I was trying to understand what the business model would look like” said Tessman-Keys, who is an organisational psychologist by training."

Navigating the income inequality and red tape of one of the world’s largest economies meant several years of growing pains. "Ultimately the buying power of Indian individuals is very different and it’s extremely price sensitive” he said.

Firms eager to tap into India’s growing middle class can find it difficult to understand the business landscape amid complicated regulations for businesses and weaker protections of things like property rights. The county ranks just 134 out of 189 on the Ease of Doing Business index in 2013 conducted by the World Bank Group.

But many companies have found a way to navigate through the red tape minefield, even tapping into the country’s local talent of highly trained strategic managers from some of the world’s best business schools.

That’s true for DDI. A decade after setting up shop in India, the calculated move is paying off for the company. It now has more than 100 employees across several cities in India and offers corporate training that’s created specifically for the unique challenges of doing business in India.

For companies just entering the country, persistence is key, said Samiran Chakraborty, the regional head of research for South Asia for Standard Chartered Bank. "You need to be a bit patient and believe that a country with 1.3 billion people and with $2 trillion GDP will yield long-term opportunities” he said. "Initially, everybody will face some problems.”
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