When Adeline Graham established Fern & Ade, a luxury furniture and lighting business in India, she picked Chennai to set up shop. “Something about the city just feels safe,” says Adeline, originally from France. “When I decided to relocate to India a couple of years ago, I was warned to be alert in other cities, never in Chennai. It was unanimously declared the safest.”
While Hyderabad flaunts ‘techiness’ as its most attractive feature, Bengaluru draws young blood with its clubbing vibe. Chennai’s residents, whether new, old or fleeting, say safety is the city’s strongest soft power. Coined by political scientist Joseph Nye in the 1980s, ‘soft power’ is the ability to attract and persuade, and in the context of cities, it encompasses aspects such as culture, education, healthcare, tourism and governance, factors that can help improve its global reputation and snag skilled professionals, students and investors.
Safety is considered an important soft power for businesses and expats as it directly influences relocation decisions and retention as well as attracts top talent. It also reduces anxiety of adapting to a new environment, especially for families and women professionals.
In short, convincing people to move to Chennai is easier now than five years ago, says Siva Padmanabhan, managing director of AstraZeneca India. “We have found that for people moving into the city, adapting to the local language and accessing social infrastructure such as schools and hospitals are becoming less of an issue. The city is becoming better at accommodating newcomers,” he says.
Aditya Mishra, managing director and CEO of CIEL HR Services, says there has been a clear increase in availability of quality multi-storied residential apartments, better schooling and healthcare facilities, which makes the city more appealing to a diverse workforce. “The proportion of non-local workers in white-collar jobs has increased in the past decade,” he says.
For expats — Chennai has the third-largest expatriate population in India — the practical benefits are plenty. Koreans, Chennai’s largest expatriate community, are drawn to the city’s cultural familiarity as well. “Korea, with its blend of modernity and tradition, is a tough act to follow, yet the expat community says Chennai comes close. The markets here remind them of Korea 30 years ago,” says Rathi Jaffer, director of InKo Centre, a non-profit that explores Indian and Korean culture.
The ability to communicate easily is another reason expats find Chennai easy to adapt to. While Tamil is the main language, English is widely spoken, making it easier for newcomers to settle in. “Several Koreans complete their undergraduate degrees here as education is in English and affordable. Most families also work out ways to stay longer here,” says Rathi.
Chennai’s strategic location adds to its appeal. “The city is just a few hours from Singapore and Bangkok, making it convenient for holidays,” says Anupama Arvind, senior VP of Global Adjustments, a relocation service provider. “Expats often fall into two categories: young couples enticed by high pay and those nearing retirement, as India is still seen as a hardship destination with higher allowances for postings here. We have found that several of them sometimes accept lower pay or forgo promotions to stay back here,” she adds.
Business growth is another key factor. The Randstad India Talent Insights Report 2024 indicates that Chennai has improved in terms of senior- and middle-level hiring, likely due to its career opportunities-quality of life mix. The demand for senior-level talent typically signals a city’s economic expansion, and Chennai has become a hub for industries such as automotive, pharma and finance.
Livingcost.org, which compiles crowd-sourced data, estimates that living in Chennai is about 15% cheaper than Bengaluru, with lower costs across various aspects, including three-bedroom apartment prices, utility bills, gym memberships and international primary school fees. “These are essentials for middle- to senior-level professionals and families in the 30-50 age group,” says Anupama. “Particularly for expats and families with young children. Interestingly, many now also recommend the city to colleagues for its improved garbage management system, which directly improves the city’s liveability,” she adds.
Chennai’s clubbing regulations though are its weakest link, say recruiters. “Most young professionals don’t want to relocate because entertainment options are restrictive, especially with alcohol restrictions and clubs shutting down before midnight,” says investment banker Giridharan Sampath.
Still, Chennai’s other strengths continue to win over long-time residents. When Ajit Shetty moved from Mumbai to Chennai 20 years ago with nothing but a one-way ticket and a dream of starting a fitness club, he thought it would be a six-month experiment. “I never wanted to leave, even though my family is still in Mumbai,” says the 50-year-old CEO of Score and a self-proclaimed Chennai loyalist, despite not speaking a word of Tamil. Shetty says “the clear premium placed on education” in Chennai is one of its biggest draws. “You can see it in every field. Even in my area of fitness, I find trainers to be educated and highly driven, unlike in most other cities,” he says. Over the years, he says, some of his ventures have succeeded, while others faltered, but he remained because the city just let him be. “You may not find a nightlife here, but you will find a sense of belonging.”
(With inputs by Vaitheeswaran B)
