“We want to grow organically, not exponentially”

In this competitive era where clients don’t mind slamming the brakes on services that do not bring much to the table, it is often the vulnerable who fall victim to the siege. And for an industry like PR which is anyway sidelined by clients and media alike, the scale is always in favour of large agencies. But then there are a handful of small – or rather ’boutique’ agencies, as Dennis Taraporewala, Director, Criesse Communications, would like to call it – which are changing the market dynamics and giving the biggies a run for their money.

With a flurry of big and key clients vouching for the services of this communications shop, the going has been very good for Criesse thus far in India. In conversation with MXM India’s Johnson Napier, Mr Taraporewala declares that boutique shops can redefine the way PR functions as a discipline in India, and talks about how the larger players will be compelled to work in a cooperative fashion with the smaller players, and not in isolation, in future.

Read excerpts here: http://www.mxmindia.com/2012/01/we-want-to-grow-organically-not-exponentially-dennis-taraporewala/