After slow and steady growth, New Zealand architects WG-ST Limited are looking forward to a solid future in India.
Although it’s taken nearly 11 years, Director of WG-ST Ashley Allen says the company has established itself as a reputable firm with repertoire of quality finished products it can take to clients.
“That allows us to get new work and also retain a reasonably high international fee for it,” says Allen.
WG-ST is a joint venture company set up between Walker Group Architects and Stephenson & Turner Architects and Engineers to grow the work Walker Architects had been doing in India.
Allen says WG-ST projects in India include a 10 multiplex cinema building, as well as retail, leisure, community and apartment complexes.
Most recently the company has worked on the Amanora Market City, a US$1 billion project that at one point had 10,000 workers on site.
He adds that accessing expert advice through NZTE’s India Beachhead proved invaluable especially when it came to starting conversations and building relationships.
“Essentially our work is about ideas and feelings, so the 12,000 km distance between the countries isn’t easy. NZTE support has helped us make more trips to India to build those relationships as well as attend trade shows to increase networking opportunities.”
To help deal with the distance factor, the company has also grown partnerships with different architects in several different states in India that have compatible skills and that create a reliable presence in the region.
Working with NZTE’s Brand Partnership programme that allows members to leverage off a New Zealand fern logo applied to their branding also helped WG-ST establish itself as reputable service provider.
“We were told early on that focusing on finding the right partners was more important than sourcing capital and the New Zealand ethos of integrity was understood and recognised through the logo,” Allen says.
One learning from the work WG-ST has done in India is that it helps to have as many projects on the go as possible.
“Where ever possible we always accept the job because, even if you are thinking ‘how am I going to manage this’, there will inevitably be a moment when everything pauses and projects get put on hold. They always start up again, sometimes you just don’t know when,” says Allen.
His advice for companies looking to expand into India is simple – Go on holiday.
“Go for a few weeks and get a feel for the country and the people. Go to try and understand the people and country first, not just to do business.”
Allen says the companies that succeed in India are the ones that are passionate about the country.
“You have to love it, even if it’s a love/hate relationship. You won’t last if you don’t have a passion for the country.”
WG-ST is able to share their enthusiasm for India through a book they’ve published of Allen’s photographs of the region that has proved invaluable in demonstrating the company’s enjoyment of the landscape and culture.
