MAM
India leads emerging trends in internal communication, Nexticshift study finds
Study highlights AI, scale and pressure as key drivers
INDIA: India is emerging as an early signal market for the future of workforce and internal communication, according to a new study released under the Nexticshift initiative, which argues that the country is beginning to shape trends other markets will face next.
The report challenges the assumption that Indian internal communication practices merely follow western models. Instead, it finds that India’s scale, speed and pressure-filled operating environment are pushing organisations to adopt more pragmatic, outcome-driven approaches, accelerated by artificial intelligence and demographic change.
With an estimated workforce of nearly 640 million, larger than that of the EU, the US and the UK combined, India represents one of the world’s most complex communication environments. Fewer legacy systems, a younger workforce and rapid, necessity-led AI adoption are reshaping how organisations connect people, priorities and purpose.
The study is based on a five-city listening tour conducted across Mumbai, Delhi, Bengaluru, Hyderabad and Pune in November and December 2025. Researchers held 60 in-depth conversations with chief communication officers, senior internal communication leaders, global capability centre executives, academics and practitioners.
The report was led by Europe-based practitioner Mike Klein, and Ambuj Dixit, based in Mumbai, drawing on nearly five decades of combined experience across corporate, agency and consulting roles.
Its central finding is that intensifying commercial and delivery pressures, combined with limited budgets and resources are forcing internal communication teams to prioritise effectiveness over activity. The function is shifting away from culture-building alone towards enabling clarity, coordination and risk management across large, fast-moving organisations.
As AI compresses timelines and accelerates decision-making, the value of internal communication is increasingly measured by outcomes rather than volume. Routine work is being automated, freeing teams to focus on sharper leadership messaging and more memorable communication as competition for employee attention rises.
“India offers a compressed view of the conditions many organisations globally are only beginning to experience,” said Klein. “That makes it an important place to understand where internal communication is heading.”
“This research is not about best practices or benchmarks,” said Nexticshift co-founder Dixit. “It is about listening carefully to practitioners and recognising how the function is being reshaped by real operating pressure.”
Positioned as an industry resource rather than a prescriptive playbook, the report argues that internal communication is becoming a strategic capability, central to organisational resilience and performance, rather than a support function focused on managing employee sentiment.
Brands
Axis Bank named Official Banking Partner of DP World PGTI
Partnership supports all tournaments this season to grow professional golf in India.
MUMBAI: Axis Bank just teed up a hole-in-one partnership because when a bank sponsors golf’s biggest swing in India, even the fairways feel more financially secure. Axis Bank has been appointed Official Banking Partner of the DP World Professional Golf Tour of India (DP World PGTI), strengthening its commitment to sporting excellence and community engagement while backing the growth of professional golf across the country.
Under the partnership, Axis Bank will support all DP World PGTI tournaments this season, contributing to talent development, enhanced tournament experiences and wider fan engagement. The collaboration aligns the bank’s values of precision, discipline and trust with the Tour’s focus on performance and opportunity.
Axis Bank executive director Munish Sharda said, “We are pleased to partner with DP World PGTI as its Official Banking Partner. Golf embodies precision, discipline, and a pursuit of excellence qualities that strongly reflect who we are at Axis Bank. This association also strengthens our engagement with India’s growing premium customer segments, where the sport has a deep and enduring connect.”
Professional Golf Tour of India president Kapil Dev said, “We are extremely pleased to welcome Axis Bank as a Tour Partner of the DP World Professional Golf Tour of India. Partnerships of this stature play a vital role in strengthening the foundation of the Tour, enhancing opportunities for our players, and expanding the sport’s reach across the country.”
Professional Golf Tour of India CEO Amandeep Johl added, “Axis Bank’s strong legacy of excellence, innovation, and nationwide reach aligns perfectly with DP World PGTI’s goal to elevate professional golf in India and provide greater opportunities for our players.”
In a sport where every stroke counts and every partnership drives distance, Axis Bank isn’t just backing golfers, it’s investing in the fairway to future, turning India’s greens into a stage where precision meets passion and every drive has the power to inspire.
