To Size Up Your Market in India, Look Twice
Harvard Business Review
JULY 12, 2012
Our goal was to rejuvenate a dying 40-year-old brand so it would appeal to a new generation of Indian children, many being raised on a diet of American cartoon shows and films. Over the next four years, Amar Chitra Katha's revenues grew seven-fold. One of the trickiest challenges in India is to get the size of the market right.
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