Understanding Culture and Business: An Indian Experience

Jehangir Bharucha

H R College,India

ABSTRACT

Many foreign firms wish to do business in India. This paper tries to investigate if any general rules prevail that foreign firms wishing to do business in India must know. Based on the findings of an exploratory survey, the study concludes that since India is a vast and varied nation, it is not easy to do business here. No sweeping generalizations can be made. The paper explores how Hindustan Unilever (HUL) has tapped the bottom of the pyramid market in rural India very effectively.

KEYWORDS

Indian consumer, culture, untapped potential.