Inside the Indian Business Mind

Book excerpt: This practical guide identifies the ingredients that make up Indian culture and uniquely translates them into useful tools to help Western commercial initiatives succeed. There is enormous opportunity for companies that want to sell to India's one billion consumers or partner with Indian companies, but doing so isn't always easy. Inside the Indian Business Mind: A Tactical Guide for Managers offers a primer on the culture and its opportunities. This unique guide will help Western business people enter the Indian market, make the best use of Indian manufacturing facilities, and create and develop successful, long-term business relationships with Indian business partners and teams. The book is not a list of dos and don'ts. Rather, it approaches doing business in India from the perspective of in-depth cultural models, translating cultural knowledge into practical working strategies. The authors, an Indian who has worked in the United States and an American who has worked in India, arm readers with an understanding of 11 primary cultural ingredients that come into play in business relationships with South Asians—ingredients that can be mastered and adapted across many contexts to forge lucrative partnerships.