India is not one market — it's many markets that share a currency. Brands that do well here adapt their price points, their language, where they sell and when they push. Brands that copy-paste their home-market launch usually stall.
Here's the checklist we use with international brands. It's general guidance, not legal or tax advice — for registrations and company structure, always work with an Indian adviser for your category.
1. Regulation, labelling and paperwork (start first — it's the slowest)
- Category registrations. Many categories need approval before you can sell — for example cosmetics imports are regulated by CDSCO, food and supplements by FSSAI, and many electronics by BIS. Check yours early.
- Labelling. Packaged goods need Indian label details, including the maximum retail price (MRP) inclusive of taxes and the importer's name and address.
- GST. You'll need GST registration to sell, and Indian buyers expect prices that already include GST.
- Importer or partner. Decide who imports, stores and ships: your own entity, a distributor, or a marketplace fulfilment programme.
2. Price for India, not in India
- Re-think the price point. A straight currency conversion is rarely right. Look at what Indian buyers pay for the alternatives they already use.
- Pack sizes. Smaller, trial or value packs often open the market faster than your full-size hero product.
- Launch offers. Indian shoppers are used to offers, especially around sale events — plan which ones you'll run and which price you'll protect.
- Show the full price. Prices should include GST, and delivery costs should be clear before checkout.
3. Choose where you'll sell
- Marketplaces. Amazon and Flipkart for reach; Nykaa for beauty and personal care; category specialists for others.
- Quick-commerce. Blinkit, Zepto and Swiggy Instamart are now major discovery and impulse channels in large cities, especially for beauty, food and everyday products.
- Your own D2C site. Lower reach on day one, but better margin and your own customer data.
- Offline. Modern retail and pharmacies matter for some categories — but usually after you've proven online demand.
4. Payments and delivery
- UPI is the default way many Indians pay online; make sure checkout supports it.
- Cash on delivery is still expected by many buyers, especially outside the largest cities — decide your policy and its cost.
- Returns. Clear, easy returns build trust with first-time buyers of a new brand.
5. Speak the language — literally
- English works for many urban buyers, but Hindi and regional languages reach far more people and often perform better in ads and short-form video.
- Adapt references, humour and use cases, not just words. A translation of your global campaign is rarely enough.
- Product pages and listings should answer the questions Indian buyers ask: price, ingredients or specs, delivery time, returns, and whether it suits Indian conditions — climate, skin types, cooking styles, and so on.
6. Creators are the front door
Indian consumers discover a lot of new brands through creators. Plan for it from day one:
- A mix of nano and micro creators for trust and reach, plus a few larger creators for launch-week visibility.
- Creators in the languages and cities you're targeting, not only metro English-language creators.
- Clear briefs, agreed deliverables and usage rights in writing, so you can reuse the best content in ads.
See how creator pricing works in India before you budget.
7. Plan around the calendar
- Festive season (roughly September to November, including Navratri, Dussehra and Diwali) is the biggest shopping period of the year — and the most expensive time to advertise.
- Marketplace sale events run at fixed times; launching just before one can help or bury you, depending on your offer.
- Regional festivals matter if you're targeting specific states.
8. Build trust fast
- Reviews and ratings on marketplaces matter enormously; plan how you'll earn the first genuine ones.
- Customer support on WhatsApp is expected by many buyers.
- Social proof from Indian customers and creators beats proof from your home market.
9. Measure from day one
Set up analytics, marketplace reporting and ad tracking before launch, with India-specific targets — your cost per customer and conversion rates will differ from your home market.
The short version
Start regulation early, price for India, pick two or three channels, speak the buyer's language, use creators, respect the calendar and measure everything. That's most of it.
This is the core of our India market entry work. If you're planning a launch, a free call will tell you what to start first.