India – A Global Growth Giant with Deep Contrasts
India, with its population of 1.4 billion, is growing rapidly and is projected by the World Bank to see 7% growth in 2024. Over the past decade, GDP per capita has increased from $1,559 (2014) to $2,485 (2023). However, India is also an agrarian society, with more than 50% of the population dependent on agriculture, and the gap between rich and poor remains vast. Only 50% of the population has access to some form of sanitation, although that figure has doubled since 2010 (World Bank Statistics). It is a country of stark contrasts – a republic of many languages and religions, and 28 states. Today, it is governed by the Hindu nationalist party BJP under Prime Minister Narendra Modi.
For Nordic companies, corruption and bureaucracy are significant challenges in a country where family networks and relationships are crucial. Consider, for example, how proud people were in the village in Tamil Nadu from which Kamala Harris’ grandparents originated when it became clear she was running for president.
Much in India revolves around building relationships, belonging to a context, and having the “right” connections. Trust is built over time, and dialogue is key. As a Nordic professional in India, social skills and communicative ability are essential – listening and being part of the group matter. In business meetings, private matters are often discussed, and challenges are solved through services and counter-services: “What can you do for me if I let you lease and build a factory on this plot of land?” From a Nordic perspective, some of these practices may be perceived as corruption, such as favoritism or nepotism.
India aspires to become a global power and has a growing defense budget. From a security policy perspective, China and Pakistan are seen as external threats, but there are also internal threats, as evidenced by numerous security checks. Cars are inspected, bags are searched, and documents are stamped – the latter also a sign of the bureaucratic red tape. Unfortunately, democratic development is not keeping pace with economic progress, and equality remains a distant goal. Indian society is hierarchical, based on the belief that people are not equal – quite the opposite of the Nordic values of equality and human dignity.
Women in India face significant discrimination and safety risks. The “pink buses” are a good example of efforts to provide women-only public transportation in some cities, aimed at improving safety and increasing women’s participation in the workforce. In a country with rapid economic growth, women are needed in the labor market, but their mobility is restricted because it is not considered safe for them to move about freely – especially after dark.
Many streets in India are dark at night due to limited street lighting. The lack of electricity is visible in everyday life, with unstable grids and frequent power outages. Factories often have scheduled blackouts and rely on diesel generators alongside the power grid to secure their energy supply. Half of the country’s electricity production is targeted to be fossil-free by 2030, and solar and wind now account for most of the growth in electricity capacity. With a goal of net-zero emissions by 2070, India must now accelerate its energy transition.
As Nordic communication consultants, we often preach transparency and directness. In India, this is not so straightforward. Getting a direct answer is rare, and a simple response may turn into a long explanation. This is because storytelling is central, and the art of narration is deeply embedded in Indian culture. For centuries, epic tales have been passed down from generation to generation. Different regions have different storytelling traditions, but narrative remains the primary mode of communication.
In conversations with Indians, you often receive background and nuance, and rarely a straightforward “no.” Communication is indirect, often in the form of long and polite negotiations. The story becomes a tool for dialogue. Listening, therefore, is crucial.
Indian storytelling is world-class, and the art of storytelling is something we in the Nordics should continue to develop in corporate communication. A well-crafted narrative brings messages to life, engages the audience, resonates deeply, and adds multiple dimensions to content. Create a story that moves people, creates value, and inspires.
