Translation. Region: Russian Federation –
Source: State University Higher School of Economics – State University Higher School of Economics –
© Mikhail Dmitriev / Higher School of Economics
HSE Expert Club “Eastern perspective» held its first event — a business session dedicated to launching and developing a successful business in India. The club was created by HSE experts to discuss tools, trends and insights on cooperation between Russia and the countries of Southeast Asia, the Near and Middle East, and North Africa. The participants were addressed by experts with many years of successful experience working in the Indian market in the interests of the world’s largest corporations.
It is no coincidence that the first event of the Eastern Perspective was dedicated to India. Today, this country is the fastest growing economy in the world among the G20 countries with more than 7 percent annual GDP growth, a growing consumer market and high rates of technological progress. This opens up unique opportunities for Russian companies, emphasized the moderator of the event, Deputy Director for Marketing Communications at the National Research University Higher School of Economics Dmitry Chubarov.
India is one of the most promising countries for entrepreneurs planning to start or grow their business.
Leading world experts today call this country a “market of billions of chances,” said the associate professor Schools of Oriental Studies Faculty of World Economy and World Politics HSE University Olga Kharina. “Many countries want to have India as a partner, and Western countries are already doing this successfully. Therefore, we also need to use this chance in our own interests – the interests of business and, of course, the state,” she noted.
Today, the dynamics of the development of Indian industries are as follows: the share of industrial products in the import structure reaches 50%, the annual growth of the beauty industry is 76%, the share of fintech in the volume of attracted financing among startups is 40%, and the share of e-commerce in the volume of attracted financing among startups is 20%. The average age of the population of this country is 28 years, which makes it one of the largest labor markets in the world. About 70% of the population is young people under 35 years old.
In 2023, India accounted for more than 40% of all smartphone sales in Asia. The number of internet users in India is expected to reach 700 million by 2025. There are already about 450 million, and 1.2 billion mobile users. The Indian smartphone market is the fastest growing in the world. In addition, in 2020, a $ 1.4 trillion transport infrastructure plan was adopted, which includes improving roads, railways and airports. Textile exports are expected to reach $ 100 billion by 2027. India is the second largest producer of crude steel in the world, and the third largest aviation market. The value of the chemical and petrochemical industry reaches $ 1,178 billion, and auto component exports are worth $ 13.3 billion.
Olga Kharina reviewed several cases related to the development of business of Russian entrepreneurs in India. Their experience showed that obtaining all the necessary permits for work in this country is a more complicated process than expected. It is also important to take into account the specifics of working with local regulatory authorities and carefully study the legislation and tax procedures.
Olga Kharina also presented a “treasure map” of Indian states, each of which has its own economic characteristics and laws. Thus, the state of Maharashtra (where the financial center of Mumbai is located) is the largest taxpayer and an important center for business. The state of Uttar Pradesh is the most populous (more than 220 million people), but the economy is mainly agricultural. The state of Gujarat is a leader in the production and export of such goods as chemicals, petrochemicals and textiles.
“India is located in the center of South Asia and has a strategic position as a gateway between East and West Asia. With access to the Indian Ocean, it plays a key role in trade and transport between the countries of Central Asia, the Middle East, Southeast Asia and East Africa. Russia and India maintain close economic ties that are strengthening every year. In recent years, various agreements have been signed on mutual trade, as well as on strategic partnership in the fields of energy, defense and technology,” the speaker emphasized.
As for the most promising areas for business, India is one of the largest consumers of energy resources, and Russian companies can develop their activities in the field of oil and gas supplies, as well as participate in energy projects. Russia can also offer its developments in the field of IT and innovative technologies, especially in the field of artificial intelligence, machine learning and blockchain. In addition, India is an important importer of agricultural products, and Russian companies can supply there grain, fish, meat, dairy products. At the same time, Indian technologies in agribusiness can be useful for Russian farmers.
The Indian government actively supports the “Make in India” program, which is aimed at developing manufacturing and stimulating foreign investment in the country.
“You need to have the knowledge, skills and competencies to build a successful business in new markets, which we now call the Global East – friendly markets that are supported by both Russia and other countries,” emphasized Natalia Guseva, professor at the Faculty of World Economy and World Politics at the HSE and head of the HSE educational programs “Business with the East.”
She presented the educational programs “Eastern Perspective” for entrepreneurs working with countries of the Near and Middle East, North Africa, and the Indo-Pacific region.
The university currently offers three such programs. The flagship five-month program isEastern Perspective: Strategy and Tactics for Building a Business” combines the experience and practices of entering new markets in developed countries of the Global East. Intensive three-month program “Eastern Perspective: The Basics of Building a Business” is aimed at obtaining practical knowledge on business development, launching international projects in various sectors of the economy with the countries of the Global East. The three-week program “Eastern Perspective: The Practice of Building a Business in India” focuses on knowledge, strategies and practices for building a successful business in India.
“You will have a clear understanding of the potential and specifics of Eastern markets depending on what company you work for or what startup you plan to do. When entering new markets, offering your products and services, you must have a clear understanding of the vectors and potentials of development, the features of the financial and tax systems. You also need to understand the main political trends, the features of the local society. You need to clearly assess the export potential, due to which you will compete. Most Russian companies that had experience in international business were mainly focused on the European markets, and that competition strategy was mainly based on low prices, but in the Eastern markets this strategy will be ineffective,” Natalia Guseva emphasized.
Expert in developing GR tools and strategies for promoting companies on the Indian market, representative of the media conglomerate The Times of India Group in Russia Nair Devadathan spoke about the country’s features that businessmen entering this market should pay attention to. Thus, according to him, caste, religiosity and beliefs are very important in Indian society (for example, entrepreneurs build relationships with partners based on astrological horoscopes). Business connections are also of great importance: to enter the market, it is necessary to find a partner from among local residents – this way the company will be able to receive many preferences and more favorable conditions. “India should be understood as Bollywood,” he said. At the same time, this country loves Russian culture, especially theater and film adaptations.
According to Nair Devadathan, not only large companies and medium-sized businesses can succeed in this country, but also small production facilities and even individual entrepreneurs – such examples already exist. At the same time, Indian consumers may be interested in absolutely any product, including those subject to sanctions, or services – for example, from the beauty industry or the arts, education or tourism.
“Promoting Russia is a business in itself. All our young people use social networks, so you need to pay attention to this,” he is convinced.
In conclusion, Dmitry Chubarov invited the business session participants to take the HSE educational programs dedicated to the East. “The expertise, experience and cases that will be discussed will not be based on abstract textbooks, but on the daily successful practice of both Russian and international companies that are currently operating in the Indian market,” he summed up.
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