Founded in 1996, Zoho Corporation (formerly called AdventNet) is an Indian-headquartered global technology company, held privately with offices in more than 30 locations worldwide. It has several brands, with Zoho.com and ManageEngine being two of its biggest and most prominent.
Before a formal launch in Australia, Zoho Corporation spent a decade serving Australian customers, gaining crucial market understanding. Its official market launch, which occurred during the COVID pandemic, was built on foundational investments like local data centres established in 2019.
The Australian market has a strong appreciation for data sovereignty. Zoho and ManageEngine’s ownership of its entire tech stack and emphasis on customer data privacy and security appealed to Australian customers. The organisation’s alignment with buyer priorities in Australia helped the company build up a significant local presence. In line with this, Zoho Corporation has data centres in Sydney and Melbourne.
Localisation leads to success
Zoho Corporation adopted a nuanced market-entry strategy for Australia. The company started building a customer base and understanding customer preferences by growing a network of channel partners. Customers trust local partners who understand regional nuances and can provide accessible support. ManageEngine, which was set up as a separate division within the company in 2002, has also built a strong partner network. It currently works with over 300 channel partners and 10 global system integrators worldwide.
Zoho Corporation later complemented this partner-led model by establishing a direct presence, beginning with local data centres to address the critical issue of data sovereignty, which is a key purchasing driver for Australian businesses.
Zoho Corporation leaned heavily on its Australian employees to shape how the company communicated, branded itself, and conducted business, ensuring an authentic alignment with local customs. Today the company has more than 40 employees in the region inclusive of both divisions and offices in Sydney and Adelaide.
On the product front, the company focused on creating bespoke solutions for Australian organisations. For instance, it worked with a local partner to create a custom solution for the Australian construction market. Another example was a solution to help Australian preschools and councils manage enrolments efficiently.
In Australia, personal referrals and community credibility matter. Zoho partnered with tech associations and industry bodies, became a member of business chambers, and participated in community events. Engaging with the Australian tech ecosystem amplified Zoho’s visibility, created referral networks, and built credibility in a competitive market.
Vinayak Sreedhar, ManageEngine’s Country Head for Australia and New Zealand, Donna Davis MP, Member for Parramatta, The Hon. Anoulack Chanthivong, NSW Minister for Industry and Trade, Rakesh Prabhkar, Zoho’s General Manager for Australia and New Zealand.
Steady growth spurs reinvestment
Zoho Corporation’s strategic and culturally attuned approach helped the business to thrive in Australia. Because the company entered with an existing base of partners and customers, it achieved a return on investment quickly.
Zoho Corporation’s steady growth and expanding footprint have allowed the company to continue investing in Australia, ensuring local support is easily accessible.
The company has also contributed to the local job market. Between Zoho and Manage Engine, the company has generated close to 60 jobs in Australia across sales, pre-sales, support, and marketing.
The Australian expansion has also influenced Zoho Corporation’s global strategy. The company realised the importance of getting localised messaging right and defining clear product learning journeys. This insight is now applied in other international markets, where Zoho engages channel partners to understand local business pain points better and tailor messaging accordingly.
Zoho Corporation plans to deepen its investment in the region and expand its brand footprint by strengthening its collaboration with local partners and resellers.
Long-time partnership with Austrade
Zoho Corporation has worked with Austrade for several years, paving the way for the company to enter and expand into Australia. Austrade has provided market insights, regulatory guidance, and introductions to senior government officials, policymakers, industry bodies and universities. Austrade has also facilitated business-matching meetings and invited Zoho and ManageEngine to key events to help build the company’s profile.
How Austrade can help
The Australian Trade and Investment Commission (Austrade) supports foreign investors to establish and expand operations in Australia. Our experts in Australia can help you through every stage of your investment journey.
We offer the latest industry insights, connections with key stakeholders and decision-makers, and virtual or physical site visits to Australia. Thousands of foreign businesses have worked with us to tap into the Australian market.
For information on investment opportunities in Australia, contact an Austrade investment specialist.
This story was adapted from a case study originally produced by Newland Global Group.
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