The evolution of Epsilon India from cost centre to growth engine
The centre has become a model for company-wide best practices related to talent development and geographical teamwork
Last Updated: Sep 23, 2025, 21:33 IST3 min
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Epsilon’s Global Capability Centre in Bengaluru just turned ten. And while anniversaries are often about looking back, this one is more about how far the company has come and how quickly it has had to adapt.
Epsilon launched its operations in 2015 as a delivery hub, and it now functions as the company's largest site who work on advertising and marketing products and services for Fortune 500 brands. The centre has become a model for company-wide best practices related to talent development and geographical teamwork.
The GCC Journey in India
A decade ago, most global capability centres were set up to deliver work at scale and at lower cost. Today, the most successful ones have become hubs for strategy and innovation. They’ve done this by working more closely with global teams, investing in talent, and taking on business-critical work.
At Epsilon teams work as integrated squads that manage entire product lifecycles across customer platforms and products like loyalty, messaging and retail media. They design, build, test, deploy and run. The principle is clear: build once, scale everywhere. Reusing product components across markets speeds up development and improves quality.
The role of AI
Artificial intelligence has accelerated this shift. At Epsilon India, AI is applied to improve both efficiency and quality across operations. It serves as a centre of excellence for AI, automation and analytics, providing shared capabilities that every team can access. By centralising expertise and assets, these hubs reduce duplication, strengthen governance and shorten time-to-value, ensuring outcomes are delivered faster and with greater precision.
Culture as the connector
The cultural aspects form the core of Epsilon's integration process. The India people strategy focuses on developing associates through growth initiatives and flexible programs that enhance collaboration and drive innovation. The organization promotes employee mobility between different roles and disciplines to enhance their business understanding and empower them to drive results.
The leadership principle emphasizes that intelligence along with craftsmanship must exist both within the platforms and among teams. “The goal is to build smarter, deliver faster and learn every day. By bringing teams across regions closer, ideas travel and outcomes scale,” says Pratik Nath, Managing Director, Epsilon India.
Regional impact, global consistency
The extensive scale of India enables Epsilon to establish services and operations near customers throughout APAC and EMEA. Local understanding becomes available through physical proximity, but the global operational structure provides standardized processes. Enterprise buyers now require regional-specific solutions with worldwide dependability which has become standard practice.
Everyday innovation
The innovation activities at Epsilon extend beyond organized hackathons. The company seeks to establish innovation as an integral aspect of everyday operations. The company organizes product immersion weeks which demonstrate practical AI and personalization applications while analytics forums allow good concepts to mature into reusable assets. The strategy includes three basic steps that start with grassroots innovation support, followed by managerial sponsorship and outcome-based recognitions instead of focusing only on new ideas.
A people-first foundation
Epsilon India’s progress has been shaped by its culture. The centre follows a hybrid model that makes time in the office purposeful while keeping flexibility intact. Leadership development programs prepare employees for future roles, while well-being initiatives support both physical and mental health. Transparency is central to the way the organisation works, with open decision-making, clear progress updates and shared recognition, building trust across teams and locations.
At Epsilon, employees believe that the impact needs to go beyond the workplace. So, they actively contribute to education, sustainability and social welfare projects, making community responsibility part of everyday work. Together, flexible work policies, open communication, and shared ownership have created a way of working that feels seamless across borders and time zones.
Looking ahead
The next decade will demand unprecedented speed. Epsilon India is focusing on three priorities.
First, an AI leapfrog - embedding intelligence across the build-run lifecycle, so innovation happens at enterprise scale with speed and responsibility. Second, a sharper focus on client delight - delivering measurable outcomes, faster time-to-market, and solutions that help clients succeed in a rapidly changing technology landscape. And third, workforce transformation - building an AI-fluent, future-ready talent pool that can move fluidly between product and services as needs evolve.
India will remain central to this journey. The role of GCCs has already shifted from execution to impact, and the challenge ahead is to move faster, exceed client expectations and turn innovation into outcomes. The future is being built here, and it is being built at speed.
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First Published: Sep 24, 2025, 10:00
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