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Suntory in India: Mixing Global Strategy with Local Taste
Sandeep Puri
Asian Institute of Management, Philippines
Nikeeta Jain and Harish Nath
Indian Institute of Management Shillong, India
Rakesh Singh
Institute of Management Technology Ghaziabad, India
Volume 20: 2025, pp. 659-676; ABSTRACT
In June 2024, Suntory Holdings, the Japanese brewing and distilling multinational, unveiled plans to expand into India as part of its broader global growth strategy. The goal was to tap into India’s fast-growing consumer base and build a durable presence, with a target that by 2030, the India unit would contribute more than 10 percent of Suntory’s global business, scaling up considerably from its current footprint. Suntory also aimed to position India as a regional hub for its African operations. While the opportunity was substantial, given Suntory’s strong brand equity and the rising demand for premium and imported spirits, the company needed to navigate complex regulations, fend off entrenched local and global competitors, and balance global brand equity with local tastes.
Keywords: global strategy, international marketing, product adaptation, pricing strategy, regulatory navigation, macroenvironmental challenges.
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