It takes an ecosystem for ‘Made in India’ to win over Indian consumers and go global

Dheeraj Sinha

Leo Burnett’s Dheeraj Sinha argues that being vocal for local be taken as an opportunity to raise up the Indian ecosystem and build world-class brands.

This article is part of a Spotlight series on the opportunities and challenges facing India-born brands. Read more

Till about a few decades ago, there were two kinds of youth in India – one who had an uncle in the USA or Dubai and through them had access to a pair of original Levi’s jeans or Nike shoes. The other didn’t have any relatives abroad and had to make do with tailored trousers and Action shoes (an Indian sneaker brand). That was then.

The Indian consumption story has turned many a page since then. Brands such as Bajaj, Ola,...

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