The extraordinary growth of Asian markets has only just begun and remains set to continue. By 2030, Asian GDP will exceed G7 GDP – a complete reversal of


across the UK, and give companies the local knowledge and opportunities they need to succeed.


the assumptions that


have dominated the global economy for 50 years. As other economies seek to capitalise on the burgeoning opportunities across this dynamic and disparate region, Britain will need to lift up its game to succeed.


The good news is that UK companies have the innovation, expertise and creativity across all sectors to meet Asia’s ever-growing demand for goods and services. Prime Minister David Cameron’s visit to the region in April this year, where he was joined by 30 business leaders ranging from the construction to the financial services sector,


helped to promote British business and boost trade links. New trade agreements were signed and deals worth over £220 million in Malaysia, £326 million in Indonesia and over £200 million in Japan were announced - testament to the huge business potential Asia presents.


However, many British companies, particularly small businesses, have yet to look beyond the UK and the Euro-zone for competitive edge and growth – uncertain about how to take advantage of the opportunities in Asia. These are legitimate concerns. Whether selling at home or overseas, there is always an equation of risk versus return and a wrong decision can be the difference between success and failure. But taking the first steps to exploring opportunities or expanding into other Asian markets needn’t be daunting. The lesson here is that it’s vital to get your research done. That’s why UK Trade & Investment’s (UKTI) Asia Task Force is running a campaign to boost exports to 12 markets across Asia, equipping UK firms with the practical help they need to break and expand into some of the fastest growing markets in the world.


UKTI, the government department


that helps British businesses set up or expand overseas, can connect UK firms looking to export to any of the 12 Asian markets with UKTI’s specialists


40 entrepreneurcountry


One of the key things we emphasise to UK companies, however, is that all Asian markets are different – so we need to be weary of stereotyping. There is a huge gamut of size and conditions.


There are also vast differences in infrastructure, education, healthcare and governance as well as regions within regions.


And as critically


important as they are, businesses need not only focus on China and India – given the huge potential that less


across India, having only made its first foray into the market back in March 2010. As Robbie Swales, Director of Steps observed: “The UK market for drama-based corporate training is saturated and highly competitive, so India seemed ideal to focus on with its strong corporate culture, and English as its official language.”


There were two turning points for Steps’ success in India. The first was winning a UKTI scholarship to visit the market and learn about the business culture there.


And the second was


finding a local partner with the talent and insight to launch and grow Steps


Robbie’s three tips for doing business in India


1. Indians don’t like to say no – be patient and acknowledge that there will be challenges especially in negotiations, if you do this you won’t get frustrated


2. Integrate your expertise with local talent - find a trustworthy local representative or partner to build your business – we couldn’t have done it without Mohan


3. Use an Indian pay-as-you-go SIM card when you’re there – it’s much cheaper than using your UK mobile


in India. Mohan Madgulkar, already an independent


trainer in India, Robbie Swales


prominent Asian markets offer. UKTI’s ‘Business Success in Asia’ Showcase gathers together the most exciting British companies


already


trading in Asia, and shares their advice, insights and experience with firms looking to Asia for growth.


London-based Steps is one such company – with 20 employees in the UK, it is enjoying success in India with clients including HSBC, Accenture and American Express. Steps provides drama-based corporate training and now boasts 40 freelance trainers


approached Steps as he was keen to help them expand in India. Proving his worth, he was appointed as a Senior Associate in India at the end of 2010.


Robbie makes frequent trips to India to check on business and build Steps’ client base. He returned in the summer from a three week trip, where he’s been carrying out auditions in Kolkata, training in Guwahati, Assam for Aircel (an Indian mobile phone provider) and delivering diversity training for a global bank in Bengalaru. He acknowledges that Steps’ breakthrough in India has been one of success and challenge in equal measure, and in particular advises companies to


adapt their financial model to suit the Indian


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