India, with its rich history of commerce and culture, is no stranger to the global stage. However, in recent years, a new wave of Indian brands has embarked on ambitious international expansion strategies, aiming to bring the best of India to the world. From wellness products to fashion and beyond, these brands are not only establishing a strong international presence but are also reshaping global perceptions of Indian businesses.

The Drive Behind Global Expansion

For many Indian brands, the motivation to expand internationally stems from a desire to share India’s unique offerings with the world. Sandeep Ghoshal, Head of International Business at WOW Skin Science, emphasizes the brand’s commitment to introducing high-quality, nature-inspired products to a global audience. “Our international expansion was driven by the desire to introduce our high-quality, nature-inspired products to a global audience,” Ghoshal explains. He highlights the brand's focus on markets with a strong demand for natural and clean beauty products, particularly the United States and South Asia. “The U.S. market was prioritized due to its vast size and growth potential, while South Asia presented a strategic opportunity given cultural affinities and increasing consumer interest in wellness and beauty products.”

Similarly, Bala Sarda, Founder and CEO of VAHDAM India, was motivated by a deep-seated desire to disrupt the traditional tea industry. “From a young age, I was inspired by my family's rich 90-year legacy in the tea industry. However, I recognized the flaws in the conventional tea supply chain, which often resulted in the loss of flavor and freshness,” Sarda shares. This realization led him to establish VAHDAM India in 2015 with a clear vision - “To take the best of Indian wellness to the world under a proud, home-grown Indian brand.”

For Anant Tanted, Founder of The Indian Garage Co., the motivation was rooted in reversing a long-standing trend in the Indian fashion industry. “Traditionally, Indian consumers have been influenced to buy Western brands due to marketing and other factors. However, our vision is to reverse that trend by leveraging the support of Indian consumers to introduce and expand our brand internationally,” Tanted explains. The brand’s first target market is the Middle East, with plans to expand into Europe in the near future.

Navigating Challenges in Global Markets

Expanding internationally is fraught with challenges, from navigating regulatory environments to adapting to diverse consumer preferences. For WOW Skin Science, the biggest hurdles were understanding and complying with different regulatory requirements and consumer preferences across regions. “We addressed these hurdles through comprehensive market research and by tailoring our product formulations and packaging to meet local requirements,” Ghoshal explains. He also highlights the importance of establishing a robust supply chain to ensure consistent quality and product availability across markets.

VAHDAM India faced its own set of challenges, particularly in establishing a home-grown Indian tea brand in a market dominated by foreign brands. Sarda recalls, “One of the biggest challenges we faced during our global expansion was the lack of a home-grown Indian tea brand despite India being the second-largest producer of tea globally.” The brand overcame this by eliminating middlemen and building a vertically integrated supply chain that ensures high-quality, garden-fresh teas reach consumers worldwide. “By bypassing intermediaries, we maintain the authenticity and freshness of our products,” Sarda adds.

For The Indian Garage Co., the challenge was less about the product and more about establishing a foothold in highly competitive international markets. Tanted’s approach is methodical, starting with setting up sales channels in the Middle East through marketplaces in Saudi Arabia and Dubai before expanding into Europe. “In the next five years, we envision our brand as a leading Indian fashion brand making waves in the international market,” Tanted says, highlighting the brand’s goal of becoming a Rs 1,000 crore company within the next three years.

Adapting to Local Preferences

One of the keys to successful global expansion is the ability to adapt products to meet local preferences. WOW Skin Science has honed this approach by leveraging customer data and feedback. Ghoshal explains, “We adapt our product offerings by leveraging customer data and feedback to understand regional preferences. For instance, in the U.S., our focus is predominantly on hair care products, which contribute to 80 percent of our business in that market.” This customer-centric approach allows WOW Skin Science to tailor its offerings more precisely and effectively meet the diverse needs of its global audience.

VAHDAM India’s approach is similarly customer-focused. Sarda emphasizes the importance of placing customers at the heart of every decision. “We highly value our customers and prioritize their feedback to continually improve our operations,” he says. This feedback-driven strategy has been instrumental in helping the brand cater to the unique tastes and preferences of consumers around the world.

For The Indian Garage Co., adapting to local preferences is about understanding the cultural and fashion sensibilities of each market. Tanted explains, “Our goal is to establish our brand as a globally recognized Indian brand, and that means ensuring our products resonate with the tastes and preferences of consumers in different regions.” The brand’s first steps in this direction involve tailoring its offerings to the Middle Eastern market before expanding to Europe.

Effective Marketing Strategies

Marketing plays a crucial role in establishing a brand’s presence in new international markets. For WOW Skin Science, partnerships with local influencers and major retail partners have been particularly effective. Ghoshal notes, “Our most successful marketing strategies include partnerships with local influencers and major retail partners like Walmart, which have significantly boosted our brand visibility and consumer trust.” The brand also implements targeted digital marketing campaigns customized to each market’s preferences, highlighting its products' natural and safe ingredients.

VAHDAM India has leveraged its unique brand story to differentiate itself in the global market. “We are not just selling products; we are on a mission to promote sustainability, empower farmers, and make a positive impact on society,” Sarda explains. This mission-driven approach, coupled with endorsements from global celebrities and a strong omnichannel presence, has helped VAHDAM® India capture a broad consumer base worldwide.

The Role of Local Partnerships and Collaborations

Local partnerships and collaborations are essential for brands looking to expand internationally. WOW Skin Science has successfully partnered with major retailers like Walmart and is planning expansions into Target, CVS, and Walgreens. Ghoshal emphasizes the importance of these partnerships in establishing the brand’s presence in the U.S. market. “Local partnerships and collaborations are integral to our international strategy, helping us build credibility and connect with local consumers,” he says.

VAHDAM India’s approach to local partnerships is equally strategic. Sarda explains, “Partnerships, collaborations, and influencers are pivotal for international strategy. They help us connect authentically with global audiences, ensuring our brand resonates culturally and locally.” By leveraging trusted voices and local expertise, VAHDAM® India has been able to amplify its reach and build brand trust in diverse global markets.

For The Indian Garage Co., local partnerships are key to establishing a foothold in new markets. Tanted’s strategy involves collaborating with local marketplaces and influencers in the Middle East to build brand recognition and trust. “Partnerships with local players are crucial for our success in new markets,” Tanted notes, emphasizing the importance of building strong relationships with local stakeholders.

E-Commerce: A Cornerstone of Global Expansion

E-commerce plays a pivotal role in the global expansion strategies of all three brands. WOW Skin Science has optimized its online presence through partnerships with major e-commerce platforms and by enhancing its digital channels. Ghoshal explains, “E-commerce is a cornerstone of our global expansion strategy. We have optimized our online presence through partnerships with major e-commerce platforms and by enhancing our own digital channels to meet international consumer preferences.”

VAHDAM India, which started as an e-commerce-first D2C brand, has also placed a strong emphasis on its online presence. Sarda notes, “E-commerce is central to our global expansion as we started as an e-commerce-first D2C brand. We've optimized our online presence by enhancing user experience and partnering with key marketplaces like Amazon to ensure seamless access to our products worldwide.”

The Indian Garage Co. is also leveraging e-commerce as a key component of its international strategy. Tanted’s focus is on setting up sales channels in the Middle East through online marketplaces before expanding into Europe. “E-commerce allows us to reach a broader audience and establish a presence in new markets more efficiently,” Tanted says.

Future Visions for Global Success

Looking ahead, all three brands have ambitious plans for the future. WOW Skin Science aims to expand its presence further in the U.S. and South Asia, with plans to enter new markets in Europe and the Middle East. Ghoshal shares, “Our future vision involves expanding our presence further in the U.S. and South Asia, with plans to enter new markets in Europe and the Middle East.”

VAHDAM India has its sights set on becoming the first truly global wellness brand to emerge from India. The brand also plans to expand its product offerings, including wellness, spices, and superfoods, while building a strong offline presence worldwide.

The Indian Garage Co. plans to continue its international expansion, with a focus on the Middle East and Europe. Tanted’s vision is to establish the brand as a globally recognized Indian fashion brand within the next five years.