The announcement of Anupam Kher as the brand ambassador for Tender247 aims to enhance access to India’s extensive tender market, valued at approximately Rs 70 lakh crore. This market is notably fragmented, comprising numerous portals through which businesses compete for government contracts and procurement opportunities. With the Government of India being the primary customer, the lack of a single platform complicates access for many businesses.

According to the World Bank, public procurement in India accounts for about 20 per cent of the country’s GDP, highlighting significant opportunities for companies engaging in this field. The Government e-Marketplace (GeM), which aids in facilitating procurement across various government departments, recently marked a decade of operation. In this time, GeM has reported cumulative purchases of Rs 20 lakh crore, demonstrating the scale of government spending.

The bidding landscape, however, is complicated. Multiple channels exist beyond GeM, including separate portals for defence, railways, and public sector undertakings, resulting in businesses having to navigate over 30 platforms to identify relevant opportunities.

The Challenge Of Discovery In Tendering

Many companies face what is referred to as a “discovery problem,” which hinders their ability to compete effectively. Reports indicate that mid-sized manufacturers often express that they were unaware of a tender until its conclusion. This issue is not stemming from a lack of capability but rather from the difficulty in identifying available tenders.

To combat this, Tender247 has developed a solution. By tracking tenders across numerous portals, the company assists businesses in pinpointing opportunities that align with their operations. The company is focused on simplifying the tendering process, enabling companies to discover relevant notices, prepare necessary documentation, and manage deadlines more effectively.

Tender247 employs artificial intelligence to facilitate these processes. The technology automates paperwork and consolidates tender tracking into a singular system, aiming to reduce the time required for bid preparation by around 90 per cent. This gives smaller teams the ability to pursue more opportunities than they would typically manage.

Strategic Branding And Future Plans

The partnership with Anupam Kher marks a significant shift in how the tender market is marketed in India. By introducing a well-known figure from the film industry, Tender247 aims to elevate public awareness and engagement in tendering processes, traditionally seen as a niche area. The initiative is part of a broader strategy to make tender information more accessible to smaller businesses.

In addition to its branding efforts, Tender247 plans to publish quarterly intelligence reports, revealing metrics often overlooked in the industry, including the total value of tenders that receive no competing bids. This initiative could illuminate the market’s landscape, giving businesses better insights into potential opportunities.

The overarching goal of this partnership and subsequent initiatives is not merely to assist companies in finding tenders but also to demystify one of India’s largest markets, making it more navigable for a broader range of businesses. This could potentially empower many small and medium enterprises across the country.

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