Asia contains some of the world’s fastest-growing major economies, and China and India are the only countries with populations exceeding 1 billion.  It’s no surprise, therefore, that they both have dynamic business-to-business sectors and fast-growing consumer markets.  This makes them ideal locations for European companies seeking to expand internationally and offset slower domestic growth rates.

To succeed in the business-to-business sector in India and China, companies need to bring know-how, experience and products that are unavailable locally, and actively support the evolution of local infrastructure, standards and employment.  At the same time, it’s essential to offer competitive pricing, which is only ensured by establishing local production capabilities.  Many of the most successful European businesses in India and China are those which both produce and sell locally.

In both countries, the middle classes are growing rapidly in numbers and wealth, creating vast new consumer demand.  Western companies that successfully understand how to serve these consumers can earn significant returns, but need to consider their entry strategy carefully and plan for the longer term.  There is a clear appetite for western goods but simply transplanting European brands may not be sufficient for local, increasingly sophisticated consumers.  Local partnership is essential to understand where adaptation is needed and which distribution