Proactive pitch is new sales driver for Indian IT companies

India’s technology outsourcing industry, the world’s biggest by some distance, is taking a bold new sales approach to deepen their client relationships.

The old order, of lengthy and elaborate Requests for Proposal (RFP) that often included repetitive and somewhat perfunctory elements, is changing rather fast, yielding place to the new. Now, proactive pitches for broader engagement are making up a third of new deal renewals, up from 10–15% two years ago, data from HfS Research showed.

Analysts say the shift helps incumbents retain clients and…