For years, Korean consumer goods reached India the way they reached many markets: through a distributor who took a container, tested demand and either reordered or did not. It was a low-commitment arrangement that suited both sides. It also had a ceiling.
That ceiling is now being reached. Indian demand for imported personal care, processed food and building technology has moved past the early-adopter phase into something closer to routine consumption, and routine consumption requires a different kind of supplier- one who can maintain price, quality and delivery schedules across years rather than shipments.
