Pestle Inidan Appreal Industry

Appendix 2

Political

India is the second populous country in the world with a median age of 26 years (Marketline, 2013). From the perspective of the case study business, the higher ratio of females to males and the improving levels of female literacy and employment (Government of India, Ministry of Home Affairs, 2011) are surely positive signs, when its future expansion plans are considered. The United Democratic Alliance led by Indian National Congress has been ruling for the past ten years giving stability of governance, but lacklustre growth and numerous scandals marred image of the Alliance (Marketline, 2013). Because of the high level of corruption and lack bureaucratic transparency, India is ranked poorly in business start-ups (The World Bank, 2014). Figure: 1 shows show India stacks up against the competition on important parameters:

Figure: 1

Source: World Bank (2014)

Technology

The technological environment in India is growing at a blistering pace. Thanks to the higher literacy rates and improving quality of education with a heavy emphasis on IT (Marketline, 2013). However the low penetration of broad band and internet use (McKinsey and Company, 2012) gives the impression those online sales can be less viable from a process management perspective and difficult to reach mass population. Technological development in this environment can open up significant opportunity for a company like Anujay in the coming years, if they have a well thought out business plan in place to tap that potential.

Legal Environment

As The World Bank (2014) maintains starting up of a business in India is challenged with hassles in different forms as the picture below