On paper it’s a no brainer for any brand. A steadily growing economy in one of the world’s most populous countries. More than 200 million potential consumers, around half of whom are under 30, upwardly mobile and like spending their spare cash. As with many of its emerging Asian counterparts, the shift to digital is fast occurring, with few legacy systems to slow this down.
What country is this, you ask Ah. This is where...
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