“The Indian postal service was reporting that mail volumes were declining,” Chopra notes. During this analysis, Chopra stumbled upon some odd data. They looked at the postal regulatory regime, the government’s appetite for reform, and the state of paper-based communications. “Were countries like India ready for our technology, products, and solutions?”Īccordingly, Chopra and his team began assessing the state of the Indian marketplace for mail as well as its readiness for automation. “They asked me to find out if was hype or true opportunity,” he notes. “Our reach in the Asia-Pacific region had primarily been through distributors we had some direct operations in Australia, Japan, and Hong Kong but with only limited success.” Chopra identified China, Brazil, Japan and India as key markets where Pitney Bowes needed to go aggressively. “Our CEO, Michael Critelli, was interested in assessing the Indo-China corridor as well as other emerging markets,” says Deepak Chopra, former president of Pitney Bowes Asia Pacific and Distributor Operations, who currently serves as president of Pitney Bowes Canada. When Pitney Bowes began considering its Asia Pacific strategy in 2001, the senior leadership requested a thorough analysis of the existing situation. So why did Pitney Bowes bet on India, and how has its foray fared to date? For some insights, India Knowledge at Wharton spoke with the executives directly responsible for the company’s India strategy and implementation, as well as other experts.
With its December 2004 acquisition of the mailing division of its Indian distributor, Kilburn Office Automation Systems, Pitney Bowes established direct operations in India - even as official statistics on mail traffic warned of a downward slide. Sound like a business in gradual decline? Not so, say the top brass at Pitney Bowes, the U.S.-based provider of mail management services, which has $5.5 billion in annual revenues and more than 35,000 employees worldwide. In 2004-05, it says, that number dipped to 7.4 billion. How big is the mailbag of the world’s most populous democracy? In a recent annual report, the Indian Department of Posts claims that its mail traffic was 8.6 billion pieces in 2003-04.
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