Making a brand global is risky, painstaking and time-con-suming. Here are five points UB is keeping in mind:
Local tastes are important. You may have to tinker with your brand until you get the local flavour
When margins are low, try and keep the distribution costs low. Go for local tie-ups and local production
In an image-driven business, marketing is vital. Take a quantum leap in your approach
You need world-class people to sell a world-class product. Get the best people and give them the best training
Start-up costs will be very high; be prepared
