After the opening up of the Indian Markets, the past four or five years have seen an influx of foreign brands into India in every conceivable sphere of business activity, more so in the consumer goods & durable sector. The cry of Indian Indus” those days was that the days of Indian goods are numbered and most of the Indian ventures would be crushed under the MNC juggernaut. On the contrary, it was observed that success didn’t come easily to most of the MNC’S. In cases 1 they were utter flops or have remained in the category of non starters. The list of victims seems to grow day by day -Kellogg’s, Nike, Reebok, Mercedes, Mobil, Henkel, Bata, Hiram Walker, Nestle’s chocolates etc. The scope of this dissertation would be to find what went wrong in these products which were backed by the financial as well as the intellectual muscle of the Global Corporations. Did they fail to read the Indian Consumer ? The study would base on the consumer feedback’s on these products i.e. what made the consumers reject these brands and what association does an average Indian Consumer have with the equity of these international brands.
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