Indian law firms are striving to attain best practice management, marketing and strategic planning. Are senior partners best-equipped to accomplish this task or should it be entrusted to business managers and specialist consultants?
Twenty years ago, it might have been impossible to find an Indian law firm with a name that didn’t showcase its legal pedigree. Today, these firms continue to flourish but have to compete with a new breed of lawyers who are bright, brave and bursting with ambition in spite of being the first lawyers in their families.
Typical of this new breed is Gunjan Dhoreliya. “I don’t come from a family of lawyers,” says this founder and managing partner of six-year-old intellectual property boutique Zeus IP. “I wanted a name that was generic and that everybody at the firm could relate to.” For Dhoreliya the Greek god Zeus, an image of which she has tattooed on her back, was an obvious choice. “Honestly speaking I didn’t have the money to go to a designer, so I had soft copies of the tattoo and I said, let this be.”
With such a diverse mix of law firms attempting to make their mark on the legal landscape, many are looking for unique ways to position themselves. As they do so, the long-entrenched management techniques of traditional firms are coming under threat, none more so than the tendency for senior lawyers to retain complete control of all business, strategy and marketing decisions.
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