in the beginning of 1990s, Kellogg’s decided to venture into the new potential markets for breakfast cereal eating customers. 1994 was the period when India was changing its foreign-trade policies and was opening itself to international trade as a result of liberalization. Hence, India with a population of around 900 million with nearly 25% of them as middle-class households was the obvious choice of Kellogg’s for its market expansion plan.