---
id: "1.15"
title: "Markets and expansion"
dept: company-and-strategy
status: draft
owner: Param
branded: false
last_verified: 2026-10-26
sources:
  - "brew origin/main a559de6: market.js:1-52, 68-80, 176-184, CLAUDE.md:31-32"
  - "brew working tree docs/pricing.md:15, untracked"
  - "brand-directions/BRIEF.md section 4 direction 5 global note"
  - "brand-directions/book/content/b.js b-2 icp where we start, b-8 find-out"
  - "handbook content/product/product-overview.md Open"
  - "memory: brew-name-and-scope, brew-live-stores, feed-for-all-brands"
---

# Markets and expansion

## Answer

Where Brew sells and in what order: the product is built global and reads each brand's selling market from its customers, every partner today is Indian, and whether India stays first is Param's call.

## Today

### How the product handles markets

| Rule | Source |
|---|---|
| Where a brand sells is kept apart from where its store is registered | [src: brew/market.js:1-3] |
| Rivals, searches, AI questions, listening, ideas, stories, Plays and money formatting follow the selling market | [src: brew/market.js:2-3] |
| Order of evidence: the brand's own correction, then Shopify orders by country, then GA4 sessions, then the public read | [src: brew/market.js:5-9] |
| A second market counts at 10% or more of orders or visits; up to four others | [src: brew/market.js:10-11] [src: brew/market.js:52] [src: brew/market.js:73] |
| Trust needs 20 orders or 100 visits; below that a share is noise | [src: brew/market.js:51-52] |
| 51 currencies map to a country; the euro alone names none | [src: brew/market.js:17-19] |
| AI questions run in the site's own language where the tools speak it, 23 languages, else English | [src: brew/market.js:176-184] |
| Never a silent US or India default; a tie is to confirm | [src: brew/CLAUDE.md:31-32] [src: brew/market.js:16] |
| No India only plumbing such as DLT or COD in the product | [src: memory brew-name-and-scope] |

### Where we are

| Fact | Source |
|---|---|
| Five partner prospects: Arata, Nutrova, Mana, Puma India, Scrubroom | [src: memory brew-live-stores] |
| Every partner today is Indian | [src: content/product/product-overview.md Open] |
| The sample store in the books ships across India and prices in rupees | [src: brand-directions/book/content/b.js b-2 icp] |
| Pricing proposal: USD is the list price, ₹ the India regional price set for the market | [src: brew working tree docs/pricing.md:15] |
| One direction, Seeti the cooker, is Indian; its brief asks to explain the whistle once for a global reader | [src: brand-directions/BRIEF.md section 4] |

## Tomorrow

| Item | Version | Tag |
|---|---|---|
| Selling market read per brand, never defaulted | v1 to v4 | Stays |
| A regional price per market, set for that market | v1, after pricing | New |
| Posting channels per market, such as WhatsApp where the brand uses it | v2 | New |
| Ad rules in the market's currency | v4 | New |
| A second market for sales and partners | v1, after the partnership | New, Param to pick |

## How we do it

1. A market enters when we can size it with named sources and have one partner there.
2. Before a new market, check: the read's language, the currency, the AI questions, the listening sources and the price.
3. Test every market change on the brand kinds in `test/non-shopify.test.js`, never one brand [src: brew/CLAUDE.md:40].

## Numbers

| Metric | Definition | Where measured | Status |
|---|---|---|---|
| Brands by selling market | Count of brands per primary market | profile.country per brand | Proposed |
| Markets to confirm | Brands whose market is still to confirm | profile.market verdicts | Proposed |

## Open

1. **India first, or global from day one?** Proposal: India first through the design partnership, sold in English, with no India only code; the product stays global.
2. **Which second market?** Proposal: the US, sized with the same method as India, chosen only after a sourced count and one US partner.
3. **Price in rupees or dollars for Indian partners?** Proposal: rupees at the regional price, as the pricing proposal says.