[pakhibagai]

Yes, the Unilevers and the P&Gs of the world did a great job at understanding India and customizing their products. (And then Baba Ramdev came along with Patanjali!)

Incidentally was on a call with the CEO of Scripbox today who mentioned that he had to innovate his KYC/documentation process for the Indian market as people wanted the convenience of having it picked up vs. couriering it themselves.

However, getting back to the point - very few companies other than the FMCG space cater to non-English speaking/ local language users in India. Localization is key to India, but for some reason largely overlooked as of now.