CASE STUDY BACKGROUND A multinational specialising in the alcoholic / non alcoholic beverage market was ramping up its international growth agenda. The MNC was already operating in 93 global markets and had been present in India for a number of years, mainly active in the wholesale market. The MNC had market knowledge and had established good connections in India. For a number of years, India had been identified as a key target for its major product line. THE CHALLENGE As a late entrant into the market, the MNC was looking to move to the next level in India. However, plans were hampered by a perceived adverse tax regime and a difficult regulatory environment. The MNC was unsure how to maximise returns at the lowest risk. Meantime, the market was becoming increasingly crowd

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