Hungry for familiar foods: Think global, act local

This article sets out some of the mistakes made by multinational food companies launching products in emerging markets, and explains how to avoid them in the future.

Hungry for familiar foods: Think global, act local

Sonya Misquitta and Dheeraj SinhaGREY Group

'Think global, act local' has been a marketing mantra for multinationals trying to extend their brands to new countries and cultures. Nowhere is this more obvious than with food, which is strongly rooted in demography, local cultures, religion, location and economy. As a result, MNCs have often struggled to find acceptance for their products.

Apart from exporting global brands to India wholesale or adapting a global brand to Indian tastes, few foreign companies have created a uniquely Indian brand that is culturally specific to India....

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