Motivated by the fact that emerging-market firms are increasingly internationalizing their operations, this study explores the influence of product-related factors on the internationalization modes of emerging market born global firms, in terms of their initial and continued international expansion. Based on data from seven born globals in the Indian apparel industry, we find that these firms continue to be global players using low-commitment internationalization modes in their initial and continued internationalization, and that their product offerings influence their selection of entry modes and their acquisition of foreign customer knowledge. We have identified and bridged a gap in the knowledgebased internationalization process perspective relating to the influence of product-related factors on companies’ acquisition of foreign market knowledge and internationalization processes. © The Author(s) 2017.