China-based Huawei is the world’s second largest maker of telecommunications equipment. In recent years, the company started branching out into consumer products such as smartphones. The firm has been expanding globally since 1997. In 2000, Huawei decided to enter India. The company met several challenges in India where the Huawei brand was little known. First, the India telecom equipment market is crowded. Huawei needed to establish a reputation as a trustworthy partner. Second, its Chinese roots worked against it. In many countries, including India, Chinese companies suffer from an image of making cheap but poor quality goods. Huawei was seen as a low-quality, low price manufacturer despite the fact that the firm had a respectable R&D budget. How should Huawei deal with these challenges?