Taking the Bull by Its Horns

Ruchra Jain

PepsiCo, a food, snack and beverage corporation, launched insights research in India to decode “local” markets, which is useful for MNCs (multinational corporations) battling the threat of local competition.

What this paper aims to share

India saw bizarre but significant incidents of public outcry against multi-national corporations in 2017. What were the underlying cultural and socio-economic tensions that led to the Jallikattu controversy? Was this a one-off incident or a sign of a larger global movement underway? Is there any correlation between Jallikattu and a larger trend of local or regional players growing and gaining share across the packaged consumer goods industry in India? Is this the death knell for MNCs?

Yes! No! ....well, we find that, if anything, multinational brands and services that remain are a larger part...

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