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Market route
An India site for a Japanese brand, built from the Indian buyer backwards
The Japanese site assumes a buyer who knows the category, recognises the company and understands why the price is what it is. An Indian buyer arrives with none of that.
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- Typical duration
- 8 to 12 weeks
- Language
- English
- Hosted
- Separate site or subfolder, decided in week one
- Content source
- Your product and quality teams
What the Japanese site cannot do in India
Every one of these is invisible from Tokyo and obvious to a buyer in Pune or Chennai.
- It assumes category knowledge. Indian buyers frequently encounter the category through a cheaper local or Chinese alternative first, so the site has to establish what the category even is before differentiating within it.
- The proof is Japanese proof. Domestic references and certifications that mean everything at home mean very little to an Indian purchase team, who want scope, applicability and someone they can call.
- There is no price signal. Indian buyers screen hard on scale, minimum order and lead time, and a site silent on all three loses serious enquiries alongside unserious ones.
- The contact route is wrong. A form routed to Japan with a two-day reply cycle tells an Indian buyer you are not really in the market.
- Search structure follows the Japanese hierarchy. Indian engineers search applications and problems in English, and none of those queries reach a site organised around your internal range.
What gets built
A separate India-facing site or subfolder, in English, sharing the brand and nothing else automatically.
An India content plan
Built from the questions Indian buyers actually search and ask, gathered before anything is written.
Capability and application content
Written after sessions with your product and quality teams, specific enough for an Indian engineer to evaluate.
India-relevant proof
Applications, references and certification scope that an Indian buyer recognises, plus the service and support commitment they will ask about.
Search structure in English
Titles, architecture and internal linking built around real Indian queries rather than translated Japanese ones.
Enquiry routing that answers
A named technical contact with a stated response time in Indian hours, which alone changes enquiry quality.
Consistency with your global brand
Identical identity, adapted content. Brand guidelines if the system does not exist yet.
Schema and sitemap
Structured data, clean markup and a sitemap that works for Indian search.
Questions overseas teams ask
Separate domain, subdomain or subfolder?
Usually a subfolder or subdirectory on your existing domain, because it inherits authority and is simpler to maintain. A separate .in domain makes sense when the India business is structurally separate. It is a week-one decision and it affects everything after.
Should it be in Hindi?
For B2B and industrial, almost never. Indian business runs in English and technical buyers search in English. For consumer categories the answer can differ by segment and it should be tested rather than assumed.
Who writes the content?
I do, from structured sessions with your technical people. The substance is theirs and the framing is mine, which is the only version that is both accurate and persuasive.
Can our Japanese agency build it?
They can build it. What they generally cannot do is know which Indian queries matter or which proof an Indian buyer wants, which is the part that decides performance.
Send me your Japanese site and the product line
I will tell you what an Indian buyer could not work out from it, and whether you need a new site or an India content layer on the one you have.
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Kunal Waghmare · Padmavati Hills, Mokai Vasti, Bavdhan, Pune, Maharashtra 411021, India
office@quiamo.com · +91 90216 02686 · English