Borderless Is The New Fashion

Indian retailers that have tested success in global markets share their insights on what it takes to take the domestic brand beyond the shores

- Payal Gulati

After having made a mark in India, many national players are successfully expanding in the overseas markets too. So, what works and what doesn’t work in markets outside India? How does brand positioning interplay with the developed markets? Answering such queries, Manish Mandhana, MD, The Mandhana Retail Ventures, says, “The current market scenario is favourable for Indian brands looking at international expansion. Brand India has clearly arrived on the world map. It is important to reiterate that the success of the product is based on positioning as a global product and not keeping it limited to the Indian market.”