India as First Market

For long, I used to think that India is a lab to try out our ideas, and then take them to markets outside India, but which were similar. In recent times, there is a change coming in my thinking. I am starting to believe that India is not just a lab, but our first and potentially biggest market. Which means we have to make our ideas work in India first.

The trigger point for this was a CNBC interview of CK Prahalad which i watched recently. He made a couple of points: the Indian consumer is extremely smart – she knows exactly what she wants, and India is one of the most competitive markets in the world, so if you can succeed in India first, then you can definitely succeed elsewhere.

My reluctance to view India as our first market stemmed from past experiences wherein I have tried to sell stuff we created in India with very limited success. Even IndiaWorld succeeded because of the audiences outside India. So, I was biased againsit India as a market. But that’s probably more because of the things we’ve not done right in product and marketing, rather than the idiosyncracies of the market.

What is clear to me is that we need to make Emergic a success in India. And we will.

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Rajesh Jain

An Entrepreneur based in Mumbai, India.