When western companies first visited a deregulated India, they were licking their fingers in anticipation.
India was a country of just under one billion people at the time, and businessmen were seeing dollar signs everywhere they looked.
But, numbers alone don’t make sales.
Many companies burned themselves trying to get off the ground, because the vast majority of people simply couldn’t or wouldn’t buy their products.
They learned — after a lot of trial and error — that sheer numbers aren’t everything.
