Strategy 2022 - How to grow in the Indian market

Abstract

The differences in consumer behaviour as well as the national and international rivals, force the client to adapt its products according to local standards and needs. Thus, the company still needs to learn a lot from the Indian personal care market and the corresponding consumers. Consequently, this Bachelor Thesis should contribute to a facilitated decision making in terms of future strategic approaches in an emerging market like India. Digitalisation, Health and Wellbeing trends, growth drivers and sustainability are the main topics that are examined and discussed.