Be the first to like this
Engineering Design for the Indian Market - Six Key Points to Consider
If the responsibility of redesigning your product for emerging markets like India rests on you, this article will give you valuable insight into factors that will ensure a successful and smooth market entry.
India’s increase in population, change in lifestyle, rapid economic growth, and preference for a foreign brand has led to the demand for high quality products. The last two decades has seen companies like Borg-Warner Cooling Systems, Danfoss, Grundfos, Vestas, Harburg-Freuden-berger, GEA, Alfa Laval, Tesco, Schwing Stetter and ABB benefit largely in India.
However, companies like Enron, Aiwa, Kelvinator and Daewoo have invested but struggled to penetrate the Indian market. Even the leading global brand, Apple, fails to make it among the top brands in India as per an article in ibtimes. ** A study of their business strategies reveal that they were less successful in satisfying the Indian consumer and became an example of how not to design products for the India market.
If you are designing products for the Indian market, we suggest you take the following factors into account.
Some of even the technically superior products and equipments have failed to survive in the Indian market as they did not adapt to the usage pattern of the Indian customer. McDonalds, for instance, launched its first chain of fast food joint in India in 1996. Considering that more than half of the population was vegetarian and their menu mostly contained meat, the fast food chain was an epic failure.
From an industrial perspective, a high through put machine built for a European market can be simplified to meet Indian market demand, the latter which may be relatively less when compared to the European region. Localizing the machine to suit the work styles, conditions and usage pattern to synchronize with the cultural style of the Indian industry can make all the difference. A third eye perspective during the product design stage from the native region and industry can save a lot of money and time during the design phase.
Setting up business in a foreign land is far from easy. To ensure that you don’t have legal disturbances, and that you benefit from the regulations, you need to be well informed about the legal system. In some cases, the central laws can be quite lenient, while the state laws could be quite strict and vice versa.
Environmental Protection Act and the severity in implementation can vary from state to state in India. The use of a material could be banned in one state while permissible in the others. You have to be aware of these regulations before you begin designing your equipment. You will need to make suitable arrangements to accommodate changes in your design itself.