Thursday, June 6, 2013

Made-in-India Globetrotters - Establishing international footprints

‘Jahan Jaaeyega Hamen Paaeyega’, meaning ‘wherever you go, you will find us’ – is the message sent across by our very own Made-in-India brands, who are making a mark in almost every part of the world. This is what Sharad Sarin, senior marketing professor from XLRI, has to say about ‘Globe Trotters’, one of the ten categories of the Pitch Brands 50 Awards – For Excellence in Marketing, presented by ABP News, in partnership with Percept to be held on June 12, 2013 at Leela Kempinski.

While more than 20 brands made it to the shortlist after going through investigative –scrutiny of the Pitch’s editorial team, 10 were selected to go to the next level. While the jury has locked five winners, let’s take a quick-peek look at the 10 names that went to the jury.

Sarin further said, “With changing times, Indian companies are establishing their presence almost anywhere and everywhere. Earlier, it meant geographies inhabited by ethnic Indians, societies with limited economic and social resources or countries near to India.”

While the jury was chaired by Ramesh Jude Thomas, President, Equitor Consulting, other jury members included marketing professionals and professors such as Rahul Sen, International Brand Advisor; Ramanajuam Sridhar, Founder and CEO, Integrated Brand Comm; Subroto Chattopadhyay, Chairman, Peninsula Foundation; Sunil Gupta, Marketing Partner, South Asia, Results International Group; Ashok Pratap Arora, Marketing Professor, MDI.

One of the brands that made it to the shortlisted list is Dabur Group. Dabur India formed a new entity, Dabur Lanka Pvt Ltd, as part of a strategy to strengthen its presence in Sri Lanka. With a presence across the globe in countries like Nepal, Egypt, Bangladesh, Pakistan, Nigeria, Dabur made many acqusitions outside. Dabur International, a fully owned subsidiary of Dabur India, sold its stake in UAE-based Weikfield International on June 25, 2012.

When it comes to globetrotters, how can Pitch not include the Tata Group. In the last one year, Tata International (TIL), the subsidiary of Tata Group made its first couple of mining acquisitions – a chrome mine in Madagascar and a coal mine in Mozambique.

Ramanujam Sridhar, Founder and CEO, Integrated Brand-Comm, “Indian brands do have global aspirations. They want to straddle geographies. Yet, the prohibitive media costs of global markets make it even more difficult for Indian brands to succeed there. And yet opportunities exist perhaps not to conquer developed markets like the US or Europe but look at markets like Africa and the Asia Pacific where Indian brands can make their presence felt. Are these easier markets to conquer? Do people have cultural similarities with our own customers? Interesting global markets for Indian brands are emerging and the smarter Indian brands are spreading themselves globally into these markets.”

Another shortlisted candidate is Sahara Group. Sahara Group took over New York’s iconic Plaza hotel Sahara for $570 million. It also bought the Grosvenor House hotel in December 2010 for $726 million.

Globetrotters are once again highlighted with Mahindra & Mahindra getting in the list. M&M has a global presence and its products are exported to several countries. Its global subsidiaries include Mahindra Europe Srl based in Italy, Mahindra USA Inc, Mahindra South Africa and Mahindra (China) Tractor Co. Ltd. In 2011, it gained a controlling stake in South Korea’s SsangYong Motor Company.

Another brand that has made it to the list is Arvind Lifestyle Brands, a subsidiary of the Ahmedabad-based denim major Arvind. It acquired the business operations of British fashion retailers Debenhams, Next and American lifestyle brand Nautica in India from Planet Retail.

AP Arora, Senior Marketing Professor at MDI said, “The globe for Indian brand managers had traditionally been a very limited world. In the shifting world order and with new digital technologies all that is changing. India has great new opportunities to launch truly global but conceived and made-in-India brands.”

When it comes to IT companies, then how can one not consider Infosys? In September 2012, Infosys had announced that they would be acquiring a Swiss based leading global management consultancy firm, Lodestone Holding AG for an aggregate enterprise value of CHF 330 million (approximately Rs. 1,927.73 crore) in cash. The company had cash reserves to the extent of $4 billion and had been actively looking at acquisitions to strengthen their standing in the industry.

Micromax is yet another strong player that has made a mark and hence made it to the list. Micromax Informatics made its foray into Maldivian telecom space. Micromax had launched nine mobile phones competitively priced between 425 MVR to 4,500 MVR. It also announced its foray into the Brazilian market with initial investments of around BRL 20 million.

Marking its presence in the list is Cipla that has a global presence in over 170 countries through exports and strategic alliances. Their exports include raw materials, intermediates, prescription drugs, OTC and veterinary products.

When it comes to globetrotters, how can one forget Ranbaxy, which is one of the fine entrants in the list of globetrotters? On December 1, 2011, Ranbaxy got the much-awaited approval from the US Food and Drug Administration to launch the generic version of drug Lipitor in the United States of America after its patent expired.

Last but definitely not the least is Marico which has made it to the list. Marico bought the personal care business of Paras Pharmaceuticals from UK consumer goods giant Reckitt Benckiser, edging out Emami. The maker of parachute hair oil stroked a deal of Rs. 600-650 crore for the privately-held Paras Pharma’s personal care brands such as Zatak deodorant, Set Wet hair gel and Livon hair serum.

While Pitch has already unveiled five of its ten categories for Pitch Brands 50 Awards, which includes Rechargers, Ageless Brands, Bottom of Pyramid, Social Marketers and globe trotters, five are still left to make their way ahead. Do visit this page for unfolding the remaining five categories and the shortlisted brands that might just become the top 50 brands of the year 2012.

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