Forging Collaborations

A delegation from the Utrecht province of the Netherlands visited India from 10-18 September 2010. Remco van Lunteren, Vice Governor of Utrecht spoke about what the mission achieved and how Utrecht and the Netherlands can play a significant role in helping Indian companies enter the markets of continental Europe.

The recent delegation from Utrecht to India focused on specific industry sectors like education and lifesciences. What kind of collaborations and business were Utrecht-based organisations seeking in these sectors?

This was the first mission to India from Utrecht and focused mainly on factfinding. We went in with the idea of showcasing our strength areas like lifesciences, the environment and the creative industries, specifically gaming. We met and spoke with several companies and institutions in Delhi, Hyderabad and Bangalore.
In the area of education, we are now trying to set up collaborative programs where Utrecht University and Indian institutions work together to achieve common goals like exchanging knowledge and students. We have experienced that people are key to facilitating these interactions. The TERI collaboration is a good example, where a student enrolled in Utrecht University worked as a valuable link with TERI and set up the collaboration. TERI has now set up an office in the Netherlands. The next steps are to see how best we can help each other in terms of knowledge and science to set up programs to educate and legislate better in the future.
I was impressed by the way the gaming sector is evolving in India. We found shared areas of interest between the Indian companies we met and the Dutch Game Garden located in the Utrecht region, an important centre for gaming in the Netherlands. A couple of Indian gaming companies are now planning a visit to the Netherlands and the Dutch Game Garden will come to attend the Hyderabad Game Show this November. They will also visit more gaming companies and see how we can be attractive to them and the other way around.

How do missions like these increase the awareness about the Netherlands among Indian companies and facilitate trade and investment?

Simply by being there and showcasing what we have, in the Netherlands and in our region, we get on top of the minds of Indian companies. We also broaden our networks. During this trip, I met so many people and brought home those contacts, not literally of course, but in terms of now being able to communicate with them and having them on our radar. Eventually, when the opportunity does come, we will be able to do the matchmaking better. This is not possible over email and telephone alone.

Did you see interest from Indian companies in setting up in the Netherlands? How is Utrecht interesting from that perspective?

Yes, Indian companies were quite interested in the Netherlands. Many Indian companies that already have a presence in the UK are looking for ways to go onto mainland Europe. Utrecht presents a low-risk alternative to start a European base through our business incubators in the areas of lifesciences and gaming.
These incubators have been set up with the objective of helping companies with an easy start up. They offer shared facilities, relatively flexible leases at lower rates and all the information required for start ups. Since many companies are located here from the same sector, it is easy to make the crossovers.
In addition to this, the Netherlands is a gateway into Europe for the movement of goods and services. Schipol airport and Rotterdam port are important hubs and an excellent road and rail networks connect Utrecht and the Netherlands to all areas of Europe. And then there is the advantage of language. I told Indian companies that even the garbage man in the Netherlands speaks at least three languages—Dutch, English and another European language! This means that doing business in the Netherlands is far easier than being based in any other country in continental Europe.

How are you working to create awareness about opportunities in India to Dutch businesspeople?

Frankly, I don’t think we have India on top of the mind yet. SMEs in the Netherlands, for instance, are not familiar with India as a market. We have to work at this. We did meet with companies like Xebia from our region, which are reasonably successful here in India.
Just like the Netherlands is making efforts to present itself to Indian companies as a whole and by showcasing the strengths of specific regions, India also needs to be more visible to Dutch entrepreneurs to invite investment. I think broader efforts are needed and much more is possible. We would be delighted to facilitate, for instance, a delegation of Indian companies to visit Utrecht and the Netherlands to showcase Indian strengths and seek opportunities for collaboration.

How was your experience interacting with Indian businesspeople? Have you had experiences with India before?

I was an entrepreneur earlier and have visited India before about five years ago. I learnt from that and have my own perspective on India. There are cultural differences, of course, but I find its good to know what these are and to know how people behave and react to situations. I think Indian people are polite and kind, whereas the Dutch are known for being very direct and blunt in their dealings. Its good to keep in mind these differences. For instance, I have learnt that while dealing with Indians, its better to ask if you are understanding them right, rather than make assumptions. It’s important to make Indians feel comfortable.

Did you see a marked difference in these five years since you came to India last?

My last and only visit, five years ago, was to Hyderabad and a lot has happened in terms of infrastructure, in terms of the space available for business, the buildings, etc. Businesspeople in India are today more aware of the global marketplace. They have learnt they need to speak up if they want to do business outside India.
Indian people are very creative and also very smart. They know how to solve problems and this is a very important common trait with the Dutch work culture. A lot of things now seem more familiar in the way business is being done in India. I felt more at home.