{"id":12422,"date":"2025-09-12T10:43:07","date_gmt":"2025-09-12T08:43:07","guid":{"rendered":"https:\/\/www.kloepfel-magazin.com\/?p=12422"},"modified":"2025-09-12T10:43:07","modified_gmt":"2025-09-12T08:43:07","slug":"switzerland-india-free-trade-agreement","status":"publish","type":"post","link":"https:\/\/kloepfel-magazin.com\/en\/interviews\/switzerland-india-free-trade-agreement-12422\/","title":{"rendered":"Switzerland\u2013India Free Trade Agreement: Mediator Between Two Worlds"},"content":{"rendered":"

Nik Gugger on political responsibility, cultural misunderstandings \u2013 and how he became a key figure in the agreement<\/strong><\/h2>\n

Niklaus-Samuel \u201cNik\u201d Gugger is a Swiss National Councilor and social entrepreneur with Indian roots. In this interview, he discusses his role as the \u201cunofficial ambassador of Switzerland\u201d in the free trade agreement with India, cultural pitfalls in international negotiations, and an AI-based tool that prepares European decision-makers for Indian business culture.<\/p>\n

1. Mr. Gugger, you are a politician, entrepreneur, author \u2013 and until recently also a restaurateur. What drives you?<\/strong><\/h3>\n
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Nik Gugger, member of the Swiss National Council, as guest speaker at the G20 summit<\/figcaption><\/figure>\n

I draw my energy from an inner conviction: that humans are more than performance. My faith plays a central role \u2013 not as dogma, but as a source of confidence and clarity. For me, spirituality is not a ritual but a mindset in everyday life.<\/p>\n

And: I love working with people. Interactions at eye level energize me. I don\u2019t ask, \u201cWhy can\u2019t this work?\u201d but \u201cHow could it work?\u201d This entrepreneurial mindset carries me through many roles \u2013 from National Councilor to cultural networker.<\/p>\n

2. You were born in India, live in Switzerland, and have been building bridges between the two countries for years. How does your biography shape your political engagement?<\/strong><\/h3>\n

I was born in South India and adopted as a young child into Switzerland. This dual identity is not a contradiction for me, but a gift: I understand both worlds \u2013 not only rationally but emotionally.<\/p>\n

At a time when cultural misunderstandings can often derail entire negotiations, I see it as my role to mediate. Politics, business, and culture cannot be separated \u2013 they are interconnected.<\/p>\n

3. India\u2019s Trade Minister Piyush Goyal called you the \u201cunofficial ambassador of Switzerland.\u201d What does that mean to you?<\/strong><\/h3>\n

It was a great honor \u2013 less for the title, more for the recognition of the behind-the-scenes work. In international relations, it\u2019s not just about contracts, but trust.<\/p>\n

For me, being an \u201cambassador\u201d means listening, interpreting, and building relationships. That Minister Goyal said this publicly shows how important cultural empathy is in diplomacy \u2013 often more than protocol and legal texts.<\/p>\n

4. What was your concrete role in the free trade agreement \u2013 beyond official mandates?<\/strong><\/h3>\n

I was never formally part of the delegation, but often in the room \u2013 as a mediator, a \u201ccultural translator.\u201d For example, in London, during intense negotiation rounds, I paid attention to who actually had influence \u2013 beyond official titles. In one case, I identified a quiet but central figure \u2013 a kind of \u201cgrey eminence\u201d \u2013 and shared this insight with the Swiss team.<\/p>\n

Such insights only arise when you understand both cultures and can read between the lines. I helped where official channels couldn\u2019t.<\/p>\n

5. After more than 16 years, the free trade agreement was finally signed. Why did it succeed now?<\/strong><\/h3>\n

Because the right people took responsibility at the right time. In Switzerland, Federal Councillor Parmelin and State Secretary Helene Budliger led the dossier not only technically but politically. In India, Minister Goyal recognized that strategic partnerships strengthen India globally.<\/p>\n

Additionally: Many young Indian decision-makers have studied in the West and bring intercultural competence. And: For the first time, the EFTA states commit to concrete investments \u2013 over $100 billion, aiming to create one million jobs in India. This is more than trade \u2013 it\u2019s geopolitical cooperation.<\/p>\n

6. What are your key lessons from the long negotiation process?<\/strong><\/h3>\n
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Nik Gugger, member of the Swiss National Council, as guest speaker at the G20 summit<\/figcaption><\/figure>\n

India demands respect, not instruction. Many Europeans \u2013 often unconsciously \u2013 come across with superiority: efficiency-driven, rule-oriented, distant. Yet in India, relationships matter more than any contract detail.<\/p>\n

Negotiations require patience. Trust arises through continuity, not haste. Those who think Western directness will speed things up often achieve the opposite.<\/p>\n

7. What three recommendations would you give European entrepreneurs for success in India?<\/strong><\/h3>\n

<\/h3>\n

Succeeding in India requires more than a business plan. Three principles are key:<\/p>\n

Darshan \u2013 being seen:<\/strong> In India, trust means being personally present. Not just as a business partner, but as a human. A real conversation, a shared story \u2013 weighs more than any PowerPoint or pitch deck.<\/p>\n

Jugaad \u2013 creative flexibility:<\/strong> Indian partners think in solutions, not rigid processes. Those who insist on rules often fail. Being pragmatic often yields surprisingly innovative results.<\/p>\n

Vulnerability \u2013 trust arises through risk:<\/strong> Those willing to invest not only financially but also personally are often rewarded. In India, emotional intelligence and willingness to take risks matter more than spreadsheets.<\/p>\n

8. You developed an AI-supported negotiation coach for the Indian context with Prof. Dr. Roger Moser. Why?<\/strong><\/p>\n

Because I repeatedly experienced the same misunderstandings \u2013 on both sides. Europeans often interpret Indian reserve as opacity; Indians often see European directness as disrespectful.<\/p>\n

So we developed a tool that prepares European decision-makers for real conversations with Indian partners \u2013 culturally, emotionally, strategically. This is complemented by a guide to cultural navigation. The goal is not to \u201coptimize\u201d India, but to understand it.<\/p>\n

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Understand India. Negotiate successfully. Start now.<\/strong><\/span><\/h3>\n

Negotiating in India is the first AU-supported<\/a> negotiation coach specifically for European decision-makers \u2013 developed by Nik Gugger and Prof. Dr. Roger Moser. The tool is complemented by a training & coaching program<\/strong> <\/a>that builds cultural competence and enables negotiations at eye level. More in the LinkedIn newsletter GANESHA<\/a> \u2013 with critical reflections, practical insights, and analyses on Swiss\u2013Indian collaboration.<\/p>\n

Planning market entry in India?<\/strong><\/span>
\nAccess to the Indian market is easier than ever.<\/span><\/strong><\/h3>\n

The Switzerland\u2013India free trade agreement has been signed \u2013 and the EU also plans to finalize an agreement with India in 2025.<\/p>\n

Project Professionals AG and Kloepfel Services support feasibility studies, plant construction, and building robust supply chains \u2013 with intercultural competence and operational on-site experience.<\/p>\n

Avoid costly missteps and gain an advantage while others hesitate. See the case study: \u201cEstablishing a Plant for Cleaning Machines in India<\/u>.<\/a>\u201d<\/p>\n