Almost everyone in India who interacts with foreigners can speak English. It can cause normally wary international business managers to drop the guard they normally carry to unfamiliar terrain. It can also create a feeling that the market is easy to assess, as well as easily conquerable by transplanting business techniques and products that work elsewhere in the world. Those assumptions can lead to critical errors for US companies trying to get a foothold in the Indian market. Though all of these companies have since revised their strategies, all of their problems were rooted in the failure to sufficiently understand the market and operating environment, to line up a good partner, and to develop and price products specifically for the Indian consumer. By contrast, companies that have gone in with a clear India-only strategy of segmenting the market have done well. A good local partner makes the difference between overcoming regulatory hurdles and understanding the Indian consumer mindset.