29: Axel Angeli: Pioneering India-Europe Tech Collaborations
Exploring the Impact of Export Promotion Councils and the Indiasoft Expo on Global Trade and Digital Innovation
Hi Kula Readers,
This week we bring you the story of Axel Angeli, a cyberneticist and digital transformation evangelist with deep roots in building relationships with India. In addition to his many SAP rescue projects, he is the European Ambassador for the ESC (Electronics and Computer Software Export Promotion Council) and the EEPC (Engineering Export Promotion Council).
With Axel, we dug deep into his work with the two Indian councils, their projects and promotions regarding European partnerships, and ESC’s flagship, the Indiasoft – India’s largest tech expo.
We thank you our great Ambassador Maximilian Tilp for having conducted the interview and written this great article!
Key Takeaways
🤝 Export Promotion Councils: India has 41 government-owned export promotion councils that support exporters by providing valuable publicity, organizing trade fairs, and facilitating communication with the government, playing a crucial role in enhancing trade relationships.
🤓 Indiasoft Expo: The upcoming Indiasoft tech expo, marking its 25th edition in 19th-21stMarch 2025, serves as a pivotal platform for networking, showcasing diverse industries, and fostering partnerships between Indian and global businesses, reinforcing India’s status as a tech hub.
📈 Growth in Exports: India’s exports of computer software and services rose significantly from 135 billion US $ in 2018-19 to 193 billion US $ in 2022-23, demonstrating resilience and growth even during challenging times, with North America and Europe being key markets.
Axel Angeli’s Journey
Axel is an entrepreneur for over 40 years and currently focuses on Artificial Intelligence, Robotics, Industry 4.0, Cognitive Industries and is known as a keynote speaker at various international conferences and exhibitions. In Africa, he focuses on implementing Dual Studies for Agriculture 4.0.
In India, it all comes together: computing, engineering, electronics and relationship building.
He has been the European Brand Ambassador for the ESC since 2009 and organizes the annual delegation to their flagship exhibition, Indiasoft.
ESC (Electronics and Computer Software Export Promotion Council)
The ESC is one of India's most dynamic premier trade promotion organizations. It is owned by the government of India and is mandated to promote India's electronics and information technology exports to global markets. One way it does this is by holding events in Europe and working with other organizations, industries and governments there. Another way is to bring the audience together in India for the annual Indiasoft exhibition, which the ESC organizes. The Indiasoft is India's largest technology exhibition, and we describe it in more detail later.
In recent years, exports of computer software and services increased from 135 billion US $ in 2018-19 (from 04/2018 to 03/2019) to 193 billion US $ in 2022-23. Even when Covid hit in 2020-21, India increased their exports by 4 billion US $. The largest software-producing region is the South of India (67 %). Karnataka (38 %) is the largest contributing state, and its capital Bangalore is one of the major tech hubs in India.
The main destinations for these exports are North America (55 %) and Europe (30 %), with the United Kingdom (14 %), the Netherlands (3 %) and Germany (2 %) being the largest importers.
Apart from software exports, the ESC is also responsible for electronic hardware exports. In 2022-23, India exported roughly 23,5 billion US $ worth of electronic hardware, more than 50 % of it corresponding to the telecommunication sector.
Europe is the top importer of electronic hardware (34 %), followed by North America (23 %) and the Middle East (21 %).By far the largest export item is smartphones, at about 11 billion US $, followed by photovoltaic cells with 1 billion US $.
For example, Apple moved part of its production of the iPhone 14 to South India, making it the first new model to be partly manufactured in India. Followed by the iPhone 15, iPhone 15 Plus, and the entire iPhone 16 lineup, more than 14 % of all iPhones produced are made in India. Thus, India’s smartphone and electronics exports continue to grow.
In addition to their exhibitions and delegation trips, the ESC offers its members a range of services to accelerate exports and interests in establishing business linkages in India, such as conducting market research/studies in major overseas markets and facilitating business interfaces between Indian and foreign companies.
If you want to learn more about the ESC, visit their website here (https://www.escindia.in/).
EEPC (Engineering Export Promotion Council)
EEPC India is the premier trade and investment promotion organization in India. It is sponsored by the Ministry of Commerce & Industry, Government of India and serves the Indian engineering sector. Its aim is similar to that of the ESC: to promote trade, link organizations and sponsor national and international events.
In 2023-24 the total engineering exports amounted to 109 billion US $, an increase of 2 % compared to 2022-23. The main products exported were electrical machinery, industrial machinery, and automotive and transport equipment. The main material exports were iron, steel, and aluminium. The main European importers are Germany (4,1 billion US $), Italy (3.9 billion US $) and the United Kingdom (3,6 billion US $).
In 2023-24, the EEPC organized 93 web/physical events and managed 24 India pavilions at international exhibitions.
If you want to learn more about the EEPC, visit their website here (https://www.eepcindia.org/).
Indiasoft & Logosworld Business Tour
As previously mentioned, the Indiasoft is the flagship of the ESC and will be hosted for the 25th time from 19th to 21st March 2025. The fair co-hosts eight more fairs, including Smart City India, IoT India and FINTECH India. It is India's largest tech expo and attracts more than 50.000 visitors and more than 1.500 Indian exhibitors. With representatives from over 80 countries, Indiasoft is the ideal platform for invaluable networking opportunities, bridging connections across continents.
As part of his Ambassador Role for the ESC, Axel is conducting a yearly business trip to India, with the highlight being Indiasoft. The delegation will take place from March 15th to 25th 2025 and will include business meetings in India’s most vibrant tech cities Hyderabad and Bangalore. Besides a deep dive into India’s business world, the tour offers an option to explore India’s culture while spending a few days in the Ayurvedic tiger resort in Kanha. What sets this delegation apart is its flexible design and individual organization around the visits to Bangalore, Hyderabad, and Indiasoft. If you're interested in the spaceship sector, Axel and the ESC will connect you, so you can visit Sriharikota as part of the tour. This tour is designed for any businessperson, from any industry, who wants to explore business opportunities or is actively looking for a partnership in India.
For more information about the business trip, visit Axel's website here (https://www.logosworld.com/events/indiasoft-2025).
Conclusion
Thank you to Axel Angeli for sharing his valuable insights into the work of the ESC and EEPC. These organizations are vital in enhancing trade relationships between India and Europe. With events like Indiasoft on the horizon, the future of trade relations looks promising, opening new avenues for collaboration and innovation. If you are interested in exploring business opportunities in India, we encourage you to check out the councils' activities or reach out to us for more information. We are also happy to connect you with Axel.
References:
1. Electronics and Computer Software Export Promotion Council (ESC)
Website: ESC India
Publications: ESC Publications - Reports and insights on electronics and IT exports.
2. Engineering Export Promotion Council (EEPC)
Website: EEPC India
Publications: EEPC Report - Information on engineering exports and industry trends.
3. INDIASOFT
Website: INDIASOFT - A platform for promoting Indian software and IT services globally.
4. Logos World
Event Info: INDIASOFT 2025 - Upcoming events for promoting Indian software exports.
Industry News
5. Apple Manufacturing in India
MacRumors Article: Apple Assembles More iPhones in India
The Verge Article: Apple's iPhone Production in India
Export Promotion Resources
6. Drip Capital
Blog Post: Role of Export Promotion Councils
7. Ministry of Commerce and Industry
Resource Page: Export Promotion Councils
This format provides a clear and concise overview of each source, making it easy to find relevant information about export promotion in India.