Digital Market Entry in India: Potentials and Strategies for Small and Medium-sized Enterprises
The Indian business sphere is characterized by its dynamism and rapid technological advancements, opening new avenues for small and medium-sized enterprises (SMEs). Traditionally, the Indian market was perceived as complex and hard to penetrate. However, the digital revolution has paved the way for more efficient and less complex market entry strategies. The emergence of over 100 Unicorn startups (valued at a minimum of one billion USD) in India over the last five years is a testament to this digital progression.
Accelerated Digitalization in India:
Many German companies hesitate to venture into the Indian market, often due to a lack of understanding of consumer behavior, especially regarding digital engagement. Many overlook that the young Indian populace heavily relies on online sources for information and bases business decisions on a company’s online presence. Notably, the value of the digital marketing sector in India surpassed 5 billion USD in 2023 and is projected to soar above 55 billion USD by 2032. Similarly, the E-commerce sector is predicted to reach an annual Gross Merchandise Volume (GMV) of 350 billion USD by 2030.
What is Digital Market Entry:
Digital market entry refers to the strategies and actions taken by companies to penetrate a new market via digital channels, bypassing traditional physical presences or methods. This approach leverages digital technology for market research, customer engagement, and business operations. Here are some key aspects of digital market entry:
1. Website and Landing Page Creation: A fundamental step for digital market entry is crafting a professional website or landing page tailored to the target market, hosted on a country-specific domain (e.g., .in for India) to enhance local relevance in search engines like Google and Bing. A localized website not only presents an authentic brand image but also boosts visibility in local search results, enhancing brand awareness and customer engagement.
2. Online Marketplaces and E-commerce Platforms: Companies can offer their products and services through online marketplaces and e-commerce platforms to enter a new market.
3. Digital Marketing and Advertising: Digital marketing, including Search Engine Optimization (SEO), Pay-Per-Click (PPC) advertising, Social Media Marketing, and Email Marketing, is utilized to build brand awareness and reach customers online.
4. Virtual Offices: Establishing virtual offices or sales offices to conduct customer support, sales, and other business activities.
5. Online Customer Interaction: Engaging with customers through digital platforms, social media, web chats, and customer service portals to gather feedback and build relationships.
6. Digital Analytics and Market Research: Employing digital tools and platforms for market research and data analysis to understand market needs, customer behavior, and competitor activities.
7. Technology-Driven Sales Channels: Developing and utilizing technology-driven sales channels such as apps, websites, or automated sales platforms. Digital market entry enables companies to swiftly and cost-effectively penetrate new markets, exploiting digital technology to expand their reach and achieve their business goals.
Distinctive Features of the Indian Market:
Online Market Access and Customer Acquisition: Google dominates the Indian search engine market with a market share of 98.51% to 98.53% in 2023, providing a robust platform for online advertising and customer engagement.
Economic Growth and Demographic Advantage: India recorded a GDP growth rate of 7.8% in Q2 2023, up from 6.1% in Q1 of the same year. Despite global challenges, India maintained a growth rate of 7.2% in FY 22/23, marking it as one of the fastest-growing major economies.
Language Connection and Online Consumer Behavior: English, being one of the 22 officially recognized languages in India and frequently used in business and academic contexts, eases communication and marketing for German companies.
High Internet and Smartphone Penetration: As of January 2023, India boasted 692.0 million internet users, translating to an internet penetration rate of 48.7% of the total population. The mobile subscription penetration rate is projected to surpass the 100% mark in 2023, driven by growing smartphone adoption and expanding 4G-LTE coverage in remote areas.
Support from BVMW and Local Partners:
BVMW INDIA in collaboration with its Indian partner company, BUNJY (https://bunjy.co/), has crafted a service package facilitating digital market entry for German companies. This package enables a cost-effective exploration of the Indian market and the generation of initial customer contacts. Interested companies can learn more about their opportunities in the Indian market through a complimentary initial consultation