Indian PR: Looking for balance between Atmanirbharta and global consolidations

India’s booming economy has become a magnet for international players, and the PR industry is no exception, with the entry of established foreign firms through acquisitions altering the landscape, particularly for independent and mid-sized agencies. The first part of this story analyzed the acquisitions by international PR firms in India during the last two decades, and the resultant opportunities and challenges, especially for mid-sized firms.

The second part of this feature dives deep into this dynamic shift, exploring how these acquisitions are impacting strategies, operations, and the very future of Indian PR. We will examine the challenges and opportunities presented by this consolidation wave, and what it means for the competitiveness and innovation of the industry as a whole.

Also read:

The most transitional shifts in Indian PR: One acquisition at a time - Part 1

Consolidation and self-reliance

Ultimately, achieving self-reliance (Atmanirbharta) in the PR industry requires a deep understanding of regional dynamics and market nuances, points out Bhaskar Majumdar, co-originator of CommsAdda.

According to him, strategic foresight, innovative service delivery, and effective talent management will be pivotal for mid-sized firms to thrive amidst evolving industry dynamics and global competition.

“The entry of international PR firms into the Indian market through acquisitions is significantly reshaping the strategies and operations of independent and mid-sized PR firms across the country. The presence of international firms with global expertise and extensive resources intensifies competition for both clients and talent. Independent and mid-sized PR firms are compelled to enhance their service offerings, innovate more aggressively, and differentiate themselves in specialized niches to remain competitive. International firms bring best practices and advanced technologies to the table, raising the bar for service standards in the Indian PR industry. This pushes local firms to adopt new technologies, improve operational efficiency, and elevate their overall service quality to meet client expectations,” says Majumdar.

He further adds that the entry of international PR firms introduces global perspectives and practices into the Indian market. This can lead to a cultural exchange of ideas, methodologies, and strategies, enriching the capabilities of local firms and enabling them to offer more diverse solutions to clients.

Majumdar stresses on the importance of fostering ‘Atmanirbhar Bharat’ in PR.

“The consolidation wave affects talent dynamics in the industry. While larger firms may attract top talent with global exposure opportunities, mid-sized and independent firms can differentiate themselves by offering more personalized career growth paths, entrepreneurial environments, and specialized training. The challenge lies in comprehending the dynamic nuances of the Indian market, where indigenous firms inherently possess an advantage. In PR, fostering ‘Atmanirbhar Bharat’ is crucial. Larger Indian firms, leveraging their deep-seated understanding of local market intricacies, naturally maintain an edge over competitors. While the consolidation of international PR firms in India brings challenges for smaller players, it also presents opportunities for growth, specialization, and professional advancement. The future of the Indian PR industry looks poised for transformation, driven by global integration, higher standards, and enhanced client outcomes through strategic partnerships and innovative practices,” he concludes.

Rishi Seth, Founder and CEO, Evoc Communications, reckons that many international clients find it easier to work with their international counterparts in PR and advertising due to standardisation of processes and client experience across countries. This, he adds, obviously presents challenges to independent firms, who will inevitably have a unique culture and service delivery standards, leading to a client experience that may be very different from the global network firms (important to note that even international firms are not homogenous, and thus, will have differentiated processes even among themselves).

According to Seth, the key for the independent firms is to invest in elevating and differentiating their client experience to compete effectively and meaningfully with international firms. “This calls for world-class systems and processes and a quality-oriented culture. Other possible strategies can include developing competitive advantages through deep local insights and stakeholder relationships, which may not be easily replicable by foreign firms. These strategies definitively work – as is evidenced by the fact that the largest PR firm in India by a huge margin is still an independent Indian firm,” he adds.

A word of caution

There is a word of caution from Akshara Lalwani, Founder and CEO, Communicate India. International firms, she warns, must be cautious about buying past successes, for, the future of PR lies in innovation and adaptability, not in traditional methods.

“Despite numerous international firms entering the Indian market, success has been limited. Many have entered through acquisitions only to exit later, as the disparity between the global and Indian models remains significant. This makes it challenging for international companies to scout quality acquisitions and maintain a positive ROI. Until the Indian market matures and globalizes further, this disparity will persist,” she notes.

According to Lalwani, the challenges include:

Increased competition: The entry of well-established international players intensifies competition. Mid-sized firms must continually innovate and differentiate themselves to maintain and grow their market share.

Cultural and operational differences: International firms often face challenges in adapting to the unique cultural and operational nuances of the Indian market. This can create a complex environment for mid-sized firms navigating collaborations or competing with these global entities.

Retention and talent acquisition: The competition for top talent becomes fiercer with the presence of international firms. Mid-sized firms need to invest more in retaining their key talent and attracting new ones to stay competitive.

The future of the Indian PR industry

The Indian PR industry is at crossroads. Consolidation, fueled by international acquisitions, is reshaping the landscape. But what does this mean for the future? While consolidation will drive professionalism and innovation, there can be increased pressure on independent firms, potentially leading to further consolidation.

The Indian PR industry, fueled by entrepreneurial spirit, is not yet in a consolidation phase, remarks Vikram Kharvi, CEO, Bloomingdale PR. According to him, unlike saturated markets where consolidation is more common, the Indian PR landscape remains relatively young and vibrant, with ample room for the emergence of new firms. He reminds us that the notion of a consolidation wave does not accurately capture the current state of the industry.

“Instead, what we are witnessing is a phase of dynamic growth and expansion. New players continue to enter the market, bringing fresh perspectives and innovative approaches to public relations. This period of growth ensures a competitive and diverse environment, fostering creativity and allowing more firms to thrive. While larger entities may acquire smaller firms to enhance their capabilities, this trend is part of the industry’s evolution rather than a sign of consolidation. The future of the Indian PR industry will likely be characterized by continued diversification and the rise of new entrepreneurial ventures, driving the sector forward,” Kharvi concludes.

While the PR industry worldwide is witnessing a wave of consolidation, with established giants merging and acquiring smaller players, India presents a slightly different picture, points out Rishi Seth. Here, he adds, the trend has been more towards outright acquisitions by international firms. However, it is important to note that the Indian PR scene is a breeding ground for new agencies. He thinks that this constant influx of young, dynamic firms, led by both seasoned and emerging communication professionals, suggests a more optimistic outlook. So, unlike the global consolidation trend, the Indian PR landscape might be headed for a future brimming with diverse players, creating a richer and more competitive ecosystem, Seth concludes.

Akshara Lalwani is certain that the consolidation wave is likely to drive the Indian PR industry towards greater professionalism and sophistication. While the entry of international firms brings challenges, it also fosters a more competitive and innovative environment.

Lalwani stresses that the future success of PR firms in India will depend on their ability to adapt to changing market dynamics, embrace new technologies, and offer value-driven services.

As the market continues to globalize, the gap between global and Indian models is expected to narrow, leading to a more integrated and mature PR landscape in India, she concludes.

Ashraf Engineer, Head of Strategy, Ideosphere, foresees that the pressure on independent and mid-sized firms to raise their game will increase. This might mean they too would look for investments or outright acquisitions.

“Growth is the mantra, in my view, for survival. And you need investment to fuel it. While the industry has been in consolidation mode for a while, there are still attractive targets for the picking. Global groups will have their eyes on them. In my view, we will continue to see consolidation for at least five more years. I believe it is good for the Indian PR industry for the reasons outlined before,” Engineer says.

However, he does not believe that all Indian agencies will look to sell. He states that there are major independent players that have resisted the temptation to sell outright or part with a stake. “And they’re doing very well. Once the dust has settled, what we’ll have is a layered industry that comprises agencies of varying sizes, independent and otherwise, each layer catering to different budgets and client needs,” concludes Engineer.

Anup Sharma, Strategic PR & Communications Consultant, said: "In the fast-evolving media landscape, PR firms are stepping up their game. With changing media habits and the rise of social media, managing an organisation's reputation has never been more crucial. And now the PR firms are being looked upon as strategic advisors, not just managing reputations but also guiding overall strategy."

According to him, technology, shifting consumer behaviours, are driving this change to scale up, leading to financial and management pressures. "Clients demand integrated teams that excel across disciplines and agencies. This shift pushes PR firms to upscale their resources, aiming for a 'networked' model where global capabilities boost speed, agility, and talent.

Mergers and acquisitions (M&A) in marketing are rapidly evolving. At one level are the big communication network groups (WPP, OmniCom, Publicis, Havas etc) which have multiple agencies, and then there is big interest from the Private Equity (PE) firms. They are spending big to enter the disrupted marketing and communications sector, scaling mid-sized independent shops and selling them at higher prices. In India, PR veterans Zacharia James and Rishi Seth joined The Practice as strategic investors, having co-founded Six Degrees, acquired by WPP's Cohn & Wolfe. These firms offer large payouts to agency founders, scaling and then selling these businesses. Recently, Maven Corporate Advisors acquired a 76% stake in Kaizzen, co-founded by Vineet Handa. PE-backed firms are seizing opportunities in the disrupted marketing sector, scaling mid-sized indie shops to sell them at higher prices. And it’s not just the Private equity (PE) firms who are the game-changer; major IT consulting firms like Accenture, Deloitte, IBM, KPMG, and McKinsey & Company invested over $1.2 billion in 2017 in acquiring various digital communication firms," he adds.

According to Sharma, despite the appeal of independent agencies with good client lists, demand for traditional agencies is weak as companies merge and rethink resources amid AI's rise. "Global PR firms look at partners with local insights, openness to emerging technologies, visual storytelling, and interactive capabilities to meet stakeholders' demand for a more engaging experience. While Big Data, AI, and VR are powerful tools, their effectiveness lies in engaging stakeholders. PR firms must invest in technology like Big Data, AI, and Machine Learning to stay ahead. The traditional PR agency model is shifting towards a networked approach. Global capabilities are being utilized to enhance speed, agility, and talent access. In this hyper-connected and transparent age, organizations are re-evaluating their societal purpose to appear authentic and credible. PR and digital campaigns now focus on integrated ideas and voices, promoting organizations as committed partners in supporting an inclusive economy and sustainable environment. To continue being in the market PR firms must upscale their skills and meet clients' demands for more senior leadership involvement. This shift requires PR firms to rethink their organizational structures, integrate across all office functions, and play an active role in strategic operations and maybe global partners," Sharma says.

Also Read: The most transitional shifts in Indian PR: One acquisition at a time - Part 1