By 
Karlheinz Zuerl, CEO of the German Technology & Engineering Corporation (GTEC), headquartered in Shanghai, is calling on Europe’s industrial SMEs to seize the opportunities in BRICS markets more proactively.
“In a time of global economic disruption, the BRICS countries—particularly Brazil, India, China, and the United Arab Emirates—offer promising growth prospects for European companies,” he explained.
As an expert in international markets, he recommended “strengthening strategic partnerships and increasing investments in these dynamic economies to achieve sustainable profit growth.”
BRICS: A Rising Economic Powerhouse
In recent years, the BRICS countries have emerged as a driving force in the global economy. According to current data from the International Monetary Fund (IMF), the BRICS+ nations generated a combined gross domestic product (GDP) of approximately USD 27.3 trillion in 2023, with China contributing the lion’s share at USD 17.8 trillion. Forecasts suggest that the BRICS share of global GDP based on purchasing power parity could exceed 38 percent by 2029.
The BRICS nations represent approximately 48 percent of the world’s population. The expansion of the BRICS group to include new members such as Indonesia (since January 2025) and association agreements with 13 partner states, including Vietnam, Malaysia, and Thailand, has significantly strengthened the alliance’s global reach.
“Given the unmistakable geopolitical tensions, there is widespread uncertainty among Europe’s industrial SMEs about whether — and to what extent — they should engage in business activities in the BRICS markets,” said Karlheinz Zuerl, drawing from numerous conversations with CEOs and owners of mid-sized companies.
“Those who wait for the world to be peaceful and secure will miss their chance to get on board,” he warned, pointing to “numerous market opportunities in the BRICS region” that much of Europe’s economy is currently overlooking. Zuerl explained:
“The BRICS countries are increasingly establishing themselves as a driving force in a multipolar global economy. European industry’s investments in future markets such as digitalization, future engineering, automation, augmented reality, artificial intelligence, robotics, and renewable energy in these regions are delivering high returns on investment — and are fully capable of competing with Europe.”
Challenges and Opportunities: A Pragmatic Approach
Karlheinz Zuerl acknowledged, “Despite the enormous potential, there are challenges.” To address them, he co-founded the “BRICS Project Network,” an international alliance of consultants, trainers, and interim managers that supports Western companies in developing business in BRICS countries. According to Zuerl, the expert network covers regions including China, Hong Kong, India, Southeast Asia, the United Arab Emirates, Brazil, South Africa, and several other countries in the Global South.
He pointed out that Russia’s economy is now larger than Germany’s. The close cooperation among BRICS nations was evident at the St. Petersburg International Economic Forum in June of this year, which was attended by representatives from over 140 countries—including a delegate from the BRICS Project Network.
Karlheinz Zuerl explained: “The further development of economic relations between Western industrial nations and the BRICS alliance benefits all parties involved. However, BRICS is not a monolithic bloc, but rather a group of countries with very different conditions—conditions that must be well understood in order to succeed.”
BRICS Project Network offers a broad range of services
To support this, the BRICS Project Network offers a broad range of services, including procurement, sales, business relocation, corporate transfers, quality management, supplier development, business development, project management, interim management, professional training, and coaching.
Karlheinz Zuerl advised: “European companies should take a pragmatic approach. Local knowledge, partnerships on the ground, and cultural sensitivity are key to gaining a foothold in these markets.” According to the network, the consultants and executives involved bring many years of industry experience across a wide range of sectors.
These include, among others: manufacturing, automotive, mechanical and plant engineering, construction, electrical and electronic engineering, household appliances, environmental technology, information technology, pharmaceuticals, and communications technology.
When needed, interim managers on site take on operational responsibilities such as general management, commercial oversight, project or quality management, research and development, HR and finance, procurement, supplier development, business relocation, sales and marketing, or change management.
