The Indian legal scenario is undergoing a significant change with Bar Council of India permitting foreign law firms to practice under specific conditions, while simultaneously imposing stricter rules on advertising by Indian lawyers. This has left everyone debating, especially in the digital age where visibility is essential to outsmart the growing competition.
The fundamental question arises: How ready is the Indian legal community to adapt to this transition and compete globally?
It is essential to lay a strong groundwork by first addressing a few pivotal questions:
Do you know “Why” you do what you do?
Looking at the purpose and values that drive your legal practice helps uncover the core motivations which not only direct ethical marketing, but helps in relating with clients authentically. It is the personal stories or values that becomes your differentiator in this competitive and crowded market.
When we asked Amit Aggarwal, Managing Partner at SNG & Partners, he said, “As a relationship-based firm, we aim to provide simple legal solutions to complex issues, guided by strong ethics. Our strength lies in understanding our clients’ needs and goals, and delivering clear, high-quality legal advice through insightful strategies. Ethics, empathy, and effectiveness are at the core of why we do what we do.”
Do you have a strong brand identity?
The brand identity should be clear and well-defined so that your firm’s mission, vision, and values are consistent across all platforms, from your website to social media. This helps build trust and recognition with your target audience and supports any marketing efforts. For example, international firms excel in crafting compelling narratives (clearly communicating their values and expertise) that resonates with their target audience.
Is your firm’s culture adaptable?
A firm can effectively adapt to the changing legal market and client expectations by cultivating a culture that promotes change and continuous learning. This includes a collaborative approach among lawyers, strong HR policies, clear metrics and expectations at all levels, efficient use of legal technology and clear internal communication about what brand stands for.
Amit highlights the growing criticality of digital fluency: “As legal practice becomes increasingly digital, lawyers must be adept with various legal tools and technologies. These include case management systems, AI, and CRM software that help manage and analyse customer data, supporting functions like marketing, sales, and client service.”
He further adds “Future attorneys must develop a wide range of skills to keep up with a constantly evolving legal field influenced by social change, technology, and client expectations. They will need not only legal knowledge but also interpersonal, technological, and managerial skills to navigate this dynamic environment. Key traits include adaptability and ethical problem-solving in a digital world.”
Is your expertise at par with the international standards?
With foreign lawyers setting foot in the Indian market, it becomes critical to remain current and updated with global legal trends and best practices. Continuous learning and specialization not only enhance credibility but also provides a competitive edge. It also equips you for potential collaborations with foreign law firms. This expands the client base and services.
A Supreme Court Advocate highlights the value of international benchmarks:
‘Among several factors which can benefit Indian lawyers, they are likely to find great value in studying and gaining access to global best practices which they should adopt locally. In terms of research, drafting, confidentiality systems, billing, recruitment and use of technology, there are practices which have been tried and tested globally with great success. They are proven to streamline work flow and build efficiency in the provision of legal services. Adopting these practices in India will significantly bridge the gap between Indian and foreign lawyers and enhance the Indian lawyer’s ability to communicate better with foreign clientele.’
Dhruv Janssen-Sanghavi, Founder of Janssen-Sanghavi & Associates, highlights the growing trend of strategic partnerships between Indian and foreign firms: “We have already seen the first tie-up between Indus Law and CMS. I can imagine that such exclusivity arrangements for referrals would be useful for some firms for client acquisition. However, it also creates barriers for younger law practices if the exclusive tie-ups between very large and established practices become anticompetitive. It worries me that size might overshadow merit for international work.”
Amit adds, “To stay competitive, Indian lawyers must align with global standards while leveraging their domestic strengths. They excel in areas like SEBI, RBI, FEMA, banking, arbitration, and consumer protection, and benefit from understanding India’s unique business practices and unwritten rules.
Specializing in niche sectors—such as state-specific real estate law, IP (including patents and trademarks), data privacy, cybersecurity, fintech, ecommerce, and domestic arbitration—can be a major advantage.”
Is strategic business development at the centre of your firm’s practice?
This includes brainstorming with senior leadership and documenting solid business development processes. Something as simple as creating Standard Operating Procedures (SOPs) for client intake, communication, and follow-ups. Also, investing in lawyer training programs that focus on business development skills empower them to contribute towards personal and firm growth. For instance, Ashurst has an in-house program focused on teaching lawyers about business development and client relationship building. The emphasis is to shift from a transactional partnership to a strategic partnership with clients.
How strong is your networking game?
Networking and forming meaningful connections within the legal community (domestic and international) and with clients can lead to organic referrals, collaboration and partnerships. Instead of depending only on advertising, providing value and building trust should be the main focus.
Do you prioritize a client-centric approach?
This involves nurturing and strengthening client relationships through tactics like cross selling, effective client relationship management, timely comprehending client needs and delivering quality service.
Is your firm equipped to handle the AI and technology driven legal industry?
Adopting digital tools in daily practice has now become a necessity. Incorporating basic technologies like AI, cloud computing, automated workflows, software like CRMs, case management, legal accounting, and document automation can significantly boost efficiency and accuracy and thereby, client satisfaction. Technological proficiency in this evolving landscape guarantees that your firm will continue to be competitive and responsive to clients’ needs.
Amit noted, “We invest in time-tracking tools, knowledge repositories, and intranets to support our associates in delivering faster, more accurate advice. This supports creative problem-solving and efficient handling of legal challenges. In response to a more global and interdisciplinary legal environment, we emphasize teamwork and collaboration to address today’s complex legal challenges.”
Do you have a thought leadership strategy in place?
Providing insights through articles, webinars, and speaking engagements can help position you as a thought leader in your field.
Client Retention & Visibility for Indian Firms
A Supreme Court Advocate offers a balanced view, noting: “Foreign law firms entering the Indian market will likely be favoured by their existing non-Indian clients to advise on Indian matters. When permitted to access the Indian market, foreign firms can persuade their clients to extend their current engagement to assignments in India. This is expected to restrict the pipeline of transactional work and direct assignments from foreign clients for Indian firms.”
In essence, established Indian firms risk losing out on international work if they’re not already in the mix. But all is not lost:
“While Indian law firms may take a hit on foreign client acquisition with the entry of foreign firms, there are also opportunities to be availed. Foreign law firms can reap rewards from the Indian market if their collaboration with Indian practitioners is culturally and technically synchronised. This is potentially beneficial for smaller Indian firms having the requisite subject matter or forum expertise, as the remodelling of their practice offerings to suit the foreign firm’s requirements is relatively easier when compared to the larger firms.”
Aligning readiness with strategy
Assessing if your firm/practice is ready to address the challenges and opportunities presented by a globalized legal market should be the first filter before prioritizing advertising. Advertising should be a reflection of your firm’s strengths and not a substitute for them.