India’s IT industry has long been the backbone of the global outsourcing ecosystem, known for its strength in project execution, delivery at scale, and process-driven excellence. Over the years, this model has powered impressive growth, attracted foreign investment, and created millions of jobs. However, as global technology demands evolve, the traditional services-led approach is showing its limitations. In a world moving towards digital platforms, AI-driven automation, and cloud-native ecosystems, value is increasingly being created not through customised project delivery but through scalable, repeatable, and user-focused products. This signals the need for Indian IT to undergo a fundamental mindset shift- from being implementers to becoming innovators. The changing nature of demand In this landscape, a project-by-project approach often lacks the flexibility and foresight needed to drive innovation. Product-led thinking, on the other hand, places focus on long-term value creation, user feedback loops, and modularity principles that align more closely with the demands of the digital economy. Rethinking organisational DNA It also means empowering teams with decision-making authority, investing in R&D, and being comfortable with experimentation and failure, a departure from the risk-averse, cost-sensitive service model of the past. Opportunities for differentiation Conclusion
Today’s enterprises are looking for integrated solutions that solve problems end-to-end. This includes not just coding or configuration, but also user experience, real-time analytics, and seamless integration across platforms. The expectation has moved beyond timelines and delivery milestones and towards continuous iteration, user-centric design, and outcome-based models.
To embrace product-led thinking, companies must rethink their structure, talent approach, and culture. This means creating cross-functional teams with product managers, designers, data analysts, and engineers who work together not just to build what’s asked, but to anticipate what’s needed.
The shift isn’t just necessary- it’s strategic. Indian firms that embed product thinking can build proprietary platforms, SaaS tools, and intellectual property that allow them to move up the value chain and compete globally. They can also serve emerging digital-first enterprises across domains like fintech, healthtech, edtech, and logistics, which prefer agile, product-driven engagement over traditional IT contracts.
Project execution has been the foundation of Indian IT, but to lead in the next phase of global tech evolution, product-led thinking must become central. This isn’t about abandoning core strengths, but about expanding them, combining engineering excellence with product vision, user empathy, and a focus on long-term impact.
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