The recently signed TEPA between Switzerland and India has opened new opportunities for Swiss-based SMEs to enter the Indian market. Despite this promising development, Swiss-based SMEs face significant challenges in navigating this complex market. This thesis investigates these challenges and provides a comprehensive roadmap to help Swiss SMEs assess their readiness and plan their entry into India.

In order to understand the readiness of Swiss SMEs, a mixed methods approach was used for comprehensive insights. Extensive research into the literature on the internationalisation process of SMEs, focusing on Swiss-based SMEs and FTAs was conducted. Subsequently, it gave different views on the benefits of TEPA through the expert interviews, followed by responses targeting Swiss executives through a survey. The selected experts were of great value with long-term experiences in both countries and represented very different industries.

The main findings are five major challenges, according to the interviewees, Swiss-based SMEs face through entry into the Indian market. Those include networking and relationship building, adaptation and cultural understanding, Long-Term orientation, market analysis and Expert guidance. Offsetting these challenges is necessary if Swiss-based SMEs want to successfully enter or expand in the Indian market. Swiss SMEs face significant opportunities through the TEPA which offers reductions in tariff progressively which lets them stay competitive and innovative. The roadmap presents a strategic guide on the steps to be addressed by Swiss SMEs in a bid to successfully navigate the Indian market.