Launching in India? Go Regional or Go Home
India isn’t just a market; it’s a grand thali with 28 Flavours. And if you’re trying to serve one dish to everyone, you’ll end up with a plate no one wants to touch.
Successful brands know this—they’ve cracked the code by going hyper-local, understanding regional quirks, and delivering what each corner of this diverse country craves.
Take Parle-G, for instance. This humble glucose biscuit isn’t just a snack; it’s an emotion. By keeping it affordable and universally appealing, Parle-G positioned itself as the perfect tea companion from Kashmir to Kanyakumari. Dunk it, bite it, or crumble it over milk—it’s as versatile as India itself.
Now, let’s spice things up with Domino’s Pizza. While pepperoni might rule the West, India’s pizza cravings revolve around “Peppy Paneer” and “Chicken Tikka.” Add a 30-minute delivery promise to our bustling traffic chaos, and they hit the jackpot. Their recipe? Marrying global offerings with a hearty Indian twist.
Then there’s Amul, the dairy giant that doesn’t just sell butter; it sells smiles. From Gujarati theplas to Punjabi parathas, they’ve localized their products with regional flavors. And who doesn’t love their witty Amul Girl ads? Always topical, always relatable, she’s the queen of connecting with India’s heartland.
Let’s not forget Tata Tea. With their iconic “Jaago Re” campaign, they understood that chai isn’t just a drink; it’s a cultural institution. They brewed not just tea but meaningful conversations, tapping into India’s social consciousness one sip at a time.
And here’s the silky story of Parachute Coconut Oil—the darling of the coconut-loving south. While mustard oil reigns supreme in the North and East, Parachute owned Kerala’s lush green backwaters and Tamil Nadu’s haircare rituals by staying true to local preferences.
Even Surf Excel got its hands dirty—literally. Their “Daag Acche Hain” campaign celebrated messy, happy kids across cricket-loving Tamil Nadu and beyond, winning over moms by turning stains into stories.
The lesson here? India isn’t a single audience; it’s a kaleidoscope of cultures, tastes, and preferences. Brands like Maggie Masala Magic understood this by bringing ghar-ka-khana comfort to quick meals. Success lies in tailoring your offering to regional tastes and crafting campaigns that resonate with local hearts.
So, serve the dhoklas, dosas, and dal makhanis—but know which table to place them on. That’s how you build a brand India loves.
About the author: Hemant is the Founder & CEO of branding and marketing firm ”Neeti Brand Accelerator” in Mumbai. He is a brand strategist and has worked with more than 150 brands during last two decades. He is also mentor and coach to SMEs and startups. You can visit the website neeti.biz. You can contact him at hemant@neeti.biz
