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38 India-EU: Creating Market Alliances PESTLE Robust Economic Growth and Government Initiatives propel growth of Wastewater sector but Cost Sensitivity and Varied Technological considerations continue to remain a Challenge The Macro landscape in India indicates that government is consciously promoting the growth of wastewater sector. Necessary funds are made available through lending bodies and bureaucratic bottlenecks are getting resolved. EU’s sophisticated technology has high demand in India; however it needs to be customised as per local requirements due to cost sensitivity and climatic considerations. The same factors have been highlighted in the model below. PESTLE: Indian Wastewater Sector MACRO FACTORS Factors Affecting EU Wastewater Companies in India Implications of Factors for EU Wastewater Companies in India Relative Importance of Factors for EU Wastewater Companies Time(N,F,N / F) POLITICAL Type(-,+) Dynamics (=,>, VI Reason: India - EU FTA talks are extremely important to address disputes related to entry barriers and IPR regulations. EU wastewater companies are economically and operationally impacted by this. Government led funding GOI has significantly increased funding for JNNURM and other waste management initiatives Increased funding will ease availability of capital thereby benefitting EU companies N /F + > I Reason: Funding needs depend on solutions offered by various companies. Wastewater product manufacturers are mainly impacted by this. Money Control www.ebtc.eu
Building Access for “Waste-Water Management” Companies 39 High Growth Sector Indian Wastewater sector growing at a CAGR of 15-20%, is one of the fastest growing in the economy EU companies can tap into this high growth sector and increase their overall revenue N + > VI Reason: Primarily, slowing / stagnating growth of EU companies in local markets and huge potential in India; is a driver for prospective wastewater companies KOL’s Perception ECONOMIC Low cost machines have high demand in India Maximum municipal tenders are approved at low cost Sophisticated EU machinery is more expensive than the Indian version, this can be a problem area Technological specifications can pose a challenge in getting projects N - > VI Reason: EU companies will not get value for their sophisticated technology. This can have a bearing on getting projects. High Tariff India has a high tariff regime, although it has been reducing gradually High Import Tariffs remain a concern and can discourage foreign investments N - < I Reason: Indian tariff rates are higher than the EU average. Thus it would be a comparatively expensive proposition for technology importers. Trade Association SOCIAL Wastewater sector does not have a strong single trade association Reduced bargaining power and promotional support to wastewater companies N - > I Reason: Wastewater companies would not have a body that could promote their interest in the short term, although this has a limited impact on operations www.ebtc.eu
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