• 11 October, 2026

Entering a new market involves more than identifying demand. Businesses must decide how to serve that demand, which customers to prioritise and how much infrastructure to build. For one Canadian manufacturer of control room equipment, these questions became critical when evaluating expansion in India.

The business challenge

The company offered specialised consoles and technical furniture for environments such as utility control centres, telecom networks and emergency response facilities. It was already selling in India but wanted to assess whether establishing a local manufacturing plant would support its growth.
Before committing capital, the management needed answers about market size, customer requirements, pricing, competition and distribution.

Looking beyond market potential

eMpulse combined secondary research, interviews with potential buyers and a quantitative survey to evaluate the opportunity. The research explored both demand and the practical requirements of serving customers. Decision makers across several industries helped identify purchasing priorities, while competitor analysis provided context for pricing and market positioning. The findings were translated into alternative market entry scenarios and an actionable growth plan.

What the research changed

The study indicated that local manufacturing would require substantial investment with limited expected returns. Import duties and local levies on components also affected the economics.
The company decided against establishing a local plant and pursued a distributor-led approach. The case study records partnerships in northern and southern India, followed by the appointment of a country manager as sales developed.

The lesson for expanding businesses

An attractive market does not automatically justify a manufacturing investment. Distribution partnerships, local sales support and phased expansion may offer a more suitable route.
Market research helps businesses connect customer demand with the economics of delivering their products. Its value lies in turning a broad growth ambition into a practical investment decision. Planning to enter or expand in India? Speak to eMpulse about research that supports your market entry and go-to-market strategy.