GROWTH & INNOVATION STRATEGIES OF IT MNCS, MEDIA AND START-UPS OPERATING IN INDIA IN COVID ERA

Abstract

The COVID-19 pandemic has had a major impact on India's businesses, affecting various industries including healthcare, hospitality, tourism, and retail. Lockdowns and movement restrictions forced many businesses to shut down temporarily or permanently, leading to reduced demand, revenue, and job losses. Small and medium-sized enterprises (SMEs) and the informal sector have been hit hardest. The government has provided support through loan moratoriums, financial aid, and tax breaks, but many businesses still face challenges. On the other hand, some sectors like e-commerce and technology have seen growth due to remote work and online shopping. The pandemic has accelerated digital technology adoption and increased the use of digital payments, online education, and telemedicine. Overall, the pandemic has had a profound impact on businesses in India with varying effects across sectors. Some businesses struggled, while others adapted and prospered in the new normal. Keeping this in view, this study analyses the movement of MNCs, Domestic Businesses and Start-ups and Media Industry during, and post-pandemic usher. I have tried to touch-base on Growth and innovative strategies of that are undertaken by the above said types of organizations. This research delves into the understanding of how MNCs, Domestic Companies and Start-ups, and Media are responding to COVID in terms of their business operations and growth strategy. Also this study looks at the tactics that multinational corporations utilize to acquire talent and bolster their growth in India operations as they are multi-process-product entities that seek global opportunities and invest in comprehending the business environment, culture, politics, economy, and legal systems of their target countries. They do so by evaluating the business climate of a prospective country through risk analysis. The hallmark of a true multinational corporation is their dedication to executing business functions such as manufacturing, marketing, R&D, and financing globally, and such is the case of domestic businesses and start-ups too. Here, I have focused on understanding the drivers of growth, including the framework of strategies, vision, mission, and annual objectives taking into consideration the significance of innovation, sustainability, and wellness factors in business sustainability. media and IT - which 6 are known for their high work demands and stress levels that can negatively impact both personal and professional life. The research examines the reactions and responses of Domestic Businesses/Start-ups and MNCs to the work-culture, employee engagement and so on. Mostly, talking about what worked best during and after pandemic. To enable the study to be more efficient with clarity, I have used interviews, case studies and survey to know the trends, opinions and more. The study identifies that although there are multiple challenges thrown by pandemic, yet it worked in favor of the industry in multifarious ways. For example, in case of IT industry that comprises of more than 50% of my survey respondents, AI, AR and Digital Platforms became more popular with high business prospects. In case of Media Industry, different platforms like social media platforms, apps, etc. have become more popular by virtue of pandemic. This project will take you through what exactly happened with the said organizations and industries in the pandemic era, and how they responded to this and geared up with strategic moves in place.