Market planning at Corptive means sizing the market, prioritising the accounts worth chasing, mapping the people who decide and tracking the budgets and tenders that open doors in Indian industry and government, then turning it into a route-to-market plan.
- Who it’s for
- Companies entering or expanding in Indian enterprise and government markets
- Typical engagement
- Six to eight weeks
- Refresh
- Every quarter, as budgets and tenders move
- Outputs
- Market map, tiered account list, stakeholder maps, tender intelligence
The market has moved. Here’s the evidence.
of public capital expenditure budgeted by the Union Government for FY 2026-27.
Source: Union Budget 2026-27procured through the Government e-Marketplace (GeM) in FY 2024-25.
Source: All India Radio News, August 2025of business buying cycles have procurement professionals as decision-makers.
Source: Forrester, January 2026The money is there. Winning it means knowing which budget line, which department, which procurement route — and who signs.
How we plan a market
Current practice, adapted for how Indian enterprises and government actually buy — and backed by relationships most agencies don’t have.
Procurement is now in the room
Forrester finds procurement professionals are decision-makers in 53% of business buying cycles. Every plan we write includes the procurement path — documents, certifications, empanelments and timelines — not just the marketing story.
Source: ForresterSizing from real data
An account universe built from company data, past tender awards and hiring and technology signals — sized in rupees, not in slide-deck guesses.
Stakeholder and influence maps
Ministries, departments, PSUs, city SPVs, regulators and project management consultants — plus enterprise buying groups — mapped to who decides, who influences and who can block.
Budget and tender intelligence
Scheme outlays, state budgets, GeM categories, past awards and CPPP and state e-procurement notices, turned into a procurement calendar for your category.
Route-to-market choice
Direct, through SIs and OEMs, GeM listing, empanelment or PPP — with the documents, certifications and timelines each route needs.
AI-assisted research, human judgement
Agents scan tenders, policy documents and news at scale. Analysts verify every finding, and practitioners from our network pressure-test the conclusions in interviews.
Competitive landscape
Who is winning in your category, at what price, through which route — and where the gaps are.
A reach-out plan you can run
Which accounts to approach first, what to say to each role, and which forums and roundtables to use.
Deliverables
- Market map with sizing and segments
- Prioritised, tiered account list
- Stakeholder maps for priority accounts and departments
- Procurement calendar for your category
- Route-to-market recommendation with requirements
- 12-month reach-out plan, refreshed every quarter
How engagements start
A typical engagement takes six to eight weeks, with quarterly refreshes as budgets and tenders move.
From first call to results
Frame
Your offer, target sectors and the decisions the plan must support.
Research
Data, tenders, budgets, competitors and stakeholders.
Validate
Interviews with practitioners and buyers from our network.
Plan
Priorities, route to market and the reach-out plan.
Refresh
New budgets, tenders and signals folded in.
Results from similar programmes
How long does a market plan take?
Usually six to eight weeks, depending on how many sectors and states are in scope.
Do you do primary research?
Yes. Every plan includes interviews with practitioners and buyers from our network, alongside desk and data research.
Can you cover state governments and city bodies?
Yes. State departments, PSUs, municipal corporations and smart-city SPVs are a core part of our work.
Will you help us execute the plan?
If you want us to. Most clients move straight into account-based marketing, AI-led outreach or roundtables built on the plan.
How do you keep our plans confidential?
We work under NDA, keep client research separate, and never share one client’s findings with another.
Do you track tenders for us?
We build the procurement calendar and can refresh it every quarter. For daily tender alerts we recommend a dedicated service and help you set the right filters.
Related services
Tell us who you need to reach.
We’ll come back within one working day with a view on the opportunity and how we would approach it.
AI-led marketing, ABM and partnerships — backed by a decade of convening India's industry and government.