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Think You Know GCCs? Mid-Market Players Are Proving You Wrong
Think You Know GCCs? Mid-Market Players Are Proving You Wrong

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Mid-market Global Capability Centers (GCCs)—those whose parent companies have revenues between $100 million and $1 billion—are rapidly transforming the global business landscape. No longer just back-office support units, these GCCs are becoming agile, innovation-led engines with outsized impact.

Mid-market GCCs are experiencing remarkable growth, with 45+ new centers established in the last two years, representing ~35% of all new GCC setups in the country. Currently, 480+ Mid-market GCCs operate across India, employing 210,000+ professionals and growing 1.2 times faster than their non-Mid-market counterparts. These centers distinguish themselves by often serving as transformation hubs and holding a significant share of global product management (47%) and architect talent (40%), showcasing a deep intensity in niche skills and high product maturity. Despite their smaller footprint, their expansive ambition positions them as leaders in innovation, particularly in DeepTech areas such as AI/ML, Cloud, Cybersecurity, and Data Science.

So what makes these Mid-market GCCs unique? Here are three defining traits of the Mid-market GCCs in India:

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1. From Cost Centers to Market-Makers

Mid-market GCCs are evolving from traditional cost-saving units into entities that define markets, generate independent revenue, and launch productized services. This shift is about moving up the value chain—from supporting global operations to driving them.

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AI-generated content may be incorrect. Example: Bloomreach, a digital experience platform company, operates a mid-market GCC in India that is not just an extension of its engineering team but a hub for product innovation. The India center has played a pivotal role in developing new AI-driven personalization and search products, which are now core revenue generators for Bloomreach globally. This is a clear move from cost-center to market-maker, as the GCC is responsible for end-to-end product ownership and innovation.

2. Start-up DNA: Innovation-led GCC

The most successful mid-market GCCs now operate with a start-up mindset—featuring Chief Innovation Officers, internal venture capital models, and agile teams spinning off intellectual property and digital ventures. These centers are empowered to experiment, fail fast, and rapidly bring new products to market.

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AI-generated content may be incorrect.Example: ThoughtSpot, a leader in AI-driven analytics, has its India GCC functioning like a start-up within the company. The center is responsible for building and iterating on new AI features and data products, often piloting innovations that later become global offerings. The India team has even spun out standalone modules that have been integrated into the company’s main product suite, exemplifying the innovation-led, start-up DNA.

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AI-generated content may be incorrect.Example: Postman, a mid-market API development platform, operates its India GCC with a start-up mindset. The center is empowered to experiment with new API management features and developer tools, rapidly prototyping and launching innovations that feed directly into the global product roadmap. The India team’s agile approach and internal venture initiatives reflect the innovation-led, start-up DNA typical of mid-market GCCs.

3. Decentralized Governance

Modern mid-market GCCs are embracing decentralized governance, flattening hierarchies, and leveraging AI tools inspired by Decentralized Autonomous Organizations (DAOs) to enable faster and more democratic decision-making. This empowers teams, accelerates innovation, and brings leadership closer to the ground.

Example: Outbrain, a global content recommendation platform, has set up its India GCC with a flat structure where cross-functional teams have significant autonomy. Using agile methodologies and AI-driven project management tools, the India center can quickly pivot, allocate resources, and launch new features with minimal bureaucracy. This decentralized approach has helped Outbrain’s GCC rapidly respond to market shifts and customer needs.

India’s mid-market GCCs are redefining what it means to be a GCC. By moving from cost centers to market-makers, embedding a start-up DNA, and adopting decentralized governance, mid-market GCCs like Bloomreach, Postman, ThoughtSpot, and Outbrain are demonstrating how mid-sized enterprises can punch above their weight in global innovation and value creation. This new DNA is setting the stage for the next wave of global business transformation.

Source:

Nasscom-Zinnov India’s GCC Leap-Powering Global Midmarket Momentum Report


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Sneha Sharma
Sr Analyst

Current Focus Areas: IT Services, AIOps, 5G, Cloud, Project Management. Also specialises in Application Rationalization, Cost Optimization, Benchmarking, Report writing, and Market Research.

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