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India’s ascent as a global economic force is becoming a defining trend of the decade. Backed by robust GDP growth, pro-business reforms, and a rising consumer market, the country is now firmly positioned as a preferred destination for international investments. Indian brands are not only expanding domestically but also gaining recognition and capital from around the world.
India’s influence in the global retail, food, and tech markets is rapidly growing. As confidence builds among global investors, Indian franchise brands are emerging as not just success stories—but strategic partners in international business.
They are now exporting their business models, attracting foreign investment, and franchising internationally.
India-EFTA Free Trade Agreement: A Game Changer for Global Trust
A key development reinforcing this global trust in India’s business landscape is the India-EFTA Free Trade Agreement (TEPA), signed in March 2024 and set to take effect by September 2025.
Speaking in Switzerland, Commerce and Industry Minister Piyush Goyal said, “There’s a lot of excitement here about India. Swiss companies are looking at India as a destination not just for selling, but for manufacturing and innovation.”
The TEPA agreement includes:
- $100 billion investment commitment from EFTA nations (Switzerland, Norway, Iceland, Liechtenstein) over the next 15 years.
- Tariff reductions on luxury and high-value imports, such as Swiss watches and chocolates.
- Incentives for foreign companies to establish operations in India across pharmaceuticals, cybersecurity, and machinery manufacturing.
Goyal emphasized India’s business-readiness and the success of its policy reforms, stating, “Improved governance, ease of doing business, and policy stability have made India a top global investment destination. We now have over 2,000 global capability centers, and that number is growing rapidly.”
India’s 100% FDI allowance in sectors like machine manufacturing is also positioning the country as an attractive alternative to China, especially for high-tech industries.
Indian Consumer Taking Centrestage
Myntra’s CEO Nandita Sinha articulated India’s growing importance in the global fashion ecosystem recently at an event. Sinha highlighted that both global and domestic brands are increasingly customizing their offerings for the Indian consumer, with homegrown insurgent brands particularly adept at shaping niche value propositions.
Myntra, a part of the Flipkart Group, recently launched Myntra Global in Singapore, targeting the Indian diaspora and Southeast Asian customers.
“The aspirational Indian consumer is moving up the value chain across categories like beauty, accessories, and occasion wear,” said Sinha. As India cements its role as a global retail hotspot, Myntra’s international moves underscore the growing reach and ambition of Indian e-commerce players on the world stage.
To answer the evolving needs of new age Indian drivers, Continental Tires, a global leader in premium tyre manufacturing, has announced new initiatives. The company will make a strategic investment of approximately ₹100 crore (EUR 10.5 million) to bolster its footprint in India’s growing passenger car and light truck (PLT) segment. The move is part of the company’s long-term “in the market, for the market” approach.
“As lifestyles and vehicle preferences evolve, so must our offerings,” said Samir Gupta, Managing Director of Continental Tires India. “From daily commuting to long-distance travel, Indian drivers are demanding more in terms of convenience, safety, and premium quality—our latest initiatives are a direct response to those expectations.” The investment signals Continental’s strong commitment to sustainable and localized growth in one of the world’s most dynamic automotive markets.
Homegrown Brands with Global Capital
Lenskart
India’s leading eyewear brand Lenskart has built a tech-enabled retail empire with funding from global giants like SoftBank, Temasek, and KKR. With its footprint expanding across Southeast Asia and the Middle East, Lenskart is now preparing to go public soon, likely in 2025. The IPO is expected to attract significant interest from foreign institutional investors, adding to the brand’s international credibility.
Its blend of affordability, technology, and design-forward products is seen as replicable in emerging and developed markets alike. The upcoming IPO is being closely watched as a milestone moment not just for Lenskart but for Indian consumer-tech companies seeking global validation.
Haldiram
One of India’s most iconic snack brands, Haldiram, recently secured investment from Singapore’s Temasek Holdings, reportedly at a $10 billion valuation. Already exporting to over 50 countries, Haldiram is now positioned to scale up operations and possibly open more branded retail and restaurant outlets globally—a testament to the export readiness of Indian FMCG franchises.
Rebel Foods
Rebel Foods, India’s cloud kitchen unicornwhich operates virtual restaurant brands like Faasos, Behrouz Biryani, and Oven Story, has expanded to several global markets using its digital-first, cloud-kitchen franchise model. Industry reports state that backed by Qatar Investment Authority, Sequoia Capital, and Coatue Management, Rebel Foods has now reached a valuation of over $1.4 billion.
The company raised $210 million in funding led by Singapore’s sovereign fund Temasek in Dec 2024. The Mumbai-based startup had turned unicorn in October 2021 after investors pumped in $175 million into the company at a valuation of $1.4 billion.
Its ability to standardize menus, packaging, and delivery while partnering with local operators in new countries is revolutionizing the franchising game—not just in India, but globally.
Devyani International: Bridging Borders Through Food
Devyani International, one of the largest Yum! Brands franchisee in India, is diversifying by bringing international names into its portfolio. In 2024, the company signed franchise agreements with Tealive (Malaysia)- A leading Asian beverage chain, New York Fries (Canada)- Specializing in poutines and gourmet fries and Sanook Kitchen (Singapore)- Known for Thai and Southeast Asian cuisine.
These partnerships reflect a growing global trust in Indian operators to scale, localize, and operate international brands effectively.
The Increasing Trust in Indian Brands
Several factors are converging to make India’s franchise ecosystem globally attractive:
- Young Consumer Base: India’s population of 1.4 billion includes a fast-growing, urbanized middle class eager for quality global and local brands.
- Digital Infrastructure: Unified payment systems, widespread smartphone usage, and hyperlocal logistics support quick scaling of franchise models.
- Policy Reforms: Ease of doing business and 100% FDI in many sectors makes India attractive for international collaboration.
- Operational Expertise: Indian entrepreneurs and operators have shown exceptional ability to run scalable, efficient, and localized franchise operations.
Jyoti Prakash Gadia, Managing Director, Resurgent India Ltd, agrees. "Foreign investors are responding to a rare mix: a vast consumer market and models built around hyper-local relevance, and high-volume, low-ticket transactions. Supported by a steadily improving policy environment, investors are stepping up activity to pursue rapid expansion and operational efficiency—something few other markets can offer." Resurgent India Ltd is one of the largest financial advisory firms for businesses in India.
It would be safe to say that strategic policy moves like TEPA, strong leadership in digital innovation, and a relentless focus on consumer experience are making Indian franchises ideal partners for global investors. As this momentum continues, India is poised not just to be the world’s largest market—but also one of its most influential brand exporters.
As Piyush Goyal aptly noted, “We are seeing India transform into a trusted global manufacturing and business partner. Our brands are mature, agile, and ready for the world.”
