As the number of connected consumers in India soars toward 550 million, big changes are taking place. The universe of users is becoming far more varied in terms of age, occupation, wealth, location, and digital sophistication. These consumers will approach the online experience with very different expectations, needs, priorities, and goals.
A new and more complex phase of globalization has begun. Rather than determine whether their companies should go global, CEOs must now figure out how they can do so in a way that works for the long term.