Namaste.
Earlier this month I spent two weeks in India. It was my first time and I welcomed it with an openness of mind, heart, nose, eyes, and belly – of course. My goal was to come back with knowledge and confidence to deepen our nearly 30-year history in doing business in the country – and of course a belly full of Nan, Nan, and more dosa, please!
For transparency, I was not able to attend the Ambani pre-wedding, however, I’ll be waiting for my invitation for the actual nuptials along with Taylor and Beyonce in July!
Back to business.
I hear from many of our clients and partners that they’re interested in India, but they fear the learning curve, the bureaucracy and the time commitment. We must approach a new potential partner with openness, patience and clear expectations of what success looks like. Recall the time and energy it may have taken to set-up production in other parts of the world. To be successful – you must visit, you must do your research, you must have a strong logistics partner and I’ll repeat – you must be patient.
I’m fairly confident that India will become the third largest economy in the world and a top three market for the US and CargoTrans within the next five years. If you previously had a bad experience doing business in India, I recommend you rethink it and give it another chance. Cancelling a country of 1.4 billion people because of one bad experience seems a bit harsh. Patience.
Bottle India up as an Energy Drink.
India is a country where the energy and sometimes chaos distracts and pulls your attention in a vortex-like fashion. You’re in the flow of the city and somehow everything seems to work and move – albeit at a slow crawl – traffic is grueling. What am I seeing and experiencing? Was that just a cow on the road? Are they digging a tunnel and erecting a metro and bridge all within the same city block while the craziness of the city goes on? Is that a doctor treating a patient on the side of the road? Do the cities in this country ever sleep? Do its people ever stop working? What I experienced in India left me wanting more and excited to see what’s ahead because the transformation is happening while tradition and monkeys mingle with a future version of India.
Sky’s the limit.
The Indian people are mostly proud of their country and its current trajectory. Most spoke positively about current leadership and the opportunities that exist. But I do want to point out that as with any country India has it’s economic, political and social challenges.
Not everyone is feeling the “Melody” of Modi. However, with a growing young, mostly English-speaking population of 1.4 billion, one can imagine the swiftness with which this country will forge ahead.
Rome wasn’t built in a day...
But India’s infrastructure seems like it’s being built overnight. Cement roads from Delhi to Mumbai cutting travel times in half, 150 + civil airports opened – twice the number it had a decade ago, Metros can’t keep up with demand.
I met a woman who fell out of a train the day before because it was so crowded. At times I thought I was moving around in a simulation of Sim City with the occasional jolt in the car to avoid a rickshaw to bring me back to reality. In India you must believe in immortality before getting on the road.
You must pay attention to India...
I repeat you must pay attention to India. The offering is plenty. As I speak with clients over the past 6-12 months India seems to always be on the mind. Approach it with caution, care and an on the ground partner to hold your hand.
Ready to learn more?My Advice.
Make in India, but also how to Make it in India…
1. You must visit.
To understand India, you must visit. Spend two weeks minimum – it’s a big country, traffic is a challenge and there’s a lot to understand. Manufacturing is often found outside cities separate from corporate/marketing offices. Meet with as many people as possible from logistic partners, consultants, sourcing partners, etc. The people are extremely welcoming and always open to meetings.
2. Test the market.
Engage with suppliers or distributors on a trial basis to understand quality expectations and focus on continuous improvement. Remember the current factories of the world didn’t wake up one day as experts in making widgets. It took decades.
3. Bureaucracy exists.
Accept it. Understand it. It will likely change and become friendlier in the future.
Breathe. Patience.
4. Contact us.
We can help with boots on the ground, sourcing partners, logistic experts and customs/trade compliance.
India isn’t perfect, but it has promise and potential. It deserves respect and patience.
Cow HIGH...
”Fun Fact: Did you know that cows tend to move toward traffic because the car fumes keep the insects away and they also get high off the fumes?!
In any case – I’m clearly HIGH on India and the opportunities that exist.
