Driving The Global Agenta

‘GLOBALISATION, DIGITAL AND SOCIAL MEDIA ARE DRIVING SUCCESS FOR INDIAN BRANDS INTERNATIONALLY’ 

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Factors like globalization, digital and social media are changing the paradigm of international success for Indian brands, believes Niti Kumar, Managing Partner, MediaCom. She insists that a clear vision, localization and persistence are essential for any brand looking to expand in international markets

Q] What are some of the key attributes that an Indian brand must have to make it to the global stage?

In today’s dynamic digital age, adaptability and agility are a must-have for any old or young brand that wants to succeed in connecting with consumers. That said, what a brand really needs to look out for while launching in global markets are:

1) Relevance: does the brand possess the attributes to solve a consumer need in that market?

2) Localization: When an Indian brand decides to take on the global stage it needs to base its proposition on culturally relevant insights and consumer needs.

3) Persistence and courage: New cultures, consumers and markets are never cracked in one shot. The brand needs to have a learning orientation and must often leave the India baggage behind to be successful.

Q] What are some key challenges Indian brands face in promoting/ marketing themselves at a global level?

One of the main challenges will be around building trust and credibility among global audiences. Another area where I see a challenge is in the general perception of Indian companies as outsourcing hubs. This association, though entirely untrue of course, can bring with it a challenge in terms of convincing global audiences about the quality of Indian goods and services. Then, there is the challenge of resources. Only the large brands with the potential for investment can look at overseas expansion.

Q] Is there a shift in the perception of home-grown Indian brands today versus what it was say 5-10 years ago?