Emerging markets conducted by large multinational companies. With the drastic change in the lifestyle of consumers and distribution of categories and brands, the Indian context offers unique marketing challenges for marketers. It comes to the point of view of how cultural values can provide a platform to differentiate brands in hair oils and fairness creams, ritual categories used in the care of consumer habits in the country. "Hide
by S. Ramesh Kumar, Nitya Guruvayurappan, Madhurjya Banerjee Source: Richard Ivey School of Business Foundation 18 pages. Publication Date: January 20, 2011. Prod. # 910A30-PDF-ENG
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