DHL Believes the Best Strategy in India is Localization

German DHL Express and Bluedart the company’s pan-India service, think that a diverse market like India can be won only through localization, but, the service standards have to be international. Both these brands have a strong focus on the Indian market.

In an interview with Best Media Info, R.S. Subramanian, country manager, DHL Express India, said, “Our footprint is expanding in India as we are building network. We have, over the years, seen strong and sustained volume growth in the international trade between India and the rest of the world. To support this high growth, Deutsche Post DHL Group has earmarked $268 million toward future investments in India by 2020.”

DHL Logistics

The company plans to increase its penetration in the smaller towns of the country as fast as it can. “In India, you need something that will take you to tier I, II, III towns. You can’t be a metro-only brand,” Subramanian added.  To achieve this aim, the company partners with the Indian Super League, a men’s professional soccer-club league based in India, to give it visibility in the smaller cities and towns in the country. The growth in e-commerce is also helping the courier, parcel and logistics industry to grow rapidly.



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Posted on by Gunjan Bagla
Gunjan Bagla
California-based management consultant Gunjan Bagla runs Amritt, a consulting firm helping American companies to succeed in India. Amritt is the trusted advisor for India market research, India business development, India market entry, Global Engineering, Global Technology Scouting, India R&D and Open Innovation. Gunjan is author of "Business in 21st Century India: How to Profit Today from Tomorrow’s Most Exciting Market" (Hachette Book Group, 2008), Amazon's top rated title on the subject. He has appeared as the India Expert on BBC Television, Bloomberg TV, Fox Cable Business and has been quoted in the New York Times, the Los Angeles Times, the Hollywood Reporter and Business Week for his expertise on India.


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