Big Data

Act Globally, Think Locally

Date Added: May 2010
Format: HTML

As emerging markets establish themselves in the world economy, Google India Managing Director Shailesh Rao believes India is one that could set the standard for success. "India is a unique market requiring a segmented approach to handle the extreme diversity," he said. "By cultural choice, (Indians) prefer products and services that are localized by nature." Customizing those products and services to meet the needs of Indian consumers in a targeted way - whether according to geography, religion or other cultural differences - is essential, Rao explained.