Melbourne and Victoria leading the way on India growth story

My home town is leading big time on engagement with India.

Michelle Wade, Commissioner to South Asia, State Government of Victoria, Australia, outlined some of the facts in a recent speech to a BDO event “India – it’s time to diversify”.

Melbourne and Victoria are dominant in Indian student numbers, we have close on 180,000 Victorians who were born in India plus on tourism we lead the way.

According to Michelle Wade, trade and investment opportunities abound for us in India – including advanced technologies, edtech, health and wellness.

One key to doing well is to drill down and find organisations with the right capabilities, according to Wade.

BTW Victoria has business offices in Mumbai and Bengaluru – and have been very helpful to me.

Which Victorians are doing well in India? A few from the big list – Linfox, Deakin University, Rubicon Water, MedSurge, Monash University and Swisse.

Time you engaged with the India growth story?

Canada boosts student numbers and gains in diversification of source countries

Canada welcomed more than 400,000 new international students at all study levels in 2019, with Indian student enrolments accounting for most of the increase in new study permits issued.

More important than the increase – Canada is succeeding in diversification of source countries. This has become a “top priority” for Canada.

These students were for university, colleges and K-12 schools.

Immigration, Refugees and Citizenship Canada statistics show that 404,165 individuals were issued study permits in 2019, an increase of almost 50,000 on the previous year. In 2018, 355,100 new study permits were issued.

Although total figures for the 2019 student population are yet to be released, this new data indicates that the entire international student population in Canada now exceeds 600,000, according to one analyst.

The statistics reveal that 139,740 Indian students were issued study permits in 2019 – up from 107,175 in 2018 – and Indian citizens represent 35% of all 2019 new study permits.

The second biggest cohort came from China with 84,710 permits, marking a decrease on 2018 figures where 85,165 Chinese students were given study permits.

Iran (+39% to 9,795), Nigeria (+16% to 7,585), France (+9% to 14,670) all showed increases of study permits becoming effective in 2019, compared with 2018.

Other countries represented in the top 10 such as South Korea, Brazil, the US and Japan have remained stable, while Vietnam decreased slightly on 2018 figures.

Rounding off the top 15, the Philippines, Mexico, Bangladesh, Colombia and Taiwan all saw increases, with new study permits for the Philippines notably increasing by 56% to a total of 6,365 in 2019.

In 2018, just 40% of active study permits in Canada were for university study – the rest for students at colleges, Quebec’s CEGEPs or at K-12 schools, Universities Canada highlighted.

Although the 2019 breakdown is not yet available, the organisation expects a similar division.

“With the caveat that these new numbers reflect the system as a whole, rather than just university enrolments, Canadian universities are pleased to see continued growth in the number of students choosing Canada as their study destination,” explained assistant director of International Relations at Universities Canada, Cindy McIntyre.

Source: The PIE News

 

“Namaste Trump” good diplomacy for India but differences with USA remain

Can India make the most out of US President Donald Trump’s visit?

“Namaste Trump” this week been a great visit for India and looks to have been celebrated across the nation. Two leaders of great democracies.

But differences still exist, and the question is can India and PM Modi build on President Trump’s historic visit which took place this week?

PM Modi will drive the relationship, but he is not alone.

One man in South Block — Harsh Vardhan Shringla, India’s foreign secretary – will make a big contribution to the outcome.

India’s foreign secretary is seen as a calm and composed officer, and he has handled bilateral ties even during turbulent times as the Indian ambassador to the US.

It was he who dreamed up and led the “Howdy, Modi!” event in Houston.

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Now he has a lot of the responsibility of making “Namaste Trump” a success.

What will be the big issues? Top of the list is a free-trade agreement and disagreements on intellectual property rights. Plus how both countries feel about and react to China.

But clearly Namaste Trump is a big win for India and PM Modi and a mark of the increasing respect India has on the global stage.

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Indian PM Modi and US President Trump – two men who enjoy centre stage and get on well

Melbourne seminar on India has best expert panel

BDO has assembled Melbourne’s best India panel to speak on Tuesday 3 March – book now – free event. Email michaelm@eastwestadvisers.net

They have a great line-up of speakers:
Michelle Wade, Victorian Trade Commissioner for India, Bengaluru
Susan Coles, Deputy State Director, Victoria, Department of Foreign Affairs and Trade
Bill Cole, Partner International, BDO
Sandeep Khurana, Director, EastWest Advisers
Michael Moignard, Director, EastWest Advisers

I am proud to be the MC of this one.

Venue: BDO, 727 Collins Street Melbourne
Date: Tuesday 3 March 2020
Time: 12 noon start (lunch will be provided)
Email michaelm@eastwestadvisers.net

Pictured below: Bill Cole, Partner International, BDO

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7 strategies for India market entry 2020

  1. Find the affluent millennials

India is home to the world’s largest population of millennials—typically defined as those aged 18-35. At 450 million, these millennials are influencing the way Indians eat, shop, commute and buy, much like their global counterparts. They are the first upwardly mobile group in recent history of India – and will have an impact very like the way western baby boomers changed most things.

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According to Santosh Desai, managing director of Indian Brand Advisory Group Futurebrands, Indians used to be “born something” but now can “become something”.

  1. Drill down to the real middle-class market

We know India has 1.3 billion people, but if you think too much about this you will get nowhere. Drill down to find your market.

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For example, some estimate the “middle class” as high as 300 million. For me, this is way too high. Austrade takes a dimmer view – it estimates that there are approximately 30 – 80 million people in our target demographic, many of whom live outside Tier 1 cities. That’s a big range from 30 to 80, which shows that we just do not know. But for me Austrade’s numbers are too low.

Austrade looks for consumers that:

  1. can afford international travel to destinations, like Australia;
  2. can afford to send their children for study abroad; and
  3. can afford to eat at high-end restaurants and hotels or eat significant amounts of imported food and wine at home
  1. Think of India as many markets

Thinking of India as “one market” will slow down your impact and waste your marketing efforts. First, there is the divide between north, south, east and west. Then there are big metropolises (8-10) and hundreds of tier two cities (around one million plus). Then there are over 26 different languages, multiple food cultures, differing beliefs and interests. It is complex, so build that into your “many markets” strategy.

  1. Consumerism is changing in India

India had just 9 Shopping Malls in 2007. There are over 350 Shopping Malls in 2019. Plus 85 new Shopping Malls will be built in the next 5 years = 435 Shopping Malls in 2025.

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Add to this that online retail is taking off, with Amazon and the local Flipkart leading the way – Indian consumers use cell phones for online access.

Dr Mark Morley Trade Commissioner India Government of Australia makes a key point about opportunities for us: “Australia is well positioned with the Indian consumer. Across India, we have a great reputation for clean, safe and reliable supply. We are well known as a premium supplier of produce, and we have a global reputation for our quality brands.”

  1. Thinking local is a good way to start

Especially for those in food, beverages, education and fashion, your beginnings for India can start right here in Australia.

About 650,000 Australians claim Indian ancestry, and we have over 65,000 Indian students here, which means a significant local market spending money. Add to that the growth in Indian tourists – up to over 300,000 per year and growing at around 15%. This gives you a good market testing opportunity.

  1. Collaboration is the new relationship

If you just want to “sell” to India, sharpen your pencil and think short term – sooner rather than later, India will find an alternative to you.

To be in India for the long term, seek genuine opportunities to collaborate with Indians – once you and Indian collaborators are working together, your future is more secure. This is how Indians prefer to operate, so drop “transactional” thinking and focus on “collaboration” – it is the new relationship.

  1. Give India the time it needs

Cultures based on relationship (collaboration) are slower to move, so give India at least three years. You might “sell” sooner, but for most this is a very short-term market entry approach.

 

How Indian use of English can show cultural differences among English speaking nations

A recent headline in the Economic Times read: “India budget – what all has the Government promised”.

For western English speakers, the “what all” demonstrates a slight difference in how English is used in India. I am not saying anyone is right or wrong here, but language can remind us that although we might speak English, we think first as a westerner or an Indian or other part of Asia. Western media would say “what has the government…”

At the least it is entertaining – at most it provides cultural insights.

At functions in India you will see two signs “Veg and non-veg”. This shows how important food choices are over there.

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Pictured is the vegetarian Jumbo King Food outlet in Mumbai

Young Indians will often refer to non-relative individuals as “Auntie” or “Uncle” as a sign of affection.

“Timepass’ is a terrific Indian-English creation – used to describe a Bollywood movie or TV show that was just OK. How was the movie – Oh you know, timepass.

When an Indian talks about “mugging” it is generally not about thugs or criminals – it describes rote learning, memorising, cramming.

In a crowded country, “kindly adjust” is a common phrase which means “sorry about any inconvenience but there is not much I can do about it now”. Especially useful on trains.

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Pictured is Ahmedabad station where “kindly adjust’ comes in handy

Conversations can often include “rest is fine” which comes after a short description of what is happening in your life and “rest is fine” is an all purpose summary of the rest.

“What is your good name” is one I love – such a respectful way to ask a person’s name.

Brian Johnston recently wrote in this topic in Traveller.

He said a simple sign in a Delhi temple said “Ill manner of all kinds is intolerable”. Admonishment or observation? Intolerable, but is it tolerated?

Indians, he says, have a Shakespearean knack for new variations of words – upgradation, pin-drop silence, and “Mention not!” when you offer praise.

More – she is pulling your legs. Pay attention on. Discuss about. She’ll be knowing the answer.

How about “Don’t prepone it – do the needful!” By the way, “Prepone” is much shorter than “”Do you want to bring our meeting forward a day?” Prepone is now in the Oxford English dictionary.

Words such as hullabaloo, hoary, gallivanting, thrice and scurrilous continue to thrive in India.

Johnston says: “Indian English conforms to its own proper rules of grammar and vocabulary”.

He makes the point that English is no longer controlled by the small number who originally spoke it. Native speakers of English (450 million) are way outnumbered by non-native speakers (at least 1 billion).

In India you can order “hot hot coffee”. A travel guide might refer to the wonderful India Gate in Delhi as “big and enormous” – that is huge!

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(I am pictured in November in front of the “big and enormous” India Gate in Delhi)

China of course has its own English, often dispensing with subjects (can or can not!) or verbs (this chilly crab delicious).

India and China both use “is it” in questions – “you are leaving now, is it?”

On the road in India is entertaining – “Horn please!” is the instruction on mountain bends and on the back of trucks. “Faster will see disaster” it a beautiful use of English as is “Always alert, accident avert”. Also – “Road is hilly, don’t be silly”

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Pictured above – colourful back end of a truck in India

My favourite is the sign off used in emails and letters – “We will revert with the necessary”. Says it all.

(Thanks in part to Brian Johnston and Traveller 1 February 2020)

Why Australian schools have missed out in India and 7 steps to succeeding there

Demand for education in private international English-medium schools in India is soaring.

Despite this, few if any Australian private schools and school product providers have made inroads into India.

One of the barriers is what I call the “agency thinking” of education – just appoint lots of agents and the business will flow. Maybe – but India is a relationship country and you only become a big player through relationships, not through agency.

Indian nationals in the more expensive private international schools with fees above USD$10,000 make up 43 per cent of students. That’s high. As India’s middle class expands, this figure will also rise.

It is a great opportunity for Australian school education – our whole education system is well regarded in India.

The main international curricula offered in India are the International Baccalaureate (IB) curriculum and the Cambridge International Examinations.

Here is the bad news – no Indian schools are offering the Australian curriculum. Why not?

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I have long advocated a “partnership model” for market entry into India. I recently conducted research on “partnership and collaboration” opportunities in the horticulture sector and this is looking much more positive than simple going to India for a quick sale.

This strategy has also been endorsed in the Final Report International Opportunities for Australian School Curriculum, Assessment and Regulatory Products; Australian International Education: Enabling Growth and Innovation – NSW Education Standards Authority and Nous Group January 2019 – “Given the size and complexity of operating in India, a partnership approach could assist Australian agencies and providers in developing market opportunities.”

Australia is much more “transactional” than we like to think. That is why we have not done well in Indian schooling.

Keep in mind there are many barriers to market entry.

How do you create a “partnership model”?

  1. Of course, do your homework, which means pay for expertise to deliver real on the ground opportunities in India, which might include exchanges, curriculum, technology or some form of JV with an existing school or group
  2. Build relationships – which also means take your time, budget for the long road
  3. Look in the developing sectors, such as Smart Cities, new cities, redevelopments and the property landscape
  4. Create relationships across all areas of the education sector – governments (central and state), schools, advisors, curriculum, technology providers and more
  5. Leverage existing Australian university relationships in India
  6. Always, where you can, build a local Indian presence, because this above all else signals that you want to be a genuine long-term partner
  7. And always, where you can, build your presence through a Joint Venture with a respected Indian brand in your sector