The Brands That Did 'Localization' Right, And How You Can Too

Companies often enter foreign markets with grand ambitions, but success doesn't come by just bringing in the products - it’s about adapting, evolving, and blending into the culture. And the process of this cultural adaptation for a business is known is localization. 

Whether it’s a fast-food chain adjusting its menu, an e-commerce giant offering vernacular support, or a tech company developing software tailored for regional needs, localization has always played a crucial role in helping brands navigate linguistic and cultural barriers to expand to new territories. 

Today, we will have a look at four international companies which successfully localized themselves for the Indian market to such an extent that now people barely care about their foreign origins. We will analyse what they did right in their process of localization and see what new businesses can learn from them. We will also see how localization services in Bangalore, Gurugram, Hyderabad and other tech hubs can help new businesses in their process of localization. 

So without further ado, let's begin:

1. McDonald’s - Burger To Tikki

McDonald’s knew from the start that a standard global menu wouldn’t work in India. The Big Mac? Scrapped. Instead, they introduced the McAloo Tikki—a potato-based burger catering to the country’s vegetarian majority. They also removed beef and pork entirely, aligning with religious sentiments. Even their spices were tweaked, with burgers carrying bolder, tangier flavors to match local palates. But the real localization win? The brand’s deep regional engagement, from festivals to cricket-themed campaigns. Behind this adaptation, professional localization services played a role in refining messaging, ensuring every menu item and advertisement resonated across different states.

2. Netflix – Local Masala

When Netflix first entered India, it was perceived as an expensive platform catering to English-speaking urban audiences. That changed when they went all-in on regional content. Sacred Games, Jamtara, Minnal Murali—these weren’t just Indian shows; they were deeply rooted in local storytelling. The platform also introduced lower-cost mobile-only plans to target a price-sensitive audience. But their biggest localization move? Offering their UI and customer support in multiple Indian languages. Software localization services in Bangalore have been instrumental in helping platforms like Netflix scale regionally, ensuring seamless user experiences in Hindi, Tamil, Telugu, and more.

3. Amazon – Your Own Dukaan

Amazon didn’t just enter India; it integrated itself into daily life. The e-commerce giant introduced cash-on-delivery, recognizing that trust in online payments was low. It built massive fulfillment centers to ensure faster deliveries, even in remote towns. But the real game-changer? A fully localized shopping experience—users can browse in multiple Indian languages, and Alexa can respond in Hindi or Hinglish. To achieve this level of adaptation, website localization services in Bangalore played a major role, enabling seamless content translation while preserving Amazon’s brand identity across different regions.

4. Coca-Cola – The Desi Refresher

When Coca-Cola struggled to connect with rural India, they didn’t just push advertisements—they changed their entire brand narrative. The iconic "Thanda Matlab Coca-Cola" campaign was a stroke of genius, using a phrase that naturally fit into everyday conversations. Instead of generic branding, they focused on affordability, launching smaller, budget-friendly bottles to penetrate tier-2 and tier-3 cities. This localization strategy wasn’t just about language; it was about understanding cultural behavior—how people socialize, what influences buying decisions, and how a soft drink could become part of that.

FAQs

1. Why is localization important for global brands?

The world isn’t a monolithic market—it’s mosaic of nations, cultures, languages, and consumer behaviors. Each market has its own unique needs and challenges. Only the brands that understand them well can establish a strong foothold. 

2. How does software localization help companies in India?

Software localization services in Bangalore help companies adapt their digital products—like apps and websites—by translating content, adjusting UI, and ensuring cultural relevance.

3. What’s the difference between translation and localization?

Translation focuses on converting text from one language to another, while localization ensures the content feels native by adapting cultural nuances, tone, and context.

4. How does website localization impact e-commerce businesses?

Website localization services in Bangalore help e-commerce platforms create region-specific experiences, making it easier for customers to navigate and shop in their preferred language.

5. What role does professional localization play in marketing?

Professional localization services refine messaging, ensuring campaigns resonate with local audiences while maintaining brand consistency.

Sum Up 

For brands aiming to expand to foreign markets, localization isn’t just an option—it’s a necessity. From adjusting product offerings to transforming marketing strategies, businesses that embrace local culture see the most success. If you are a business owner who is looking to expand overseas, localization is a strategy which you should definitely consider. But not sure where or how to start? All you need is a partner like Bhasha Bharati Arts, who would take care of every aspect of the localization process, ensuring that your business feels tailored for the target market.

In today's digital age, global expansion is not a distant dream anymore. It is a very achievable ambition. Then why just keep waiting? Connect with Bhasha Bharati Arts today and chalk out the plan to conquer a new frontier.