If I had to choose the most special and memorable place in my sales career, it would be India. It completely shattered my perceptions.
Why am I writing about it first? Because the reality of India is completely different from what you read online.
Customs data shows that India is one of the world’s largest importers of packaging machinery. Its annual import volumes consistently rank among the top globally. This massive market attracts all industry players, including us.
First Impressions: Warmth, Optimism, and “Speed Racer”
Before my trip, I read many blogs about business in India. They often contained negative descriptions like “dangerous” and “chaotic.” One guide from a woman in the telecom industry was particularly memorable. She warned, “Taking a TOTO (three-wheeled auto-rickshaw) in India requires real courage—it’s a real-life version of ‘Speed Racer.’”
Facts proved her right. Every driver seems to have an extreme need for speed. The seatbelt becomes your only comfort. But what’s amazing is their divine driving skill. Despite complex road conditions, you rarely see any traffic accidents.
https://youtube.com/shorts/_Rmxr2tkb9o?si=rbKcSmzvXPaV0cNG
An Unexpected Warmth from Everyone
Beyond the speed, the warmth of the Indian people impressed me even more. TOTO drivers will chat with you non-stop. They use 80% Hindi mixed with 20% English. Even if you are completely lost in translation, it doesn’t affect their joy in communicating. They seem to have built-in GPS and possess exceptional navigation skills. When they can’t find a place, they simply stop and ask passersby, who always give directions enthusiastically. One time during rush hour, we couldn’t get a ride. We asked a police officer for help, and he very naturally flagged down a TOTO for us.
Generosity Even from Competitors
This warmth even extended to our “competitors.” After one trade show, we ran into over twenty Indian employees from ISHIDA, the industry leader, at a restaurant. As a competitor, I felt anxious. I worried they would reject us if I revealed our identity. But my desire for information overcame my hesitation. I mustered the courage to approach and introduce ourselves.
To my surprise, they did not refuse. Instead, they generously shared a lot of information with us. For instance, they told us that ISHIDA machines in India mainly come from their Shanghai factory and that their sales are quite good. This experience completely shattered my stereotype that “India can’t afford big brands.” They also shared their main service model in the local market. Their composure and confidence truly showed their leadership style.
In short, I learned to set aside online labels. The Indian people I personally met were incredibly warm.
Life Insights: Happiness Beyond Material Wealth
India’s streets reminded me of China in the 1980s and 1990s. The buildings looked a bit worn, and the roads were not so smooth. But as I walked the streets, I noticed that most locals had relaxed and happy expressions. They seemed to live more in the present moment compared to people in China’s first-tier cities, whose faces often show “contemplation” and “anxiety.”
This trip taught me a valuable lesson. The connection between happiness and material wealth may not be as strong as we imagine. Our own material desires and obsession with success often limit our ability to feel happiness.
Market Insights: Three Keys to Doing Business in India
Based on these experiences, I have summarized three key points for success in the Indian market:
1.Build Trust with Sincerity—Be Friends First Indian people are very emotional and value trust immensely. A direct, aggressive sales approach does not work here. You must first become their friend. Chat about daily life, show concern for their problems, and offer timely help when they need it. I call this strategy “becoming the backup option first.” Once you build that trust, you can offer a sincere discount at the right moment to secure the first deal. But remember, discounts cannot come at the expense of quality. Honesty and respect are always more important than any sales trick.
2.Choose Your Goal: High Volume or High Profit The Indian market has a significant characteristic: high volume, low price. Before entering this market, you must clarify your strategic goals. Even industry giants like ISHIDA operate with lower profit margins in India compared to their global average. If you want rapid volume growth and market share, India is an excellent choice. However, if you are focused on high profits, you may need to adjust your expectations.
3.Follow the Rules and Prioritize Safety Finally, here is some practical advice. During the day, visit customers according to your planned route. At night, try to stay in your hotel and avoid unnecessary outings. Do not attempt overly “alternative” behaviors, like camping instead of staying in a hotel. As long as you follow basic safety rules, you will find that India is a very safe place to do business.
The India trip was both a business exploration and a cultural baptism. It taught me that you must experience any market firsthand. You cannot define any group of people by simple labels. The truth, as always, lies only in the field.
What’s your impression of the Indian market? Have you had similar perception-shattering experiences in other countries? Feel free to share in the comments.
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