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Premium marketing to the masses: An interview with LG Electronics India's managing director
In this interview, Kwang-Ro Kim shows how LG Electronics India has built a dominant position in India's consumer electronics and white-goods markets.The South Korean chaebol's wholehearted commitment—including local R&D, early investments in manufacturing, and empowerment in decision making—was one of the factors critical to its success.The company has overcome India's notorious distribution challenge, in the process pushing deeper into rural territories than have most competitors. Indian consumers, LG has found, will pay a premium for quality and service.India is also expected to become an important LG hub for exports to other parts of Asia and to Africa and the Middle East.
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