Small and medium-sized enterprises need to understand the culture and understand particular characteristics of local demand. TCS is on the ground. They have their contacts, they have their locally engaged staff, and they're ideally suited to provide that type of guidance.
You can't sell...maybe not french fries. I'm sure P.E.I. french fries going into India don't have to be changed at all, but I have to say that sometimes I do work for the Government of P.E.I. on potatoes.
You have to understand the market; if you're a small or medium-sized enterprise, you can't spread yourself too thin, finally, if the resources are already there, you should use them.