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Not so simple!
India My Land

Not so simple!

Why life is not all about yes and no in India During my market research days, I used to work on global surveys, where the same questions had to be asked across countries and the answers compared. Implicit in this was the assumption that as long as the questions were identical, the answers were comparable. However this was usually quite far from the truth, as all of us with common sense can well imagine. “Can’t say” in India was not “don’t know” as elsewhere, because it was often “won’t say”. “Are you vegetarian or not”, was not so simple because I could be vegetarian only at home or only on Tuesdays. A standard international price testing question was to ask people, “if the price of Brand B went up by Rs x, which brand would you switch to?” This data was then subjected to some rigorous maths to predict what […]

May 13, 2012
Piercing the Veil of Illusion
India My Land

Piercing the Veil of Illusion

It is time to let social scientists take the floor to understand the many maladies afflicting India India has a deeply entrenched knowledge caste system. ‘Science’ is superior to ‘arts’, ‘quantitative’ better than ‘qualitative’; oncology and computer science will benefit the country more than sociology or psychology. Economics is superior to other ‘arts’ because it is quantitative. Consequently even the most pressing problems of national character and society and polity are sought to be solved by technofixes or higher GDP growth rate or understood by some set of quantitative indicators like vote shares or infrastructure outlay or poverty statistics using different measures. Seriously addressing such problems, however, requires rising above the caste system and getting social science disciplines to urgently work on them, or else they will rot the foundations of the country. We need them to urgently put into the public discourse a deep understanding of the real nature […]

April 30, 2012
When the tables turn
C'est La Vie

When the tables turn

The bittersweet moments of role reversals in mother-daughter ties Please remember to switch off the lights as you leave, otherwise my electricity bill shoots up… and please don’t lose my house keys”, the just-started-working young lady said to her mother. The mother was indignant. She thought, “What about all the lights and fans you left on, all those growing up years; and all the milk you poured down the sink when you thought nobody was looking? And all those expensive tuition teachers you persuaded to leave early even though we were paying them by the hour?” But after she got the indignation out of her system, she thought with a gleam in her eye, “ab meri baari“. She had known early on in motherhood, that every 10 years or so, who embarrasses whom changes and power shifts. When her daughter was two, they took her with them to a fancy […]

April 22, 2012
Can Narendra Modi evolve from COO to CEO?
Demand Drivers

Can Narendra Modi evolve from COO to CEO?

There is something seductively reassuring about operational performance improvement (OPI). Narendra Modi’s speeches at business forums have been all about it and he offers himself as an OPI-delivering chief operating officer (COO), with a successful model demonstrated in one pilot state, ready to be scaled to the rest of India. This resonates deeply with Corporate India, which has improved margins and taken advantage of the rising tide of ‘automatic’ GDP-driven revenue growth, for the past 15 years, on the back of an almost maniacal focus on building a lean, mean, efficient, scalable supply machine that could make maximum hay when the sun shone. Given how flabby and dirty the government machine is, there’s clearly a lot to be tangibly gained by the citizen-shareholder too – as is the case with investors in India Inc – and they may well elect him for that reason. Given all the case studies he […]

April 14, 2013
It’s a Jungle Out There
C'est La Vie

It’s a Jungle Out There

The jungle is not a place of predator and prey, instead it’s about collaborating and sharing the same waterhole. For so long, I have heard the phrase “it’s a jungle out there” mentioned in the context of the cruel world of business , and understood it to mean that only the fittest will survive and it’s each man to his own, constantly watching his back, in the fight for survival. There are various other metaphors used which underline this sentiment. At a top management conference of a large, politics ridden organisation, one of them pithily said “let’s face it, either you are the road roller or the road – there is no third option”. Either you are the hunter or the hunted, the predator or the prey. So, when I actually went into the jungle a few months ago, I realised pleasantly that “it’s a jungle out there” isn’t about […]

April 1, 2012
End of Ride-the-Wave Growth
Demand Drivers

End of Ride-the-Wave Growth

Consumer demand is still a large pie, and the bigger share will go to agile consumer-centric businesses Is consumer demand alive and well, even after the Budget? Prices will go up, driven by service tax and excise duty increases; cost of fuel, freight and utilities, and EMIs too, have shot up. India Inc will most likely take a one-shot price correction and pass on even past-absorbed cost increases to consumers in for a penny, in for a pound being their logic. And, in any case, the stock market is too woebegone to react too much. Of course, the absolute truth is that when prices go up, demand comes down, and it is tempting to conclude that consumer demand is heading for the ICU and tough times lie ahead. However, business logic should not be as simplistic as that, and before FY13 business plan targets are slashed, consider this: the total […]

August 24, 2012
India Inc needs a strategy makeover
Business Strategy

India Inc needs a strategy makeover

EXCERPTS from Rama Bijapurkar’s new book highlight a framework for integrating customer centricity into business strategy India Inc, since 1991, has operated with the implicit logic that “if you expand supply and manage operations skilfully, you are sure to win”. As is evident from revenue and profit growths over the past decade and a half, this logic has served it well. Consumption growth rose steadily year on year, riding on the back of significant increases in household income as a result of overall economic growth. Consequently, and understandably, the demand side of business did not occupy a prominent place in business-strategy development for India Inc. The strategic focus has almost entirely been to build an efficient and scalable supply machine that could make the maximum hay while the sun shone. Of course, over the past two decades, there have been several anxious moments when demand blips occurred due to environmental […]

March 11, 2012
Ladies First
C'est La Vie

Ladies First

Stories of successful women Almost all the “aha” thoughts I have had that helped me navigate through the self-inflicted pain of super-woman-itis, chip-on-the-shoulder gender bias, guilty motherhood, to be she-male or female dilemmas, came from women icons, celebrities, and regular people who were part of my life journey. Last week’s Women’s Day calls for sharing some of these stories. I tagged along with a bunch of senior journalists, on the campaign trail during the last Bihar assembly elections. That’s when I met Rabri Devi. As I watched her impassive face and her placid, “homely” demeanour, I asked her how she managed to do all this chief minister stuff with such little training. Her answer, which I will use as a title if ever I write a book on Indian women, went something like “samay samay par adjust karna padta hai, so kar lete hain.” My takeaway? Hey nothing is such […]

March 11, 2012
New Mindset to Open New Markets
Business Strategy

New Mindset to Open New Markets

Renaming ‘the poor’ as ‘modest-income’ consumers (MIC) helps remind us that these are regular consumers, who do have a little money apiece to spend. The task of making markets work for them is to enable their money to stretch and buy them the things that they need. Some ways to achieve this: Remove additional middlemen, who thrive in MIC areas, where because the total demand is too low for viability, regular company distribution channels stay away; middlemen also provide the service of breaking economically viable large packs and selling smaller parts, but at higher price per gram e.g. biscuits or edible oil. Removing the middle man, yet offering the same quality and price as for other customers, is the challenge to make markets work better for MIC. Financial services are creating techheavy, people-light systems to do this. Hindustan Unilever is creating new, low-cost, company-controlled, lastmile channels like Shakti Ammas. Indian […]

March 2, 2012
Improving Corporate Governance
Corporate Governance

Improving Corporate Governance

It would help to reduce the familiarity quotient on boards and factor in business health beyond profits. Corporate India has been calling attention to two issues: one, in the context of the proposed Companies Bill, is reasonableness in non-executive director liability and penalty for misdemeanours pertaining to day-to-day operational management of the company. The other is the call for better public governance. Suddenly, there is more open complaining to ministers in public meetings about extortion by government agencies and blatant rent-seeking behaviour. This is probably a good time for corporate India to also look inward and improve its own corporate governance, moving it beyond regulatory compliances to better oversight (an unfortunate corporate governance term that means the exact opposite in the English language). There is enough low-hanging fruit to be taken advantage of in the form of improvements that can be quickly implemented. The first area to improve is board […]

February 27, 2012
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