As many believe, India is poised to be the world’s growth engine, and our homegrown brands are leading the charge. Indian brands have evolved beyond being just household names within the country; they are now making significant strides on the global stage. The dynamic journey of these brands as they expand beyond national borders, capturing international markets with innovative products, strategic partnerships, and impactful marketing campaigns is truly remarkable.
Where once it was primarily Indian IT companies making waves globally, now FMCG giants like Amul are joining the race. From sponsoring global events like the Paris Olympics to venturing into new markets and becoming world leaders, Indian companies are achieving remarkable milestones, showcasing their potential on the international stage. A classic example is Royal Enfield—originally a British company, Enfield Cycle Company, that was acquired by an Indian motorcycle company, Eicher Motors, in 1994. Since then, Royal Enfield has become one of the most iconic Indian brands worldwide. And when it comes to dominating the global market, our desi whiskies reign supreme. From Amrut to Indri to Rampur, India’s homegrown single malts have outpaced global giants, achieving 53% market share.
“With the world becoming more interconnected, India has seen a resurgence in global trade. Initiatives like ‘Make in India’ and SEZs have expanded export destinations, while social media and e-commerce have streamlined cross-border transactions,” explains Tanmay Mohanty, ex-CEO - Media Services, Publicis Groupe India, while highlighting the factors behind the success of Indian brands in the global market. “Indian brands are investing in R&D to tailor products for diverse markets, leveraging their adaptability to meet cultural and regulatory requirements. Integrating traditional Indian elements enhances global appeal, setting them apart in the market. By combining cost efficiency, innovation, and cultural diversity, Indian companies are building a strong competitive presence globally,” he adds.
Indian brands are now well-positioned to significantly impact global markets, thanks to their competitive edge in manufacturing, tech services, CDMO, generics, and value-driven sectors like medical tourism. According to Ashish Mishra, CEO, Interbrand India & South Asia, the key factors fuelling this potential include Human Capital, Technology, Value, and Innovation. He says, “With China losing favour globally, India has the chance to focus on emerging areas like mobility and renewable energy while also renewing its strengths in wellness and nutrition.” Mishra also emphasises the importance of a strong nation-branding initiative by the government to “shift perceptions, attract global capital, and showcase India’s technological strengths.”
What are brands doing globally?
Brands worldwide are increasingly expanding their reach by adapting to diverse markets and leveraging digital platforms. From innovative product launches to strategic global partnerships, brands are crafting localised strategies that resonate with consumers across different cultures, driving both growth and global presence.
For the past few decades, India’s IT industry has dominated the global market, fuelled by a vast pool of highly skilled professionals who are adept in cutting-edge technologies. This growth has established Indian IT giants like TCS and Infosys as global powerhouses. According to Kantar’s BrandZ Most Valuable Global Brands Report 2024, TCS and Infosys rank among the Top 100 most valuable brands worldwide, alongside other prominent Indian brands like HDFC Bank and Airtel. Furthermore, Bharti Global, the international investment arm of Bharti Enterprises, has acquired a 24.5% stake in British Telecom Group from Altice UK.
Now, beyond the tech sector, India’s largest dairy cooperative, Amul, has ventured into the US market. Building on its 25-year history of exporting to over 50 countries, Amul has partnered with the 108-year-old American cooperative, Michigan Milk Producers Association (MMPA), to bring fresh milk to the US.
Speaking about the brand’s entry into the US market, Jayen Mehta, Managing Director, GCMMF, shares that Amul has recently launched fresh milk products in the USA, including Amul Gold, Amul Shakti, Amul Taaza, and Amul Slim n Trim, aimed at customers familiar with the brand. “The response has been overwhelmingly positive, with requests pouring in from all over the world. Amul is confident in expanding its offerings globally in the coming years. India is set to contribute over 30% of the world’s milk production by 2030, with Amul playing a key role in this growth. As the world’s largest milk producer, India is on track to become the ‘dairy of the world.’ In the process, we also envision transforming, from being the Taste of India to taking it to every part of the world and offering a tasty, healthy and nutritious range of Amul products,” he adds.
Kantar’s Brand Footprint India report, 2024, ranked Parle as the number one global emerging billionaire brand. Parle products are available in over 180 countries, with a strong presence across Africa, America, Asia, and the Middle East. Speaking about Parle’s strategies to drive business in the global market, Krishnarao Buddha, Senior Category Head, Parle Products Pvt Ltd. says, “Our focus is on offering exceptional value and innovation, driving its global success. Iconic products like Parle G, Krack Jack (the first sweet and salty biscuit), and Hide & Seek (the first moulded Choco chip biscuit), alongside unique confectioneries like Melody and Poppins, have made Parle a global favourite. While we initially relied on TV campaigns, we have now shifted to digital platforms post-COVID, emphasising high-impact campaigns on Google, Meta, and YouTube. Currently, our global marketing spend is under 1%, but we aim to increase it to over 2% as we grow.”
Tata Steel, one of the most diversified integrated steel producers in the world, has manufacturing assets spread across India, Netherlands, UK, and Thailand. “Traditional Indian brands such as Tata, especially with its Taj brand, have excelled internationally, alongside Amul in dairy, Allen Solly in textiles, and Lakmé in cosmetics. In niche sectors, Symphony Air Coolers stands out as a leading global manufacturer and D2C brand. DViO helped launch Havells’ brand Lloyd in the UAE, and also helped FMCG giants like Dabur and Himalaya continue to expand globally, leveraging the extensive Indian diaspora. Brands like Policy Bazaar and the India-origin tequila brand Loca Loka are also targeting the global South Asian market. Indian brands like Forest Essentials attract international interest due to their unique ‘Indianness’ or exotic appeal,” explains Sowmya Iyer, Founder & CEO, DViO Digital.
“Additionally, Indian brands are increasingly aligning their products with global standards, as demonstrated by Royal Enfield and emerging e-mobility brands. This blend of distinct Indian identity and global quality, combined with India’s competitive production costs, enhances the international appeal and scalability of Indian brands,” she elaborates further.
“Indian brands have made significant headway in emerging markets, especially in Africa. Companies like Airtel, Tata, and Kirloskar have established a strong presence with favourable equity. The key to their success lies in their deep understanding of cultural and consumer contexts, which makes their brands organically appealing in each market,” says Kunal Joshi, Chief Strategy Officer, Enormous Brands, while adding that India’s diverse cultural landscape has imbued Indian companies with a keen consumer and cultural awareness, giving them a distinct advantage in creating brands that are relevant and engaging—particularly in high-context cultures typical of emerging markets.
Indian smart wearable maker Noise became the third-largest player in the global smartwatch market by shipment share in Q2 FY23, according to Counterpoint. “Focusing on India has driven our growth and achieving a top-three global position by serving a single market is a significant accomplishment. We prioritise consumer insights in product creation, invest heavily in innovation with over 10 India-first products, and maintain strong brand loyalty through consistent execution. This blend of innovation and execution drives our continued success,” says Utsav Malhotra, COO, Noise.
Speaking about Parag Milk Foods global expansion plans, Akshali Shah, Executive Director, Parag Milk Foods, shares that the brand has established a strong global presence in over 20 countries, including Australia, Bahrain, Bhutan, Congo, Ghana, Kuwait, Oman, Qatar, and Seychelles. “Our leading market, however, is the Middle East, where our high-quality dairy products, particularly Gowardhan Ghee, are highly valued and have become staples in many households. Our global strategies mirror the successful ones we use in India, emphasising the purity and quality of our products. There is a growing awareness and appreciation for traditional Indian products like ghee. As a leading producer of cow ghee, our most exported item, we highlight its nutritional benefits and purity, aligning with the global trend toward healthy and natural food options,” she says.
Global Advertising
Indian brands are naturally transforming their advertising strategies to effectively target both domestic and international markets. While domestic campaigns focus on local insights and cultural nuances, global advertising requires tailoring messages to diverse audiences and leveraging international trends and media platforms. This strategic shift ensures that brands resonate with consumers across different cultural contexts and regions. Advertising strategies differ when targeting international markets versus domestic markets.
Mohanty believes international campaigns increasingly favour digital media for its broad reach and precise targeting, with local influencer collaborations and localised content enhancing global connections. “Many Indian brands dedicate 10-30% of their marketing budgets to global efforts. The global digital marketing market is projected to hit $1.3 trillion by 2033, with over 50% of budgets going to paid media and new technologies. Mobile advertising is expected to account for 70% of ad spending by 2028. Social display and search advertising lead budget allocations, and 84% of B2B marketers use content marketing, with blogs being the most popular method,” he shares.
Indian incense stick manufacturer Zed Black exports to over 40 countries, with major markets including the USA, Mexico, Chile, and Brazil. “We tailor our strategy for each country to fit local culture and customer needs. Customer feedback is crucial for developing product options and adjusting our strategy,” shares Ankit Agarwal, Director, Mysore Deep Perfumery House (MDPH) & Zed Black, while elaborating on Zed Black’s global marketing strategies and media mix. “In the USA, we target Indian and Asian communities with ads on news channels like Aaj Tak USA & Canada, while in Malaysia, we use Point of Purchase and Point of Sale marketing displays. The USA has been a strong market for us, with an office there for the past six years. Our global expansion aims to explore untapped areas for Agarbatti sales, and while we’ve seen steady growth, much work remains,” he adds.
“Our top global market is the UK, where we focus on cultural relevance by tailoring strategies to local culture and consumer behaviour. We also cater to the Indian diaspora with products suited to their tastes. Using digital platforms and e-commerce like Amazon allows us to test and refine strategies quickly before launching offline. In economically challenging markets like the UK, we emphasise promotions and impactful digital campaigns with local influencers and CGI technology. Additionally, we invest in high-quality in-store merchandising to boost our brand image, with 10-15% of our marketing budget allocated to global markets,” notes Raja Chakraborty, CMO, Continental Coffee Limited.
Brands Associating with Global Sporting Events
Brands are increasingly aligning themselves with global sporting events to enhance visibility and connect with audiences worldwide. This strategic association not only boosts brand exposure but also leverages the global appeal of major sporting events to forge emotional connections with consumers.
“A global event is a great platform to enhance awareness. However, brands will need to capitalise on this opportunity swiftly; brands must assess their readiness and capabilities to ensure their products and services are made available to customers while the event is still trending. It’s vital for brands to balance short-term gains like increased visibility with long-term objectives like ensuring quality and speed to market is not hampered,” explains Nikhil Sethi, Partner and National Head, Consumer Goods, KPMG in India.
A slew of brands, including Reliance Foundation, JSW, Yes Bank, Ebco, Puma, Radico Khaitan, and Adani Sportsline, had partnered with the Indian Olympic Association for Paris Olympics 2024. We also saw KMF Nandini sponsor Ireland & Scotland Cricket Teams for T20 World Cup 2024.
Amul was the official partner of the Indian Contingent to the Paris Olympics 2024 and has been working with the Indian Olympic Association since the London 2012 Olympics as well as the Commonwealth Games and Asian Games. It also made history as the first food and beverage brand in India to partner with the Argentina and Portugal teams during the FIFA World Cup 2022, featuring Lionel Messi and Cristiano Ronaldo in its successful advertising campaign.
Mehta shares, “The campaign had a resounding success with our customers celebrating the association and the victory of Argentina in the World Cup and Copa America. Furthermore, our association with the Netherlands, Afghanistan, Ireland, Sri Lanka, and South Africa in the various editions of the Cricket World Cup have been appreciated and we managed to get into the mind space of our customers as well as convey our belief of milk being the world’s original energy drink, which every sportsperson has and continues to consume for a healthy lifestyle and strong performance.”
“The global events and properties are a popular way for Indian brands to drive awareness and engagement while strengthening their global presence. Examples include Tata/TCS sponsoring the New York Marathon, Infosys’ association with tennis at the French Open and Australian Open, and Mahindra’s participation in Formula E,” highlights Mishra while adding that these associations and sponsorships could be executed more effectively. “For instance, IBM enhances viewer experiences at Wimbledon by deploying its tech analysis rather than simply placing its logo on screens and billboards,” he adds.
Future Trends
As we look ahead, emerging trends are set to shape the future of global branding and marketing. Innovations in technology, shifts in consumer behaviour, and evolving global dynamics will drive new strategies and opportunities, influencing how brands connect with and engage their audiences worldwide.
“I believe the next ten years will be marked by Indian brands going global and global luxury brands entering India. With rising consumerism and economic growth, it will be a two-way street: Indian brands expanding internationally and top global brands establishing a presence in India,” states Iyer.
