Find clients and sell your products in India

Finding clients abroad is always a challenge, and business development in India is not different. You need the right contacts and once you reach the decision maker, you need the right sales pitch.

A lot of companies that want to enter the market in India do this with their general sales pitch. However, if you don’t know the local regulations, pricing levels and your competition’s product, sales meetings may be difficult to conclude successfully.

How to sell your product or service in India?

India, located in South Asia, is the world’s second-most populous country, with a population exceeding 1.3 billion as of 2023. Known for its rich cultural diversity, historical heritage, and vast geography, India plays a significant role in global affairs.

The Indian economy, with a GDP per capita of around $2,100 USD in 2023, is characterized by a mix of agriculture, manufacturing, and services. Agriculture remains a key sector, supporting a large portion of the population. The service sector, particularly IT and software services, has seen rapid growth and global integration. Manufacturing is also expanding, with initiatives like ‘Make in India’ promoting industrial development.

Indian business culture

In Indian business culture, the head of the organisation gives all the explicit instructions and team follows it without complaints. India is a male dominated society and women should be ready for personal questions too. Business in India is based on trust. They value personal networks and close ties.

Negotiations in India

If you want to do business in India and want to start negotiations, please be aware of the following points.

The negotiation process can be slow.
It is good practice to be patient and polite.
Sometimes it can take multiple visits spread over a few months.
Hierarchy is important in India.

The India legal system for businesses

The Indian legal system is fashioned on English common law. It is a unique combination of English common law with statutory and regulatory law. Some statutes enacted before independence still operate though amended many times to to evolve with the specific needs of the times.

Contemporary Indian law also exhibits European and American slant. Primarily enactments are passed in the Parliament and the state legislatures. Case law or judgments of the Supreme Court of India and High Courts of various states and specialized tribunals forms the secondary source of law.

As per the Constitution of India the law laid down by the Supreme Court of India is binding upon all the courts in India.

India follows adversarial model. Parties to a dispute represent their arguments, and present evidence besides calling and questioning witnesses.

The Indian judiciary is known for its fierce independence. It is free of influence from the legislative and executive sections of the Indian government.

Who actually decides?

Business development abroad fails more often on the wrong contact than on the wrong product. Decide first whether you sell to end users, to a procurement department or through a partner: each asks for a different pitch and a different price level.

Expect to adapt three things per market. The language of your materials, your proof — local references count for more than global ones — and your price positioning against the local alternatives.

Do you need help in India?

Our service providers are local specialists. They know the market, the regulations and the parties that matter, and they can support you with the steps on this page.

Ask a professional

Finding your first clients in India in three steps

Step 1

Define the target group

Describe the companies or consumers you want to reach, the budget they have and the problem you solve for them. Skip this and every later step costs more time.

Step 2

Build a list and approach

Collect 50 to 100 relevant companies, find the person who decides, and reach out in the local language by email, LinkedIn or telephone.

Step 3

Follow up and localise

Track what you hear back and sharpen the pitch on it. Add local proof: translated pages, references from the region and a local number or partner.

Find clients and sell your products in India