Hungry for familiar foods: Packaging local food ideas offers MNCs in India the opportunity to unlock new sources of revenue and reach new audiences
Sonya Misquitta with Dheeraj Sinha Grey Worldwide, Mumbai
"Think global, act local" has been a classic marketing mantra for multinational companies trying to extend their brand to new countries and cultures. Nowhere is this more obvious than when it comes to food. Food is inherently culture specific. Indian food is strongly rooted in demography, local cultures, religion, geographical location and economy. In a country where taste preferences change every 200 kms, MNCs have struggled to...