India is a key market for Accenture Interactive's future

17 October 2019 3 min. read
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Nikki Mendonça, a leader at Accenture Interactive, has emphasised the importance of the Indian market to the firm, not only as India forms a key part of Accenture’s growth plans, but also given the leading role India plays in the global digital ecosystem.

Mendonça outlined her plans for India in an interview with Exchange4media, which she gave against the backdrop of Accenture launching a flagship centre for its global Experience Activation Network in Mumbai. The new Mumbai Experience Activation Centre is one of six centres that the global management consultancy has set up worldwide, in what is described as “the world’s largest concentration" of marketing activation experts.

The new centres facilitate innovative and collaborative thinking in the digital marketing and design sphere, embodying the modern digital workspace. Around the world, businesses are investing in the digitalisation of various business segments, which includes development in the digital marketing sphere.

The Mumbai centre marks a crucial investment for Accenture, according to Mendonça. “As part of this investment, Accenture expects to add a few hundred new marketing activation roles to the Mumbai center by 2021, attracting top talent from Mumbai’s pool of media and advertising professionals and bringing our clients the true power of ‘end to end’ expertise to master every experience across all touchpoints.”

Nikki Mendonca - Operations president at Accenture Interactive

India’s position among Accenture’s priorities is justified by the market’s rapid expansion in the digital sphere. Digital access is spreading rapidly throughout the country’s substantial population, giving businesses an opportunity to enhance their operations at the front end as well as the back end. 

According to Mendonça, India’s digital economy is currently valued at a mammoth $800 billion, which is only expected to increase to $1 trillion leading up to the end of 2025. The fact that a significant chunk of India’s population is young and tech savvy also makes it an attractive market for Accenture.

A report from Big Four accounting and advisory firm Deloitte last year revealed that millennials are set to be the most crucial segment driving India’s consumer market over the next few years. Digital marketing is of remarkable value in such a scenario.

“Growth and expansion in India are key to our global efforts across Accenture Interactive Operations. The massive talent base Accenture has in India brings unrivalled technology and functional skills to our full spectrum of marketing activation services,” said Mendonça.

The firm appears to be succeeding in its ambitions, eating into the market share of some of India’s largest digital service providers including the likes of Infosys, TCS and Wipro.