The link below discusses Coco Ichibanya's strategy in India and the British origins of Japanese curry. Typically, they are relying on Japanese expats in India to form their initial core of customers and then gradually spread to the general Indian populace.
I once ate at the Coco Ichibanya in Waikiki Beach. Of course, its customers are mainly Japanese tourists, which they can rely on, but they do get a smattering of non-Japanese tourists as well.
https://indianexpress.com/article/li...ation-6608508/