JOHANNESBURG—Burson-Marsteller has launched an Africa-India Advisory Desk, an initiative to be spearheaded by Arcay Burson-Marsteller in South Africa and Genesis Burson-Marsteller in India, and designed to assist Indian and African companies navigating the African continent and Indian sub-continent respectively.
It will offer a range of services from market-entry analysis and strategy to stakeholder mapping to delivering customized communication across diverse audiences: customers, government and financial institutions.
“We believe cross-border Africa-India business opportunities represent enormous potential for both African companies doing business in or with India, as well as, Indian companies looking at investing or expanding into Africa,” says Jeremy Galbraith (pictured), CEO of Burson-Marsteller Europe, Middle East & Africa.
The firm believed that enhanced economic, political, social and cultural cooperation between India and Africa has potential, as evidenced by the fact that India and Africa together account for a market of 2.2 billion people with a combined GDP of more than $3 trillion. According to a recent CII-WTO report on India-Africa: South-South Trade and Investment for Development, India-Africa bilateral trade has grown from $1 billion in 2001 to around $50 billion in 2011-12. At the same time, India’s investments in Africa are estimated to be over $50 billion now.
“Globally, interest and opportunity in Africa is unprecedented,” says Prema Sagar, principal and founder of Genesis Burson-Marsteller. “However, doing business in Africa is complex and can be daunting. Doing business in India can be similarly challenging.”