India is one of the most exciting growth markets in the world, and more Australian brands are looking at it seriously. The Australia–India Economic Cooperation and Trade Agreement started on 29 December 2022, opening new market access for Australian businesses. But access is not the same as success. Winning in India takes a brand strategy built for India.
I spent years leading strategy in agencies in Mumbai, on brands such as Cadbury Bournvita, where our work won an EFFIE Gold, Asian Paints, Garnier, Complan and Glucon-D, before moving to Sydney. Here are the lessons I share with Australian brands looking at India.
1. India is many markets, not one
Language, food, festivals, income and shopping habits vary hugely between regions and between cities and towns. Start by choosing where and who, rather than trying to speak to all of India at once.
2. Find the Indian insight, not the Australian one
What made you successful at home may not be what matters most in India. Spend time with real consumers in the category. Look at the role your product plays in family life, aspiration, value and trust. The strongest Indian brand work I have seen comes from a sharp cultural truth.
3. Position for value and aspiration together
Indian consumers are value-conscious and aspirational at the same time. Your positioning has to earn both: why you are worth it, and why you are right for someone who wants more for themselves and their family.
4. Build trust, fast
New brands have to earn trust. Endorsements, reviews, partnerships, quality signals and consistent experience all matter. Being Australian can be an asset, for example signalling quality, safety or natural origin in some categories, but test it rather than assume it.
5. Adapt the brand, keep the core
Keep what your brand fundamentally stands for, then adapt tone, stories, packs, price points and channels. A clear brand platform makes this easier, because local teams know what they can flex and what they must protect.
6. Plan for many channels
Digital and social platforms are central in India, alongside marketplaces and traditional retail. Your brand story needs to work in a short video, on a marketplace listing and on a shelf.
A simple plan for Australian brands
- Choose your first regions, audiences and channels.
- Run immersion and insight work with real consumers.
- Write an India positioning and brand platform that adapts your core.
- Test the proposition, pack, price and message before scaling.
- Brief local partners clearly and review the work against the platform.
The same principles work in reverse, for Indian and Asian brands building in Australia.
Frequently asked questions
Do I need a separate brand for India?
Usually not. Most brands keep their core identity and adapt positioning, messaging and products for India.
How long does India market-entry brand strategy take?
It depends on scope, but plan time for real consumer immersion. Skipping it is the most expensive shortcut.
Can you help from Sydney?
Yes. I work from Sydney with clients across Australia, Asia-Pacific and India, remotely and in person.
Work with Roma
See brand strategy for APAC and India, or book a free 15-minute call to talk about your market entry.
Source: Austrade, Australia-India Economic Cooperation and Trade Agreement.
