India’s top consulting firms — EY, Deloitte, PwC, and KPMG — are increasingly finding themselves in direct competition with global technology giants and Indian IT players as artificial intelligence reshapes the corporate landscape. Instead of traditional audit and compliance work, these firms are now heavily focused on technology consulting and AI integration services, driven by growing demand from companies rapidly deploying AI across their operations. This shift reflects how AI has moved from experimental projects to core strategic priorities for many businesses.
The surge in AI adoption has translated into significant revenue opportunities for the consulting industry. Together, the Big Four’s technology consulting arms in India are projected to generate over $2.5 billion in revenue in the fiscal year 2026, a sign of how lucrative this market has become. Consultations increasingly center on enterprise-wide digital transformation, where AI is embedded into systems for ERP, supply chain analytics, customer relationship management, and compliance workflows, rather than being treated as standalone pilots.
Leaders at these firms note that clients are now looking for production‑grade, scalable AI solutions that deliver measurable return on investment (ROI), rather than isolated proofs of concept. This demand has pushed consulting practices to invest heavily in AI talent and services, including projects where AI components handle decision-making or reasoning tasks. As a result, the lines between traditional consulting and technology delivery are blurring, with AI positioned as a central differentiator in competitive engagements.
At the same time, the Big Four face stiff competition from established tech consultancies like Accenture and Capgemini, as well as domestic IT firms, which have strong capabilities in digital and AI services. To stay competitive, EY, Deloitte, PwC, and KPMG are adapting by building deeper technical expertise, broadening their service portfolios, and focusing on integrated AI‑driven transformation work that goes beyond conventional advisory roles.
