India - Country Commercial Guide
Market Entry Strategy

Generalizes on the best strategy to enter the market, e.g., visiting the country; importance of relationships to finding a good partner; use of agents.

Last published date: 2022-09-07

Strategic planning, due diligence, consistent follow-up, patience, and commitment are prerequisites for doing business successfully in India.  The Indian market necessitates multiple marketing efforts that address differing regional opportunities, languages, cultures, consumer behaviors, standards, and levels of economic development.  Penetrating the Indian market requires careful analysis of consumer preferences, existing sales channels, and changes in distribution and marketing practices.  India is a face-to-face society, and in-person meetings are typically necessary before formalizing business partnerships or agreements.  While the pandemic has led Indian companies to work more frequently with global partners in virtual environments, it remains to be seen whether this is a permanent shift in business practices.