The Infocomm Development Authority of Singapore set up its India office in 2002. Located at the Ascendas International Tech Park in Bangalore, the office assists Singapore infocomm companies to cut time to market, as well as use India as a resource base. Its Country Director, Mr RM Sanjay, tells iN.SG about the challenges and opportunities in the India market.

The India market is growing and there are opportunities, but the market requirements are complex and the geography is vast.

What advice would you have for Singapore iLES eyeing the India market?
Companies need a long-term perspective and set up a presence in India. The India market is growing and there are opportunities, but we must prepare for a hard and long sales cycle since the market requirements are complex, and the geography is vast. In 2009 and 2010 verticals that could present opportunities are e-Government, security and surveillance, traffic and transport management systems, applications in the utilities space. There is also scope in verticals such as manufacturing and logistics.

What are some of the characteristics of the India market that they should be aware of?
India has a dynamic market landscape that changes very fast. The media carries a lot of information, but it could drown most observers; to be ahead of the game, market intelligence is crucial. Building and maintaining relationships with partners and customers are crucial. It opens doors to new business. Customers in India are very aware of options, have many specific requirements unique to their own environments, are price sensitive, risk averse, would like to have the very best, and work with vendors who are responsive and flexible. Hence, maintaining a presence in India is useful. Since most companies lack a presence in India, an important first step would be to build long term relationships with alliance partners in major cities in India, and allocate resources within the company to manage the relationships and the market.

What are some of the common pitfalls to avoid?
Business practices are complex, and there is need to understand the dynamics between various stakeholders and proceed with caution. At the same time, customers and partners will send in urgent requests for information and pricing, to which we also need to respond swiftly. Geographically, India is very spread out. Companies sometimes lack the required resources to handle the market. At these times, it would be good to prioritise markets in terms of the major cities in India, and try and service those markets. It is also important not to make assumptions about the market and generalise it across India. Each project or customer or region in India is unique, and the diversity that the market presents needs to be managed.