Here’s a big generalisation – almost every product and service can find an eager market in India – the Indian economic growth story means demand for everything cannot be met – so that means opportunity for you.
But how to approach India?
First – think longer term than you normally do, but keep in mind modern India can be either fast or slow and there is no way of predicting.
Second – leave your ego behind. Pretty much every western company that has succeeded in India has done so on the support of a strong local Indian team across all levels. To do this, they have effectively left their ego behind.
Third – India wants your business, NOT your culture. You will struggle if you want to transfer your “culture” to India – putting your expat team in long-term charge of the local team is a risky approach.
Fourth – use your expat team wisely. Expats can come and go as needed – but your business needs longevity in India and that is what an Indian management team can provide.
Fifth – smart companies that go into India also ensure they hire Indians into the Head Office team, at the right level in HO guiding and advising the HO team.
India – one of the world’s leading wheat producers – has placed an immediate ban on wheat exports.
As reported in this analysis by SOUTH ASIAN TIMES, the ban serves three main purposes: It maintains the food security for the country, it helps others who are in distress, and maintains India’s reliability as a supplier.
Around a dozen global consumer-facing companies reported robust growth in India in the January to March quarter, surpassing even pre-Covid levels with a high double-digit rate for several.
India is among the top-performing areas for several of these firms, including Unilever, Visa, Whirlpool, and Pernod.
Companies sold inventory amid increased Covid-19 instances and municipal restrictions, resulting in large discounts on some discretionary products such as apparel and shoes across platforms throughout the country. Several CEOs have also stated that they are increasing their investment in India.
Sales of everyday household products and basics grew mostly owing to price increases, as corporations raised prices to offset rising raw material, energy, packaging, and transportation costs.
Some of the best “corporate storytelling” is coming out of India
The most valuable companies in India include Tata Sons, Aditya Birla and Godrej. The most valuable in the world are Apple, Alphabet (Google), Amazon, Facebook and Microsoft (with the order changing every now and then). These companies cover a wide range of sectors but there is one common element. A consistent and strategic content narrative.
That’s an area well understood by Mumbai-based The Information Company (TIC) which is positioned as a “content, creative and digital agency preferred by India’s leading corporates”.
Corporate Storytellers. That’s how they like to be known.
The Information Company – Storytellers to India Inc
TIC started in 1999 and I have known them since 2004, when I connected with Founder Kiron Kasbekar, formerly Editor of The Economic Times (Bombay), Business Editor of The Times of India, and Managing Editor of Business India.
TIC has been ‘living and breathing’ content for more than 20 years, with its foundations built by top-notch journalists who brought their expertise in impactful storytelling to the game. Since then, TIC has added technologists, graphic designers, writers, videographers, and SEO specialists to the mix to execute great communication projects.
Their storytelling services are being used by the some of India’s largest, most influential, and best brands – Tata Sons, Aditya Birla Group, Godrej, Mahindra Group, Ambuja Cement, Hindalco, Fino, Cipla, Arcelor Mittal Nippon Steel, Capgemini, Weber Shandwick, and many more.
Storytelling for a purpose
TIC doesn’t just tell stories – the focus on storytelling towards a purpose, whether that is building digital brand identity, promoting business interests, creating perceptions, or reaching out to stakeholders.
One of the most unleveraged areas of communication is ‘thought leadership’, with much of it being overt promotion or semi-advertising. Here, TIC has been able to carve out a niche – crafting the voices of corporate brand and corporate leaders, and delivering good thought leadership content that is credible, engaging, accurate and consistent.
One of their unique skills is to write authored articles on behalf clients across industries such as automotive, aviation, chemical, consumer products, energy, engineering, IT, insurance, oil & gas, pharma, mining, manufacturing and infrastructure.
Blogs for Interaction
Blogs is another area where, for many organisations, things go wrong. The most common mistake is to come across as self-promoting. Or the organisation starts a blog but tires of it – so their latest blog is two or three years ago. Not a good look.
But the blog can be immensely valuable – it is the one platform for any company to connect with all its stakeholders, interact with them, connect like-minded enthusiasts and so on – through focused storytelling. No wonder then that TIC creates over 30 blogs every month.
Websites that just don’t sit there
Owned communication assets such as websites should not be static – they need to be information rich, and continually updated. They are the first stop for information that is used by investors, clients, media, prospective customers, prospective employees, regulatory bodies. The website is a critical and strategic asset to broadcast the corporate narrative.
Tata Chemicals, Tata Trusts, Rallis, Lupin, Hindalco, Ambuja Cement Foundation, and Suzlon are just some of TIC’s website clients. And this does not include the list of intranet clients!
Sometimes, a visual story tells more than a thousand words. Infographics are mostly data driven – the magic lies in crafting a coherent story around data.
By writing compelling text and presenting it in an efficient and visually pleasing manner, TIC ensures that an engaging story emerges from each Infographic. This form of content is its way, both art and science.
Campaigns – traction and reaction
Engaging with employees – especially in an age of WFH – has taken on a new significance. Companies often rely on emailer campaigns to connect. But how do we gain traction and reaction?
Whether the campaign is to showcase business achievements, announce a product launch or an event, highlight business achievement, connect with employees or other stakeholders, TIC partners several big corporates to put in the right words to their thoughts.
Social media campaigns take the need for creativity to another level. Here too TIC builds award-winning strategic campaigns for clients such as Godrej and Hindalco.
Video now “most effective”
If a picture is worth a thousand words, a video is worth 1.8 million – that is the view of TIC, and they see video as “the most effective way to narrate a story”. Be it explainer, animated, VFX, event, HR videos or corporate films, TIC creates videos for Aditya Birla Group, Sterling & Wilson, Asian Paints, and Hindalco.
Beware of stepping into ‘content overload’, a sign of our times. How do you ensure ‘thumb-stopping’, shareworthy content for your brand? One easy hack is to make sure the content is dynamic, visually rich and – most important – interactive! Adding a layer of interactivity to your content – blogs, posts, videos, graphics, podcasts, whatever – will add to brand recall and engagement. Even a simple quiz, for instance, becomes interactive content and can be a game changer for your brand. And that is what TIC delivers.
Awards tell the story
Recognition is the best sequel to creativity. TIC has won a slew of awards for its work – here is just a tiny fraction of the recent accolades won:
Double Platinum at the ‘AVA Digital Awards 2022’ for Tata Sons e-magazine and a video for Sterling & Wilson Renewable Energy Ltd
‘Mint Marketing Award 2021’ for Hindalco’s #WomenAtHindalco social media campaign
Gold for Hindalco’s internal newsletter at the ‘Afaqs! Digies 2021’
Bronze for Aditya Birla Group’s #HaathUthanaZarooriHai video at the ‘Velocity Awards’
Best Content agency at ‘The Great Indian Content Marketing Awards 2021’
For more on how TIC can support your communication objectives, just drop a message on email@example.com. Or better still, call at +91 842 581 4016 / 17.
Citrus exports from Australia to India are expected to boom following the trade deal – from 2019 –21, Australian growers exported more than $18 million of oranges and mandarins to India. This rates India as a key market for Australian horticulture exports.
Australian Fresh Produce Alliance CEO, Michael Rogers is upbeat about the trade deal and said: “The opportunities presented by the agreement will enable a number of existing exporters, like those in the citrus industry, to capitalise immediately.”
INTO INDIA has advocated setting up some form of horticulture centre in India for knowledge sharing, skills training and more – good timing now!
The interim agreement will see tariff elimination over 7 years on a variety of Australian horticulture products including blueberries, avocados, onion, cherries, asparagus, lettuce and celery. Other significant gains for the sector include an immediate halving of the tariff within the tariff rate quota for oranges and mandarins.
Despite the interruptions caused by the COVID19 pandemic, Australian horticulture exports continue to grow, with exports in 2021 reaching $2.65 billion.
Future growth of horticulture exports to India is definitely on the way!
Indian Commerce Minister Piyush Goyal is negotiating multiple trade deals
Benefits of AI Economic Cooperation and Trade Agreement include:
Sheep meat tariffs of 30 per cent will be eliminated on entry into force, providing a boost for Australian exports that already command nearly 20 per cent of India’s market
Wool will have the current 2.5 per cent tariffs eliminated on entry into force, supporting Australia’s second-largest market for wool products.
Tariffs on wine with a minimum import price of US$5 per bottle will be reduced from 150 per cent to 100 per cent on entry into force and subsequently to 50 per cent over 10 years (based on Indian wholesale price index for wine).
Tariffs on wine bottles with minimum import price of US$15 will be reduced from 150 per cent to 75 per cent on entry into force and subsequently to 25 per cent over 10 years (based on Indian wholesale price index for wine).
Tariffs up to 30 per cent on avocados, onions, broad, kidney and adzuki beans, cherries, shelled pistachios, macadamias, cashews in-shell, blueberries, raspberries, blackberries, currants will be eliminated over seven years.
Tariffs on almonds, lentils, oranges, mandarins, pears, apricots and strawberries will be reduced, improving opportunities for Australia’s horticulture industry to supply India’s growing food demand.
The resources sector will benefit from the elimination of tariffs on entry into force for coal, alumina, metallic ores, including manganese, copper and nickel; and critical minerals including titanium and zirconium.
LNG tariffs will be bound at 0 per cent at entry into force.
Tariffs on pharmaceutical products and certain medical devices will be eliminated over five and seven years.
Prime Minister Mr. Narendra Modi has announced that India had passed the US$ 400 billion mark in goods exports for the first time, calling it a “key milestone” for his government’s Aatmanirbhar Bharat (Made in India) initiative for manufacturing self-sufficiency.
He made the statement as India’s services and industrial activities remained stable in February, despite the fact that the crisis in Ukraine has clouded the outlook for prices and growth in the consumer-driven economy.
“India set an ambitious target of US$ 400 billion of goods exports & achieves this target for the first time ever. I congratulate our farmers, weavers, MSMEs, manufacturers, exporters for this success,” he said posting a graphic showing the target being met nine days ahead of the deadline.
I want to thank my friend Gopi Shankar for drawing my attention to this stunning development for Indian startups. Gopi is based in Bangalore (Bengaluru) and is Director – Trade & Industry | Global Victoria, Victorian Government Trade and Investment.
Money flowed into Indian startups in 2021 like never before. The ecosystem broke all the previous records in terms of fundraising and minting unicorns during the 12 month–period. According to data compiled by Fintrackr, total investments that flowed into Indian startups stood close to $38 billion in 2021. This is over three times more than the $11.1 billion in total funding that startups received during 2020.
Fintrackr’s data further shows that 1,391 startups mopped up $37.98 billion across 1,625 deals in 2021 which included 380 growth and late-stage startups and 948 early-stage startups. Among them, 297 startups, mainly early-stage, did not disclose their deal size.