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Некоторые тезисы из работы по теме Международный бизнес в странах БРИКС (MARKET ENTRY STRATEGY FOR A RUSSIAN AGRI-FOOD COMPANY IN THE INDIAN MARKET: REGULATORY CONDITIONS, DISTRIBUTION CHANNELS, AND PROJECT FEASIBILITY)
The topic of this research work is “Market Entry Strategy for a Russian Agri-Food Company in the Indian Market: Regulatory Conditions, Distribution Channels, and Project Feasibility.” Its relevance is determined by several interrelated circumstances. In the current international business environment, Russian companies are increasingly seeking new directions for export expansion, diversification of foreign economic relations, and access to large consumer markets outside the traditional geography of cooperation. In this context, India is of particular interest. It combines large-scale domestic demand, steady economic growth, expanding retail and e-commerce infrastructure, and a growing role within BRICS. At the same time, the Indian market cannot be regarded as an easily accessible destination. Foreign companies entering India face a complex combination of tariff regulation, institutional requirements, differentiated market channels, tax issues, and product-specific compliance procedures. For agri-food companies, these issues become especially important because this sector is directly connected with customs administration, sanitary and quality requirements, logistics, distribution architecture, and consumer market adaptation. As a result, the problem of entering the Indian market is not limited to identifying commercial potential. It requires the development of a well-grounded strategy that takes into account both market opportunities and regulatory feasibility.
The research object is the process of foreign market entry by Russian companies within the BRICS business space.
The research subject is the set of economic, organizational, legal, and institutional conditions influencing the development of a market entry strategy for a Russian agri-food company in India.
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CHAPTER 1. PROBLEM DEFINITION, RELEVANCE, PROJECT GOAL, AND RESEARCH APPROACH
1.1. Description of the studied problem and justification of its relevance
The problem addressed in this research is the development of a substantiated market entry approach for a Russian company seeking to enter India under current BRICS-centered and globally unstable business conditions. This problem has become more important because the external environment for international expansion is no longer defined by linear trade liberalization alone. The international business landscape is now shaped simultaneously by market growth in large emerging economies, the fragmentation of global value chains, increasing policy uncertainty, the wider use of industrial policy instruments, and the coexistence of trade opening with selective protectionism. The global economy has not stopped internationalizing, but the institutional and strategic cost of entering foreign markets has increased. According to UNCTAD, global foreign direct investment fell by 11% in 2024 to about USD 1.5 trillion, while the WTO expected world merchandise trade volume to grow by 2.7% in 2024 and by 3.0% in 2025, which means that firms are expanding in an environment where growth continues but decisions on investment location, ownership structure, and supply-chain positioning have become more sensitive to risk and regulation. Under such conditions, the choice of a target market and an entry mode cannot be reduced to generic export expansion; it must be linked to institutional fit, regulatory feasibility, and the company’s ability to operate in a large but complex economy (United Nations Conference on Trade and Development, 2025; World Trade Organization, 2024).
Within this context, BRICS markets deserve special attention because they combine scale, demographic weight, industrial transformation, and rising significance in world trade and investment flows. The 2025 BRICS statistical publication shows that India had a mid-year population of 1,404.9 million in 2024, which makes it the largest consumer base within the grouping in demographic terms. At the same time, BRICS as a framework is not only a political platform but also a practical area for trade, investment, and business coordination, where market diversification and South-South linkages are receiving greater strategic attention. For Russian business, this matters because BRICS offers a space in which trade reorientation can be discussed not only in abstract geopolitical terms but in terms of concrete demand, sectoral complementarities, and new institutional channels for cooperation. India therefore stands out not just as a “large country,” but as a structurally important node in a wider reconfiguration of international business toward Asia and large emerging markets (BRICS, 2025).
1. BRICS. (2025). BRICS Joint Statistical Publication 2025. https://brics.ibge.gov.br/downloads/BRICS_Joint_Statistical_Publication_2025_v4.pdf
2. BRICS Contact Group on Economic and Trade Issues. (2025). Joint declaration of the 15th BRICS Trade Ministers Meeting. https://www.gov.br/mdic/pt-br/centrais-de-conteudo/publicacoes/brics/comercio/ingles/brics_tmm_package_of_outcomes_v21-05-25_final-version.pdf
3. Ministry of External Affairs, Government of India. (2025). Brief on India-Russia relations. https://www.mea.gov.in/Portal/ForeignRelation/IndiaRussia25new.pdf
4. Government of India, Ministry of Finance. (2025). Economic Survey 2024–25. https://www.indiabudget.gov.in/budget2025-26/economicsurvey/index.php
5. Government of India, Ministry of Finance. (2025). Economic Survey 2024–25 statistical appendix. https://www.indiabudget.gov.in/budget2025-26/economicsurvey/doc/Statistical-Appendix-in-English.pdf