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India after 10+ years away

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There's plenty of budget airlines and a quarter million cell phones being made a day. India is 'calling all entrepreneurs.' And yet its not that easy. Razor thin margins, an older bureaucracy, whole neighborhoods of C&D (copy and develop instead of research and development), and the little things - like trying to get a cell phone present constant challenges. I was shocked by how demanding the Indian consumer is - requiring high quality, low price, and service guarantees even or $10 purchases. If we can crack this market - we can crack any.

We are in India!  It’s been over 10 years since I was last here and the moment I got off the plane it all flooded back.  I stayed with my university roommate at his place in Dwarka, a neighborhood of endless apartment complexes that didn't even exist when I went to school in Delhi.  But before we set off to conquer India, here's a couple quick lessons I learned for all those aspiring entrepreneurs looking to set up shop in India:

-         find a local friend to buy your cell phone before you get here (and get one with low roaming charges b/c when you leave the city it starts roaming and each state has a different SIM)

-         buying a wireless card for your laptop will be well worth your while!

-         There is a serious talent crunch.  There is lots of great talent but it is all being snatched up immediately.  Give yourself plenty of time to recruit the best!  (in fact, if anybody knows any amazing candidates for VP Marketing & Sales with 7+ years of experience with rural marketing in India please contact me)

India is the ultimate retail market and quite a challenge.  As far as base-of-the-pyramid and rural marketing is concerned, I have found a few surprises.  The first is how sophisticated the market has become.  For example, the Chinese imports coming in as emergency lights have received a terrible reputation for low quality, and although they are still sold by the tens of thousands, newer Indian brands are springing up.  Although the Indian brands are higher priced (often 2X) they come with guarantees (6mo-1yr) and often service warranties (up to 3years).  Consumers are not only demanding high quality at low prices, but they want to be able to easily and inexpensively repair their products.  If you are offering products that cannot be easily repaired – it is going to be hard to crack this market.

India is also on the move.  Screaming horns, fried snacks, and truck loads of goods grumbling by every second.  Plenty of Chai!  to keep you awake, Paneer! to make your mouth water, and Masala! to spice it up.  I am very optimistic and love being here.  The wholesale business is mind boggling in size and everybody is trying to penetrate into the huge rural markets.  This is it – potentially the toughest most competitive market to serve in the world – and we are wadding in with one purpose – to provide better products for underserved customers. Onwards! Onwards. Onwards!

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