The stated purpose of the company is to aid North American and European firms in becoming familiar with routine Asian business practices, specifically in marketing their products to India and China, both of which are BRIC countries.

It provides its clients with training workshops on topics like human resources issues in India, the financial and legal environment, and Indian culture.

[17][18] In April 2011, Amritt and Bagla attended the South Asian Studies Association's convention in honor of Ron Somers, President of the U.S. India Business Council, for his works in US-India relations.

[23] In this survey on R&D globalization, Amritt found that 33% of American companies plan to deploy only 11 to 100 R&D personnel in emerging economies, such as the BRIC countries.

About a quarter of the respondents, 26%, had trouble finding enough talent in their home regions and 17% sought to accelerate time to market by using additional resources in emerging countries.

[25] Amritt has released a 700-word Indian-English lexicon to help North American and European companies with expansion into Asian markets.