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For India's Regional Brands, Going Nationwide Comes With Rewards And Risks

September 27, 2012: 12:00 AM EST
Regional brands in India are adopting various strategies in expanding their business operations across the country. The case of biscuits company Bakemans Industries in the 1990s highlights the risks that an ill-planned expansion poses to a regional brand. Regional brands need to focus on one state first before moving on to another, according to Parag Desai, executive director at Wagh Bakri. Vini founder Darshan Patel, however, said regional brands need to take risks, because national expansion is "not an option but a necessity."
Kala Vijayraghavan, "Regional brands aim high, attempt to carve out pan-India presence", The Economic Times, September 27, 2012, © Bennett, Coleman & Co. Ltd
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