Paper Contents
Abstract
Consumer behaviour and brand impression are significantly impacted by India's cultural diversity, which encompasses languages, religions, customs, and regional identities. This study explores how businesses can develop trust, loyalty, and long-term equity in India through localisation tactics based on customer ethnocentrism, brand authenticity, and Hofstede's cultural dimensions. McDonald's, Fabindia, Coca-Cola, Puma, Amul, and Tanishq are real-time case studies that show how cultural symbolism, festival-based marketing, and product adaption create emotional resonance while mistakes can lead to negative reactions and reputational damage. The results highlight that in India's dynamic marketplace, authenticity and cultural sensitivity are strategic imperatives that shape consumer relationships and ensure long-term brand success rather than being incidental techniques.
Copyright
Copyright © 2025 HARSHWARDHAN RAVINDRA UGALE. This is an open access article distributed under the Creative Commons Attribution License.
