The Evolution of Global Capability Centers (GCCs) in India: From Cost Centers to Innovation Hubs

India’s journey as the global capital for Global Capability Centers (GCCs) is a story of transformation—one that mirrors the country’s rise as a digital powerhouse and the shifting ambitions of global enterprises. Once viewed primarily as cost-effective back-office operations, GCCs in India are now at the forefront of innovation, agility, and strategic value creation. This evolution is not only redefining the role of GCCs but also positioning India as the launchpad for the next era of digital business transformation.

From Cost Centers to Engines of Innovation

The traditional model of GCCs in India was built on operational efficiency and cost arbitrage. Enterprises established centers to handle IT support, business process outsourcing, and other transactional functions. However, as digital disruption accelerated and the need for rapid innovation grew, the expectations from GCCs evolved. Today, leading organizations see their Indian GCCs as integral to their global strategy—driving product innovation, customer experience, and business growth.

India’s unique combination of scale, digital ambition, and a deep, diverse talent pool has fueled this shift. With over 1,700 GCCs contributing more than 1% of the country’s GDP and projections to double by 2030, the ecosystem is primed for its next leap. Enterprises are no longer content with incremental improvements; they seek partners who can help them unlock the full potential of their GCCs as engines of transformation.

The Establish–Scale–Acquire Model: A Blueprint for GCC Transformation

At the heart of this evolution is a new approach to building and growing GCCs, exemplified by Publicis Sapient’s Establish–Scale–Acquire model:

Establish: Setting up AI-first, culturally aligned GCCs that operate as seamless extensions of the core business. This means embedding advanced technologies and a shared organizational culture from day one, ensuring that the GCC is not just a remote outpost but a true partner in innovation.
Scale: Enabling existing GCCs to evolve into future-ready, innovation-driven hubs. This involves capability building, performance management, and continuous improvement—empowering teams to move beyond support functions and take ownership of end-to-end product development, customer experience, and digital transformation initiatives.
Acquire: Transforming under-leveraged GCCs into strategic value centers through acquisition and reinvention. By integrating new capabilities and reimagining the GCC’s mandate, organizations can turn legacy operations into dynamic engines of growth.

This model is designed to help enterprises at every stage of their GCC journey, whether they are establishing a new center, scaling an existing one, or reinventing a legacy operation.

AI-First and Culturally Aligned Centers: The New Imperative

The next generation of GCCs is defined by an AI-first mindset and a strong cultural alignment with the parent organization. AI and data are no longer optional—they are foundational to driving innovation, efficiency, and customer-centricity. Publicis Sapient’s SPEED capabilities—Strategy, Product, Experience, Engineering, and Data & AI—are central to this transformation, enabling GCCs to:

Harness data and AI to create new digital products, personalize customer experiences, and unlock operational efficiencies.
Build agile, cross-functional teams that can rapidly prototype, test, and scale new solutions.
Foster a culture of curiosity, collaboration, and continuous learning, ensuring that talent in India is empowered to lead global innovation.

Cultural alignment is equally critical. By embedding the values, vision, and ways of working of the global enterprise, GCCs in India become true extensions of the business—capable of driving change, not just executing tasks.

Publicis Sapient’s Role: Enabling the GCC of the Future

Publicis Sapient is at the forefront of this transformation, partnering with global organizations to reimagine their GCCs in India. With a deep commitment to talent development, strategic investments, and a proven track record in digital business transformation, Publicis Sapient helps enterprises:

Unlock innovation: By leveraging SPEED capabilities, Publicis Sapient enables GCCs to move up the value chain—from operational support to strategic innovation hubs.
Accelerate digital transformation: Through AI-powered platforms, cloud engineering, and agile product development, GCCs can deliver measurable business impact at speed and scale.
Build future-ready talent: Publicis Sapient invests in developing world-class engineering, data, and experience talent in India, creating opportunities for technologists to work on global challenges and cutting-edge solutions.
Drive measurable outcomes: By aligning technology, strategy, and culture, Publicis Sapient ensures that GCCs deliver not just cost savings, but sustainable growth, agility, and competitive advantage.

India’s Unique Position and the Future of GCCs

India’s GCC ecosystem is entering a new era—one defined by innovation, resilience, and global impact. As enterprises recalibrate their operating models for speed and agility, the role of GCCs will only grow in importance. For Indian tech talent, this presents an unprecedented opportunity to shape the future of digital business transformation on a global stage.

Publicis Sapient’s vision is clear: to help enterprises turn their GCCs in India into engines of innovation and growth, powered by AI, aligned in culture, and equipped for the challenges of tomorrow. The evolution from cost center to innovation hub is not just a trend—it’s the new standard for global competitiveness.

Ready to unlock the full potential of your GCC in India? Connect with Publicis Sapient to start your transformation journey.