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: 2020-08-25

Strategic planning, due diligence, consistent follow-up, and perhaps most important, patience and commitment are all prerequisites for successful business in India.  This market necessitates multiple marketing efforts that address differing regional opportunities, standards, languages, cultural differences, and levels of economic development.  Gaining access to India’s markets requires careful analysis of consumer preferences, existing sales channels, and changes in distribution and marketing practices, all of which are continually evolving.  India has traditionally been a face-to-face society requiring in-person meetings before an Indian company would formalize a work partnership or agreement.  However, the pandemic has forced Indian companies to work and connect with global partners virtually.  It remains to be seen whether Indian companies will shift their mentality to consider finalizing a business deal in a virtual environment.