Distribution & Marketing AI

To sell to Indian consumers, the usual structure is for an Indian company to hold seller status on the marketplace. Without one, you can work through an Indian import and sales partner.

No. The exception only covers exports of goods made or produced in India; foreign investment is still not allowed in inventory models selling to Indian consumers.

Press Note 3 was announced on 23 July 2026 and took effect on 3 September 2026, when the amendment to the FEMA non-debt instruments rules was published in the gazette.

The exception covers goods manufactured or produced in India. A structure that ships goods made outside India through an Indian warehouse is hard to fit within the wording.

Wholesale / cash-and-carry (100%, to businesses only), single-brand retail (100%, with 30% local sourcing above 51%), multi-brand retail (up to 51% with government approval), and e-commerce (100% for marketplaces only).

Yes, since the 2019 amendment — but it must open a physical store within 2 years of starting online sales.

The rules allow up to 51% with government approval, but you need a minimum investment of US$100 million and state permission, and many states don't allow it, so it's hard to treat as a practical route.

Moving from wholesale to retail changes FDI caps and conditions, the business objects in your constitution and your GST registration setup. It's better to plan how you'll sell several years ahead from the start.

Adding duty, logistics and margins to your Korean price usually puts you at the top of the market. Set a target consumer price first, then work back through distribution margins, GST, logistics and duty to reach your ex-factory price.

GlobalData expects Indian e-commerce, ₹17.5 trillion (about US$200.9 billion) in 2025, to grow 12.4% in 2026 to ₹19.7 trillion (about US$225.9 billion).

The Korea International Trade Association named India, alongside Türkiye, Mexico and Thailand, as a promising new K-beauty market based on import demand, interest in Korea and market potential, and recommended online marketing focused on skincare such as vegan products.

From 16 March 2026, products under ₹1,000 pay zero referral fee in about 1,800 categories. Above that, fees are usually 2–16.5% by category, with shipping and closing fees on top.

From November 2025, products under ₹1,000 pay no commission, and everything on Shopsy is zero. From 8 July 2026, fashion is zero regardless of price.

Meesho was the first to introduce a zero-commission model for sellers in 2021. Its users skew towards low prices and smaller towns, so check whether your price point fits.

Korean brand sales on Nykaa grew 58% in a year, and Tira is adding exclusive Korean brands. A specialist store plus Amazon is a common combination, but it depends on your price point and volume.

If one seller accounts for over 25% of a platform's total sales, the platform may be seen as controlling inventory, so review contracts that concentrate large volumes before signing.

Platforms may not influence selling prices directly or indirectly. Keep a structure where the Indian company, as seller, sets prices.

The platform builds the filter, but sellers supply the origin data. It took effect on 1 July 2026, and listings with wrong data can be taken down.

You must give the platform price, expiry, country of origin, returns and refunds, delivery and authenticity information, and the legal metrology declarations (manufacturer, net quantity, MRP etc.) must appear on screen.

No. The Consumer Protection (E-Commerce) Rules prohibit sellers posing as consumers to write reviews or exaggerating quality.

If they aren't true, they can count as false urgency, a dark pattern. The CCPA bans 13 dark patterns.

Each platform fulfilment centre address must be registered as an additional place of business, creating a GSTIN and filings in each state. Interstate movements need an e-Way Bill.

In August 2026 the six main platforms handled 9.5 million orders a day in total, with Blinkit, Zepto and Swiggy Instamart taking about four-fifths.

By daily orders: Blinkit 3.4–3.6 million, Zepto 2.4–2.6 million, Instamart 1.3–1.45 million (August 2026).

Nongshim was reported to have started supplying 19 products to major Indian cities through Blinkit.

Listing and margin terms by platform are not public, and they differ depending on whether you supply directly or via a distributor. We check by product in a consultation.

Yes. Rule 10A applies to all e-commerce entities, including inventory models.

WhatsApp, Instagram and YouTube use is very high, so social media marketing works well. Adullam focuses on these three channels.

If there is a material connection with the brand, add a clearly visible label such as "Ad" or "Sponsored". On photos, put it on the image; on live streams, show it throughout.

The CCPA can impose penalties of up to ₹10 lakh, or ₹50 lakh for repeat violations, and can ban endorsements.

ASCI is an industry self-regulatory body, but it publishes names of violating influencers and brands, and the CCPA backs its guidelines, so in practice you must follow them.

Additional disclosure guidelines for health and wellness influencers came out in August 2023. Have test or clinical evidence ready for any efficacy claims.

A BCG report puts it at about 300 million, rising to 440 million by 2030. About 45% are women and about 30% rural.

An IEC (Importer-Exporter Code) issued by the DGFT. It must be updated every year even if nothing has changed.

For HS 3304 (e.g. face creams), basic customs duty of 20% plus the social welfare surcharge (10% of duty), with 18% IGST on the total.

A GST-registered importer can set import IGST off against GST on sales, so it isn't a final cost — but cash is tied up until the credit is used.

The foreign manufacturer can't apply directly. An Indian importer, subsidiary or agent authorised by the manufacturer applies on the CDSCO portal with Form COS-1.

Manufacturer's power of attorney, ingredient and composition list, labels, test methods, free sale certificate, declaration of no animal testing, heavy metals declaration and more.

Hold an FSSAI import licence and IEC, and get an NOC through FICS at customs. Labels must include importer details and the FSSAI logo and licence number.

Name and address of the manufacturer, packer or importer, country of origin, product name, net quantity, date of manufacture, MRP and consumer care contact.

Yes. MRP is the maximum retail price inclusive of all taxes, printed on the package.

For mandatory products such as electronics, yes. Adullam's certification service handles BIS, FSSAI and CDSCO together.

We set up a commerce and marketing division together with our Delhi company in 2017, opened an India–Korea commerce site in 2018 and upgraded it to 2.0 in 2020.

In 2023 we planned and ran K-POP pop-up stores in Bengaluru, Delhi and Chennai, and we have fan community networks in Delhi, Mumbai, Bengaluru and Chennai.

We support export marketing linked to KOTRA and NIPA programmes. Adullam was selected as a delivery agency for NIPA's SW export marketing support programme in 2018 and 2019.