Indian IT providers are explaining how they work. Buyers are asking what changes for them.
Across the industry, positioning has converged. AI. Platforms. Transformation. Outcomes. The language is stronger than ever. But much of it is still shaped around how providers are evaluated by analysts. Buyers are asking a different question. What will actually change for my business? As Geet Nazir, MD at Landor India, puts it, experience, not narrative, is what ultimately builds trust.
And that is where the gap is widening.
SECTION 1
The industry narrative
AI.
Platforms.
Transformation.
SECTION 2
The analyst lens
Capabilities.
Frameworks.
Market position.
SECTION 3
The buyer question
What changes?
What improves?
What risk reduces?
SECTION 4
The mismatch
Providers explain how they work.
Buyers ask what changes.
SECTION 5
What has to shift
Make positioning reflect what the buyer is solving.
If this is where your positioning is today, it is worth a conversation.
Most providers we speak to are here:
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Strong positioning aligned to analyst frameworks
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Continued investment in AI and transformation capabilities
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But limited conversion into transformation-led growth
The question is not what to add. It is what needs to change.