Most global companies have found that building brands in India is no easy task. Because the Indian market and consumer differ significantly from the rest of the world, the tried and tested approach of simply tweaking brand strategy at the regional and country levels is doomed to fail.
Perspectives 2008: Lessons from the Maharaja Mac
Five rules for entering the Indian market
When McDonald’s replaced its beef-based Big Mac with the mutton-based Maharaja Mac in India, skeptics shook their heads. After all, no one had...