In a country of 28 states, seven union territories and several hundred native languages, the term 'Indian culture' is an ambiguous one. There are almost as many cultures as there are states!

Amidst such diversity, how do we define our culture? Perhaps the most efficient and clear definition is given by Indian sociologist, Dr Sudhir Kakkar: culture is shared meaning.

No country embodies this definition the way India does. Unimaginably varied religions, beliefs, customs, languages, arts, values and lifestyles merge to create a composite culture.

The key to building a successful business in such a complex environment, is respect for each culture. Understanding each one's idiosyncrasies creates a clearer path to know what works and what doesn't.