Having written by an author, who is a native of India, this book not only provides an insider view of the business climate in India, but also the intricacies and nuances to be well aware of to be successful in dealing with a country often referred to as an “elephant”.
Business Opportunities in India are Abound
As the author puts it in chapter 1, India is a “gold mine” in the years to come. The rapid growth of the middle class, the improvement in the lifestyles, economic reforms, enhancement of infrastructure, all these point towards immense opportunities in the rise. There are emerging trends in almost all industries including manufacturing, defense, infrastructure, consumer goods, knowledge-bases services, real-estate, and even training & education. Although there is a lot of “white space” for Western companies to expand revenues in India, they need to exercise caution as it needs commitment, patience, and cultural-sense to conduct business in India.
Long History and Diverse Culture
In chapter 2, the author crisply gives an account of India’s history; how once a rich nation was impoverished, and then how it is getting back on track after almost a century. Indian is a fabric made of threads of different sorts, of variegated colors, yet it is tethered together by a profound culture. With more than 9 religions, more than 25 languages, and hundreds of dialects, rituals, traditions, beliefs, it has the most complex culture.
In chapter 3, the author says, although westerners might think speaking with Indians would be less difficult because Indians speak English language, there is more to it than just the common language. Attitude towards time & schedule, body language, hierarchal communication, personal space, mannerisms, negotiations and even people’s names are few cultural nuances to be well understood to successfully interact with Indians.
Hiring, Marketing, Transacting the Indian Way
In chapters 4, 5, 6, & 7 the author provides valuable insights into vital business functions including managing human resources, marketing, finance, accounting and legislation. He provides key details on recruiting, the education system, retention, attrition, salary structures etc. He describes why marketing is India is complex and requires greater adaptability as it requires catering to cultural diversity, socioeconomic classes, and regional disparities. When it comes to financial transactions, he describes, it is fairly on par with global standards and processes and one should not find it much difficult to deal with capital and investments. He provides an overview of Indian accounting practices, legal systems and how these can be handled with professional services.
Travelling and Living in India
The last chapter is more of a tour-guide, which provides all information required to getting to the final destination, using relocating services, food, healthcare, utilities and making a new home in India.
The “Glossary of Indian English”, at the end of the chapters will be of great help in overcoming the local language barrier and avoiding few potentially odd moments in conversations.
This book can be read on a 20 hour flight from New York to New Delhi. Along with the change in time-zone, this book will change the perspective about India and prepare the business traveler for a cultural adventure.
Doing Business in the 21st Century India – How to Profit Today in Tomorrow’s Most Exciting Market by Gunjan Bagla (Business Plus, Hachette Business Group USA, 2008)
Another book worth reading along with this is: The Elephant and The Dragon
Prem Anand - The writer is educated in engineering and information management and is interested in reading non-fiction books. He is excited about his ...
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