Setting the stage for an India-centric discussion, TBR met with PwC India leaders for a discussion about the post-pandemic shift in perspectives on opportunities within the India market, based on India’s economic growth and the growth of international companies’ global captive centers. Increasingly, according to Gayal and Gomes, decision makers for global companies reside in India, which is influencing talent management, supply operations and growth opportunities.

PwC’s fundamental value proposition around trust and client intimacy reflects the firm’s strong governance, risk and compliance (GRC), cybersecurity and technology capabilities. TBR views risk and cybersecurity offerings as natural enablers for client discussions around business model reinvention and — when complemented by credible customer zero use cases across multiple domains, including AI — an extension of trust throughout a client’s ecosystem.

Of the three major focus areas for TBR’s 2025 predictions — strategy consulting, generative AI (GenAI) and ecosystem intelligence — the first may seem a long shot, the second too obvious to be new, and the third too well established to be changing much. All three will upend expectations in 2025 with wildly varying results for the IT services companies and consultancies that TBR tracks and for their technology partners.