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Publication date: 29 Jan 2024

Digital Tech Spending in India to Grow 2x the Economy in 2024, IDC Predicts


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IDC Reveals Digital Business Strategy Predictions for India

INDIA, 30 January 2024 – In a recent IDC report, IDC FutureScape: Worldwide Digital Business Strategies 2024 Predictions — India Implications, IDC predicts, spending on digital technology by organizations will grow at 2X the economy in 2024, as companies are compelled by market demands to grow digital business models and strengthen digital capabilities.

Recently, amidst economic challenges, enterprises have seen digital technology as a cornerstone of sustainable growth. The market demands digital experiences in the products and services they consume, putting an emphasis on expanding digital capabilities. Despite inflationary and budgetary pressures, organizations continue to prioritize digital technology. Laggards will accelerate digital technology spending to remain competitive. This trend has led to a significant surge in digital technology spending, outpacing GDP growth in recent years, which will continue in 2024.

According to IDC's India Digital Business Survey, 2023, about 60% of Indian enterprises’ revenue is expected to come from digital business models in the next three years.

Digital disruption has become essential for enhancing customer satisfaction, boosting revenue, and fostering innovation. Take a closer look at IDC's top ten predictions for India’s digital business leaders:

  • Leading Organizational Change in Response to Technology Change: CEOs will play a pivotal role in orchestrating organizational changes by laying emphasis to invest in digital-first initiatives to deliver on digital revenue targets, recognizing that a forward-thinking digital strategy is the cornerstone of sustained growth and competitive advantage in today's rapidly evolving business landscape.
  • Fostering Digital Business Platforms:  The platform-based approach ensures that prior technology investments in building a scalable technology foundation enables leading organizations to scale transformation initiatives and accelerate time-to-market of future use cases to gain competitive advantages over time horizons beyond the current financial year. To gain a distinct edge in the digital business era, organizations must develop platform and data-driven capabilities that scale transformations in business, operating, and organizational models.
  • AI Everywhere Will Supercharge New Digital Business Models: IDC expects that the combination of predictive AI, machine vision, and GenAI capabilities, and the provisioning of on-demand services through digital ecosystems, will take on a new dimension. This will open opportunities to create new products and services for customer segments that will appreciate the appeal of these capabilities. Indian organizations will be increasingly selling to, engaging with, or provisioning on-demand services through digital ecosystems to enable new business models powered by AI everywhere capabilities.
  • GenAI Will Be Used to Innovate: GenAI will be used to codevelop digital products and services by pinpointing market opportunities and allocating company resources. Digital-native businesses will also rely on technology to support their disruptive business models and to create their competitive edge. The companies that utilize GenAI will more efficiently and effectively roll out new revenue-generating endeavors, leading to faster-paced growth that their competitors not using GenAI will struggle to match.
  • CIOs Become Central to Sustainability Initiatives: CIOs are uniquely positioned at the intersection of technological innovation and sustainability initiatives. To meet their sustainability ambitions, Indian organizations' business and IT leaders are committed to allocating a significant portion of their digital tech spending towards sustainability initiatives.
  • Measuring Success Will Require New KPIs: Tracking what is truly relevant to the business is critical for strategic decision making. We expect to see new key performance indicators (KPIs) implemented that reflect a shift toward the creation and delivery of digital products, services, and experiences, which are the defining attributes of a digital business.
  • AI Will Impact Workflows and Drive Employee Reskilling: The wholesale adoption of AI will bring challenges for employees who see their overall workflow and learning process impacted. To mitigate negative impact and drive adoption, employees will need to be reskilled to work alongside GenAI and CIOs need to build a foundation of talent, experience, and training data tailored to their business needs
  • Elevating the Role of Chief AI Officer to the C-Suite: The virality of generative AI has reinvigorated the focus on artificial intelligence across the business and brought it to the forefront of conversations in the boardroom. With many organizations developing their AI strategy and road map, it is becoming apparent that a leader must be appointed to sponsor and drive AI initiatives. As per IDC, it is important to consider a new role like the chief AI officer and elevating that role to the C-suite so that they have both the directive and authority to drive real change.

“To navigate the digital future, CEOs must lead significant organizational transformation with a focus on digital initiatives for sustainable growth. Adopting platform-driven changes and utilizing AI will drive businesses toward a fresh wave of innovation. CIOs, crucial for sustainability, will redefine success metrics in the digital realm, “ says Neha Gupta, Senior Research Manager, IDC India. “Equipping the workforce with new skills is crucial, and the rise of the Chief AI Officer underscores the pivotal role of AI leadership in bringing about transformative shifts at the highest executive levels,” adds Gupta.

“This year’s predictions align with the new trajectory for enterprises and CXOs, adapting to the rapid changes in technology and business models. The predictions are also aligned to IDC’s AI Everywhere narrative and its implications on digital businesses in India,” says Sharath Srinivasamurthy, AVP, Research Group, IDC India. “We will witness an increase in CEO involvement indriving digital strategy and execution, leveraging AI for their business. Hence, CIOs’ and technology leaders’ primary function will shift towards investing in digital-first initiatives to deliver on digital revenue targets,” adds Srinivasamurthy.

Each year, IDC releases its top technology predictions at worldwide, regional, and country level through its IDC FutureScape Reports  and gives a crystal ball view of what is ahead for the rapidly changing IT industry. These predictions have been used to shape the strategies and business objectives of technology leaders and business executives in the next 1-5 years.

Catch an on-demand replay of IDC's 2024 Predictions for Asia/Pacific Excluding Japan that will be available as part of a series of FutureScape webinars addressing the IT Industry, AI and Automation, Digital Business, CIO Agenda, and Emerging Technologies. If you would like to attend any of these webinars, register   and learn more HERE.

This document comes with a complimentary report that provides specific recommendations for tech vendor sales and marketing leaders. Leverage on IDC insights to better understand clients’ priorities and enhance your storytelling and go to market plans, access the IDC FutureScape: Worldwide Digital Business Strategies 2024 Predictions — India Implications: Positioning for Success — Opportunities for Tech Sales and Marketing Leaders market presentation HERE.

For more information about IDC FutureScape and other resources, please visit our regional FutureScape site. For sales inquiries on the IDC FutureScape framework and reports, please contact your IDC account manager or Tessa Rago at For media queries, please contact Michael de la Cruz at     or Miguel Carreon


About IDC FutureScape

IDC FutureScape  reports are used to shape IT strategy and planning for the enterprise by providing a basic framework for evaluating IT initiatives in terms of their value to business strategy now and in the foreseeable future. IDC's FutureScape reports are comprised of a set of decision imperatives designed to identify a range of pending issues that CIOs and senior technology professionals will confront within a typical five-year business planning cycle.

About IDC

International Data Corporation (IDC) is the premier global provider of market intelligence, advisory services, and events for the information technology, telecommunications, and consumer technology markets. With more than 1,300 analysts worldwide, IDC offers global, regional, and local expertise on technology and industry opportunities and trends in over 110 countries. IDC's analysis and insight helps IT professionals, business executives, and the investment community to make fact-based technology decisions and to achieve their key business objectives. Founded in 1964, IDC is a wholly-owned subsidiary of International Data Group (IDG), the world's leading tech media, data and marketing services company. To learn more about IDC, please visit Follow IDC on Twitter at @IDCAP  and LinkedIn. Subscribe to the IDC Blog  for industry news and insights.