Investing in INDIA Review Report
This report conveys a brief knowledge about the life style and mode of business operation in India. Complications that any foreign investment might face in India are clearly highlighted. By going through this report, a company would take preparatory measures for the upcoming challenges.
Executive Summary:
Starting a new venture or establishing a new business in a country of different culture and traditions, it is vital that the principals should acquire complete know how of the new country’s life style and customs. The study investigated the community system, Government’s attitude towards foreign investment and public behavior in India, as it will assist in proving the worthiness of establishing a new venture on a new land. To develop strategies that are effective in different cultures, marketers have to understand the differences in cultural meanings in different societies (Peter & Olson, 2007).
Introduction:
Geographically India shares its borders with Burma, China, Bangladesh, Pakistan and Nepal. The reflection of this neighborhood is quite visible among the Indian culture. India’s summarized culture and customs are influenced by the ancient Indus Valley Civilization. Even at present, some of the customs are still followed but, in new refined shape. Families in India reflect the diversity, complexity, and cultural and religious caste and class-based traditions that are part of the Indian ethos (Loveless & Holman, 2007). It is a land of multiple cultures with each following its own tradition.
Since India had been invaded by many foreigners, the country’s original inhabitants began accepting the food, music, dance and festivals of these invaders (Mukhopadhyay, 2010). Use of locally grown spices makes these foods unique across the globe.
Agriculture has a prominent share in India’s economy. Around 40% of the population is affiliated with the farming profession. Having hot climate the food grown in India possess high market potential all over the world. It is famous for its cotton and spices. The same products attracted the Europeans in the past.
Indian people are very hospitable and feel glad in entertaining the guests. It’s a tradition in India that serving their guests at the most makes them proud. The family rituals are followed by a series of ceremonies, many guests are invited and different food is served. Considering the hospitable attitude of Indian’s conducting a business meeting in restaurant or a club is more advantageous.
Culture:
As stated by Scruton (2006) that the culture of a civilization is the art and literature through which it rises to consciousness of itself and defines its vision of the world. It is a summarized view of a country. Many factors like attitudes, food, art, literature and dress, are sum up to form a particular culture. Recent research has shown that elements of Indus Valley Culture survived and spread in western and central India several centuries after 1900 B.C, (Jones & Ryan, 2007). The Indian culture has inherited many elements from the civilizations that faded centuries back. The commonly consumed food, use of spices, pottery work, festivals, animal herding and farming are all modified versions of the ancient civilizations. There is a reflection of culture of the neighboring countries in the areas near the border. Indian people live in family groups and have high respect of their own family values. However, Indian society has, for over a thousand years, put loyalty to the family ahead of loyalty to society (Murthy, 2009). Major family decisions are made by the family elders. Even in business mutual consent of the elders is considered.
Regarding foreign affiliation, Indian people are more comfortable with their own people on the other hand; to pace up with the global modernization they are more eager in learning modern techniques.
Customs:
India is a country that is famous for its unique and one of the oldest customs being followed. The same custom is followed by all casts, upper and lower class. Indians inherited a rich and colorful culture through ages with varied influences (Angelina, 2007). The Indian family values and religious virtues are portrayed in their customs. The way they greet people, married women filling their parting of hair with red color cosmetic powder (sindoor), putting red mark on forehead prior proceeding for any important task, women wearing different ornaments and women common dress ‘Sari’, are few examples of Indian customs. Moreover, nose pin and mangal sutra are compulsory ornaments to be worn by married women. it is common to greet parents, teachers, priests and other respectable elders by touching their feet in private or even in public settings (Zubko & Sahay, 2010). One most prominent custom that shows the family values is, younger ones greeting the elders by touching their feet. Such a manner to pay respect to elders is not found in any other culture around the globe.
Habits and Hospitality:
Talking about habits of Indian people, some of it may be annoying like chewing of ‘Paan’ (Betel leaf filled with tobacco and spices), staring a woman and using bad words in open public. But many other habits are really appreciable.
Indians are famous for their hospitality; they feel pride in entertaining their guests. It was customary to invite friends and family at the birth of a child (especially a son), at weddings, religious festivals and other joyous occasions (Adamson & Segan, 2008). Their celebrations are incomplete without inviting a prominent number of guests. Indian hosts welcome their guests at the main entrance with both hands joined together and serving a variety of food. The Sanskrit phrase ‘atithi devo bhava’, or ‘the guest is God’, permeates Indian dining and entertaining practices (Adamson & Segan, 2008). Among some casts in India guests are regarded as God’s gift, the host tries his best in comforting the guest. Some Indian families may find any good reason to invite friends and family, special arrangements and food is prepared for the guests. For main family events they postpone their other priorities and all family members jointly make arrangements for the event. Even at workplaces Indians can pause their official work when being visited by a guest.
Apparels:
In Indian dresses one thing is common, the fabric ‘Cotton’. Generally all dresses male or female are made by cotton fabric. As stated by Buckley (2012) that traditional Indian clothing is made to withstand the severe heat of the climate. Traditional dress of Indian women is ‘Sari’ (a long strip of unstitched cloth draped over the body) and men is ‘Dhoti’ (a strip of cloth wrapped around the lower body part) with a ‘Kurta’. In contrast the upper Indian class is much influenced by the western dresses, skirts, jeans, t-shirts and short blouses are common among the females of elites or upper class. Jeans and T-shirt is the most preferred combination among the younger generation, irrespective of any class or cast.
There is a prominent variation in the dress code among the Indians due to the difference in cast system, upper and lower class. Ranganathan (2009), states that a local proverb talks about a land with ‘fifty-six languages and eighteen castes with different head dresses. In certain casts there is color restrictions, they are only permitted to wear a specified color dress. Even in case of a married woman and a widow, the dress code changes, married woman can wear any color but the widow is only allowed to wear white color. Also she is not supposed to wear any ornaments. Particular casts are portrayed by the dresses worn by its followers. Devoted followers of a specific cast even keep the same dress code even for business meetings, traveling abroad and family functions. One may not get surprised if in any official meeting with participants wearing proper suit with tie and there’s a one single person wearing traditional Hindu dress.
Indian Art:
A country’s culture is portrayed in its art, similar to Indian culture the Indian art is also a modified version of the art practiced during the ancient civilization. The pottery work, wood carving, jewelry, paintings and dramas are prominent around the globe. Music is an important part of Indian art. Another good example of culturally bound art form is Indian music (Fenner, 2008). Music is evolved in every religious or family event. It is considered as a part of their religion. Thielemann (2000) states that it should have become clear that music on the other hand is the vital element of the divine services in Hindu religious practice.
Indian Etiquettes:
Significant traditional values are regarded in India. Most of the traditions here are influenced by varied religions followed. Hence it is advised to pay respect to them. India had been under British rule for a quite certain period, hence the British mode of etiquette to a certain extent are adopted by the Indian community. On the other hand India has a mixed population of Hindus, Muslims, Christians, Sikhs and Buddhists, making the practiced etiquettes as quite unique. The Indian etiquettes varies in different states and castes. Talking about eating etiquettes, Indians are quite different from Europeans. Eating with your hands without any spoon even rice is eaten by hand, washing hands before and after any meal. However it is not followed by the elite class or while dining in a restaurant. Sharing of food when two or more person are dining is also taken as Indian manners. Using the right hand to eat and to hold utensils is advised as the left hand is considered dirty. It also counts in good manners that if it’s really necessary then only talk while eating.
Guests:
Usually Indians greet each other and their guests with folded hands with the word Namaste, instead of a handshake, to acknowledge and welcome the divine in the other person (Zubko & Sahay, 2010). Guests in India are considered as the blessing of God and are always treated the best; they are served with the range of food of their choice and also present them gifts on their departure. For any particular event formal invitations are given to friends and family, followed by multiple reminders.
It’s a sign of good gesture while visiting someone as a guest, Indian take along some gift or a box of sweet for the host.
Punctuality:
Punctuality is the hallmark of an efficient person, and not the virtue of the bored as some would like us to believe (Bhatia, 2008). Unlike other good habits and etiquettes, in punctuality Indians are in contrast with the West. Manian (2007) states that Indian business people are notoriously careless when it comes to time and punctuality. Though Indian businessmen make commitments but most often they never make up with the time committed. For any official meeting it should be understood that Indian counterpart will be late by 15 – 20 minutes.
Even family functions never get started on the scheduled time, as guests always arrive late. To patch with the time, time given in invitations is 0ne or two hour earlier. The widespread belief in reincarnation also adds to the “do it later” approach found in India (Joshi, 2009). In Government offices the employees are least bothered to complete their task in the given time and there is no such rule to punish them, even the boss is also in habit of delays. Talking about judiciary, whatever the nature of the case is it takes years to be finalized.
