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Where are Indian brands on the global stage?


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Where are Indian brands on the global stage?

I believe its not the right time for an Indian company to explore the potential of global market because at first these Indian companies need to leverage and capture opportunities created within Indian economy. Once this huge opportunity created by burgeoning middle income group backed by increasing level of disposable income is fulfilled, then only it makes sense to enter global arena. That's why branding exercise is restricted to Indian boundaries only.

Undergoing such an exercise will even help Indian companies to study well various facets of consumer behaviours, technologial expertise and scale of operations required to serve global markets.

Hence, its a learning time for Indian organisations which will help them in creating solid information base to face competition from other global players.

Though a few brands have started making their presence felt significantly in their respective sectors, eg. Infosys, WIPRO in IT sectors, but a lot more is required to be done in other sectors. Had the survey been done on specific sectors, many Indian organisations would have been there in study outcomes specifically in IT and petrochemicals.

I am sure the day is not far away when Indian companies will make other global organisations a run for their money.

Mohit Bahri, Student, MBA, Symbiosis Institute of International Business, Pune, India - December 4, 2005

I guess India as such is a very big consumer market, so for it reminds the issue, when locally you are aiming and targeting more than globally, so in this regard, you just do not have resources or even incentives to go global, however, it also depends on the uniqueness if the proposition, In this way, many developed countries are really keen on Indian cuisines, for instance, but this is a brand in itself, so maybe retail brands are not globally positioned, but India and the mystery behind it with its food is all about branding.

Inna, PhD student, Kiev National University - December 5, 2005

I think there is also a lot of negative image attached with the 'made in India' tag which restricts the Indian brands making impact on a global scale.

I also believe that the Indian companies have a mentality that does not allow them the aggression that we see in people like Richard Branson.

India has to believe in itself before it can build brands that the world will believe in.

Peter, Marketing Co-ordinator, Wessex Chemical Factors - December 5, 2005

Could it be possible that most of India's (or China's for that matter) large brands are using actual brand names, as opposed to tradenames (company names)? The Interbrand/Business Week study, because of its methodology, appears to favor names that are tradenames (company names) rather than "pure" brand names. For instance, in the 2005 listing of the 100 top global brands, there are only 3 "brands" listed among the top 50 that are not also tradenames: Marlboro, Nescafe, and Budweiser. I am not familiar with the top brands in India (or China), but if they tend to be brand names that are not also tradenames, that fact may have something to do with the answer to your question.

William O'Neill, Attorney, Senniger Powers - December 5, 2005

India or China for that matter are still in the age of marketing where they are selling goods notbrands. They have a commodity mentality. They try and sell volume and cheaply. They are less about innovation than they are about imitation. They have one way relationships with customers, usually wholesalers, and it is based largely on price.

Anonymous, Planner, Taxi advertising - December 5, 2005

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