The list, "Twenty Timely Ideas", is a compilation of top Asian companies, which have a competitive edge that is sustainable, either domestically, regionally or globally and is not reflected in their share valuations.While information technology education company NIIT has a "global edge" for its world-wide leadership in its sector, HLL and HDFC have "local edge" for being leaders relative to their domestic competitors.

Morgan Stanley said NIIT was selected in the 20 timely ideas for capitalising on the growth of the Indian education and software industry by continuously investing in new education centres .HLL had arguably the most extensive and cost effective FMCG distribution system, especially in rural areas.