According to Varsha Chitale, director of CI for ValueNotes, a competitive and market intelligence firm in India, about 80% of the country’s organizations are not registered and they employ 90% of the people. A high percentage of the Indian economy is not tracked and therefore not published. Primary research by knowledgeable, local individuals is significantly more important for research in India than for developed Western nations. Indian firms are less likely to recognize the rich trove of information available internally and take advantage of it through organized CI processes. CI must be integrated into the culture of the organization through awareness, cross-functional communication, information sharing, and top management engagement. Then CI performance can be truly measured.
In other ways, Indian firms must follow the universal principles of CI. She observed that it is hard to justify avoided cost or avoided loss, but in general, the cost of obtaining intelligence must be weighed against the tangible value it brings to the organization. Start with the users in your firm and develop key intelligence topics. Intelligence is like a jigsaw puzzle, but you do not need all the pieces to figure out the pattern.