and what might be worth learning for newer, modern Indian brands that aren’t shy of flaunting their desi-ness.

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