Becoming a multinational desi : The entrepreneurial growth of Radico

Entrepreneurial marketing enhances corporate performance by enabling a firm to agilely adapt its strategy to market trends. The hair‐care company Radico, which began as a small start‐up in India, used entrepreneurial marketing techniques to pursue growth outside its home market and became a multinational firm with Indian roots—a desi . An analysis of its key stages of growth shows how even a small company can raise brand awareness and expand in international markets.