Experiencing India and ISB: My Journey from France to Hyderabad

When I first considered doing an exchange, I knew I wanted something that would push me beyond my comfort zone. Back in France, I had a very familiar student life with family and friends nearby, a predictable routine, and a cultural environment I knew well. But part of me longed to see business approached differently, especially in Asia. That curiosity led me to ISB, Hyderabad.

Before coming to ISB, I completed a three-year bachelor’s degree in business in France with a specialisation in digital marketing, entrepreneurship, and e-business. I had also started working on an entrepreneurial project with a classmate, focusing on dietary supplements. That experience made me realise how much I wanted to understand brand creation, branding, and digital strategy on an international scale. I wanted to see how a brand is launched and developed in a fast-moving, complex market.

Why India and Why ISB

At first, India was not the country I was naturally drawn to. But the more I researched, the more curious I became. ISB, Hyderabad, impressed me with its strong academic reputation and its deep connection to India’s entrepreneurial and technological ecosystem. India is a dynamic country, full of young talent, startups, and innovations in tech, retail, and digital. It seemed like the perfect place to understand how a truly fast-moving market operates.

ISB ticked many boxes for me. The academic level in management and marketing is very high. The environment is very different from Europe. The courses focus on innovation, retail, and entrepreneurship. And the residential campus offers the chance to live the full experience. I had never been to India before, and my mind was full of vague images of crowds, noise, colours, and spicy food. I arrived with curiosity, but also a little apprehension. Would I be able to adapt?

The reality of life at ISB exceeded my expectations. The academic workload is intense from day one, with classes, workouts, group projects, and campus events filling every day. I never felt bored, and the pace kept me fully engaged. 

The campus community was welcoming. My classmates came up to introduce themselves, guide me through the courses, and even take me to discover Hyderabad and its food. One moment that stays with me is arriving at Rameshwaram Café at 5:30 in the morning. The city was still half asleep, but the café was alive with the smell of fresh dosas, and I felt India come alive at that moment.

Adapting to Life and Learning

The biggest challenge was finding a balance between academics, exploring a new culture, being far from family, and thinking about my entrepreneurial project. Coming from a more theoretical system in France, I had to adapt to PGP’s interactive, case-based, discussion-driven classes. I learned to participate in English, prepare my ideas in advance, and accept that mistakes are part of learning. Small daily routines like walking on campus at night, drinking chai in the canteen, going to the gym, and discovering new places each week helped me gradually feel at home.

The learning at ISB is very different from what I experienced in France. Here, theory is immediately connected to real-world applications. In courses like Retailing or Corporate Entrepreneurship, we analyse concrete examples, work on projects, and think about practical market strategies. The diversity in the classroom adds so much richness to discussions, with people from tech, finance, consulting, engineering, and many other backgrounds sharing perspectives.

One of the moments when I felt truly part of the ISB community was during cultural events. Indian students invited us to join national celebrations and patiently explained traditions and history. Those gestures made me feel included and valued. Beyond academics, India impressed me with its intensity: the vibrant colours, the heat, the crowds, the food, and the warmth of the people. Small gestures, like a classmate translating a joke in Hindi or an Uber driver welcoming me with a smile, left a lasting impression.

Lessons in Leadership and Collaboration

This exchange has changed how I see leadership and collaboration. Before ISB, I thought leadership was about individual skills like organisation or project management. Here, I realised that understanding cultural context and working with diverse perspectives is equally important. Collaborating with people from different educational systems and markets pushed me to listen more and approach problems differently. It also opened my eyes to what it means to build a global brand, taking into account context, culture, and audience.

To anyone considering an exchange at ISB, I would say three things: do not expect a simple semester abroad, come with an open mind without comparing everything to your home country, and enjoy campus life to the fullest. Be it classmates, professors, or staff, the people make the experience unforgettable.

Leaving ISB, I am returning not just with academic credits, but with new confidence in my ability to adapt, to learn in a demanding environment, and to collaborate across cultures. I want to build my career in digital marketing and entrepreneurship while keeping this international perspective alive. My time at ISB and in India will remain a defining moment in my journey, shaping how I think about markets, people, and the world.

Synopsis

Inès Burgot, a student at NEOMA Business School in France, completed the PGP Exchange Term 2025 at ISB Hyderabad. Fascinated by branding, digital strategy, and entrepreneurship, she immersed herself in India’s dynamic market, adapting to a new culture and academic style while gaining insights that will shape her future career in international business.