Indian markets are thriving and provide great opportunities to international companies thinking to expand. But a deep understanding of those markets is critical before entry. The economy is dominated by millions of small & family-run companies (less than 10,000 companies have a turnover of more than 10 million Euros) and this leads to highly opaque market structures. Furthermore, Indian consumers have very great differences in purchasing power & concepts of affordability, and in almost all market segments there is extremely tough price competition, special pricing structure & a bargaining culture which makes strategic decision-making all the more critical. Lastly market volumes for imported high-value products are still relatively small in absolute terms – even though they are growing day-by-day.