... of cooperation that will be the source of their collective efficiency. These collaboration networks should base in the local knowledge. Social implications – Subsistence SMEs have strong impact on the most disadvantaged areas in developing countries. Growth strategies to professionalize these SMEs...

... and a localization approach should be considered to market to each region. Originality/value This study is one of the first attempts to examine regional differences in the Indian market. This study adds empirical evidence that differing economic affluence levels are critical in estimating consumption differences...