We support small and medium sized enterprises in setting up or expanding their business in India
With its 1.4286 billion inhabitants, India is currently the most populous country in the world and has surpassed China in April 2023. For a long time, western companies have been trying to tap into the potentials of the rapidly growing Indian market, but cultural and regulatory framework conditions must be taken into account.
India is about nine times the size of Germany and within the individual Indian states, there are a variety of population groups, religions, and languages. Behind Indian culture are millennia-old traditions, which is why it differs significantly from western or European culture.
Based on artwork by Yang Liu.
In a business context, personal relationships play an important role in India. It is considered impolite to steer the conversation directly towards business topics in a short amount of time. Furthermore, it is customary to talk about personal topics such as family, hobbies, and interests. Take the time to get to know your business partners. Long-term business relationships require interpersonal trust.
Another important pillar of Indian business culture is maintaining harmony. Bad news and rejections are often communicated indirectly. If you are unsure how the other person feels, ask again to avoid misunderstandings.
Based on artwork by Yang Liu.
This type of communication requires a lot of sensitivity and can significantly increase the productivity of your business partnerships. In addition, decisions are often made hierarchically, with relevant executives having the final say.
Another pillar of Indian business culture is the willingness to improvise. Therefore, it is recommended to focus on handling emerging situations, instead of planning scenarios for all possible challenges. At this point, particularly strong and trust-based partnerships are a critical success factor.
With over 30 years of intercultural business experience in India, we can fully support you in launching your expansion strategy. This includes navigating regulatory hurdles, networking with potential business partners and suppliers, and recruiting appropriate and competent technical personnel.
As a strategic management consultancy, ETENAR Consulting offers consulting services for small and medium-sized companies in the following areas
Consulting for the holistic business development of international subsidiaries
Special focus on planning and setting up appropriate sales structures, a market penetration strategy and the associated key account management structures
Focus on India
Provision of experienced and competent executives in various interim roles
Focus on German small and medium sized enterprises facing a major change project or generational transition
Coaching in various areas/topics for the upper management of small and medium sized enterprises
Focus on a goal-oriented and experience-based exchange, so that specific solutions for relevant challenges can be developed