How Swiss Companies Are Thriving in India

What Swiss Businesses Can Learn from Industry Leaders

🚀 Why This Matters

India is one of the fastest-growing markets for Swiss exports, and with the Switzerland-India Free Trade Agreement (TEPA), the opportunities for Swiss businesses are only increasing. However, entering the Indian market isn’t as simple as shipping products and hoping for the best. The companies that succeed understand local demand, build strong partnerships, and adapt their strategies to the Indian business landscape.

In this blog, we’ll explore real-life success stories of Swiss companies that have entered India across Wine, Machinery, Pharma, and Luxury sectors. Their experiences highlight best practices, challenges, and lessons learned—giving new Swiss entrants a blueprint for success.

🍷 Case Study #1: How Swiss Wine is Gaining Traction in India

Challenge: High Import Duties & Limited Awareness

Swiss wines have historically struggled in India due to high import duties, limited consumer awareness, and the dominance of French, Italian, and Australian wines. Before TEPA, Swiss wine faced 150% import duties, making it almost impossible to compete.

Solution: Premium Positioning & Strategic Partnerships

Swiss wine producers partnered with luxury hospitality chains like The Oberoi, Taj Hotels, and high-end gourmet retailers. Instead of trying to sell through mass retail, they focused on India’s premium segment, where customers were willing to pay for exclusivity.

Swiss Wine Brand Enters India via TEPA

One Swiss winery specializing in Heida intents used TEPA to reduce tariffs and introduce their wines into Mumbai and Delhi. By collaborating with All Things Nice and ProWine Mumbai, they successfully positioning Swiss wines as a high-end alternative to French wines.

Lessons Learned for Swiss Wine Brands

✅ Focus on premium customers in hotels, luxury restaurants, and private clubs.
✅ Leverage TEPA’s tariff reductions to make pricing more competitive.
✅ Participate in Indian wine expos to create brand awareness.

🔧 Case Study #2: Swiss Machinery & High-Tech Manufacturing in India

Challenge: India’s ‘Make in India’ Policy & High Entry Costs

Swiss industrial and precision engineering firms have long been world leaders in quality, but India's import tariffs on high-tech machinery made Swiss products expensive. Additionally, the Indian government’s ‘Make in India’ initiative encourages local production, making it difficult for foreign manufacturers to sell equipment without domestic partnerships.

Solution: Joint Ventures & Local Manufacturing Units

Instead of direct sales, successful Swiss firms have opted for joint ventures with Indian partners and set up local assembly plants. This approach reduces tariffs, meets local sourcing requirements, and builds trust with Indian customers.

Success Story: Bühler AG’s Manufacturing Expansion in India

Swiss technology company Bühler AG, a leader in food processing and milling technology, expanded its presence in India by setting up local production plants in Pune and Bengaluru. By manufacturing in India instead of importing finished products, they lowered costs, avoided high tariffs, and gained a competitive edge.

Lessons Learned for Swiss Machinery Firms

✅ Partner with Indian industrial players to reduce entry costs.
✅ Consider local assembly plants to avoid import duties.
✅ Leverage TEPA benefits for industrial goods that receive reduced tariffs.

💊 Case Study #3: Swiss Pharma Companies Scaling in India

Challenge: Navigating India’s Complex Pharmaceutical Regulations

Switzerland is a global leader in pharmaceuticals, but India's strict pricing regulations, intellectual property concerns, and regulatory approval processes have made market entry difficult for some companies.

Solution: Research, Local Partnerships & Government Compliance

Swiss pharma companies have successfully entered India by working with Indian regulatory authorities and partnering with Indian distributors that already have established distribution networks and regulatory approvals.

Success Story: Novartis & Roche Expanding Their Indian Footprint

Swiss pharmaceutical giants Novartis and Roche have successfully expanded in India by:

• Collaborating with Indian health authorities to ensure compliance.
• Launching patient assistance programs to improve affordability.
• Partnering with Indian hospitals and research institutions to build credibility.

Lessons Learned for Swiss Pharma Companies

✅ Engage with Indian regulators early to speed up market approvals.
✅ Build partnerships with Indian distributors to navigate pricing controls.
✅ Use TEPA for reduced tariffs on specialized pharmaceutical imports.

💎 Case Study #4: Swiss Luxury Brands Entering India’s Billionaire Market

Challenge: Overcoming India’s High Luxury Taxes

Swiss watches, jewelry, and luxury goods face 40% or higher import duties in India, making them significantly more expensive than locally produced alternatives. Additionally, Indian consumers are highly brand-conscious, making brand positioning crucial.

Solution: Partnering with India’s Ultra-Luxury Retailers

Successful Swiss luxury brands have partnered with India's top high-end retail chains and positioned themselves as symbols of exclusivity.

Success Story: Tissot & Rolex’s India Expansion

• Tissot partnered with Ethos Watches, India’s largest luxury watch retailer, to gain access to India's growing luxury segment.
• Rolex created an exclusive customer experience in collaboration with Tata Cliq Luxe, offering personalized luxury services to high-net-worth individuals.

Lessons Learned for Swiss Luxury Brands

✅ Target India’s ultra-luxury market rather than mass retail.
✅ Use premium positioning to justify higher pricing.
✅ Partner with India’s elite luxury retail networks to build brand presence.

📌 What New Swiss Market Entrants Can Learn from These Success Stories

The Swiss companies thriving in India have one thing in common: They adapted their business models to the Indian market, rather than expecting India to adapt to them.

Best Practices for Swiss Businesses Entering India

✔ Leverage TEPA to reduce tariffs where possible—especially in wine, pharma, and industrial goods.
✔ Find the right Indian partner—whether a distributor, manufacturer, or retail chain.
✔ Invest in brand awareness & trust—Indian consumers value heritage, quality, and exclusivity.
✔ Adjust pricing & positioning for India’s market realities—this is crucial for luxury and high-end goods.

With TEPA gradually reducing trade barriers, the time has never been better for Swiss companies to expand into India—but success depends on strategy, not just opportunity.

🚀 Next Steps: Unlock TEPA’s Potential for Your Business

Want to know how TEPA can impact your industry? Use our TEPA Market Insights Tool to check tariff reductions, import costs, and new market opportunities for Swiss products entering India.

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