In business discussions, one can agree on every fact and piece of evidence and still misunderstand each other completely, because every culture has different communication patterns. One culture might define some pattern or style of communication as clear, polite or confident, but this might differ in other cultures. These differences can even break deals and partnerships. At the Young Entrepreneur Exchange Program (YEEP) 2026 at Parul University, Dr. Preeti Nair, Director of CIRR, made this concrete for Indian and Swiss students through real cross-cultural experiences.
Low Context Vs. High Context Style of Communication
Both contexts have differences, and here are a few points that will help you understand it better:
1. Low Context: In low-context cultures, communication is done in expressive ways, like people will say what they mean, and it will be direct. This type of communication values clarity and precision.
2. High-context: This context of communication is about life, the relationship, the setting, surroundings, tone and the things that are not said. Here, communication focuses on the relationship-sensitive part, and it is more indirect and personal.
It can be inferred that Swiss communication focuses towards low context communication and remains direct, while the Indian style of communication is more indirect. Mixing them without research and understanding can cause misunderstanding.
When “No” Does Not Mean No
She declined a coffee she would genuinely have liked, simply to avoid troubling her host.
– On Dr. Nair’s cross-cultural anecdote at YEEP
Dr Nair shared the example of indirect communication. In India, one can observe that a person in a social setting would decline an offer politely, even if they like it, which is an instinct not to put the other person in trouble.
A low-context communicator hears “no” and takes it literally; a high-context communicator understands it as courtesy and offers again. The same dynamic plays out in business: a soft “we will see” may be a gentle no, and an enthusiastic agreement may be politeness rather than commitment. Reading the intent behind the words is the real skill.
Non-Verbal Communication and Etiquette
A great deal of cross-cultural meaning is carried without words, and gestures do not translate cleanly. A thumbs-up reads as positive approval in India, while resting your head on your hand while listening can signal boredom or disrespect. Indians often communicate through hand gestures, eye contact, and supportive touch, such as a pat on the shoulder to show appreciation; yet, in more formal settings, physical contact between people of the opposite sex is generally avoided. For anyone doing business across cultures, learning these non-verbal norms is as important as learning the spoken ones, because a misread gesture can undo a well-chosen sentence.
Practical Rules for Cross-Cultural Communication
- Read intent, not just words: ask yourself what the person means in their cultural context, not only what they literally said.
- Match directness to your audience: be explicit with low-context communicators; be relationship-sensitive with high-context ones.
- Confirm gently: when unsure whether a “yes” is real, confirm without forcing a blunt answer.
- Learn the non-verbals: understand local gestures, eye contact, and personal-space norms before you rely on them.
- Assume good faith: treat differences as cultural style, not rudeness or evasiveness.
How Parul University Builds Communication Skills Across Cultures
With students from more than 75 countries and programmes like YEEP, Parul University is a place where these skills are practised daily, not just studied. Through its Centre for International Relations and Research (CIRR) and PIERC, Indian and international students work in mixed teams where they must read each other’s communication styles to get anything done, exactly the fluency global entrepreneurs need. Explore it through international programmes.
Also Read: How to Work in a Multicultural Team: Cross-Cultural Skills for Entrepreneurs
FAQ
What is high-context vs low-context communication?
The difference between low- and high-context communication is that low-context communication focuses on expressing the words with what you actually mean in words, and it is direct. It values clarity. Whereas high-context communication is more of personal, deep conversation something related to life events, relationships, tone and the unsaid part; it focuses on the indirect part of the communication. Swiss communication tends to be low-context and direct; Indian communication tends to be higher-context and indirect.
Why does cross-cultural communication cause business problems?
Because the same words, gestures, and even a “yes” or “no” can mean different things across cultures. A literal reading of an indirect statement, or a misread gesture, can derail negotiations and partnerships even when both sides agree on the substance. Reading intent within cultural context is the key skill.
What are some of the common non-verbal communication differences?
Every culture has different non-verbal communication. At times, non-verbal gestures do not translate clearly. A thumbs-up would mean positive affirmation in India, while resting your face on your hand would mean no interest or disrespect. One should learn the local language's verbal and non-verbal patterns and styles to communicate better.
How can you communicate better across cultures?
Read intent rather than only literal words, match your directness to your audience, confirm gently when a “yes” is ambiguous, learn local non-verbal norms, and assume good faith by treating differences as cultural style. Parul University builds these skills through mixed international teams in programmes like YEEP.
