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Companies such as McDonald’s, Coca-Cola, Monika, Walter, and Motorola have had their respective issues with attempts at infiltrating Indian culture, and subsequently the marketplace (Taper). Culture is complex and contains multiple layers or levels. Cannon references a 1985 paper by Scheme stating that culture contains multiple levels: a level comprised of visible things that a culture produces (things that can be seen, heard, or felt); the next level is only partially observable (values and ideals); and the last level contains a culture’s assumptions (Cannon, 2000).
India has such a diverse culture, that it would be difficult to pick a cultural metaphor that is an absolute constant. A cultural metaphor that can span Indian’s culture, while still retaining the unique identity of individuals, can be found in the Koala: a creation made by many women across India every morning. To understand why we chose the Koala as our cultural metaphor, it is important to look at why Koalas are created on a daily basis, how they are created and fit into Indian culture, and what they represent. A Koala is a symbol of auspiciousness.
It is Hindu belief that the geometrical patterns and designs applied with rice flour at the entrance of a home, invite the Goddess Alkalis into the household while driving away evil spirits (Indian Heritage, 2014). There are a variety of Ethnic groups (Indo- Aryan, Dravidian, Mongolia and other), languages spoken (English, Hindi, Bengali, Deluge, Marital, Tamil, Urdu, Gujarat’, Kananga, Malaysia, Aria, Punjabi, Sesames, Anthill, and other), religions practiced (Hindu, Muslim, Christian, Sikh, and other), and lifestyles ranging from desolate villages to bustling downtowns (urban population accounted for 31. % of the total population in 2011). With so many cultural variables, the diversity of India is immense. A unique Koala can be created from the same set of Pull (dots which are the starting point of some varieties of Koalas). Any individual coming up to a set of Pull may see a different vision of what the end result may become. Each Koala created has a unique set of hands with a unique history behind it. This can be seen in the end result. When observing a congested Indian city, village, or event, the first thing that may come to a Western mind is chaos. It may be disorientation, inefficiency, or confusion.
Although that may be our initial perception, Indian culture is significantly different than the standard Western culture we are accustomed to. A seemingly chaotic, interwoven, ND arduous process and pattern is something that can allow for increased social interaction, learning, observing, and processing (Patina, 2013). India has some of the loftiest property prices in the world. Ultimately, India has an enormously wealthy 1% that owns and runs the majority of the country, much like the United States, but India itself has a fraction of the wealth of the States, leading to an even larger wealth gap.
There is a significant portion of the Indian population that lives off of less than 45 cents a day (Taper). This gap in itself can attest to one aspect of the diversity of India. When looking deeper into Indian’s culture, it is understandable that Western businesses have had issues breaking into the Indian marketplace. Failing to adapt to local attitudes, believing that English-speaking Indians must think like Westerners, and imagining that rules operate in India the way they do in the West are three reasons discussed in an article written by James Taper for the Global Post in August, 2014.
The thought that English speaking Indians must handle business and social interactions the same as Western cultures has been a significant oversight and hindrance for many companies trying to expand into India. A conventional Western business plan will not succeed in India, similar to the way an individual with a western mindset creating a Koala, will not match a Koala created by an individual with an Indian mindset. Google has gone a different route to try and capitalize on Indian’s largely untapped smartened market. Google’s Android One launched in India this week for Just $105, and carrier subsidies will drive that price down into the $ass. Amazon. In massive inventory sold out in a matter of hours. Google understands what works in Mountain View might not in Iambi or Manila” (Print, 2014). Curt Print’ article, Apple Just Lost the Global Smartened War to Google, gives insight on how a company must approach expansion into India. Google did not bring in a smartened targeted for the United States’ market. It created a smartened to bring to India.
Google also created a price point and business plan for India as they did not expect Indians to adapt to their current phones and plan offerings. This points out a difference in how businesses must operate in different countries and within different cultures (Print). Two companies that thrive in the United States (among other countries) struggled significantly upon entering Indian’s market. Both McDonald’s and Struck were met with distaste originally, and only after molding their business plans and products to Indian’s culture, did they find success.
McDonald’s in the United States has a menu centered on beef. In addition to the majority of Indians living a vegetarian lifestyle, cows are also sacred in their culture. McDonald’s had to adapt its menu and include multiple vegetarian options in order to acclimate to Indian culture and acquire business. Struck has a wide variety of beverages available in the United States, with the majority of them being coffee based. In India, this menu was not initially successful. Tea is the predominant drink in India, and the Struck menu had to be adapted to accommodate this consumer preference.
India is a highly diversified country that is in a transitional phase right now. Western businesses must be able to adapt to the Indian culture. Much like a Koala, there are a variety of ways to achieve a positive end result. If a business is going to complete a successful expansion into India, it must appreciate the Indian culture and respect the differences of the country that is projected to have the highest population total by 2050. The opportunities have been realized for quite some time, figuring out a way to epithelial on those opportunities is proving to be a continuous challenge for Western businesses.