COMPETITIVE INTELLIGENCE IN INDIA

Every company in India monitors competition using either Passive

Intelligence and Semi Active intelligence and Human Intelligence

Ideally competitive intelligence is understood as competition analysis.

Competitive Intelligence is practiced in adhoc manner by most

organizations in India :

Recorded data is monitored in Passive Intelligence:

1. Annual reports
2. Press releases
3. Newspaper articles
4. Analyst reports
5. Regulatory reports
6. Government reports
7. Presentation / speeches

Observable data is monitored through Semi Active Intelligence and

Active Intelligence:

1. Pricing / pricing lists

2. Advertising campaigns
3. Promotions
4. Tenders
5. Patent applications

Opportunistic data is monitored through Semi Active Intelligence and

Active Intelligence in the following manner:

1. Meeting with suppliers

2. Trade shows
3. Sales force meetings
4. Seminar / conferences
5. Recruiting ex-employees of competitors
6. Discussion with shared competitors
7. Social contact with competitors

Scanning of the environment is done using credit reporting firms or

market research firms or risk management firms or management
consulting firms..

Barriers to entry are created by FICCI and CII which espouse Indian
business interests.
FICCI membership has over 1500 corporates and over 500 chambers of
commerce and business associations, FICCI espouses the shared vision
of Indian businesses and speaks directly and indirectly for over
2,50,000 business units. They monitor the environment and
help Indian businesses become competitive.

The Confederation of Indian Industry (CII) works to create and sustain

an environment conducive to the growth of industry in India,
partnering industry and government alike through advisory and
consultative processes. CII is a non-government, not-for-profit, industry
led and industry managed organisation, playing a proactive role in
India’s development process. Founded over 114 years ago, it is India’s
premier business association, with a direct membership of over 7800
organisations from the private as well as public sectors, including SMEs
and MNCs, and an indirect membership of over 90,000 companies from
around 385 national and regional sectoral associations.

Information Warfare is on the rise in India.

Existence of Information Warfare – Class II

To make sure that the competitor will not be the first in the market
with a new product, corporate espionage is on the rise and the need of
the hour is to advocate Competitive Intelligence for legal and ethical
collection of information.

Most companies understand the need for Corporate Social

Responsibility (CSR) but because of the existence of counterfeit brands
in the market, the Government needs to take more stringent actions.

Existence of Information Warfare – III level

It is common to see Class III Information Warfare taking place, where a

competitor or vested interests may spread information real or fictious
to De-Position a competitor and Re-Position their own brand.

Every organization in India has the eye on the ball. Everybody monitors
competitors and undertakes consumer research either in house or it is
outsourced through market research agencies or private detectives or
private investigators or management consultants.

Insight is the weakness which Indian companies suffer from, Insight

cannot be replaced by business intelligence software
or artificial intelligence or industry experts or management
consultants.
Shortfall is of people who can sift through Micro and the Macro picture
and become true competitive intelligence experts.

VIVEK RAGHUVANSHI

Partner, Corporate Risks

www.corporaterisks.info

riskmitigator@yahoo.com