Watch Out For India’s Consumer Market Pitfalls

Procter & Gamble's India sales grew by over 21 percent in the second quarter of this year. India's largest consumer products company, a unit of Anglo-Dutch Unilever, PLC, reported that its sales were up 9 percent. Michigan's Amway registered an annual growth rate of 19 percent in India last year.

Enamored by these numbers — and encouraged by a new wave of reforms to retail, airlines, broadcast, and power sectors — executives who previously ignored India are making a dash for it. But many of them will jump headlong into disappointment, if not disaster.

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