ANSR Case Study: NTE’s India GCC scaled by 10X in less than 3 years

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Northern Tool + Equipment (NTE)  is a leading retailer & manufacturer specializing in providing high-quality consumer goods for industrial and construction equipment. The company has a robust U.S. retail presence with 120+ stores spanning 20+ states, offering a diverse range of tools and equipment, totaling over 100,000 items.

NTE wanted to set up an India based center of excellence with the aim of expanding its omnichannel and eCommerce capabilities, as well as doubling its physical retail footprint. The India GCC would also enable it to explore new markets and deliver a hyper-personalized customer experience by leveraging data analytics.

The Challenge

  • The end-to-end establishment of a GCC, from workspace leasing and set-up, to talent acquisition, compliance and facility management
  • Hiring highly skilled talent across a wide range of technical and non-technical skills without access to any recruitment infrastructure.

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Our Solution


A fully functional GCC in the heart of Hyderabad


Delivering a single point solution, the ANSR team helped NTE set up its India GCC in Hyderabad in 2021. From strategic consulting, due diligence and compliance management, to workspace and facilities management with business support services, our GCC-as-a-service offering performed as a SuperApp, catering to every requirement. 

Today, NTE India is actively powering numerous functions across Supply Chain, Marketing, HR, Finance and Global Workforce Management and helping NTE expand its eCommerce operations. Working in collaboration with T-Works (a Telangana govt initiative), NTE India is developing prototypes and proofs of concepts to aid the development of new product features. NTE India is considered the second headquarters.

A powerful employer brand tailored to the target talent demographic


Working with the NTE team, we created an employee value proposition tailored to Hyderabad’s tech and non tech talent – from compensation, work culture and career development opportunities, to building a curated employee benefits offering. Our employer branding team created a 360 degree recruitment campaign that leveraged a wide range and formats of assets, from microsites and hiring brochures, to social media posts and blog pages, establishing NTE as an employer of choice.

The results spoke volumes. NTE India has grown from a 12 member team in 2021 to 120+ full time employees working across 11 departments – in less than 3 years. NTE India represents over 40% of the company’s global headcount, and the roadmap envisages growth to double in size over the next 12–15 months. 

Today, NTE India’s ‘Serve team’, an employee-led group that drives community service activities, is working towards ensuring quality education and better infrastructure for children in partnership with Seva Bharathi. NTE India was also recognized by ACME as the “top GCC to work for in AI and Analytics” at BEYOND 2023.

Results & Impact

40% Growth

NTE has achieved 40% growth in less than 2 years, with gross margin growing by 300 basis points.

10X Scaling

NTE India has grown from 12 FTEs in 2021 to 120+ FTEs in 2023

D&I Partnerships

Partnering with T-Works, an initiative by the Telangana govt, NTE India is exploring new prototypes and proof of concepts.

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