Over the past few weeks, I have been pondering over trends that could take shape in India over the next five to ten years. These are my random thoughts and not forecasts. Some may play out only in part, and a few may not play out at all. But if even some of them do, they could change which businesses do well, and that matters to anyone investing for the long term.
Here are some of them.
Businesses that fail the AI test
Legacy IT services companies are the obvious casualties of AI, but they will not be the only ones. Any business that does not change its systems and processes to use AI in its daily work could end up with higher costs and slower decisions than its competitors. The same applies to people. Young and middle-aged workers who do not learn to work with AI tools may find their skills losing value faster than they expect.
I do not expect this to happen overnight. Companies were slow to take up computers, and later the internet. AI will probably follow a similar path: a few fast movers, a large middle that muddles along, and some that wake up when it is too late. Some of the late ones may not survive.
For an investor:
· Look for evidence that AI is already part of the work, such as lower cost per transaction, fewer people for the same revenue, or faster delivery. A line in the annual report is not evidence.
· Be careful with businesses that sell routine clerical or back-office work at thin margins.
· Do not assume that size will protect a company. A small, well-run firm that uses AI well can compete with a much bigger one.
Homes that need managing
More wealthy families are moving from independent houses to luxury condominiums and townships. Social interactions, security, power, water and upkeep are the main reasons. The shift is clearly visible in the metros and is slowly reaching tier-two cities. Independent houses will remain popular in many places, so I would call it a growing preference and not a complete change.
Running such a township is much like running a hotel. There is security, a clubhouse, housekeeping, maintenance and a concierge desk. In senior living projects, there is also care and medical support. Developers have started to see these as “managed homes” and not just an apartment to be delivered before moving on to the next project. Several premium senior living projects have been launched in the past few years.
I would not go as far as saying that real estate companies will become hospitality companies. Selling homes will remain the main source of revenue. Services will add a substantial and steadier income on top, and perhaps a stronger brand. Running a property well is also a different skill from building one, and a developer who does it badly will damage the brand he has built over the years. Senior living is still very new in India, and it is yet to be seen how many families can afford it at the prices being asked. Remember, PVR and Indigo earn substantial revenue from food, besides their core business of exhibition and aviation.
For an investor: see how much of a developer’s income is recurring, and whether he runs the service himself or hands it to a partner.
Brand owners, not factory owners
Indian consumer companies have traditionally made what they sell. Hotel companies, likewise, have owned the hotels they run. Both are changing. Many hotel companies now run properties that belong to others. FMCG companies have started outsourcing part of their production. Consumer electronics companies buy finished goods and sell them under their own label. Textile and apparel companies have moved in the same direction. The success of contract electronics manufacturing in recent years shows how large this space can become. I will call it manufacturing as a service (MAAS).
I expect more of this, especially in categories where brand, design and distribution matter more than the factory, such as apparel, electronics, home products and personal care. A company that gives up its plants frees up capital and can earn better returns on what remains.
But I do not think most large consumer companies will exit manufacturing altogether. Even in developed markets, many big food and household brands run their own plants, because quality, scale and cost control are central to their business. The shift will be selective.
One more thought. The contract units may be smaller ones, located in smaller towns, as this saves on logistics, as they are closer to the consumer. Cheaper labour and land could be an added incentive. If manufacturing spreads to smaller towns, jobs and incomes will follow.
For an investor: before investing in a contract manufacturer, check how many customers it has. If one brand takes most of its output, one decision by that brand can hurt it badly. For a brand owner, check whether returns on capital actually improve after it cuts back manufacturing.
Growth moving to smaller cities
As the growth in jobs and population shifts to tier-two and tier-three cities, and to the fringes of the metros; manufacturing spreading out, better roads and railways, improvement in power, water and sanitation in smaller towns, and popularity of work from home could trigger a reverse migration of labor. High rents and congestion in the metros will push this trend further. The metros will stay big. They may just stop being the only place where the opportunity is.
For an investor: look at companies that sell to, or lend in, smaller cities and are building their business around them. Be careful with companies that depend on the metros alone.
Smaller kitchens
More women may join the workforce in the years ahead, and households are getting smaller and busier. This could change how much time goes into cooking at home. Home-cooked food is too deeply rooted in our culture to go away. But the effort that goes into it may fall. Ready-to-cook and ready-to-eat food, frozen products, cooking pastes and mixes, and food delivery could all grow. In most developed markets packaged food has a much bigger share of what people eat, and India may move in that direction, though perhaps more slowly.
If it does play out, the effects will be wide: packaged and ready food, cooking ingredients, utensils and appliances. For example, demand for small, multi-use appliances may rise, while demand for traditional cookware may slow.
For an investor: watch which food companies are building ready-to-eat ranges, and the cold chain that goes with them.
Mental health goes mainstream
Mental health is one of the most neglected parts of well-being in India. I think this will change. Uncertain jobs, an ageing population, smaller and more scattered families, and loneliness will push up the need for care. Awareness is also rising, and the law already says that insurers must cover mental illness on the same basis as physical illness, though how well this works in practice is a different matter.
The difficulty is supply. We have very few trained psychiatrists and counsellors for the size of our population. So, I expect the growth to come through hospitals adding departments, tele-counselling, wellness programmes run by employers, and insurers. It will probably be a slow build and not a sudden one. Mental health may well join cardiology, oncology, ophthalmology and endocrinology as a mainstream discipline.
For an investor: look at hospital chains and insurers that are building this line of care, and at digital health platforms, but give it time.
Cyber security becomes a core function
AI makes it cheaper for attackers to write convincing fake messages, find weak points and run attacks at scale. At the same time, we keep connecting more of our lives: phones, cameras, door locks, smart TVs, appliances and payment apps. Every new connection is one more door for an intruder. AI will also help the defenders, so this will be a race and not a one-sided contest.
So far, cyber security has been treated as a support function in most companies, something the IT department looks after. I think it will become a core function, in the same league as finance and marketing, with a seat at the board. Regulators such as the RBI, SEBI and CERT-In have already tightened the rules on security and reporting of incidents. A serious breach can stop a business for days, as several companies across the world have found.
For an investor: check what a company says about past incidents, and whether anyone on its board understands the subject. Expect security to become a growing item in costs. India has few listed pure-play cyber security companies, so the opportunity may lie more with IT service providers that build this capability.
How these trends connect
Several of these trends are linked. AI sits behind the pressure on jobs, which adds to the need for mental health care, and also behind the rise in cyber risk. Better infrastructure in smaller towns supports both the outsourcing of manufacturing and the shift of growth away from the metros. Smaller households connect the changes in our kitchens with those in our housing.
A word of caution
Trends that everyone can see get priced into stocks quickly. Being early is often the same as being wrong, and timing is harder than direction. So, I would use this list as a set of questions to ask about any company I own or plan to buy, and not as themes to chase. Is it ready for AI? Does it depend on one city? Could a cyber incident stop it? Is it holding on to assets it no longer needs? I would be happy to hear which of these trends you think will play out and which will not. Please do share your thoughts.