Customs: A Handbook for Entrepreneurs
The Indian territory is the cradle of cultural diversity and the reason is obvious: India is populated by one of the oldest civilizations in the world, characterized by a cultural mix that mixes ancient and modern, East and West. The liveliness of the immense cities, the heterogeneity of its inhabitants, the chaos of sounds and the richness of colors and smells, are the traits that make this country unique all over the world. Therefore, if you are considering doing business in India or with an Indian company, it is worth trying to understand the amazing richness of this vibrant culture. However, we must not rush to conclusions on the most effective way to do business in India, because regionalism, the markets and the people you meet are different but equally important factors to be carefully considered in order to build a successful path in this country.
Business Appointments
Although the Indian constitution lists both English and Hindi (Devanagari alphabet) as the country’s official languages, English is the most common language in the business context. Nevertheless, 22 other languages, different from region to region, are officially recognized. English is spoken by both the Indian middle class and less skilled workers, who still have a basic knowledge of the language. The time in India is expressed in the English way, therefore in the order: day, month and year; the commercial year begins in April and ends in March, punctuated by multiple holidays that vary according to the region in which you are located and the religion practiced. E-mail is the most used means of communication at work, especially for organizing meetings and reunions.
Similarly to Western culture, appellations in India consist of first and last names. However, they are modified according to the social status and the religion practiced. It is always wise to start a conversation with the “Mr.” titles or “Ms.”. Only when the conversation has started can the level of formality be reduced. When starting a conversation with someone you don’t know, it is good practice to provide a brief but clear presentation of yourself, your role, and the organization you are a part of. It is also advisable to provide some details about what will be the subject of the meeting when you want to schedule a meeting – this is much appreciated, given the long travel times to move from one city to another. If you are preparing to organize a business lunch or dinner, it is advisable to consult with guests and take into account the guests who prefer vegetarian, vegan, Indian or Western dishes. Starting a meeting a few minutes late and having some interruptions during the meeting are the norm in India.
In general, Indian culture gives the impression of being slower in pace and more informal. It is quite common to believe that the plans drawn up must be flexible to small changes, to make up for any unforeseen events that may arise, such as meetings that finish later than expected or delays caused by traffic. In addition, in cases where government officials have to be met, be prepared for long waiting times. Finally, Muslim entrepreneurs usually take breaks, even during business meetings, to devote themselves to a few moments of prayer.
The peculiarity that differentiates India from the countries of East Asia consists in the fact that in business one can be clear and direct from the beginning, without too many worries related to the concept of “losing face”. Indeed, it is important to be specific about the goal you are pursuing and to provide documents that clearly specify what you intend to achieve. Furthermore, it is advisable to establish a time plan and monitor the process of achieving the set objectives.
Greetings
The traditional greeting in India is “Namaste”. It is performed by joining the palms of the hands at chest height, with the fingers upwards, and at the same time making a nod. In the business context, it is a consolidated habit to greet colleagues with a handshake; on the other hand with colleagues, this could constitute a lack of respect, so it would be advisable to perform a traditional greeting (namaste) unless they themselves offer a handshake. It is also very common, especially in the case in which younger people turn to older colleagues, the habit of addressing with the titles “Sir” and “Madam”. Body language is also different from Western culture: Indians, for example, have a habit of shaking their heads from side to side.
The Topics of the Conversations
It is not uncommon for Indians to ask questions that are sometimes inappropriate or that we consider too intrusive. Asking about a person’s private life, such as a family, is a way to show interest and be friendly. Similarly, politics, cricket, movies and, recently, even the economic reforms and growth India is facing are hot topics in daily interactions.
Bollywood, the largest film industry in India, annually produces the largest amount of films globally (approximately 800-1,000 films per year). The nation is dotted with more than 13,000 cinemas, and a large part of the local population also loves watching movies through more traditional media such as television or digital media such as live streaming on smartphones . Like cricketers, actors are also considered national icons, which is why their private life often ends up in the spotlight of the national media, and consequently on the lips of millions of Indians.
Typically India adopts an approach of tolerance towards other cultures and religions, given the heterogeneity of the population that inhabits it. Nonetheless, institutional relations with some of the other nations of the Indian sub-continent, such as Pakistan, are not exactly idyllic (many Indians attribute such frictions to the mistakes made by the political class of both countries). In general, since a large part of the local population may be emotionally involved, it is advisable not to engage in discussions about it.
Finally, we need to say a few words about the gap that divides the rich part of India from the poorer one. What makes this evident is the stark contrast that exists between the extravagant and luxurious houses and the irregular huts that rise a few blocks away. It is therefore good to treat this topic with extreme caution because a large part of the indigenous population is a fervent and proud supporter of development and the high level of economic well-being that this country has been experiencing for ten years now.
Hierarchies in Social Relations
Indians are used to living within social hierarchies, a modus vivendi infused by the British during the colonial period, so it is easy to notice a high formal rigor among colleagues. For example, it is common to refer to superiors as “Mr.”. It is therefore advisable to refer to colleagues by surname, paying close attention to using academic titles or other titles. The influences of Hinduism and the ancient caste system have forged a culture that even emphasizes the creation of highly hierarchical microcosms. For example, professors are called Gurus and are recognized as the source of all knowledge. The patriarch, a role usually held by the father, is considered the head of the family. In the workplace, the boss is considered to be the figure with the greatest responsibility, as well as the one who makes the final decision on what to do. It is therefore evident that every social relationship has a well-defined hierarchical nuance that must be respected in order to maintain a social balance over time.
The Clothing in the Employment Context
Men are used to wearing a button-down shirt (buttoned up to the neck), elegant trousers and a jacket or tie according to the level of formality of the meeting or the sector in which the company operates (in the banking sector and in general working contexts more formal, the dress is the most common type of clothing). However, as the climate in India is quite warm, a long-sleeved shirt with a tie is also allowed. In the tech sector, on the other hand, it is enough to have more casual clothing. It is therefore not strange to see employees wearing sneakers with jeans and a T-shirt. As a rule, however, men wear at least a jacket and shirt, leaving out the tie in the hottest periods. The traditional kurta, the long shirt worn by Indian men and women is equally widespread, mainly because it is remarkably comfortable. Executives who hail from abroad, and therefore not very familiar with local clothing, should wear summer clothes – a blend of light wool and silk would be the best choice – and cotton shirts (highly breathable material, a difference of silk).
What has been radically transformed is the clothing required of women in the workplace. Previously, most used to wear traditional Indian clothing such as the salwar kameez (a long tunic that revealed baggy pants) or the simple sari (a band of cloth wrapped around the body in ways that vary depending on its function) to go to the office. Today, however, it is more common to see them wearing suits with trousers or blouses and skirts, although sari and salwar kameez are still allowed. Less informal occasions prefer the use of jeans and a T-shirt for both men and women.
Although the sight of a foreigner wearing a local costume is interpreted as a gesture of friendship and keenness of feeling in understanding Indian culture, when invited to an Indian wedding it is still advisable to wear a more formal dress.