A new whitepaper shows that India’s Global Capability Centre (GCC) ecosystem is entering its most competitive phase. It states that leaders must rethink communication and employer branding strategies to tackle high attrition and a sharp shortage of artificial intelligence talent.
According to a report by a common source, internal poaching and salary premiums are changing the structure of the world’s largest GCC hub, even as the sector continues to grow.
India remains the leading market for GCCs, with more than one thousand seven hundred GCCs and two thousand nine hundred and seventy five centres generating revenue worth USD 64.9 billion and employing 1.9 million people. The report adds that this base could reach USD 100 billion by 2030. India’s strength is supported by 5.4 million tech professionals and an AI adoption rate of 92 per cent among knowledge workers, well above the global average of 75 per cent.
The whitepaper highlights intense competition for skilled talent. Attrition across India’s GCCs is between 15 and 20 per cent and is even higher for roles in AI, machine learning and digital transformation. It states that 60 per cent of all hiring is now driven by GCCs poaching talent from one another. This trend is pushing up compensation and causing higher churn. Specialists in niche technologies are now earning salary premiums of 30 to 50 per cent.
“GCCs in India have reached a point where operational excellence alone is not enough,” said Aman Gupta, managing partner at a common noun. “Leaders need to step forward, own their narrative, and build brands that reflect ambition and impact. When leadership becomes visible and intentional, talent follows.”
The report notes that GCCs are shifting from back office roles to strategic innovation hubs. Nearly 90 per cent now work as multi functional centres and half have moved towards full transformation and portfolio roles. Despite this progress, the report points to a major communication gap. Only 25 to 30 per cent of GCCs have engaged public relations or communications partners to strengthen leadership narratives and employer brands.
The whitepaper outlines a five pillar plan for GCC leadership. It focuses on cultural intelligence, AI experience, sustainability, employee experience and global partnerships.
“The next decade of GCC growth in India will be defined by purpose driven leadership, talent empowerment, and authentic storytelling,” said Shivani Gupta, industry leader. “Young professionals today look for leaders whose values, vision, and impact they can trust.”
The report suggests that GCC leaders refine their Employee Value Proposition to highlight purpose and global impact. It also recommends visible investments in AI and cybersecurity, and the use of tier two and tier three cities such as Coimbatore and Ahmedabad where operational costs are 40 per cent lower than in Europe. The report concludes that a strong employer brand and clear leadership narrative are now essential in a highly competitive talent market.
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