India-based tech retailers must prioritise localisation and strategic partnerships to succeed in the Indian market, says IDC.
India’s technology market is evolving rapidly, and local tech vendors must prioritise AI investments, forge strategic vendor alliances, and navigate increasing regulatory challenges to seize new growth opportunities, according to the report, IDC Playbook Tech Sales Leaders – An India Technology Market Expansion Sales Playbook for India-Based Vendors.
As businesses expand their digital transformation efforts, understanding buyer expectations, industry-specific challenges, and procurement preferences is critical for sellers aiming to strengthen their market presence. The IDC report provides data-driven insights to help India-based tech vendors tailor go-to-market (GTM) strategies, refine customer engagement, and boost conversion rates.
“Localisation of products and marketing is essential for India-based tech vendors. Building partnerships with local players accelerates market entry, while pricing and packaging strategies must align with local economic conditions,” said Neha Gupta, Senior Research Manager, Software and IT Services market, IDC India. “By addressing these challenges, vendors can overcome market hurdles, unlock growth opportunities, and solidify their position in the tech industry.”
One of the biggest hurdles for India-based vendors is understanding the diverse needs of tech buyers across industries. The IDC report explores key questions to help vendors align with market expectations:
- Customer insights – What drives enterprise tech spending, and how do businesses select vendors?
- Competitive insights – What sourcing strategies influence vendor choices?
- Market insights – What are the key drivers behind customer satisfaction and technology investments?
- Sourcing insights – Who are the key decision-makers, and which platforms are preferred for sourcing tech solutions?
The report emphasises that successful market expansion requires a localised GTM strategy, transparent vendor roadmaps, and strategic pricing models. India’s fast-growing tech ecosystem presents substantial opportunities, but vendors must adapt to buyer expectations, compliance requirements, and emerging AI-driven disruptions to stay competitive.
