Doing business in India also involves building relationships with other entrepreneurs. Indians prefer to negotiate with entrepreneurs who know and trust them – even when it is a lucrative business. It is imperative that a good working relationship with each potential partner be created. This must, of course, be done on a commercial basis, e.g. The demonstration of the strong business sense, and also on a personal basis, e.g. The involvement of their business partner and the presentation of the positive qualities, such as trustworthiness and honor.