What The Practice does

The Practice (legal name: PRactice Strategic Communications India Pvt. Ltd.) is an independent Indian public relations and strategic communications consultancy founded in 2000 by Nandita Lakshmanan, headquartered in Bangalore with offices in Delhi and Mumbai and an execution network spanning 160 cities. The firm delivers five integrated service lines — Brand Communication, Internal Communication, Corporate Reputation, Social Responsibility & Impact, and Communication Design — as retainer and project-based mandates for enterprise, government, and nonprofit clients. The Practice has built a roster that includes Xiaomi, HP, Adobe, Qualcomm, AMD, Amazon, Lenovo, Microsoft, Infosys, Johnson & Johnson, South Australia Tourism, and Rajasthan Tourism, alongside nonprofits such as Smile Train, Pallium India, Omidyar Network, and XPRIZE, with international reach supported by an alliance with Porter Novelli.

The business model is fee-based professional services: revenue is generated through retainer and project-based consulting engagements structured around integrated communications mandates. Go-to-market is sales-led and event-driven, combining direct senior engagement, thought leadership content via the Viewpoint blog, published case studies, industry awards, and high-visibility campaign launches. The firm employs 101-250 people and was 25 years old in 2025; the leadership bench was significantly refreshed in 2024 with the addition of Managing Partners Zach James (ex-CSO APAC, WPP/BCW) and Rishi Seth (ex-Chief Client Officer APAC, BCW), alongside senior advisors from DDB Mudra, Google, Mint, and United Way India. No proprietary technology platform underpins the offering — the IP is human advisory, media relationships, and execution expertise — and the firm has no disclosed funding, M&A activity, or subsidiaries, remaining a privately-held Indian consultancy.

Name

The Practice

Legal name

PRactice Strategic Communications India Pvt. Ltd.

Website

https://the-practice.net

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

101–250 employees

Short description

The Practice is an independent Indian public relations consultancy founded in 2000, headquartered in Bangalore with offices in Delhi and Mumbai. It delivers integrated brand, internal, corporate reputation, and social impact communications for enterprise, government, and nonprofit clients across 160 cities.

Ownership category

akta.pro rank

Product category

Public Relations Services

NAICS

Advertising, Public Relations, and Related Services (5418)

SIC

Services-Advertising Agencies (7311)

akta.pro primary industry

Public Affairs & Government Relations (MPAAADAE)

akta.pro secondary industry

Event Production & Technical Services (AV, Lighting, Staging) (BPAFAGAB)

Keywords

• Public relations services
• Strategic communications consulting
• Media relations campaigns
• Corporate reputation management
• Social impact communications

Headquarters

HQ city

Bangalore

HQ country

India

HQ region

Asia

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D, Others

Revenue model

1. Strategic Communications & PR Consulting: Fee-based professional services delivered to corporate, government, and nonprofit clients across integrated communications mandates including brand communication, internal communication, corporate reputation, and social impact — typically structured as retainers or project-based engagements.

Go-to-market motion2 records

Distribution channels2 records

Marketing channels6 records

Core offering

The Practice is an Indian public relations and strategic communications consultancy that sells integrated communications services to corporate, government, and nonprofit clients. Its core offerings are organized as five service solutions — Brand Communication, Internal Communication, Corporate Reputation, Social Responsibility & Impact, and Communication Design — delivered through retainer or project-based mandates that include media relations, influencer activation, stakeholder engagement, digital amplification, and campaign design.

Product overview

The Practice is a Public Relations agency offering integrated strategic communications consulting services. Their portfolio consists of five core service offerings: Brand Communication (helping clients articulate their brands to stay ahead in a hyper-connected marketplace), Internal Communication (connecting organizations with employees through engaging storytelling), Corporate Reputation (shaping perceptions and managing stakeholder relationships), Social Responsibility & Impact (engaging stakeholders as responsible corporate citizens), and Communication Design (creative visual collateral development). These service lines work together as an integrated communications offering, with The Practice positioning itself as a strategic partner for earned-only media relations and stakeholder engagement campaigns.

Differentiator

Problem solved

Functional benefit

Products and services

• Brand Communication Strategic communications solutions that help clients articulate their brands to stay ahead in a hyper-connected, sensitive marketplace through integrated messaging and media relations; for corporate, consumer, technology, and nonprofit clients.
• Internal Communication Employee communication services that bring organizations and their people together, helping them work towards complementary objectives through engaging storytelling, internal engagement programs, and creative mailers; for employer branding and workforce alignment needs of corporate clients.
• Corporate Reputation Reputation management solutions that nurture reputation by shaping collective perceptions and attitudes about an organization through effective stakeholder management; for organizations managing crisis, growth, or ongoing reputation needs across technology, consumer, and public-sector clients.
• Social Responsibility & Impact Social responsibility solutions that help clients engage regularly and meaningfully with stakeholders as responsible business entities, caring employers, and model corporate citizens; for nonprofit, CSR, and corporate social impact programs.
• Communication Design Creative design services for internal communications and collateral development, including mailers, infographics, and visual storytelling materials; supports the firm's broader integrated communications mandates.

Quantifiable outcome

• Cannes Lions 2012 PR Lion shortlist (first Indian firm in that category) and Gold Sabre Award 2013 for creative consumer campaign
• +4 more outcomes

Named customers27 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered core and minor.

• Porter NovellicoreStrategic or Co-development PartnerThe PRactice operates internationally via its alliance with Porter Novelli, one of the world's largest public relations firms. This alliance, in place for several years, enables The PRactice to serve clients with global PR needs and access international networks and resources.
• Samudra NetworkminorStrategic or Co-development PartnerPartnered with Samudra Network as part of the Lenovo Work for Humankind project to digitize the millet farming value chain, enhancing crop management, quality control, and market reach.
• Kudumbashree Self-Help GroupminorStrategic or Co-development PartnerKudumbashree Self-Help Group operated the Millet Processing Center established by Lenovo in Kanthalloor as part of the farm-to-kitchen prototype, enabling community ownership of the processing infrastructure.
• KathaminorStrategic or Co-development PartnerKatha, an education non-profit for underprivileged children, partnered with HP and The PRactice for the Write&Read program — conducting writing workshops and contests across 6 cities, with winning entries published in a bound book whose proceeds were donated to Katha.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Adfactors PR: India's largest independent public relations firm offering integrated communications across corporate, consumer, financial, and public affairs. Most direct Indian competitor to The PRactice in brand, corporate reputation, and government communications mandates.
• MSL India (Publicis Groupe): Publicis-owned global PR network's India operations serving consumer, technology, healthcare, and public affairs clients. Competes for the same brand communication, reputation management, and social impact mandates as The PRactice.
• WE Communications India (Avian): Global communications firm with India presence, providing integrated brand and marketing communications. Comparable in technology and consumer sector focus, including corporate reputation and influencer-driven campaigns.
• Edelman India: Indian arm of the world's largest PR firm, serving the same multinational and Indian enterprise client base with full-service communications, brand marketing, and public affairs. Competes head-to-head for the BigTech and Fortune 500 mandates PRactice also serves.
• PR Pundit: Mid-sized independent Indian PR agency focused on integrated communications, brand narratives, and crisis management. Comparable in scale and structure to The PRactice, serving similar technology, consumer, and corporate reputation mandates.
• BCW (Burson Cohn & Wolfe) India: WPP-owned global PR network's India operations, employing The PRactice's two recent Managing Partners (Zach James, Rishi Seth) in senior APAC roles before their 2024 move. A direct competitor and benchmark for PRactice's enterprise technology and consumer PR work.
• Value 360 Communications: Indian integrated communications firm offering PR, digital, and influencer marketing. Comparable mid-market independent competitor serving consumer technology, startup, and enterprise clients across India.
• Ketchum India (now Ketchum Samovar): Omnicom global PR brand with strong India presence (jointly with Indian partner Samovar). Direct competitor across consumer, technology, and corporate communications — particularly relevant given overlapping tech and CSR client portfolios.
• FleishmanHillard India: Omnicom-owned global PR network with significant India operations. Competes for the same technology, consumer, and public affairs mandates, particularly for multinational clients seeking integrated global agency partners.
• Archetype India (formerly Text 100): Global technology-focused PR firm (Archetype) — the same firm Rishi Seth led (Text 100 India). Direct competitor for technology and B2B communications mandates with similar enterprise client pedigree.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/TPRIndia

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about The Practice