‘Candour built trust not by promising the world but by delivering consistently & clearly’

In 2009, when the Indian PR industry was still finding its rhythm, an agency come forward with a belief of understanding the business and then delivering authentic and influential brand messaging – Candour Communications. 

This e4m ‘IndiGenius PR Agencies’ feature Candour Communications, an agency that started small with the unique idea of co-strategizing, and over the years, has evolved into one of the most trusted names in Indian PR. The road wasn’t smooth; there were the familiar hurdles of bridging need gaps, a crowded marketplace and the constant need to prove that even Indian agencies can be advisors and not just executors. But the founders leaned on their entrepreneurial grit, building an agency conversation by conversation and even consistently providing cross-border service without losing the local edge. 

Fast forward to today, its boasts a client network of global heavyweights like Hotwire, The Hoffman Agency, Brands2Life and Navigate Response, and a footprint across 30+ Indian cities.  So, to explore the highs, lows, and what fuelled Candour’s success over the years, we interacted with Gayan Dhrubajyoti, Managing Director at Candour Communications and learned more about his inspiration behind starting the agency, what sets it apart, key challenges indigenous firms face competing with global names, its contributions to training the next generation of communicators, future plans, and more.

Excerpts:

How did you start Candour Communication, and how has the perception of indigenous PR firms evolved since then?

Before Candour Communications was launched, I had spent over a decade working with both Indian and global public relations firms. These years were incredible learning experiences with exposure to structured processes, strategic thinking, and high-pressure campaign environments. But over time, I noticed a pattern. While systems and procedures were strong, there was often a lack of contextual and sectoral understanding. 

Candour Communication began in 2009 as a response to this specific need gap in the Indian communications landscape. Our approach has always been built around understanding the business first and the messaging second. We began with the idea that a communication partner should not just execute a brief but should co-create strategy with the client. That means asking questions, digging into the business model, understanding pressure points, and offering a clear-eyed view of how communication could support business goals.

In 2009, Indian PR firms were still seen by many as execution partners rather than strategic advisors. There was an implicit hierarchy. If a global name was on the table, it often received preference. Indian agencies were also struggling to build competencies and expand services beyond media relations. 

That has changed significantly over the past fifteen years. Indigenous firms have moved from the outskirts to the centre. This shift has not come from branding or positioning exercises alone. It has come from consistent delivery, deep local understanding, and the ability to adapt quickly to evolving market needs. This also attracted a lot of global agency networks to India and made the ecosystem more holistic. Even those agencies who chose to stand by themselves, are competing well with global networks working in India. 

How do global PR firms view India? What sets Candour apart?

Global PR firms today view India as one of the most dynamic and important markets in the world. With its demographic scale, digital expansion, and diverse media landscape, India offers both opportunity and complexity. Many international brands see India not just as a growth market but as a strategic priority. However, they often approach it using playbooks developed in other regions. That is where the challenge begins.

India is not a monolithic market. Each region has its own preferences, media behaviour, and communication styles. What resonates in one part of the country may not work elsewhere. Understanding this diversity requires more than translation. It requires immersion and commitment.

At Candour, this is where we focus. We do not operate with a fixed formula. Every campaign begins with research into local behaviour, audience profiles, and business goals. We work closely with clients to understand what they want to achieve and design communication programs that are customized and specific.

One of our key strengths is our ability to link communication to measurable outcomes. We track engagement, sentiment, and business impact. Our clients stay with us because we are transparent, responsive, and outcome driven. We build trust not by promising the world but by delivering consistently and clearly.

What are the key challenges indigenous firms face competing with global names?

The biggest challenge remains perception. A global brand name still carries weight, especially in corporate procurement systems. There is an automatic assumption that global equals better. This mindset is slowly changing, but it remains a factor, particularly when multinational companies are involved.

Another challenge is resource disparity. Global firms benefit from centralized research teams, proprietary tools, and shared assets across markets. Indigenous firms have to build these capabilities on their own. This requires more effort, more creativity, and more resilience.

Access to global mandates is also a barrier. Many of these accounts are decided at the global level, often without input from local markets. Even if a local firm is better suited to execute a campaign, they may not get the opportunity to compete.

At Candour, we have responded to these challenges by staying focused on what we do well. We invest in strong teams, deep client relationships, and a culture of continuous learning. We also partner with global networks where needed, which allows us to provide cross-border service without losing our local edge. Over time, performance builds credibility. And credibility changes perception.

What is the scope of PR in the SME and MSME sector?

The SME and MSME sector in India is incredibly large and economically significant and there is growing awareness within this segment about the value of communication.

However, at Candour, this is not currently our primary target audience. Our focus remains on deep technology companies, enterprise brands, and B2B ventures that are in the scale-up or growth stage. These businesses typically have structured communications teams and require high-touch, strategic communication programs that support investor engagement, policy dialogue, and market expansion.

That said, we do see long-term potential in the SME space, especially as more of these businesses enter technology-driven domains. Sectors like SaaS, healthtech, and fintech are producing high-quality companies within the SME segment. These businesses are beginning to understand the value of storytelling that goes beyond promotion. As this shift continues, we expect greater alignment between our services and their needs.

For now, our engagement with SMEs is selective – only if it is something that excites us with deep-tech communication, stakeholder mapping, or reputation management in complex environments. 

How is Candour training the next generation of communicators?

Training at Candour is built on a simple idea. You cannot communicate well unless you understand what you are communicating about. That means we train our team to think like business consultants, not just message creators.

New hires are immersed in live projects early. They participate in client discussions, observe strategy meetings, and learn how to track media trends. We emphasize sector knowledge. Our teams are expected to read industry reports, study business models, and understand the market landscape in detail.

Our mentorship model ensures that junior professionals work closely with senior leaders. Feedback is constant. Learning is continuous. We believe that good communicators are made through exposure, experience, and reflection. Our training systems are designed to support that growth every day.

How do client expectations differ between Indian and international markets?

Indian clients tend to prioritize responsiveness and adaptability. They often value the ability to react quickly to emerging developments and appreciate agencies that are proactive and agile. The relationship is often more personal, with a high degree of mutual engagement.

International clients, particularly those from structured markets, place higher emphasis on processes. They expect detailed planning, regular reporting, and alignment with global frameworks. Their approach is often more formal, and they rely on documentation and structured reviews to assess progress.

At Candour, we work with both types of clients and adjust our approach accordingly. For Indian clients, we maintain agility while introducing strategic discipline. For international clients, we ensure that local execution remains aligned with global strategy.

In both cases, the core expectation is the same. Clients want communication that is effective, measurable, and tied to business outcomes. The difference lies in how they define those outcomes and how they prefer to track them. Our role is to bridge that gap with clarity and consistency.

What is the future of PR, and how is Candour preparing for it?

The future of public relations is being shaped by convergence. Communication today spans multiple domains and varied tactics. The boundaries between marketing, PR, content, and analytics are becoming less defined. Success will depend on how well agencies can operate across this integrated space.

Technology is playing a larger role. Real-time monitoring, data analytics, and audience segmentation are now part of standard campaigns. But the core remains unchanged. Communication still requires trust, clarity, and relevance.

Candour is preparing for this future by building new capabilities in digital strategy, content intelligence, and stakeholder analytics. We are investing in tools that allow us to measure engagement, predict sentiment, and refine campaigns as they unfold. We are also expanding our expertise in high-growth sectors such as technology, healthcare, and education, where communication is both complex and essential.

At the heart of it, our focus remains the same. We aim to understand businesses deeply, translate their value with precision, and create narratives that influence outcomes. As platforms evolve and expectations rise, we will continue to grow alongside our clients, thoughtfully, purposefully, and always with Candour.