1. STRATEGY-INDIA MARKET ENTRY
Evaluation Report

2. ABOUT INDIA
 India is the seventh – largest country in the world by area
and the second- largest by population. Located in South
Asia, the country supports over 16% of the world’s
population and more than 2.4% of the world’s land.

3. MARKET FOR WATER TREATMENT IN INDIA
 The water treatment market in India is seeing immense
expansion.
 While no reliable published figures are available, Everything
About Water estimates the total water and wastewater treatment
market size to be about USD 420 million.
 According to a recent government assessment, the water
requirement for industrial use will quadruple from the current 30
billion cubic meters to 120 billion cubic meters by 2025.
 The wastewater treatment market segment is highly fragmented
and unorganized. Imports constitute approximately $110 million
of the $690 million market for municipal and industrial water
treatment equipment.
 The U.S. is India's principal source of imports of water treatment
equipment, with an estimated share of 40 percent.
 It is growing at about 18% annually with certain segments like the
industrial and drinking water segments seeing even higher
growths.
 http://waterexpo.biz/why_india.html#market

4. INDIAN GOVT. RULES FOR FOREIGN
COMPANIES
 Joint ventures : Because of the govt. restriction we
cant get into the partnership without JV proposal(51
and 49%) on the share’s basis.
 Wholly owned subsidiaries : Or else we can do
our own 100 % subsidiary branch.
As an office of a foreign entity enter through
 Liaison Office / Representative Office
 Project Office
 Branch Office
“16. Can a foreigner set up a partnership/proprietorship concern in India?
No. Only NRIs/PIOs are allowed to set up partnership/proprietorship concerns in India. Even for
NRIs/PIOs investment is allowed only on non-repatriation basis.”
http://www.rediff.com/money/2007/jul/24rbi1.htm

5. MARKET ENTRY STRATEGY
Risk High Risk/ High Return
Direct
Investment
Joint
Venture
Outsource
License
Export
Low Risk/Return
Time Commitment

6. JOINT VENTURE
 All most all the multi national companies have
entered into the agreements of Joint Venture of
51% Ratio type of business set ups.
 Examples – Motorola + Blue Star Company (India )
= Successful
 Xerox + Modi ( India ) = Successful
 Haier (China ) + Hotline Group (India ) = Failure
 TVS motors (India ) + Suzuki = Successful until
2001
 Godrej (India ) + GE = Failure
 http://business.gov.in/growing_business/joint_ventu
res.php

7. STRATEGY ALLIANCE
 I haven't found any company that had only alliance or
partnership . Most of them have only JV with 50 % or more share
in the venture.
However, the advantages are
 Mission : A win- win situation, where our company and the Indian
company pursue on the basis of mutual need or advantage.
 Strategy : The strategy must be thought out up front to avoid
conflicts
 Governance : We both viewed as equal in taking decisions and
managing the conflicts
 Culture : Chemistry is Important; shared set of values in the
organization
 Organization : Innovative business structure should be
developed
 Management : Divisive issues must be identified in advance and
clear, unitary lines of authority must be established.

8. PORTERS MODEL
Potential Entrants
( Many foreign companies
are trying to enter Indian
market)
Threat of New Entrants
Bargaining Power
of Buyers
Industry Buyers
Suppliers Competitors and ( Bargaining power of
( As we are our own buyers may be high due
Rivalry among to high competition and
suppliers , the effect is nil)
existing firms cheaper products )
Bargaining Power of Buyers
Threat of substitutive products or
services
Substitutes
( The product knowledge
has to be created to show
the variation from
substitutes )

9. OUR VALUE IN INDIAN MARKET
Strengths Weaknesses
- Strong Brand Name -Dealer network not a
- R&D match to other compe
- Superb Technology titors
-Having Good Contacts - Lower installed capa
with Govt. People city
Opportunities Threats
-Growing market for pure - Intensive competition
and clean water after use. - Increasing input costs
- Increase of awareness of
pure water.

10. INDIAN WASTE WATER TREATMENT EXPOS
 http://www.indiawaterexpo.com/ during (27-29 April,
2012) at Chennai.
http://www.indiawaterexpo.com/download/indiawater_ex
po_chennai.pdf
 25.04 to 27.04.2012 Aquatech India – 2012, Exhibition
and Conference on Water and Waste Water Purification
Technologies.
http://www.exponet.ru/exhibitions/countries/ind/cities/del
hi/dates/future/index.en.html
 http://www.biztradeshows.com/water-expo-chennai/
during 07-09 Feb,2012 chennai ( Over)
 http://www.eawater.com/expo/ during 07-09 Feb,2012
delhi, recently over
 http://www.watertoday.org/index.html during 2012, year
end .

11. THANK YOU