“As the largest and one of the fastest growing markets in the world, India offers a huge opportunity for the companies looking to expand internationally. However, entering this market requires a deep understanding of its unique business environment, regulatory frameworks, and consumer behaviour.” - techUK, the UK’s leading technology trade association.
Daria Partas, MIRSoc, co-founder of Solid Water Marketing Agency, recently spoke at the webinar titled “Breaking into the Indian Market: Strategies for Exporting and Expansion” organised by techUK as part of the Department for Business and Trade's International Trade Week.
This week we are sharing the highlights of her presentation exploring actionable marketing strategies to help your business strategically position itself, resonate with Indian consumers, and successfully navigate the unique challenges of India’s business landscape.
No way around the market research
There is no one standard recipe for a go to market strategy in a new market but at Solid Water Marketing Agency we work within the launch framework which breaks this journey into three key phases - market research, product and communications adaptation and localisation and finally experiments-based growth sprints which allow for an agile and open-minded approach to marketing.
While preparing for the webinar, Daria reached out to the Indian businessmen in her network to seek advice on your India pre-launch must-do’s.
— If you are a UK B2C business planning to break into India, what are your first steps?
Prasoon Mukherjee, an influential Indian multi-billionaire businessman, founder and chairman of Universal Success Enterprises (USEL), a multi-national company engaged in Mega-township Development,Industrial & Logistics Parks, Coal mining, Energy resources:
Begin with thorough market research to understand the target audience and regional preferences.
Mandhira Kapur Smith, influential Indian and U.K. based innovator and business lady, founder of The Global Policymakers and founder and chairlady of SMIC (Sona Mandhira International) Autoparts, leaders in the Manufacturing, Sourcing and Distributing of automotive spare parts:
Research and evaluate the likelihood of product acceptance in India as this may vary for a multitude of reasons such as cultures, price point etc. Ensure your product is likely to be accepted prior to launching in India.
Ensure product acceptance with both consumers and regulatory bodies.
Conducting in-depth market research is essential to understanding India’s diverse consumer landscape and regional nuances. This insight builds a strong foundation for a successful market entry, helping to understand what Indian consumers want.
What do the Indian consumers want?
Let’s start with the good news: consumer confidence is rising, signaling a shift toward increased spending on both products and experiences. This sentiment, highlighted by Mint, one of India’s premier business publications, underscores a growing consumer focus on high-value and indulgent purchases — a promising trend for businesses targeting this expansive market.
However, as Prasoon Mukherjee aptly notes, Indian consumers remain highly price-sensitive, prioritising value-for-money over premium quality. This unique trait opens doors for brands willing to innovate on pricing and value propositions. Indian consumers are also increasingly experimental, embracing new brands that deliver better value.
Fabien Pinckaers, founder of the global ERP software giant Odoo, echoes this sentiment with a sharp observation: Indian consumers will not pay a premium for AI solutions if human alternatives are more cost-effective. This pragmatism reflects a market dynamic shaped by the availability of affordable labor, requiring businesses to craft offerings that deliver unparalleled efficiency at competitive costs.
Recent coverage by the Economist highlights that India’s “quick commerce” sector is booming, revolutionising convenience. Companies like Zomato, Swiggy, and Zepto have scaled to billion-dollar valuations, delivering everything from biryanis to books within minutes. Though online shopping accounts for just 7% of India’s retail sales today, its potential is staggering, with projections soaring from $65 billion in 2023 to $230 billion by 2030.
India is also witnessing a stock market revolution fueled by unprecedented retail investor participation. The proportion of households holding shares has jumped from one in 14 to one in five in just five years. A game-changing mutual fund initiative, allowing investments with as little as 250 rupees ($3), is poised to democratise access further.
This cultural shift in savings behavior stems from India’s robust digital infrastructure, built over the past decade. The expansion of internet access since 2016, coupled with government-backed digital innovations, has streamlined processes like opening bank and trading accounts—from days to mere minutes—catalysing financial inclusion.
Tiered market entry strategies
— If you were investing in a British tech business entering the Indian market, what would you look for in their investor deck?
Prasoon Mukherjee, Chairman of Universal Success Enterprises:
I would prioritise evidence of market understanding, including a tailored plan for Indian consumers and a scalability roadmap highlighting strategies for Tier-2 and Tier-3 cities. Additionally, the inclusion of advisors or partners with deep knowledge of the Indian ecosystem is crucial.
Quick commerce startups’ strategies ring true to that statement. Quick commerce has proved especially popular in India’s densely packed cities, where drivers can deliver goods speedily to many customers living in close proximity to each other, making it cheaper than in cities elsewhere.
Having first focused on food and groceries, companies such as Swiggy now sell everything from electronics to clothes as consumers have become more comfortable buying from them.
Meanwhile, Meesho (backed by Prosus Group), an online marketplace that integrates with social-media platforms such as WhatsApp, has found success targeting India’s smaller cities. Morgan Stanley, another investment bank, estimates that the e-commerce firm now has more active users on its mobile app than Amazon does in India.
Prasoon Mukherjee, Chairman of Universal Success Enterprises:
Forge local partnerships, establish a strong presence in key metro areas like Mumbai and Delhi, and conduct a pilot launch before expanding to Tier-2 and Tier-3 cities.
Media consumption
At Solid Water when we research a market for a client, we always look at the media consumption habits and trends as this forms the basis of our log of hypotheses and informs our marketing experiments.
Here are some of the key insights into the media consumption patterns across India:
- Rapidly growing and increasingly digital-savvy audience in rural areas;
- Lifestyle-oriented content;
- Social Media is main source of news for Gen Z;
- Uneven digital access across different states.
The latest Rural Barometer Report released by WPP’s media investment group, GroupM, in partnership with Kantar, underscores the rising internet penetration and digital adoption in rural areas.
Digital and telecom platforms are providing significant incremental reach, particularly in Hindi-speaking regions.
In addition, rural online users are increasingly drawn to lifestyle-oriented content, including fashion, travel, and fitness. This trend points to a shift in interests, and rural consumers now seek content that aligns with their aspirations.
Whatsapp is number one social media app and is not just for personal communication but also for business networking, groups and communities. It is also widely used for business communication with your clients. Instagram is number two probably driven by reels which replaces TikTok which is banned in India since 2020.
— Are there any trends in social media marketing in India that you are seeing?
Jatin Kushwaha, founder of several businesses in India, including Rank-Brew, Web-Brew, and Rank-Brew Academy.
User-generated content (UGC) is gaining momentum, as Indian consumers tend to trust content created by other users rather than traditional advertisements.
Video content, especially short-form videos on platforms like Instagram Reels, is seeing rapid growth, with audiences engaging more with DIY, tutorial, and problem-solving videos.
The power of localisation
Kartik Raichura, Co-Founder & CEO at Websites.co.in:
"India is the most densely packed, vibrant "tiny" place on the planet. While it accounts for just 2.4% of the world's land area, it houses over 1.4 billion people — nearly 18% of the global population. To put this in perspective, India’s landmass is about the same size as Western Europe or one-third the size of Africa, yet it has more people than both combined."
India is a diverse and fragmented market:
- Languages spoken in the region: 1600+
- Diverse religious affiliations: Hinduism, Islam, Buddhism, Christianity, Sikhism, Taoism, and Zoroastrianism.
- Cultural differences (Social customs and family structures, festivals, religious practices, social and economic status, etc).
"This extraordinary density gives rise to remarkable diversity, positioning India as one of the most dynamic and complex markets globally. Each state operates almost like an independent entity, with its own language, culture, and market dynamics, underscoring the challenges of applying a uniform strategy in such a multifaceted environment.
Success lies in localization — whether in product offerings, marketing, or customer engagement. Partnering with local experts is key to navigating the complexity."
Amazon’s interface reflects its global identity, focusing on simplicity and universal functionality with only minimal adjustments for Indian users, such as rupee pricing and localised product categories. In contrast, Myntra’s design fully embraces Indian cultural and consumer preferences, with vibrant visuals, festive themes, and bold discount promotions tailored to the value-driven and celebratory nature of the Indian market. While Amazon leans on its standardised, globally consistent approach, Myntra speaks directly to Indian users through a design language that feels culturally familiar and deeply localised.
Cultural awareness
Mandhira Kapur Smith, Chairwoman at SMIC Autopartas:
One thing which British companies get wrong about India when attempting to penetrate the market in India is the lack of emotional connection and cultural adaptability to India. They need to be aware that the culture of people and business is different to the UK and therefore they must adapt to connect on a personal level.
Our account teams working with clients in culturally very different contexts would always have a calendar of public holidays in that country at hand. This affects not only business communication but for a b2c brand how you communicate across your different touch points - on social media, landing pages and in your ad creatives.
For example, around 14% of Indians are Muslim, which makes Ramadan a crucial occasion for creating tailored marketing campaigns.
Succesful expansion case
Netflix has mastered the art of local adaptation in India, reshaping its offerings to resonate with the market's unique dynamics. Recognising the popularity of mobile video consumption, Netflix introduced a mobile-only plan, perfectly tailored to Indian viewing habits. Prices were also strategically slashed, making subscriptions far more affordable than in other major markets.
But the real masterstroke? Releasing the series Aryan and Meera for free on YouTube, leveraging the platform’s massive 225 million Indian users. By offering a taste of premium content to a wider audience, Netflix brilliantly combines accessibility with intrigue, enticing viewers to explore its full library.
— What is the key piece of advice you want to give to any foreign business launching in India?
Prasoon Mukherjee, Chairman of Universal Success Enterprises:
Partner with Indian businesses, hire local talent, and understand cultural nuances. In this highly price-sensitive market, offering competitively priced, high-quality products or services often outweighs brand reputation.
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