Reference no: EM132408045

Business is booming for one British frozen food maker. The company, which makes samosas and pork pies among other things, sells its products in the United Kingdom and across Europe, and has just started exporting to India as well. Ironically, the British based company is rapidly filling orders from India for samosas which are a type of little pie commonly eaten in India. According to the managing director of the company, the chance to sell Indian food to India came up quite by chance.

The firm was approached by a group seeking to meet demand for food exports from Britain. It may seem surprising that there is demand for British food products in India, however, as the managing director points out, many Indians today travel abroad either for work or to continue their education, and they have the opportunity to sample new things. Once they get home, they want to continue to consume those products. The managing director believes that the opportunities to do business in India are huge - and are available to firms across a wide spectrum of industries. He claims that products made in England have a particular advantage in India because British-made products are perceived by Indians as being very high quality. Therefore, products made in England command premium prices.

Entering the Indian market can be challenging though. The managing director of the food company notes that the bureaucracy can be overwhelming. He believes the best way to get around the red tape is to form a joint venture or other type of partnership with a local company. Because the locals know the market, they also know how to deal with bureaucracy.

Discussion Questions:

1. Comment on the irony of a British company exporting Indian food to India. How can the company still make a profit?

2. As the head of a British company exporting food products to India, what cultural issues do you need to be aware of? Is exporting food different from exporting other products like cars?

3. Products made in England command a premium price in India. Explain why this situation might exist. How are a nation's historical ties reflected in a country's culture?

4. Reflect on the role of globalization in bringing cultures closer together. How has globalization created a demand in India for British foods?

5. The managing director of the food company in the video notes that the best way to do business in India is to partner with a local company. What does he mean?