1990’s was a pretty bad situation for Russia.It was on the verge of civil war.However the patience shown by the Russians was fabulous.Still everything worked,traffic lights,metro,sanitation and hospitals on meager resources.
This was also the time when most Indian businessmen were checking out the Russian market.There were no western brands on the Russian market and our marwari business men and shopkeepers introduced brands like Nescafe,colgate and thousands of Indian Tea brands unheard even in India.All this was possible because of India being very close to the Russian heart because of Nehru,Raj kapoor,Nargis and the voice of Mukesh chand mathur.The natives liked many things India including the Tea which they fondly called “Chai”.I had made many Russian friends by offering them quality tea like Tata taj mahal tea.
Sadly,most of the low variety of Indian businessmen preferred to make fool out of simple Russian public.One of my Russi friend who was distributor for a tea brand from India,brought to me a sample from a tea called “Elephant” imported from India.It was the most low quality stuff that I ever smelled and drank.Later after careful lab test we came to understand that the Indian Marwari exporter in order to earn quick bucks had sent the used and dried tea leaves packed in a not so good packing.I was embarrassed.News travels fast in Russia and same was the case with many Russian tea importers.Their confidence in Indian tea was dwindling like a small boat on arctic sea.Not only tea but even toothpaste and Nescafe coffee was of low quality from India,all work of greedy operate by night Indian shopkeepers.However Colgate global office and Nescafe Switzerland jumped in to save honour and Indian coffee was banned in Russia for a while.
Now most Russians who were become wealthier started shopping elsewhere in turkey,UK,Pakistan and Bangladesh for clothes,Rice etc.Finally at the end of 1994 no one wanted any Indian stuff in Russian market and any Indian product was considered total garbage.Now western companies had started opening their offices in Moscow and St.Peters burg.gone were the days of Indian monopoly.Needless to say the westerners were very particular about their image and brands.Russians drifted towards better coffee brands like Merrild,Java,Nescafe(Switzerland) etc.Even tea was being imported from Britain (off course Indian grown).Brands like Tetley,English breakfast,pickwick etc captured the Russian market.
India could have captured the Russian market for quality Indian brands but that opportunity is lost for a while.I do wonder why our tata’s have to buy Tetley and Rovers-jaguar?that’s because no Indian company were ever able to develop a globally recognized brand.Even small nations like Japan,Korea .France and even Turkey have them.The only possible answer is that we lack the discipline and vision.The Indian business mentality so far was that if you invest $100 today you should be able to take out $200 in a month.Meanwhile a westerner would think about sustainability of his product for next 10 years in a given market.
Short sightedness of the Indian government at that time added to the misery of Indian image.India has lost its opportunity of cornering a huge market which was their’s for the asking but due to vision less Indian mind we have lost something big.