As Spanish companies deepen their presence in India, one theme consistently emerges: success depends not only on products, pricing, or market access, but also on cultural competence.
With over 280 Spanish companies active in India across sectors such as renewable energy, automotive, ceramics, infrastructure, and manufacturing, the opportunities are immense. But so are the challenges. From leadership styles to communication norms, Indian and Spanish professionals often bring very different expectations into the workplace. Left unaddressed, these differences can cause friction; managed well, they can fuel innovation, resilience, and long-term growth.
Understanding the Cultural Gap
Research conducted with 50+ Spanish subsidiaries in India highlights recurring contrasts:
• Hierarchy vs. Equality
Indian workplaces place strong emphasis on hierarchy and clear authority. Spanish teams, on the other hand, prefer flatter structures and open debate.
• Communication Styles
Spaniards value directness and candid feedback; Indian teams often rely on diplomacy and indirect cues to maintain harmony.
• Time Orientation
While Spanish managers emphasise punctuality and discipline, Indian professionals may adopt a more flexible approach, prioritising relationships or contextual needs.
• Leadership Expectations
Indian teams look for directive and hands-on leaders, while Spanish managers often encourage autonomy and independence.
Without awareness, these differences can lead to misunderstandings, delays, or eroded trust.
From Friction to Opportunity
The good news is that cultural contrasts are not barriers—they are opportunities for building stronger organisations. Our study found that companies who invested early in structured onboarding, cross-cultural training, and adaptive leadership practices reported:
• Fewer conflicts around deadlines and hierarchy
• Higher team morale and retention
• Stronger collaboration and innovation across functions
For example, one Indo-Spanish joint task force initially struggled with communication and time management differences. After introducing cross-cultural workshops, buddy systems, and explicit communication norms, collaboration scores improved by 30% in the next employee survey.
Practical Strategies for Spanish Companies
To harness the full potential of their India operations, Spanish companies should focus on three levels of action:
1. Organisational Level
• Conduct cultural sensitisation workshops
• Co-create team charters on communication and timelines
• Build leadership teams with diverse representation
2. Managerial Level
• Adapt leadership style: directive when needed, collaborative when possible
• Clarify expectations around roles, deliverables, and feedback
• Create psychologically safe spaces for dialogue
3. Individual Level
• Develop cultural intelligence (CQ) through training and self-reflection
• Encourage empathy and cross-cultural mentoring
• Use buddy systems to strengthen peer-to-peer learning.
Why This Matters
For Spanish subsidiaries in India, cross-cultural competence is not a soft skill—it’s a strategic enabler. Companies that adapt to Indian workplace realities while leveraging Spanish strengths are better equipped to:
✔ Build trust with employees and partners
✔ Reduce miscommunication and delays
✔ Drive innovation through diversity
✔ Create sustainable growth in a complex market
As Praveen Singhal, Managing Director (India) at Maier Vidorno Altios, puts it:
“Spanish companies that thrive in India are those that treat culture as a strategic priority, not an afterthought.”
India offers Spanish companies not only a fast-growing market but also a rich cultural landscape. By investing in cultural competence—through awareness, adaptability, and empathy—Spanish leaders can transform potential friction into a powerful competitive advantage.
At M+V Altios, we work alongside Spanish subsidiaries to navigate these cultural dynamics, helping them build high-performing teams and achieve long-term success in India.
“Spanish companies that thrive in India are those that treat culture as a strategic priority, not an afterthought.”
India offers Spanish companies not only a fast-growing market but also a rich cultural landscape. By investing in cultural competence—through awareness, adaptability, and empathy—Spanish leaders can transform potential friction into a powerful competitive advantage.
At M+V Altios, we work alongside Spanish subsidiaries to navigate these cultural dynamics, helping them build high-performing teams and achieve long-term success in India.
