Success in India is about nuances
Sir I help western executives to succeed in India and I agree with Joe Leahy “Everyone must know his place” Global Traveller October 11 that “the well-prepared can enjoy long-lasting and profitable relationships in the world’s second-fastest growing economy”. But some of the guidance offered is shallow and cloaked in half-truths that can do more harm than good.
For thousands of years India has been a multicultural society and Indians tend to be quite tolerant about mispronunciations of their names. Ratan Tata was likely more amused than offended by Claudio Scajola stumbling over a two-syllable name. Indian observers of this faux pas were probably embarrassed for Mr Scajola or mildly offended at his lack of preparation. But it was not a show-stopper I assure you.
Mr Leahy repeats the oft-asserted fiction that India is an “English-speaking” country. While most large companies the union government and graduate education run in English the country has 23 major languages and 90 per cent of India’s 1.2bn people speak little English. Western Union a US money transfer company runs its Indian advertising in regional languages rather than English India is the first country where it translated even its familiar yellow and black signage into local languages. India is Western Union’s largest market as a result of its deep understanding of Indian behaviour.
Success in India is often about understanding nuances and not getting consumed by generalities. As a southpaw in a modern urban business situation in India I don’t hesitate to use my left hand to give a new acquaintance a business card. I haven’t lost a deal because of this yet.
Gunjan Bagla
Managing Director
Amritt
Los Angeles CA US
Last updated: July 9th, 2024
