16

Competition

16.1  SUCCESS AND FAILURE ARE INDEPENDENT OF COUNTRY-OF-ORIGIN

Whether a brand is owned by Koreans, Indians or Americans seems to be irrelevant to the Indian customer. She/he finally chooses whichever brand delivers value. Thus success or failure in India is not tied to the company’s country-of-origin. It depends solely on whether the brand satisfies the Indian customer. In this, the Indian market today closely resembles the American market in structure if not detail. (The American market of course is more mature. It offers deeper and wider choice.) Consider the following illustrations.

In the 1990s the Indian consumer electronics and appliance companies (BPL, Onida, Videocon) ruled the roost. They got there killing several other ...

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