No abstract

The culture of India is ancient, close to 5000 years old, and is very unique, diverse and different from the western cultures – India's languages, food, clothing, customs vary from place to place within the country reflecting the cultures of all religions and communities living in India. The diverse food habits, consumer tastes and preferences, consumer lifestyles, communication styles, language barriers, perception and attitudes of Indians, all have a major impact on the strategies and marketing mix (4Ps), elements of products and services marketed in India. An effort should be made to understand the culture when doing business in India. Major MNCs like Amazon, IKEA, Starbucks, Uber, Pizza Hut, McDonalds, have expanded their businesses to India after customizing their products to the Indian sub-continent. This proposed chapter aims to provide insights into the diverse Indian culture and language system. The study will examine the differences between the eastern and western cultures and their business implications.