| What does it take to build a successful brand in India? | | | | Innovate in your communication. In a land where over |
| There are no mantras but I have attempted to | | | | 300 films are released every year, sell ideas not |
| encapsulate some key points that I call the the four | | | | products. Korean companies Samsung and LG have |
| ‘Is’ (rather like Philip Kotler’s ‘4Ps’). | | | | grown to be number one and two consumer |
| Invest | | | | electronics brands in less than a decade by leveraging |
| Come with an intention to invest, not harvest. First, | | | | their products on new concepts. |
| it’s important to invest in research. India is about as | | | | Impress |
| many ‘countries’ as it has states and it is | | | | Bring the fire power early in the game. Shock and |
| important to understand these markets to make your | | | | Awe does work. By following precisely this strategy, |
| product work. A ‘one-size-fits-all’ approach can | | | | Hyundai leads the car revolution in spite of being a late |
| be risky. | | | | entrant. It is now a leading player after Maruti-Suzuki, |
| Invest also in infrastructure. In a landmass covering | | | | the 20-year-old incumbent. |
| over 32,000 sq kilometers, distribution and reach could | | | | Brand ambassadors can also change the fortune of |
| be the crucial differentiator between the success and | | | | the brand, but should be used with caution. Shah Rukh |
| failure of your product. | | | | played a key role in the fortunes of the Hyundai |
| Invest in the right products. Mercedes Benz nearly | | | | Santro, or look at what Sachin did for Adidas in India or |
| went bankrupt in India selling outdated European | | | | Aamir Khan to Coca-Cola. |
| models. Today, the models it launches in the US or | | | | Inch Ahead |
| Europe are available almost simultaneously in India. | | | | It’s best to build a solid foundation and then dream |
| Result: in a country that values ‘fuel efficiency’ | | | | of the sky scraper. See red tape in India as a measure |
| the Benz sells against a waiting list! | | | | to test your resolve about India. Unilever, Pepsi, Colgate |
| Innovate | | | | are all successful brands in India who either came with |
| Innovate in your product. Take local sensibilities into | | | | a heritage or came with an intention of leaving one |
| account and tailor products accordingly. Don’t paint | | | | behind. |
| your product blue if Indians like it red. Thanks to | | | | If all this sounds simple, it is. Building a successful brand |
| McAloo — India’s own Big Mac — | | | | in India means getting your basics right and keeping it |
| McDonald’s is India’s fastest growing chain of | | | | simple! |
| family restaurants. | | | | |