How can Indians see the Russian soul behind external sternness, and Russians learn to see in a partner from India not just a counterpart, but a friend? Why is it important for an Indian entrepreneur to understand the long-term prospects even where a Russian businessman would act situationally? This is reflected upon in a column for BRICS Business Magazine by someone who knows both cultures from the inside: Akashdeep Singh, President of the Indian Business Council in Russia, owner of the Vulcan-A textile company.
How can Indians see the Russian soul behind external sternness, and Russians learn to see in a partner from India not just a counterpart, but a friend? Why is it important for an Indian entrepreneur to understand the long-term prospects even where a Russian businessman would act situationally? This is reflected upon in a column for BRICS Business Magazine by someone who knows both cultures from the inside: Akashdeep Singh, President of the Indian Business Council in Russia, owner of the Vulcan-A textile company.
The first piece of advice I would give to an Indian entrepreneur coming to Russia for the first time is to be precise and punctual. In Russia, people are always in a hurry: during a meeting, everyone strives to conclude a deal quickly and leave. In India, however, the approach is more leisurely: unhurried communication, tea drinking, getting acquainted. This difference can be compared to the contrast between the West and the East: in one place a direct and specific approach is valued, while elsewhere a calm one is preferred, where partners first get to know one another, discuss family and children, and only then move on to business.
In India, where the proportion of family businesses is high, partners want to understand one another, their plans, and the long-term nature of the cooperation. Russian businesses, especially medium-sized ones, are not always accustomed to planning for such long horizons owing to frequent changes in the financial sphere. Here, they rarely make plans for five years ahead whereas, in India, they operate with 10-year plans. So, deals often fall through: an Indian manufacturer might refuse a one-time shipment, wanting to see the potential for long-term work with a partner.
For example, I advise a friend of mine who owns a well-known Russian clothing brand on working with Indian enterprises. I always advise him to provide Indian partners with at least an annual plan or to explain that the first order will be followed by others. Russian businessmen do not always understand this, preferring first to “take, look, and think”, which creates difficulties.
Another piece of advice: in Russia, it’s better to promise less than you can do, especially in terms of production capabilities, but, in practice, deliver more than promised.
Indian guests often ask why Russians do not smile much. There are several reasons for this: the harsh climate and complex history, meaning that people do not open up to strangers immediately. First, you need to communicate and understand the person. In India, there is a different mentality and climate, as well as the concept of karma: the belief that bad deeds come back to one, making people more open.
Russians are surprised to see how people in Indian slums remain joyful. I explain this with our philosophy: a difficult situation is only a temporary state. Russians may not be so open immediately but, once they come to trust you, they become the best of friends.
In business communication, it is better to avoid personal topics, especially those concerning women, faith, traditions, and vegetarianism.
In India, it is customary to address elders or parents by adding “-ji” or “Mr….”, which is a sign of respect. In Russia, a person is called by their first name or first name and patronymic (there is no patronymic in India). So, a young Russian businessman who calls an elder by their first name can cause surprise. And conversely, Russians do not always understand the degree of our respect for age.
The language barrier is one of the main problems in developing relations between our countries. Fortunately, more and more Russians, especially young people, speak English. No Google Translate or AI can convey the live emotions that are important even in business negotiations. I strongly recommend that Indian partners learn key Russian phrases. It is enough to start a conversation with: “Hello, I don’t know Russian very well, but let’s try to communicate”, to win a person over and show a desire for dialogue.
In Russia, informal relations are important, including shared meals. Indians are also hospitable but, in India, an invitation home is a sign of great trust, in Russia business partners are more often taken to a restaurant. Our feasting traditions are similar. Except that toasts are uncharacteristic for India and the range of alcoholic drinks at the table is smaller.
Furthermore, in India, it is not customary to drink alcohol during daytime events as this is believed to interfere with work, whereas in Russia such a practice sometimes occurs.
Indians might be surprised by the relaxed dress code in Russian companies, especially among women. However, many like it, as people appreciate beauty and being well-groomed. In Russia, a lot of attention is generally paid to clothing and appearance.
In India, even wealthy people might wear simple clothes and use public transport. Simplicity is honoured among us; there is even a saying: “The more fruits on a tree, the lower it bends to the ground.”
Beautiful scarves or stoles would make good gifts for Russians. Avoid pictures or photographs with religious symbols, as well as things that are too bright, which might not fit into the interior.
Indians, on the other hand, should not be given sausage, products containing beef, or caviar. Excellent gifts would be matryoshka dolls, sweets, honey, or good vodka if the recipient drinks.
The most important thing for a businessman in a new country is to be open to new experiences. People are lazy by nature and tend to copy existing knowledge, yet every nation is specific in its own way.
It is difficult to develop while remaining in a single cultural environment. One must seek communication with those who are different from you. I often tell colleagues about the danger of stereotypes. Some Indians still remember articles from the 90s about bread lines in the USSR, while Russians recall reports about Indian slums and castes. But the world is changing, and we are no longer the same as we were yesterday. Approach any questions with an open heart, without prejudice.
