Indian companies such as TCS, Infosys, Satyam and Wipro have already been able to establish a name for themselves internationally and are today bidding for global accounts. The success we have achieved is primarily in the services sector, because entry was easier and Indian companies enjoyed competitive advantage in the sector. Now more and more companies are tapping product centric opportunities, which also leads to the creation of IPR for the corporate.

Creating global brands is both difficult and expensive. Our success in the software services area has helped to build an image of India through which individual company brands can be more easily established. However, this will require a strong focus on marketing and will need substantial investment.

Can you comment on the existing marketing efforts/initiatives of Indian IT companies? Do you subscribe to the view that a certain size (in terms of revenues) is necessary before a company can attempt such an exercise?

We have seen a number of Indian companies opening marketing offices in present markets and in new geographies, so as to make greater inroads into existing markets, and to gain a foothold in the under-penetrated and untapped geographies across the world. Another interesting trend we have been witnessing is the acquisition and alliance led strategy by Indian players to consolidate themselves, expand into new product and service lines and enter new markets.

I believe that size is not the only consideration when investing in marketing. What is important is a clear long-term vision for the company supported by a sound business model and a high-quality management team. A focussed or niche player with a good product can successfully market it.

Can you briefly describe some of the initiatives that Nasscom is undertaking to bring in more business to India?

NASSCOM has taking several initiatives to build the Indian IT brand and communicate the India advantage globally. One of our latest initiatives includes hiring a global PR agency to influence and create positive perception among global customers for the Indian software and services industry.

To highlight India's strengths in the software and services sector internationally, NASSCOM has led Indian delegations to various international exhibitions like CeBIT, Germany and SMAU, Italy. We will continue to do this, and to organise special "India events" at these exhibitions so as to show-case India's capabilities.

Nasscom has compiled reports such as the State ICT Index, which highlights the attractiveness of various IT destinations in India. Nasscom also provides access to the most comprehensive databases on the Indian software industry as well as on ITES players and publishes directories (in paper and CD form) to provide one-stop data to prospective customers.

To enable Indian companies to tap new markets and get a better understanding of the opportunities within the various countries, NASSCOM organizes seminars, delegation visits and workshops with various countries followed by one-to-one business meetings for the participants with potential customers.

NASSCOM has taken numerous research initiatives like the NASSCOM - McKinsey study 2002 which provides strategy and direction for the industry; country specific reports which identify opportunities across various verticals and geographies; market intelligence reports; etc. These help companies, especially SMEs, to target specific geographies/verticals.

NASSCOM also organizes seminars and conferences on issues of interest to the Indian IT industry such as NASSCOM 2002 & ICT India 2002, to enable the Indian software and services industry to share successful examples/case studies and thus expand and broad-base its portfolio of products and services.

NASSCOM has led high powered Indian delegations comprising of government official and leading Indian companies to NYSE and NASDAQ and Latin America to build the India Inc brand and address the geo political concerns that may have risen post September 11.

NASSCOM also works with the Government of India and various State Governments to formulate policies and procedures to remove bottlenecks and build India as an ideal IT destination. It also encourages advancement of research and education to enable long-term growth of the Indian IT industry and build a robust and skilled manpower base.

What would be your advice to the Indian IT industry to cope with the increasingly uncertain market conditions?

I believe it is the perfect time for Indian companies to strengthen their business models and develop new sets of capabilities to emerge successful in the long run, not only in the services category but also establish themselves in the R&D and product category, and create intellectual property/patents. Indian companies would also have to diversify their markets, focus on developing a global delivery model, build marketing skills, create strong technological and human infrastructure and address cultural issues to tap business the world over.

Newsletter Index