Helping India tell her amazing stories
Australian export case study
Every place has its stories. Narrowcasters is in the business of helping clients tell theirs in ways that are powerful, compelling and memorable. And there are few countries in the world where the histories and legends are as vivid and diverse as India, which has proved to be a profitable destination for the Sydney-based tourism specialist.
Narrowcasters produces multilingual, interactive audio guides and apps for museums, galleries, zoos, palaces, and any place where visitors need information. In India, Narrowcasters operates and manages its audio tours in 28 languages, heard by 5 million visitors over the last 12 years.
Narrowcasters provides all the investment for its projects in India, and the company’s office in Delhi oversees local operations.
The power of knowledge – and contacts
Narrowcasters personifies how companies can succeed in India by networking at every level. Founder and Director, Penny Street, says this market entry strategy helped Narrowcasters to navigate India’s business terrain and recognise which opportunities were worth pursuing.
“After my first trip to India in the 1990’s I became aware of the huge market potential due to India’s rich and diverse cultural history,” says Street.
“The sheer scale and number of monuments throughout the country is astonishing. However, being the first audio tour company in India didn’t mean we enjoyed instant success.”
When Narrowcasters decided to consider India, Street read everything she could find about India’s cultural heritage. It was important to identify the country’s most visited sites, and convince operators how Narrowcasters could add value to their visitors’ experience with an audio guide.
At the time, India’s admission prices were extremely low, and most privately run site owners saw the benefits of improving the visitor experience by offering audio tours in different languages.
“Each language becomes a business builder, and we continue to add new languages every year at many of our sites,” says Street.
Narrowcasters’ first site in India was the Prince of Wales Museum in Mumbai (now The Chhatrapati Shivaji Maharaj Vastu Sangrahalaya), the largest in the city. Once Narrowcasters had established a presence there in 2001, other sites started calling.
The challenge that is India
Street recalls someone saying that doing business in India is like wading through treacle. Just when you feel you are making headway, you find yourself stranded for months.
“We try to ensure that several negotiations are in play at any one time so we don’t waste time investing our energy with one prospect that may go nowhere,” Street says.
Protecting intellectual property is a significant challenge for Australian companies in India. Street says it is difficult to protect a business like Narrowcasters from misuse, and so companies should exercise vigilance at all times.
Other challenges faced by Narrowcasters in India include access to government contracts, which can take a long time in the cultural sector. There are also difficulties around government-run sites with signage and the informal guide sector.
“We try not to project an image of competing with the live guides, as they will always have a role,” says Street. “After all, this is their livelihood. We see ourselves as part of an expanded choice for visitors. This includes offering a range of international and regional languages.”
Street says managing growth is also a constant challenge. “There is always the temptation to grab opportunities you think may not come again,” she says. “In fact, opportunities are always there, so you must take one step at a time and not collapse from indigestion along the way.”
Perseverance brings success
Timing can be everything with new markets. Sometimes, being first can pose difficulties, but it proved beneficial for Narrowcasters. Today, India contributes about 40 per cent of Narrowcasters’ global revenues. Through a strategy of persistence, taking a long-term approach to developing the market, and identifying the right CEO in India, Narrowcasters has secured major government and private contracts at iconic tourism sites.
How Austrade helped Narrowcasters
Austrade India supported Narrowcasters with advice on the market, provided business introductions and helping to identify opportunities across South Asia.
“Austrade has been invaluable,” says Street. “They assisted Narrowcasters identify the right ministries, bureaucrats and key decision makers. They organised appointments, followed up with information, and provided us valuable market insights.”
Network, network, network
Street says the common thread for India is maintaining a continual presence. “The expense of travelling back to markets to keep an eye on your operations is daunting for small businesses,” she says. “However, a monthly visit to each of your Asian markets is essential, particularly in the first few years of business.”
Street says there are many opportunities in India. Finding a local partner who shares your values and work culture is essential. Network continually at every level and carry out background checks.
“Understanding cultural differences and the political climate are also crucial when working in Asia – even regional differences within the same country as they often have a direct financial effect on exports and taxes.
“In our business, we learn something every day, so don’t be put off by an idea that failed in your home market. Often, these ideas find greater acceptance outside your country and in different cultural conditions.”
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