By James Lamont
India’s information technology outsourcing companies have established global footprints that stretch from Saudi Arabia to San Diego in the US. Yet they have struggled to develop one of the most promising markets, just over the Himalaya mountains in neighbouring China.
The Chinese market for India’s pioneering outsourcing groups is so difficult that their leaders would like to talk about the potential of Latin America sooner than the world’s fastest large growing economy.
But some are still trying to take a piece of bread in this large, fastgrowing market, while recognising the risks of shunning the lucrative opportunity. On this Tuesday Tata Consultancy Services, India’s largest IT outsourcing group said that it planned to double its 1,100-strong workforce in China in the next year.
India’s software leaders widely acknowledge China and Japan to be the hardest outsourcing markets to crack. Japan gets its rating on account of a perceived resistance to change among its country’s businesses and a lack of urgency to innovate. But the difficulty of China is cultural differences. Both of them have language challenges for an Indian sector that has prospered using English to communicate with others.
“China, while it has significant potential, takes time to learn. It’s not easy,”, says N. Chandrasekaran, the chief executive of Mumbaibased TCS, which has about 160,000 employees all over the world.
“We want to grow. We want to grow faster but it takes time to learn the market, attract people and retain people. Attrition levels are higher in China than they are in India and that makes it difficult.”
Most Indian outsourcing companies have established operations in China. Because they have realized the potential of servicing large, fast-growing Chinese companies with amount of customers and workforces, and developing expertise to service other Asia countries and areas.
A global delivery center has been started in Chengdu, which belongs to Wipro Technologies, the Bangalore-based IT services company, also in Shanghai. Services for manufacturing, banking, financial and insurance are offered in Chengdu center. It has expertised in English, Chinese and Japanese.
Genpact, India’s largest business processing company operates BPO service centers in Changchun, Dalian and Shanghai in China.
Suresh Vaswani, joint chief executive of Wipro, puts the challenges of building scale down to more granular market-related issues. He says India’s nimble private sector often finds it difficult to come to terms with China’s more state-driven enterprises.
He says there are strong possibilities working with multinationals in China and large domestic companies. But he suggests that any business strategy take consideration about the “state-influenced” nature of the market, and the need to create local jobs.
Pramod Bhasin, the chief executive of Genpact, agrees that India’s entrepreneurial style of doing business does not easily gel with China’s more deliberate business culture.
He says that one key to success is the ability to see China’s corporate power structure and the complicated personal networks that lead to business opportunities. Another one is learning from the successful US companies such as McKinsey, IBM and Accenture to establish a Chinese identity and hire a Chinese workforce. “In China, we are Chinese.”
Despite the obstacles, large Chinese companies are more and more willing to outsource certain services to create a growing onshore market in China, including state-owned enterprises.
According to Deloitte, the auditing firm, Beijing is taking measures to encourage the outsourcing industry whose revenues grew to about $26bn last year. This month, the Ministry of Finance declared that outsourcing service providers in 21 cities would be free from business tax on offshore contracts until 2014.
Industry executives in China say Indian companies are trying to get the best of their Chinese business. “It is much easier for Chinese companies to manage large-scale operations in China with Chinese staff,” says Seth Pinegar, vice-president at iSoftStone, a leading Chinese outsourcing services provider.
India’s outsourcers met some difficulties. And it has been noticed by New Delhi. Earlier this year, Anand Sharma, India’s commerce minister, extracted a personal commitment from Wen Jiabao, the Chinese premier, to rebalance a booming bilateral trading relationship skewed overwhelmingly in China’s favor.
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