By amit bapna

Amazon launched its first-ever mobile-only video plan in India and experts believe it chose India to offer a point of difference in a competitive market, and capitalise on the country’s strong mobile user base.

India is a complex and nuanced market where brands have had to often tweak their strategies to find relevance and also increase their market share. Brands need to be localised keeping in mind the local nuances and market requirement.

There are many instances of global brands tweaking their go-to-market strategy and opting for India-first localisation. Kellogg’s, the leading breakfast cereal, launched many variants that were unique to India Read full story ›

Source: The Drum