The Hindu Business Line : Do's & don'ts for Indian ventures Down Under

From the Australian skill shortage to the Indian price advantage, everything seems to foretell a business relationship with immense potential. "India and Australia have a great future because of our strategic presence in the eastern hemisphere," said the Indian Bank Chairman and Managing Director, Dr K.C. Chakrabarty.

He was inaugurating a workshop on the "Marketing and communication strategies for successful business operations in the Australian market," organised here on Tuesday by the Indo-Australian Chamber of Commerce.

Despite the bright outlook, the rationale for the workshop came from a statement by a delegate with experience Down Under: "It is impossible to do business in Australia with the Indian mindset."

Other delegates and speakers backed him up. Turn up 10 minutes late for a meeting, and your opportunities could be over. You could end up getting blacklisted from the market if your shipment is not of the expected quality. And if you are selling the cost-effectiveness of your services, remember that for many Australians, the common perception is: if it is cheap, it must be bad quality.

The chamber organised the workshop to help bridge the gap and reduce the risk for Indian firms entering Australia.

In a series of interactive sessions, peppered with case studies, corporate communication experts Mr Simon Covill, Mr Adrian Cropley and Mr Bish Mukherjee took delegates through the basics of Aussie attitude, language, and even dress habits. They explained the importance of time management and deadlines as well as the lack of hierarchy that characterise Australian business etiquette. Branding, market research, and practical presentation and marketing skills were all dealt with and a checklist provided to help new entrants through the procedures involved in setting up business.

Image rules in the Australian market, said Mr Cropley. Using the experience of Infosys as an example, he explained that since the Australian market is small and highly competitive, targeted marketing plans and activities are crucial. Take advantage of local advice and partnership wherever possible, he said.

The delegates, from both traditional fields such as mining, heavy machinery and textiles as well as a number of new economy sectors such as IT, health insurance and hospitality, said the tips would help them avoid the mistakes of other Indian firms and fully cash in on the potential for growth in Australia.