Y, Deloitte, PwC, KPMG Lock Horns with Tech Companies in the Age of AI
India’s consulting landscape is undergoing a dramatic shift. Once dominated by audit, tax and compliance work, the country’s Big Four professional services firms—EY, Deloitte, PwC and KPMG—are now locked in fierce competition with global technology leaders such as Accenture, Capgemini and India’s major IT players for artificial intelligence-driven consulting mandates.
This competition reflects a larger transformation: AI is no longer a niche experiment but the engine of digital transformation across industries. From ERP modernization and supply-chain analytics to customer engagement and compliance solutions, clients increasingly demand AI as an embedded part of enterprise change initiatives.
Rising Stakes: AI and Tech Consulting Boom
The explosion in AI adoption has unlocked a lucrative market for technology consulting in India. According to industry reports, the Big Four’s technology consulting revenue in India is projected to exceed $2.5 billion in FY26, a significant milestone that underscores how strategic AI has become.
This surge is driven by several trends:
Clients want integration, not pilots: Organisations are moving beyond isolated AI proofs of concept toward end-to-end deployment of AI within core operations such as supply chain, finance and customer service.
AI embedded into services: AI now underpins nearly every technology consulting engagement, with analytics, machine learning and generative AI at the core of project deliverables.
Upskilling and talent investments: Big Four firms are training tens of thousands of professionals in AI, machine learning and cloud technologies to meet demand.
Big Four in India: Market Position and Growth
Historically, consulting and technology services were the stronghold of Accenture, Infosys, TCS, Wipro, Cognizant and Capgemini. But in recent years, the Big Four have steadily scaled up their capabilities:
Deloitte India: Reportedly derives over 60% of its revenue from consulting services, with a strong emphasis on technology and digital transformation.
EY India: Posted robust growth, with consulting contributing significantly to its overall revenues. The Finance Story
PwC India: Invested heavily in tech hiring, reporting substantial AI-led project wins.
KPMG India: Increasing its footprint with AI-centric engagements across sectors.
Collectively, these firms have seen consulting and tech services dominate their India revenue mix, outpacing traditional audit and compliance segments.
Tech Giants Respond: Accenture, Capgemini and Indian IT
In response to this competitive pressure:
Accenture continues to lead with significant AI bookings, reporting over $2 billion in AI-led deals recently and restructuring to prioritise “reinvention services” across its global operations.
Capgemini’s strategic acquisitions and expanded digital services position it as a strong rival in AI consulting.
Indian IT majors like TCS are not far behind, with TCS alone reporting a $1.5 billion AI services run-rate, highlighting the commercial scale of AI work in the region.
Together, these firms continue to set benchmarks for innovation, service delivery and AI integration, forcing traditional consulting players to elevate their offerings.
Why This Matters for Businesses
For clients across sectors—from banking and healthcare to manufacturing—the competition between consulting and tech firms translates to:
Faster access to advanced AI solutions
Greater choice in partners capable of end-to-end transformation
Increased focus on measurable business outcomes rather than technology experiments
AI is reshaping how enterprises operate. And, with Big Four firms aggressively expanding their tech consulting muscle, India’s consulting market has entered a new era.
Google Discover — Short Version (Breaking News)
Big Four consulting giants — EY, Deloitte, PwC and KPMG — are intensifying competition with tech majors like Accenture and Capgemini in India’s AI consulting market. With companies embedding AI across operations, the Big Four’s technology consulting revenue is projected to surpass $2.5 billion in FY26. AI-led transformation is now central to enterprise digital strategies, reshaping industry dynamics and elevating demand for advanced consulting services.