Domination Aug 2013 by Domination, DoMS IIT Roorkee

DOMINATION VOLUME-III ISSUE-05

AUGUST 2013

NEWSLETTER FROM DEPARTMENT OF MANAGEMENT STUDIES, IIT ROORKEE

Editorial

……………………………………………………… ……………………………………………………… Dear readers, It is the month of August and session is now on full swing. With the blistering heat behind our backs and the pride of Independence Day in our heart, we present another thought provoking edition of DoMination. This edition presents an interesting set of articles from a diverse range of topics. The cover story is based on one of the most important topics of recent times, Oil & Gas in India. Sharad Srivastava discusses the current status of oil and gas industry and its future outlook. Another equally thought provoking article is from Rohan Krishnan on the subject of Human Resources – issues and Future Trends. Here the author tries to deliberate on some of

the key issues faced by HR function. On financial front, administration is always an important aspect of any type of business. The characteristics, trends and issues of Financial Administration are captured by Nilaya Shankar in the present edition. It is always good to hear from the industry experts. We present you the interview of Sushant Vashistha, a 2009 batch pass out alumnus of DoMS and currently working as a Market Manager at Infosys. We also have success story of Prasoon Joshi, a well-known name in the field of advertising and media industry. Their experiences would benefit the future managers in developing their skill sets.

Apart from these stimulating pieces, DoMination also has a creative face to show off. The present edition presents a beautiful poem from Soumyaranjan Nayak. The next round of quiz is like icing on the cake. This month also saw Exuberance, the official sports meet of DoMS, IIT Roorkee. It was a ice breaker between the batches and displayed healthy competition from the participants. It also contributed to the all round development of students. We hope that the current edition would be liked by you. We are constantly working on making DoMination better and your support and guidance is always welcome. Please provide your feedback and comments on the edition. Happy Reading....

ards - Reg ination DoM Team

……………………………………………………… 02 | DOMINATION, AUGUST 2013

DEPARTMENT OF MANAGEMENT STUDIES, IIT ROORKEE

Contents

……………………………………………………… 04

Faculty Adviser Dr. R.L. Dhar Oil and Gas Industry in India

Team DoMination Abhay Kumar Arun George Nilaya Shankar Priyank Singhal Rohan Krishnan Saurabh Paul Sharad Srivastava

11 Chlorophyll

Human Resourse: Issues and future trends

15 Qutopia

Designing Team 16

Ashish Kumar Jaiswal

Dhruv Kadian Rakesh Ranjan Kumar

DoMS da Evince DEPARTMENT OF MANAGEMENT STUDIES INDIAN INSTITUTE OF TECHNOLOGY ROORKEE

Roorkee- 247 667, India Tel: +91-1332-285014, 285617 Fax: +91-1332-285565 Email: domination.doms.iitr@gmail.com Website: www.iitr.ac.in/departments/DM/Pages/ Index.html

Success Story

Financial Administration

26 26

For private circulation only

03 | DOMINATION, AUGUST 2013

Spotlight

…………………

DEPARTMENT OF MANAGEMENT STUDIES, IIT ROORKEE

Cover Story ………………………………………………………

Oil and Gas Industry in India Oil and gas are the most im-

ed. Like any other industry, the

oil underground or underwa-

portant energy source. They

oil and gas industry comprises

ter. This also applies to natural

produce power for our homes

of various activities in its value

gas fields, to search for poten-

and factories, run our cars,

chain and broadly classified as

tial gas field. This stage also

ships, railways and also provide

upstream,

consists drilling for exploratory

plastics and other synthetic

downstream processes.

material that in the modern

Upstream:

the

and operating the wells that

world, we often take for grant-

searching for potential crude

recover and bring the crude oil

midstream It

and

wells,

includes

subsequently

drilling,

and/or raw natural gas to the surface. With the development of methods for extracting methane from coal seams, there has been a significant shift toward including unconventional gas as a part of the upstream sector, and corresponding developments in LNG processing and transport.

04 | DOMINATION, AUGUST 2013

DEPARTMENT OF MANAGEMENT STUDIES, IIT ROORKEE

Oil and Gas Industry in India ……………………………………………………… Midstream: This sector in-

downstream

touches

er of natural gas (with 1.90%

volves the transportation, stor-

consumers through products

share) in the world. Recently

age and marketing of the vari-

such as gasoline or petrol, ker-

India government is focusing

ous oil and gas products pro-

osene, jet fuel, diesel oil,

on LNG to meet its energy

duced by natural gas pro-

heating oil, fuel oils, lubricants,

needs. World LNG Report 2011

cessing plants and by petrole-

waxes, asphalt, natural gas,

mentions that India became 6th

um crude oil refineries. The

and LPG as well as hundreds of

largest LNG importer with a

midstream

are

petrochemicals. Midstream op-

share of 5.3% of total world im-

often taken to include some

erations are often included in

ports.

elements of the upstream and

the downstream category and

downstream sectors. For exam-

considered to be a part of the

around 53% are Onshore and

ple, the midstream sector may

downstream sector.

rest 47% are offshore reserves.

operations

sector

include natural gas processing

the

total

oil

reserves,

For total gas reserves, around

plants which purify the raw

An Overview: Oil and Gas is

30% are Onshore and rest 70%

natural gas as well as removing

one of the six core industries of

are offshore reserves. This is

and producing elemental Sul-

India with approx. 15% contri-

the focus for government with

phur and natural gas liquids

bution to GDP (as per Ministry

100 – 120 billion USD invest-

(NGL) as finished end-products.

of Petroleum Data). According

ment opportunities for next 5-

Downstream: The downstream

to FICCI, around 45% of total

10 years. This segment is domi-

sector commonly refers to the

energy need is catered through

nated by government oil com-

refining of petroleum crude oil

oil and gas. To keep its econo-

panies (GOCs) with little but

and the processing and purify-

my running, India’s energy con-

growing private participation.

ing of raw natural gas, as well

sumption is on the rise. In

ONGC is a clear leader in this

as the marketing and distribu-

2011, India became 4 largest

segment with more than 65%

tion of products derived from

consumer of oil (with 3.9%

share in total oil and gas pro-

crude oil and natural gas. The

share) and 12 largest consum-

Table: O&G data for India (upto 2012) Proven Reserves

Production

duction. Other players are OIL,

Consumption

Quantity

Rank in world

Quantity

Rank in world

Quantity

Rank in world

Oil

5.61BnBbl

990.18ThBbl/day

3421.75ThBbl/day

Gas

40.75 TCF

1426.03 BCF

2075.52 BCF

Source: US Energy Information Administration

05 | DOMINATION, AUGUST 2013

DEPARTMENT OF MANAGEMENT STUDIES, IIT ROORKEE

Oil and Gas Industry in India ……………………………………………………… reliance and Cairn Energy.

are planned for catering to 30

India also has a vast network of

million tons.

The immediate

It is important for any

37000 km of pipelining net

ones would be located in

country to provide a favourable

work of which 15000 km is for

Pardip (Orissa) and Cuddalore

environment for growth of any

gas transportation. This seg-

(Tamilnadu). As like others, this

industry. The environment can

ment provides 100 – 110 billion

segment is also led by govern-

be created and affected by a

(approx. 60000 crore) USD op-

ment enterprises. IOCL along

variety of factors such as politi-

portunities in coming 15-20

with its subsidiaries commands

cal, economic or technological.

years. This sector is also led by

48% market share in this seg-

Fortunately India passes the

GOCs like IOCL and GAIL.

segment. However the compe-

test on most of the counts. It

tition is more in this segment

has a stable democratic setup

In downstream segment, India

with Reliance and Essar pre-

with good economic health.

has a total of 22 refineries with

senting considerable market

India enjoys cordial relations

a total capacity of 215.066 mil-

challenge to existing players

with almost every other nation.

lion tons. There are 11 refinery

like IOCL, BPCL and HPCL. In-

It has a GDP OF $1.842 trillion

expansion plans proposed in

fact, India’s biggest three refin-

in 2012 (per World Bank) and is

2012-2017 adding a capacity of

eries in terms of refining capac-

already one of the top 10 econ-

50.6 million tons. Apart from

ity belong to private sectors.

omies of world. On PPP basis, it

them, 3 new refining facilities

Environment Analysis of India

fares even better with GDP at $3.84 trillion and a very good rank of 3. Many believe that

Table: Top players in Indian O&G sector Segment

Company

Upstream

Oil and Natural Gas Cor- State owned poration

Midstream Downstream

Type

India’s future is very bright. India is on second spot after China in population and has a rich technological and human re-

Oil India Ltd.

State owned

sources. English is also one of

RIL

Private

the bright factors whose popu-

Cairn Energy

Private

larity and usage is growing by

Indian Oil

State owned

every day. It also has a decent

Gas Authority of India

State owned

132nd rank in Ease of Doing

Indian Oil

State owned

Business, out of 185 econo-

Bharat Petroleum

State owned

mies. Government of India is

RIL

Private

seriously pursuing foreign in-

Hindustan Petroleum

State owned

vestment and oil and gas is one

Essar Oil

Private

of the core industries on its

06 | DOMINATION, AUGUST 2013

DEPARTMENT OF MANAGEMENT STUDIES, IIT ROORKEE

Oil and Gas Industry in India ……………………………………………………… agenda. Some states such as

couraging this sector, private

main as the main source of en-

Gujarat is fast developing as a

players coming up and other

ergy in near future. If we look

regional hub for Oil and Gas

consideration like geopolitics,

at the EICdata for Indian oil and

business and already in news

one can only be optimistic. It is

gas industry projects, upstream

for heavy foreign investment.

a recession proof industry by

comes out as a segment with

Additionally some of the issues

its very nature and due to the

maximum opportunity. Particu-

(example: local content laws)

never ending demand of ener-

larly offshore projects are the

which is frequent in oil and gas

gy. Government is also diversi-

ones where one should look at.

business are not in India.

fying its energy supply with in-

Going by the value chain, this

creased focus on LNG and oth-

sector will put an upward pres-

er non conventional sources.

sure on other segment and we

The future of oil and gas

Nuclear energy is one area

can expect all round growth.

business in India is certainly

where lot of stress is given.

bright. With government en-

However oil and gas will re-

Future Scope of O&G in India

By-

Sharad Srivastava

DoMS, IIT Roorkee (2012-2014) sharad.iitr@gmail.com

07 | DOMINATION, AUGUST 2013

DEPARTMENT OF MANAGEMENT STUDIES, IIT ROORKEE

Perspective ………………………………………………………

Human Resource– Issues and Future Trends In today's perspective

about the three different gen-

ready to enter the corporate

Human Resource (HR) has tak-

erations of people: Generation

world. There is a vast differ-

en on a completely new mean-

X which includes those born

ence between the thought pro-

ing. Not so long ago HR was

between the years 1960 and

cesses of these three genera-

considered to be nothing more

1975. These would be the peo-

tions. The train of thought has

than a support function. It was

ple who are at the CEO or top

shifted from the more tradi-

a “go to” when problems crept

HR positions in the industry to-

tional “By the Book approach”

up in an organization. Today

day. Then we have Generation

to a more innovative type of

however, the role of human

Y which includes those people

approach. Generation X would

resources has become more

who were born between the

see things more in binary for-

proactive just like every other

years 1975 and 1990. These

mat as right or wrong. Genera-

function in any organization.

people would currently be at

tion E believes more in the plu-

Today like all other functions,

lower positions or in the inter-

rality of life. It is thus important

the human resource function

mediate stage between middle

that Generation X who would

has become one of the contin-

management and top manage-

very soon be leading Genera-

uous improvements.

ment levels. Finally we have

tion Y and E start getting accus-

Dr. Pallab Bandhyopadh-

Generation E which includes

tomed to their ways of think-

yay, the Chief Peoples Officer

those born post 1990. These

ing. Today the organization is

at Cambridge Solutions talks

people would just about be

more about

08 | DOMINATION, AUGUST 2013

DEPARTMENT OF MANAGEMENT STUDIES, IIT ROORKEE

Human Resource– Issues and Future Trends ……………………………………………………… people rather than the jobs

life cycles have also reduced

HR is that these needs keep

they perform. It is universally

drastically over the last few

on changing from time to

believed that if you have the

years. With all these chang-

time.

right person on the job, you do

es happening at such a fast

4. Today with Cutthroat com-

not need to worry about per-

pace, human beings find it

petition on the rise in every

formance and results. They are

difficult to perform and

industry, it is important that

usually a byproduct of having

keep up at their jobs .Thus,

HR hires those individuals

the right workforce. Thus to-

training and development

who are willing to make a

day's HR strategy cannot be

on a continuous basis has

long term commitment to

what it was ten years ago .

become the need of the

the organization so that the

Some of the Key issues faced

hour. This has in turn be-

costs to the company can

by Human Resource Depart-

come an added responsibil-

be overcome. This can be

ments in Organizations today

ity for the HR at any compa-

done by offering incentives

are as listed below:

ny. The HR constantly needs

and plans to employees

1. One of the biggest prob-

to ensure that every mem-

based on their require-

lems faced by HR today is

ber of staff is being subject-

ments.

the huge population pool

ed to the precise training

that they have to fit into hu-

and development program

task of HR in any organiza-

man resources. This is a gar-

whilst on the other hand

tion today is to build up a

gantuan problem in our

balancing costs of the or-

competitive advantage for

country. It may seem that

ganization.

that particular organization

5. Another

very

important

this cornucopia of people

3. These days money is not

over its competitors. HR

would serve as a boon how-

the only factor which keeps

needs to do whatever it can

ever it is actually creating a

employees motivated and

to keep the organization

problem in selecting the

satisfied. Today HR needs to

alive.

right person for the right

apply Maslow's need theory

6. Even

job. The bigger the basket

to every employee in the

stressing the importance of

to choose from the more

organization and figure out

people, for any business to

the likelihood of error in se-

ways to keep them motivat-

sustain today money is a

lection.

ed and satisfied. Organiza-

crucial factor. Every busi-

2. As they say these days “The

tions are realizing that if

ness is set up to earn

only constant around is

they fail to do so it does not

profits. One way of improv-

change”. The demands in

take an employee long to

ing profits is by cutting

every industry keep chang-

find these elsewhere. An-

costs. It is imperative that

ing by seconds. Technology

other factor plaguing the

the HR carries out all its en-

though

keep

09 | DOMINATION, AUGUST 2013

DEPARTMENT OF MANAGEMENT STUDIES, IIT ROORKEE

Human Resource– Issues and Future Trends ……………………………………………………… keeping in mind the associother either by acquiring it today is the rise of Multinaated costs. Hence HR must

or by merging and con-

tional companies. These are

work together with the Fi-

ducting business together.

again an amalgamation of

nance vertical to ensure

This creates an amalgama-

different cultures and mak-

that a balance is main-

tion of cultures and policies

ing sure that all these cul-

tained. This is true of all

and it is the responsibility of

tures co-exist in harmony is

functions and hence the

HR to ensure that a balance

a prime duty of HR.

matrix structure has been

is created. It is up to the HR

These are some of the major

adopted at most organiza-

to ensure that a final set of

issues faced by the Human Re-

tions today.

policies

source functions in most organ-

7. Right Sizing has become an-

agreed upon which is in the

izations. It is clearly evident

other very popular trend

best interest of the new or-

that Human Resources today

these days in most organi-

ganization formed.

have a lot more on their plates

and

culture

zations. Organizations today

9. Globalization has also be-

than they did a few years ago.

believe in having just the

come very common these

They have become a lot more

right amount of staff re-

days. All companies look

involved and a much more in-

quired to carry out day to

forward to expand their

tegral part of the organizations.

day business. This may

businesses to foreign lands

So much so that today Human

sometimes involve a few

once the local demand has

Resource is not just a delivera-

doing the work of more

saturated. Here HR needs to

ble of the HR functions but also

than one person. At such

train

make

of every other function in the

times it is important that HR

them understand the for-

organization. If an organization

retains the right employees

eign culture and prepare

expects to function without any

or lets go off the right em-

them for the assignment. It

glitches, they require that Hu-

ployees. This is a difficult

is imperative that HR also

man Resources play a vital role

decision which can impact

provides them with moral

by being proactive in their ap-

the organization either very

support to better help them

proach and look for continuous

positively or very negative-

tackle the challenges faced

improvement in all their activi-

ly.

in the foreign land and also

ties.

8. In today's day and age it is not uncommon for one organization to help out an-

employees,

give them an assurance of a job on their return. 10. Another issue faced by HR ByRohan Krishnan DoMS, IIT Roorkee (2012-2014) krishnan.rohan@gmail.com

10 | DOMINATION, AUGUST 2013

DEPARTMENT OF MANAGEMENT STUDIES, IIT ROORKEE

Chlorophyll

……………………………………………………… Why Life is Such????????? Its wise to learn, its GOD like to create

Is this life? Standing on the edge of knife Deciding where to go And what to sow

Who rules my life Why is it so rough Am I a born failure Lacking strength and secure

If a step goes wrong It takes so long To correct To resurrect

Is failure a moment Or a continuing incident From which coming out Is difficult enroute

Where does life go, Is it a rainbow Or a flowing river Which always meets the shore

Why am I so discontent Is it a predicament Or I am discontent Because I am insufficient

Why life so complex So perplex Its difficult To start after sudden hault

What’s success in life What are its types Does it come with birth Or we need to search it on earth

11 | DOMINATION, AUGUST 2013

DEPARTMENT OF MANAGEMENT STUDIES, IIT ROORKEE

Chlorophyll

……………………………………………………… Its wise to learn, its GOD like to create

Does a single step Decide my life And nothing can be done After time is gone

People say In many ways Child is a white paper Requires a perfect shaper.

Am I special Born to rule all Or am I a common With a silent tone

What I learnt here Not to respect, but fear Not to clean, just clear With nothing returned, pains to bear.

Why to fight This battle day and night To surpass others Injuring my own brothers Can’t we just sit Resting a bit Enjoying nature With full rapture

Will I end like this Being a good useless Running for throne And end up as rusty goon Defeated in life Harassed in life Sucked by life Tormented by life

BySoumyaranjan Nayak DMME, IIT Roorkee (2013 - 2015) soumya42ranjan@gmail.com

12 | DOMINATION, AUGUST 2013

DEPARTMENT OF MANAGEMENT STUDIES, IIT ROORKEE

Qutopia ………………………………………………………

It’s Exquizite, Kills your Quriosity and adds to your Quizdom. Need we say more? ‘Qutopia’ – A Utopia of the

best Biz Quiz Tidbits to wreck your brains! Rush in your answers to domination.doms.iitr@gmail.com before 10st September, 2013. The winner will have their names published in the next issue. Also, person getting the highest score in the current quarter will get a gift voucher. Answers in the next issue of DoMination.

Section A (1 Point for each correct answer)

1.In October 1931, lights in US were dimmed for a minute as a mark of respect for an individual. What had happened? 2.Who said this line and for whom, Generations to come will scarcely believe that such a one as this (Gandhi) walked the earth in flesh and blood.....” 3.Which ministry is associated with MCA21 project in India? 4.Assets that have experienced a significant drop in value and lack an active market where they can be sold, are called ........................................ 5.Which was the first car company to invent car bags for car safety during accidents? Which company was earlier known as Andersen Consulting?

13 | DOMINATION, AUGUST 2013

DEPARTMENT OF MANAGEMENT STUDIES, IIT ROORKEE

Qutopia ……………………………………………………… Section B (2 Point for each correct answer)

1) Identify the famous TV serial by the below picture.

2) Identify the brand by the logo given below

3) Identify the country by its flag.

4) Identify the below personality.

14 | DOMINATION, AUGUST 2013

DEPARTMENT OF MANAGEMENT STUDIES, IIT ROORKEE

Qutopia ……………………………………………………… Answers for July edition

1. 2. 3. 4. 5. 6. 7.

Section A The Doon School, Dehradu Gluco Cola by Parle Monopsony Central Bank of India Lucknow Fed Ex J. K. Rowling, Author of Harry Potter Series

1. AT&T 2. Constantine 3. La Tomatina 4. Elvis Presley

Winner of July edition

Sumit Kapoor DoMS, IIT Roorkee (2000-02)

15 | DOMINATION, AUGUST 2013

DEPARTMENT OF MANAGEMENT STUDIES, IIT ROORKEE

DoMS-da-Evince ……………………………………………………… Sushant Vashistha is a 2009 batch pass out of DoMS and presently working as a Market Manager at Infosys.

Q: Please let us know about your journey prior to joining IIT Roorkee. Response: So the journey before IIT Roorkee was focused much on academics and doing decently in Engineering in the hope of landing up a job in the much aspired IT sector. I did my engineering from Delhi (IP University) worked for about a year in IT as a software developer and then decided to bite the MBA bullet. It’s funny how things can change so suddenly sometimes. It’s hard to believe now that at a point in time I was dreaming about doing Phd in Organic Chemistry and at another point I was that close to pursuing MS or MTech. Q: How was your summer internship at Sun Microsystems?

Response: Well actually I did 2 internships – 1 month winter internship at The Apollo Hospitals Group, Mumbai and 2 months with Sun Microsystems in my summers. Both were at the extreme end of the spectrum in terms of the kind of work I did and the learning I got. At Apollo, my assignment was to work as a management consultant with a particular franchise of “The Apollo Clinic” that was not doing that well and help them identify bottlenecks, concern areas as well as new revenue streams and ideas to improve their business. It also included mapping out the competition around that clinic and had me explore the suburbs of Andheri and nearby areas. Sun Microsystem was completely other end of the spectrum. I worked with the Country Head of Govt. Strategy at

Sun on 3 different assignments there – helped in putting up a business case together for a big proposal, a more research driven assignment that actually materialized in a white paper that I co-authored with my mentor and finally an interesting assignment on developing a futuristic operational and regulatory framework for utility computing. Some of the things I learned during these have been coming in extremely handy to me even today. Q: What are your roles and responsibilities at Infosys? Response: In my present role at Infosys, I am a product marketing lead. For simplicity’s sake, you can equate it to a product marketing manager / brand manager but in a B2B scenario.

16 | DOMINATION, AUGUST 2013

DEPARTMENT OF MANAGEMENT STUDIES, IIT ROORKEE

DoMS-da-Evince ……………………………………………………… I take care of all the marketing

ground zero. The communica-

or that I am going to give you

activities for some of the soft-

tion is much more formal and

hardware or software to run

ware products coming out of

direct in B2B as against the B2C

your systems on. Now, we are

our product incubation unit.

which feeds a lot on the psy-

seeing more and more conver-

My responsibilities include con-

chographic and behavioral as-

sations focusing on how IT can

ceptualizing

pects of the consumer lifecycle

help make faster inroads into a

allowing scope for informal ele-

new territory or how it can

proposition for these products,

ments.

help arrest a sliding market

doing global launches, concep-

On a lighter note, Bajaj was a

share or deliver a differentiated

tualizing and executing demand

lot more glamorous form of

experience to their customers

generation

awareness

marketing - working with TV

and so on. IT has grown much

campaigns for both internal au-

channels, production houses

beyond simple hardware and

dience and external prospects /

and mass events like college

software

clients and manage the PR and

fests and rock shows while at

mainstream business driver.

Analyst Relations.

Infosys, it is all about influenc-

Second theme that I am seeing

ing the top line directly and

emerge rapidly is this whole

Q: How your experience at In-

hence more formal and busi-

realization by the enterprises

fosys is different from Bajaj?

ness focused approach.

that IT is not their core job.

product

and

developing

positioning,

and

value

Response: There are obvious

and

evolved

into

With the emergence of newer

differences inherent in the B2B

Q: What changes do you see in

models like SaaS, Iaas, PaaS,

(Infosys) Vs. a B2C (Bajaj) sce-

customer expectation, particu-

Cloud technologies and ad-

nario. From a more conceptual

larly in IT industry?

vancements in data security

standpoint, the fundamentals

Response: I think there are

and privacy frameworks, IT is

of marketing remain the same;

clearly 2 core themes emerging

slowly moving out of the prem-

however, the channels, mar-

in the way IT is being used and

ises of the enterprises and

keting mix and the messaging

considered today – One, the

moving onto Cloud or any oth-

elements differ drastically. One

focus of enterprises is shifting

er kind of 3rd party premises.

of the major differences lie in

from plain outsourcing to a

premises of the enterprises and

the fact that in a B2C space like

more outcome driven model.

moving onto Cloud or any oth-

Bajaj, you are much closer to

The business wants the IT to

er kind of 3rd party premises.

your consumers while in a B2B

play a far greater role in deliv-

Now the expectation from IT

scenario, especially a global

ering their business objectives

providers is to deliver the busi-

one like at Infosys, knowing

than simply saying that hey, I

ness requirements from any-

your consumers is a challenge

am going to give you a system

where and using whatever un-

as you are away from the

to automate a certain process

derlying infrastru-

17 | DOMINATION, AUGUST 2013

DEPARTMENT OF MANAGEMENT STUDIES, IIT ROORKEE

DoMS-da-Evince ……………………………………………………… infrastructure. This is also re-

cial for me. It tells me how and

portfolio and entrusted with

sulting in a big paradigm shift in

where to find my consumers,

overhauling the brand image of

the role of internal IT teams

understand what they are talk-

Pulsar on digital channels. I

and the CIOs of these enter-

ing about and then tweak my

think one of the most challeng-

prises. From the first evidences

message for greater impact and

ing aspects of that responsibil-

that we are seeing in this

deliver it in the right format

ity was to actually translate the

space, a lot of them a scared of

through the right channel.

digital technology, the metrics

losing their core jobs and con-

That’s what it boils down to ul-

etc. into more traditional me-

trol to an IT provider but a lot

timately. In today’s business

dia terms to my internal stake-

more are also seeing this as an

and consumer environment,

holders who were not too

opportunity to play a greater

you cannot afford to not know

glued into these channels. I re-

role in the boardroom than

“things” about your consum-

member running sessions simi-

simply being an in-house IT ex-

ers. This ignorance could prove

lar to“evening school for the

pert.

costly as it could lead to losing

grown-ups” sensitizing them to

your customers or revenue or

the social channels, their busi-

Q: Recently there has been a

even the brand equity. That is

ness usage, case studies and

lot of talk about analytics.

where the analytics can be a

stuff and of course meeting

How do you see the function

powerful differentiator.

with stiff resistance and their

of analytics in your job?

difficult questions. Imagine be-

Response: Analytics is a buzz

ing the youngest member in

word these days. The most re-

Q: What has been the most

the team trying to take ses-

cent development on this front

challenging role so far? Would

sions of a bunch of 50 yr old

is the rise of Big Data analytics.

you like to share any inter-

Sr.Management guys about fa-

But the hype around analytics

esting incident with us?

cebook, twitter, pinterests and

and Big Data is actually ground-

Response: Well it’s been close

so on.

ed in reality. With the rise of

to 5 years that I have been

At Infosys, it’s almost like work-

social channels and so much of

working and I’d say I have been

ing in a startup mode as Infosys

usage and behavioral data be-

fortunate to be in situations

has traditionally been an ex-

ing generated every second,

that stretched my limits and

tremely process driven IT ser-

analytics becomes extremely

prodded me to think beyond

vices bulwark for ages now and

critical tool in your hands that

the obvious. In Bajaj, I was dou-

product marketing / product

can give you actionable insights

bling up as the Digital Brand

development culture is new to

on which you can base your

Manager for Pulsar, just after

the organization. That brings its

business decisions.

completing my MT program I

own set of issues. But it’s been

As a marketer, analytics is cru-

was given the charge of this

a roller coaster ride so far with

18 | DOMINATION, AUGUST 2013

DEPARTMENT OF MANAGEMENT STUDIES, IIT ROORKEE

DoMS-da-Evince ……………………………………………………… its own thrills and challenges.

tals in the subjects of your

Another thing I have learned is

Right from not knowing any-

choice – could be finance, mar-

that the college names and

thing about a particular domain

keting or whatever is that you

similar legacies can take you

and still having to pick the do-

like and lay an equal emphasis

only so far in your career. What

main quickly and develop com-

on acquiring soft skills like

really matters after this initial

munication in short time to

presentation skills, communica-

layer of legacies shred down is

getting

global

tion skills, organization skills

the real content that you have

launches at the 11th hour and

etc. and arm yourself with the

in you and that is where the

given ownership of complete

right attitude to complete your

above

tracks to hosting the Executive

professional

makes the world of difference.

meetings for Shibu and Kris on

things go a long way in ensur-

As Carl Lewis said – “I may be

behalf of my unit, it’s been a

ing that you stand out from the

walking slowly, but I never walk

hell of a ride.

rest when the right opportuni-

backwards. But whenever I

Q: Any message for the read-

ties present themselves and

walk backwards, it's for a long

ers, especially for the current

never be afraid of trying be-

jump”…so prepare for your

batch of DoMS

cause unless we try we won’t

long jump DoMsonians. All the

Response: My message would

really know what works and

best to you guys!!

be to pick up strong fundamen-

what doesn’t would we.

drawn

into

outlook.

These

things

mentioned

“It is our choices, that show what we truly are, far more than our abilities.”

J. K Rowling

19 | DOMINATION, AUGUST 2013

DEPARTMENT OF MANAGEMENT STUDIES, IIT ROORKEE

Success Story ……………………………………………………… Prasoon Joshi is a well known name in the adworld and film industry. He is an alumnus of IMT Ghaziabad and currently President South Asia at McCann Erickson. Advertising is often associated

graduation in Physics and then

and a series of other movies

with the creativity and is con-

Master of Business Administra-

like Fanaa, Rang De Basanti,

sidered a niche area. Here we

tion from Institute of Manage-

Taare Zameen Par, Black, Delhi

present you one of the well

ment Technology, Ghaziabad.

6 and most recently Bhag

known faces of Ad-world, Mr.

During his MBA days he decid-

Milkha Bhag.

Prasoon Joshi. Prasoon Joshi

ed to make use of his creative

Prasoon has been credited with

was born in 1971 and spent his

skill, academic rigour, love for

highly popular advertisements

early days in Uttarakhand, In-

music etc. therefore he decid-

which have created waves in

dia. His father being a govern-

ed to join advertisement world.

the market. Most of his adver-

ment official, he got to travel

tisements have been a great

widely across the states viz. Al-

His career started with Ogilvy &

marketing success with an in-

mora, Nanital, Dehradun, Tehri,

Mather

crease in sales of product. The

Chamoli,

worked there for 10 years after

most viral advertisement has

mother was a lecturer in politi-

which

McCann-

been “Thanda Matlab Coca Co-

cal science and used to per-

Erickson, in early 2002, where

la” which created tsunami in

form for All India Radio. All the-

he was elevated to Executive

the media and established

se factors contributed to Pra-

Chairman for McCann World

huge brand equity for the Coca

soon’s academic discipline, a

group India and Regional Crea-

Cola. Additionally, he is credit-

sense of music and culture

tive Director Asia Pacific in

ed with many other advertise-

which is now evident in his cre-

2006.

ments for leading business

Meerut,

etc.

His

(O&M) he

joined

Delhi.

ative work.

houses such as NDTV India, Prasoon also made a mark in

Saffola, LG, Marico and Perfetti.

Prasoon’s creative work started

the film industry. He made a

Due to the success of these ad-

at the tender age of 17, with

debut as lyricist in Lajja di-

vertisements he has rightfully

his first book, ‘Main Aur Woh',

rected by Rajkumar Santoshi

earned the title of "The Ad

a conversation with himself.

which soon led him to Hum

Guru of India".

Later he did his B.Sc. & post

Tum directed by Yash Chopra

20 | DOMINATION, AUGUST 2013

DEPARTMENT OF MANAGEMENT STUDIES, IIT ROORKEE

Success Story ………………………………………………………

He has many accolades to his

among 10-member Cannes Ti-

career is a great example for

credit. In 2006 he won Young

tanium & Integrated Jury 2009

anyone who would like to build

Global Leader 2006 by the fo-

at the Cannes Lions Interna-

a career in media planning,

rum of Young Global Leaders.

tional

branding or advertising.

In 2007 he was invited to

2009. In film too, he was

Cannes as jury chairman. In

awarded several times includ-

2009 his name was featured

ing national award. Prasoon’s

Advertising

Festival

21 | DOMINATION, AUGUST 2013

DEPARTMENT OF MANAGEMENT STUDIES, IIT ROORKEE

Regardez I’economie ………………………………………………………

Financial Administration Financial Administration con-

Hence, it has been rightly stat-

condition

tains 2 words Finance and Ad-

that

raised from society will be

ministration. The word finance

“Government is finance, take

spent for public purpose. Gov-

means monetary resource and

out finance, there is no govern-

ernment raises money from a

administration means to organ-

ment.”

plethora of sources to meet

ize and manage human efforts

Just as a mother (as a manager

maintenance, development as

for greater objective. Thus, Fi-

of the house) needs money

well as running expenditure of

nancial Administration refers to

(finance/fund)

the

public administration. Overall

making money available to

house, government as a man-

financial administration is a

multitude branches of an or-

ager of Country need finance to

term which encompasses fol-

ganization, entity, office etc.

run the country. The govern-

lowing characteristics:

Day-to-day activity of these or-

ment gets its finances through

(1) To make budget, i.e., of the

ganizations depends on availa-

taxation, fees, charges etc.

approximation of the reve-

bility of funds, for government

Since the revenue being raised

nue and expenditure for the

owned companies it has even

is public money, it can be safely

coming financial year,

greater significance as it has a

assumed that finances being

(2) Getting these estimates ap-

direct effect on the welfare.

provided to government on

proved by the Legislature

Llyod

George

run

that

the

money

22 | DOMINATION, AUGUST 2013

DEPARTMENT OF MANAGEMENT STUDIES, IIT ROORKEE

Financial Administration …………………………………………………. known as ‘Legislation of the

form well thought out policy

Budget’,

for overall economic develop-

(3) To put budget into execu-

ment. Moreover, in order to

tion i.e., regulation of the

assist the government more

expenditure and raising of

and more private participation

revenues,

through PPP, BOT, BOOT model

(4) Treasury management func-

are being thought of. Hence, in

tion, i.e., safe custody of the

future government activities

funds raised and arrange-

will shrink and there will be less

in the financial health of the

ment for the required ex-

demand from the society to

country. Budget is a document

penses to meet the liabili-

pay tax. As a result we are go-

which incorporates not only

ties; and

ing to witness the policy of

the revenue and expenditure

(5) Dissemination of the ac-

‘state minimalism’ when the

but it also shows the picture

counts by the executive and

full efficiency of both the gov-

related to the past, present and

the audit of these books

ernment and private sector will

future of the country in finan-

be realized. Third world coun-

cial aspect. Through budget

According to L.D. White, “Fiscal

tries have been advised by the

government can change socio-

management includes, as its

world bank and international

economic society in the coun-

principal sub-divisions, budget

funding agency to minimize

try. Government can initiate

making followed by the formal

governmental activity by shar-

structural, procedural and be-

act of appropriation, executive

ing, giving responsibility to the

havioral reforms in an organi-

supervision

expenditure

private sector. This will surely

zation. Budget not only deter-

(budget execution), the control

help to reduce large scale bur-

mine the internal organization-

of the accounting and reporting

den on government and gov-

al culture but also the external

system, treasury management

ernment can in future perform

environment.

and revenue collection and au-

with much efficiency in the re-

There are various types

dit.”

maining areas like social sector.

of budgets. Most often we re-

The current trend is to-

Overall this new approach will

fer to Traditional Budget. It is

ward efficiency and profession-

lead to societal and economic

accounting-oriented and it re-

alism in financial administra-

development.

fers to a list of all planned ex-

tion. In this two steps are out-

Budgeting is a tool of

penses and revenues (is also

lined. One, the government has

management, it is an instru-

known as line item budget, in-

to be efficient in expenditure

ment to achieve good govern-

cremental budget, deficit budg-

and must levy reasonable tax.

ance, instrumental behind eco-

et, legal budget). On the other

Two, the government has to

nomic reforms and is reflected

hand, Performance Budget re-

23 | DOMINATION, AUGUST 2013

DEPARTMENT OF MANAGEMENT STUDIES, IIT ROORKEE

Financial Administration ……………………………………………………… flects the input of resources

world there is a realization that

Rigidity and low unemploy-

and the output of services for

‘center of development‘ lies in

ment.

each unit of an organization

the empowerment of women.

(according

in-

Therefore countries have been

Monetary Policy is related to

vestopedia.com). This type of

tackling gender related issues

the availability and cost of

budget is commonly used by

in a systematic manner by gen-

money supply in the economy

the government to show the

der budgeting.

in order to attain certain broad

link between the funds provided to the public and the out-

objectives. The Reserve Bank of Monetary policy

India keeps control on the sup-

come of these services. There

ply of money to attain the ob-

is also a concept known as Zero

jectives of its Monetary Policy.

Based Budgeting (ZBB) which is

Monetary policy is one of the

also called survival budget. It is

economic policy. Monetary Pol-

rationalization of all provisions

icy

every year and examination of

vestopedia.com is “The actions

the program or responsibility

of a central bank, currency

according

in-

from scratch. ZBB is a control

It plays a vital role in a develop-

board or other regulatory com-

technique as every function

ing economy like India. Its ob-

mittee that determines the size

within an organization is ana-

jective is to control the flow or

and rate of growth of the mon-

lyzed for its needs and costs in

supply of money, often focus-

ey supply, which in turn affects

the present year without con-

ing on interest rates like Liquid-

interest rates. Monetary policy

sidering previous year’s ex-

ity adjustment facility- Repo

is maintained through actions

penditure, so in these each

and Reverse Repo, CRR, SLR

such as increasing the interest

budget starts afresh irrespec-

etc. for the purpose of eco-

rate, or changing the amount

tive of its past. Gender Budg-

nomic growth and stability. The

of money banks need to keep in

eting is a recent phenomenon

other goals include relatively

the vault (bank reserves)”.

and a part of the gender main-

Stable Prices, Promotion of Ex-

streaming strategy. It started in

ports and Food Procurement

Monetary policy could be of

Australia in 1980’s and by 2002

Operations, Controlled Expan-

two types in nature, expansion-

around 60 countries experi-

sion Of Bank Credit, Restriction

ary or contractionary. An ex-

enced gender budgeting. Gen-

of Inventories, Promotion of

pansion policy means to in-

der budgeting always lays em-

Fixed Investment, Desired Dis-

crease the supply of money in

phasis on the gender perspec-

tribution of Credit, Equitable

the market by lowering the in-

tive at various stages of budget

Distribution of Credit, to Pro-

terest rates. This is done to give

development. In contemporary

mote Efficiency, Reducing the

impetus to economic develop-

24 | DOMINATION, AUGUST 2013

DEPARTMENT OF MANAGEMENT STUDIES, IIT ROORKEE

Financial Administration ……………………………………………………… ment and lower unemploy-

trolling the economy. Basically

of the government. It is com-

ment. While in contractionary

Fiscal policy deals with the tax-

posed of several parts like tax

policy, the supply of money in

ation and expenditure deci-

policy, expenditure policy, in-

the market is decreased by in-

sions of the government. It is

vestment

creasing the interest rates.

the sister strategy to monetary

strategies and debt or surplus

policy with which a central

management.

disinvestment

According to investopedia.com,

bank influences a nation's mon-

meaning of the term fiscal poli-

ey supply. These two are used

These are some of the tools for

cy stands for “Fiscal Policy is

in different combinations to

financial administration. A note

the means by which a govern-

direct a country's economic

of caution, these objectives can

ment adjusts its levels of spend-

goals.

be effectively reached only if

ing in order to monitor and in-

Fiscal Policy is formed by the

public expenditure, borrowing,

fluence a nation's economy.”

central government. Its prime

taxation and lending are effec-

Government spending policies

objective is to see that its three

tively used.

that influence macroeconomic

pillars (viz. debt, expenditure &

conditions.

policies

revenue) is in proper shape.

affect taxes, interests and gov-

Fiscal policy deals with the tax-

ernment expenditure, for con-

ation and expenditure decision

These

ByNilaya Mitash Shanker

Abhinav Kumar Singh

DoMS, IIT Roorkee (2012-2014)

Tata Consultancy Services

nilayamitashshanker@gmail.com

pratikstar2005@gmail.com

25 | DOMINATION, AUGUST 2013

DEPARTMENT OF MANAGEMENT STUDIES, IIT ROORKEE

Spotlight ………………………………………………………

EXEBURANCE 2013 Management Education is al-

imparts

management

ance was conducted between

ways spoken in the same

skills like teamwork and perse-

22nd to 26th of August 2013.

breath with personality devel-

verance, it also serves as an ice

There were a number of games

opment. And what better way

breaker

two

conducted in which students

one could find out other than

batches. The fun element and a

wholeheartedly participated. A

sports. DoMS, IIT Roorkee be-

relief from the hectic schedule

number of games were played

ing a premier business school

is always an add-on. Needless

where students from both

of the country, always plays a

to say, it is one of the most

batches competed against each

proactive role in this regard.

sought

other. The games that were

Recently it conducted Exuber-

events of the department.

ance 2013.

basic

between

after

and

the

awaited

played included Football, Table

This year the Exuber-

Tennis, Chess, Carrom, Pool,

Exuberance is the annual sports meet of DoMS, IIT Roorkee in which MBA students from first and second years play against each other. It is basically a test of nerves, talent, confidence and ability to stand the pressure. The benefits are manifold. Not only it

26 | DOMINATION, AUGUST 2013

DEPARTMENT OF MANAGEMENT STUDIES, IIT ROORKEE

EXEBURANCE ……………………………………………………… Snooker, Squash, Badminton,

events and stage was set for

Basket Ball, Volleyball, Cricket

the

and Lawn Tennis. It was a neck-

matches.

various

breath

taking

Sports meets are famous for turnarounds and this year we witnessed one such occa-

to-neck fight between the two

The next few days were

sion. In the last few hours se-

batches. The excellent sports

as hectic yet as entertaining as

cond year put all their energies

facilities at IIT Roorkee were

they could be. Students from

and won carom, chess and ta-

utilized for the same.

first and second year battled

ble tennis. This dramatic per-

with each other for the winning

formance by second years have

rated by Prof. Sushil, DoFA, IIT

trophy.

were

turned the tide and finally

Delhi on 22nd August 2013.

equally competent and it was a

placed the trophy in their bas-

Other dignitaries who graced

close fight with each other. It

ket. However first years fought

the occasion were Dr. Santosh

was next to impossible to pre-

valiantly and it was well recog-

Rangnekar, Dr. Zillur Rahman,

dict about anything. For exam-

nized and appreciated. The

Dr. Vinay Sharma, Dr. Rajat

ple, the first year proved their

basic purpose of any sports

Agrawal and Dr. A. Ramesh.

mettle in games like basket ball

event is to spread the happi-

The event was conducted and

and football whereas second

ness and bonding and the Exu-

facilitated by SportsCom, the

year came out as victorious in

berance achieved this in totali-

sports club of DoMS, IIT Roor-

volleyball and badminton. The

ty. A brief closing ceremony

kee. Dr. Rangnekar, HoD intro-

fight was so intense that peo-

was organized on 27th August

duced the honoured guest

ple were not sure even before

2013 to award the trophy and

about the department and

last few hours of closing. The

thanking everyone for their

event. A candlelight ceremony

first years were leading in the

support and cooperation. Exu-

also took place. This marked

game till last few hours.

berance may have been over

The event was inaugu-

the official opening of the

Both

teams

but the memories are always

27 | DOMINATION, AUGUST 2013

DEPARTMENT OF MANAGEMENT STUDIES, IIT ROORKEE

Department of Management Studies, IIT Roorkee Roorkee - 247667, INDIA Comment/Feedback Mail to : - domination.doms.iitr@gmail.com Contacts: Nilaya Mitash Shankar (+91-9415580227) Sharad Shrivastava (+919627419049) Follow us :Blog Page- http://domsiitroorkee.blogspot.com/ Twitter Page- http://twitter.com/#!/doms_iitroorkee Facebook Page- https://www.facebook.com/pages/DoMS-IIT-Roorkee/156383884413349