Welche Unternehmen können es sich wirklich leisten, sich nicht mit dem indischen Markt zu beschäftigen?


Dipl.-Kaufmann Klaus Maier ist geschäftsführender Gesellschafter der Maier + Vidorno (M+V) GmbH mit Sitz in Neu Delhi. Er war über ein Jahrzehnt für den Stinnes Konzern in Essen, New York und Indien tätig, und konnte die Schwierigkeiten in Indiens Geschäftswelt selbst miterleben. Gerade diese Stolpersteine haben letztlich zur Geschäftsidee und Gründung von M+V im Jahre 2000 geführt und steht nun für gebündelte Kompetenzen und gelebten Pragmatismus für den Weg zum Geschäftserfolg in Indien.

Heute gilt er als „der“ Indien-Spezialist, wenn es darum geht, ausländische Unternehmen in Indien auf die Beine zu helfen und Maier + Vidorno ist einer der führenden europäischen Wegbereiter, wenn es um den Auf- und Ausbau von Service-, Vertriebs- und Produktionsgesellschaften in Indien geht. Mit ca. 150 Mitarbeitern ist M+V in allen wichtigen Wirtschaftszentren vertreten.

Im Gespräch mit Indische Wirtschaft spricht er über neue Geschäftsmöglichkeiten, Besonderheiten des indischen Marktes und Innovation „made in India“.

IW: Sie sind seit dem Jahr 2000 als Unternehmensberater für Markteintritt und Vertrieb in Indien tätig und kennen das Land und seine Wirtschaft so gut wie kein Anderer. Welche Möglichkeiten finden europäische Firmen heute vor, die es vor – sagen wir – sechs, sieben Jahren noch nicht gab?

KM: Grundsätzlich ist der indische Markt für Konsum- und Industriegüter enorm gewachsen. Im täglichen Leben fällt das vor allem in den Metros ins Auge: Man sieht überall, dass konsumiert wird. In den Shopping Malls, Supermärkten, dem steigenden Angebot für Wellness- und Tourismus. Auch das Straßenbild und das Verhältnis von Autos zu Motorrädern lässt sich als Indikator dafür heranziehen, dass Geld verdient und auch ausgegeben wird. Anfang des Jahrtausends war das noch nicht so.

IW: Welche Geschäfte waren damals für deutsche Unternehmen noch lukrativ, die es heute nicht mehr gibt. Oder anders gefragt: Wofür brauchen uns die Inder heute nicht mehr?

KM: Die meisten Produkte, die ausländische Unternehmen nach Indien bringen, gibt es in der Funktion eigentlich schon in Indien. Indien ist da selten ein weißer Fleck auf der Landkarte. Im Vergleich zu indischen Standard-Produkten zeichnen sich europäische Produkte jedoch vor allem durch Qualität, Präzision und Zuverlässigkeit aus – und genau das schätzen Inder daran.
Damals wie heute muss man sich also genau überlegen, welchen Nutzen das Produkt bringt oder welches Kundenbedürfnis es befriedigt – und wer, gerade in dem preissensitiven indischen Markt, bereit ist dafür zahlen. Und gerade da hapert es bei vielen ausländischen Unternehmen – am Preis.
Deshalb ist es wichtig zu verstehen, was indische Kunden brauchen und erwarten – um mit angepassten Produkt- und Preisstrategien erfolgreich zu sein.

IW: Auf welche Branchen setzen Sie in Zukunft? Welche Unternehmen sollten sich heute mit Indien beschäftigen, um morgen dort erfolgreich zu sein?

KM: Die indische Wirtschaft genießt – auch gerade seit Einsetzen der Euro-Krise – wieder große Aufmerksamkeit als Investitionsstandort und Standbein für zukünftige Geschäftssicherung.
Deswegen würde ich Ihre Frage umdrehen: Welche Unternehmen können es sich wirklich leisten, sich nicht mit dem indischen Markt zu beschäftigen? Und auszuloten, ob der indische Markt Potential bietet? Immerhin ist es das zweitbevölkerungsreichste Land der Erde – und es wächst stetig. Heute fragt auch keiner mehr, ob Geschäfte mit China wirklich sein müssen.
Top Themen sind in Indien natürlich die wachsende Mittelschicht, eine steigende Urbanisierung, aber gleichzeitige Erschließung der ländlichen Gebiete. Branchen, die sich auf diese Entwicklungen einstellen, wie Infrastrukturausbau, Lebensmittelverarbeitung, Energieversorgung, Bildung. Für deutsche Industrieunternehmen heißt steigender Konsum auch immer Produktionssteigerungen und Absatzpotential für ihre Investitionsgüter.

IW: Die indische Industrie wird immer besser und damit auch selbstbewusster, insbesondere im Technologie Bereich. Die ersten Innovationen „Made in India“ schaffen es auch nach Übersee. Glauben Sie, dass Indien zu einem globalen Innovations-Hub wird, stärker in den Export geht und wir in Europa bald mit Tata Nanos fahren oder andere indische Produkte kaufen (Stichwort „Reverse Innovation“)?

KM: Innovation in Indien ist in aller Munde
. Und ich bin davon überzeugt, dass sich Firmen in Zukunft stärker mit dem Thema befassen werden und müssen– ob nun für den indischen Markt selbst oder als Exportschlager.
Innovation in Indien dreht sich jedoch meist nicht „nur“ um technische Perfektionierung, sondern darum, praktikable, günstige Lösungen für Kundennutzen zu entwickeln

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. Produktinnovationen in Indien müssen nicht schneller, größer, weiter sein, sondern besser erreichbar, robuster und genauer zugeschnitten auf Kunden von morgen. Und dabei schließe ich alle ein: wachsende indische Mittelschicht, Indiens ländliche Bevölkerung, oder neue Kundenschichten in „alten“ westlichen Märkten.

Als ideales Beispiel gilt in Indien die Medizintechnik: Siemens Röntgengeräte wurde in Indien „weiter-entwickelt“, vereinfacht, erleichtert und dadurch vergünstigt. Ergebnis ist, das selbst indische Bauern zu einem dieser Geräte Zugang haben und sich die Untersuchung leisten können. Zurück zum Ursprung unter dem Stichwort „Reverse Innovation“ ist das „abgespeckte“ Röntgengerät nun in den USA ein Erfolg. Die Ausstattung mit Grundfunktionen genügt für die meisten Untersuchungen und die Anschaffungskosten können auch kleinere Praxen stemmen.
Indien bietet durch die Verfügbarkeit von gut ausgebildeten, kreativen, englischsprachigen und pragmatisch veranlagten Köpfen eine ideale Test- und Spielwiese für Produkt-Neuentwicklungen und Produktadaptionen. Und der Export wird prophezeit – nicht nur in andere aufstrebende Nationen, sondern in alteingesessene Industrieländer.

IW: Sie beraten und unterstützen vor allem größere mittelständische Unternehmen beim Aufbau von Produktion und Vertrieb in Indien. Kann ein Unternehmen auch „zu klein“ sein um sich mit dem großen indischen Markt zu beschäftigen? Gibt es (genug) Beispiele von Kleinbetrieben (10-20 Mitarbeiter etc), die erfolgreich in Indien sind?

KM: Man muss für Indien vor allem eines mitbringen: Zielstrebigkeit und Ausdauer. Das gilt für groß und klein. Außerdem sollte man schon realistisch bleiben und sich fragen: Was will ich in Indien? Macht Indien für mich Sinn? Wenn ich das nicht beantworten kann – sollte ich lieber die Finger von Indien lassen.
Erfolgreiche Beispiele für Kleinbetriebe sind vor allem regional und / oder sehr spezialisiert aufgestellt. Nehme man beispielsweise die in Delhi ansässige mit Spezialgebäck und regionaler Ausrichtung auf Delhi NCR durch Vor-Ort-Belieferung.

Fortsetzung folgt morgen.

(Interviewer: Wolfgang Bergthaler)

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About the author

Wolfgang Bergthaler

Wolfgang Bergthaler ist seit 2004 mit Indien beruflich und privat eng verbunden. Als Entrepreneur, Berater und Blogger hat er Land und Wirtschaft von den spannendsten Perspektiven kennen gelernt.
Auf "Indische Wirtschaft" teilt er seine Erfahrungen, insbesondere zu den Themen IT Outsourcing, Tech Startups, Marketing und Vertrieb.

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