TomTom in India
TomTom is empowering mobility. Every day millions of people around the world depend on TomTom to make smarter decisions. We design and develop innovative products that make it easy for people to keep moving towards their goals. We're working actively to lead the way to a future of smart mobility, smarter cities and autonomous driving. Our business consists of four customer-facing business units: Consumer, Automotive, Licensing and Telematics.
Do not forget to add a touch of “Indianization” to your marketing campaigns
TomTom in India
In our India operation headquartered at a state-of-art centre in Pune, we now have over 800 employees working across various departments – Engineering, Regional Sourcing Operations (RSO), Data Processing unit (DPU), Technology group, Marketing, Sales, Operations, and Customer care to meet the local and global requirements of the company.
Throughout the TomTom India journey, different reasons strengthened the Dutch-Indian relationship: going from access to skilled people allowing cost effective mass production at high quality, to balancing in- and outsourcing capabilities, building up offshore engineering teams while freeing up resources onshore and customer market proximity.
© Tineke Dijkstra
How did you enter the Indian market? What is your strategy for India?
TomTom history in India started when we increased our stake in our joint venture from 90% to 100% in October 2011. TomTom was then renamed the former joint venture to TomTom India Private Ltd.
From a marketing and sales perspective, we are focused on identifying the right target audience and aligned tactics to build strong relationships with that target audience. For instance, we are building inroads into Indian automotive companies and continue building relationships with global companies with significant presence in India. Similarly, for our consumer products we are taking a focussed approach to market.
We are building visibility for our brand, our products, and for TomTom as an employer of choice. Our strategic approach to market includes a combination of channels. It consists of participation in major events, digital marketing, and marketing investment on social media platforms, amongst others.
What opportunities and trends do you see happening in current times in India and especially for Dutch companies?
India is a country that churns out 1.5 million engineers every year, with a strong bend towards technology and data analytics. This assures a continued instream of talent to maintain the TomTom operational business.
Next to that India is an exciting market for TomTom: there is a fast growing focus on health and fitness, the wearable market and passenger car sales continue to grow strongly and there is a huge potential for our licensing business in the areas of mapping, traffic and location based services.
Over the past couple of years the Government installed specific national programs to transform India into a knowledge economy, to stimulate the drive for technology enhancements while using crowd sourcing and encouraging Public-Private-Partnerships (PPP). To name a few: Digitize India (where every Indian is digitally empowered and every information is digitally available), Make in India (facilitate investment; foster innovation; enhance skill development; protect intellectual property, and build best-in-class manufacturing infrastructure) and 100 Smart cities (drive economic growth and improve the quality of life of people by enabling local area development and harnessing technology that leads to Smart outcomes).
What advice would you give to those Dutch companies interested in doing business in India?
Partner with local knowledge centres to build up your local business network. Doing business relies heavily on relationships and specific formal and informal networks. Building these up from scratch is a slow process and are both labour intensive and time consuming. Team up with the right partner to guide you through the legal and administrative challenges.
And last but not least: think "Glocal". Be Global, but act Local. Bring in products, services and etc. but do not forget to add a touch of “Indianization” to your marketing campaigns so that your global products will fly big in the local society.