India, for the longest time, was almost monochrome in its business, except for maybe Bollywood. Everyone had maybe two choices for any product or service from the organised sector and the unorganised sector, known for its "innovation". I use that term very loosely.

Over the last few years the burst of growth due to increase in spending power of the consumer has fuelled competition in products and services between the local business and MNCs, which has led to consumers having a lot of choice.

Choice and growth means consumer is truly the king or queen. Indian companies are going to have learn what it means and how to remain relevant to their clients/customers, and the fact that it is not easy, but very difficult, and requires the ability to almost reinvent themselves, products and services, business models and pricing models every 3-5 years.

This also means that the clients/customers really have to understand what does it take to be customer centric, what is their customer promise and how will they deliver that via their extended supply chain. As you can see their own capacities slowly become just an element amongst many others in their ability to fulfil a customer promise.

I suppose the distinction is between enterprises that successfully ride each wave and those who are constantly in survival mode. In the past, the time available for companies to survive was measurable in terms of decades. Today the markets and consumers move a lot quicker and are very unforgiving.

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