The question posed by Sanjaya Baru (“When Korea discovered India”, January 25) about how many analysts would have predicted in 1993 that Koreans would displace the Japanese in Indian consumer durables markets is a bit unfair, as there was hardly any Korean presence in India then, as has been chronicled. But it grew astonishingly rapidly thereafter. I can honestly say even without the benefit of hindsight that I had concluded in 1995 that the Koreans were giving the Japanese a run for their money and might end up on the winning side!
I had, by then, been greatly impressed by the four (we must not forget the dear departed Daewoo!) Korean chaebols expanding their presence in an Indian market that was nowhere near its current size or that gave no inkling of its potential (this is particularly true of the automotive sector — Peugeot had just withdrawn and GM was supposed to be having serious second thoughts!). They all had manufacturing bases in India, which the Japanese were reluctant to do. The DCM group had dumped Toyota — imagine! — in favour of Daewoo. These were more than straws in the wind.
I had extremely satisfactory experience of an LG fax machine, Samsung laser printer and an LG Key telephone system in the office. Not only were these reasonably priced, but the service was terrific. When Cielo was introduced, I jumped at it and was the first one in town to own it, having driven it down from Delhi! Even though the model came in for much criticism later, I am firmly convinced even today, 15 years later, that most of it was wide off the mark, possibly “inspired” by its immediate rival (GM), since Opel Astra and Cielo were pretty much the same cars from the Opel stable. It is a matter of some vindication that the same GM is introducing erstwhile Daewoo models globally, including India, under the Chevrolet badge! I kept observing the rise and rise of the Koreans and the retreat of the Japanese. Unfortunately, these remained mere observations and never got written down! I am, therefore, glad that Baru has now done this eloquently.
Shreekant Sambrani, on email
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