In emerging economies, entrepreneurs are finding ways to create exclusive markets for wealthy people. By combining different ways of thinking and dealing with conflicting ideas, these entrepreneurs are able to create new types of businesses. They face challenges in balancing taking advantage of new opportunities while respecting the cultural norms of the country. A study of luxury hospitals in India shows how entrepreneurs use different strategies to make their businesses legitimate in these new markets. This research helps us understand how entrepreneurs in emerging economies make their businesses successful by adapting to the local context.