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South Korean brands surge into India via JVs, investments in soju, beauty, foods amid K-wave boom

Korean consumer brands are expanding into India across alcohol, beauty, food, and cigarettes, leveraging the 'Korean Wave'. Jinro soju has partnered with Monika Alcobev, while beauty firms Cosmax and Amorepacific are establishing Indian operations. KT&G is increasing its cigarette presence, and Lotte Group plans significant investments, with K-beauty poised for substantial growth.