Domination Dec 2013 by Domination, DoMS IIT Roorkee

VOLUME-III ISSUE-09

NEWSLETTER FROM DEPARTMENT OF MANAGEMENT STUDIES, IIT ROORKEE

DECEMBER 2013

DOMINATION

Editorial

……………………………………………………… ……………………………………………………… Dear Readers,

and have been forgotten, dead

Arun Shakya, a 2001 batch

or have lost the brand equity

alumnus of DoMS. Additionally,

It's January, a fresh start of a

and goodwill which was once

we have success story of bril-

new year. We are looking for-

associated with them. We also

liant comedian and actor Jim

ward for a new session with lot

have another topic which make

Carrey.

of curiosity. Amidst all fun and

us think if corruption is in-

excitement, we present you

grained

society.

This edition contains re-

another edition of the Domina-

“Ingrained Corruption” is aptly

port on “Shaping the Future” –

tion. We hope you would find it

written article by Mr. Nilaya

A panel discussion with IIT

interesting.

Shanker and Mr. Abhinav Ku-

Roorkee alumnus held at our

mar Singh. In economic section

department. Your suggestions,

This month’s edition fea-

Mr. Sharad Srivastava talks

reviews and comments are al-

tures articles from a diverse

about Microfinance in India

ways welcome to improve our

range of topics. The cover story

with detailed scenario and

efforts. With this hope we wish

for this edition features exten-

problems.

you a very Happy Reading and

our

sive study on “Brands that lost

Happy New Year !!!

their way” by Mr. Madar

Domination has always

Chaulkar. The author has won-

welcomed creative things and

derfully pointed out disappear-

this edition has another round

ance or weakening of once

of quiz section for quiz maniacs

dominant and strong brands.

and also a heart touching short

This brands were household

story by Mr. B. Vignesh. It also

names during there heydays

contains interview of the Mr.

ards - Reg ination DoM Team

……………………………………………………… 02 | DOMINATION, DECEMBER 2013

DEPARTMENT OF MANAGEMENT STUDIES, IIT ROORKEE

Contents

……………………………………………………… 04

Faculty Adviser Dr. R.L. Dhar Brands that lost their way

Team DoMination

Mehul Lala

Chlorophyll

Arun George Nilaya Shankar Sudeshna Naskar

Ingrained Corruption

Rohan Krishnan Vignesh B Qutopia

Apurva Sood

Gaurav Mittal

Designing Team

Ashish Kumar Jaiswal Dhruv Kadian Rakesh Ranjan Kumar DoMS da Evince DEPARTMENT OF MANAGEMENT STUDIES INDIAN INSTITUTE OF TECHNOLOGY ROORKEE

Success Story

Micro Finance in India

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/

03 | DOMINATION, DECEMBER 2013

20 Spotlight

26 23

…………………

DEPARTMENT OF MANAGEMENT STUDIES, IIT ROORKEE

Cover Story ………………………………………………………

BRANDS THAT LOST THEIR WAY With the impending tax issue con-

Microsoft also agreed to a 10-year



Lack of focus in Marketing.

cerning Nokia’s Chennai plant,

license arrangement with Nokia



Change in basic characteristics

and the repeated requests by

to use the Nokia brand on current

Nokia to the Government of India

and

to have a quick resolution for the

phones.

same, considering the Microsoft’s

Will Microsoft kill brand Nokia or

deal to acquire Nokia, you can’t

continue it, needs to be watched,

help but reminisce about brand

but it’s a good time to look back

1. Ambassador Cars

Nokia and the several conditions

and see some of the other disap-

Manufacturer: Hindustan Mo-

over time which led them to con-

pearance or weakening of once

sider a sellout.

dominant and strong brands. This

Nokia at its peak dominated the

brands were household names

cell phone market with a massive

during there heydays and have

global market share of 41%.

been forgotten, dead or have lost

As per the contours of the deal, Nokia can neither license the 'Nokia' brand for use in connec-

subsequently

developed

of product. 

Change in taste of consumers over time.

the brand equity and goodwill which was once associated with them.

tion with mobile device sales nor

In the following cases, the main

tors, Kolkata, India.

has use the brand on its own mo-

reasons can be attributed to:

Ambassador cars were once syn-



onymous with prestige, status,

bile devices for a specific period.

Weak Management.

04 | DOMINATION, DECEMBER 2013

DEPARTMENT OF MANAGEMENT STUDIES, IIT ROORKEE

Brands That Lost Their Way

……………………………………………………… class and pioneers of Indian car

Tortoise is 30 year old brand syn-

manufacturing as part of the gi-

onymous with mosquito repellant

gantic Birla Empire. It was based

coils. Such was the popularity of

on the Morris Oxford of UK(1948),

the brand that consumers used to

and very popular among the up-

demand a “Tortoise” as a generic

per and upper middle classes for

product and not as a coil of a par-

the space and the comfort the

ticular brand.

cars offered often lovingly re-

Bajaj Chetak is perhaps the most

ferred to as ‘Amby’.

successful scooter brand pro-

The company failed to take into

duced in India till date and was a

account the changes in consumer

highly aspiration product for the

preferences after the launch of

middle classes most notably gov-

small cars by the then Maruti

ernment employees. It was run by

Udyog in collaboration with Suzu-

a 150cc two stroke engine. The

ki of Japan. The Maruti 800

huge demand and supply gap

launched had unmatched fuel effi-

meant it had a waiting period of

Once a dominant player in 90’s

ciency, driving ease, superior en-

months.

with a large market share , the

gine and latest technology as per

Still the waiting period did not act

brand has slid to a market share

the times.

as deterrent for the enthusiastic

of 2% due to heavy marketing

management

buyers. The scooters were per-

efforts by rivals both Indian and

failed to respond to the competi-

ceived to be highly efficient relia-

foreign. Most of the market has

tion by improving technology, fea-

ble and durable.

been captured by Godrej’s Good

tures, and engine and lacked a

Huge popularity of Chetak made

Knight, Jyothy Labs’ Maxo and

marketing strategy so as to keep

Bajaj Auto one of the largest 2-

MNC Reckit Benckiser’s Mortein.

the the brand relevant to the

wheeler

The rest of the market share has

changing times.

world. In the face of rising compe-

been taken by smokeless prod-

Currently the Ambassador Car is a

tition from bikes (Hero, Honda,

ucts lik mats and sprays viz. Go-

fast disappearing for streets of

and

drej’s Jet and All-Out by Karam-

major cities where it was last used

(Honda Activa) and cars, Chetak

for cab services. Even the biggest

lost ground in India, and produc-

consumer of the ‘Amby’, the gov-

tion was discontinued in 2009 by

ernment has switched to other

its young MD Rajiv Bajaj.

The

company’s

TVS),

manufacturers

gearless

scooters

chand Industries.

4. Vimal Manufacturer: Reliance Indus-

car manufacturers swanky mod-

tries, Mumbai, India

els.

3. Tortoise

2. Bajaj Chetak

Manufacturer: Bombay Chemi-

Ambani had one of the largest

Manufacturer: Bajaj Auto, Pune,

cals, Mumbai, India

and best facilities in the country

Vimal, led by the late Dhirubhai

India

05 | DOMINATION, DECEMBER 2013

DEPARTMENT OF MANAGEMENT STUDIES, IIT ROORKEE

Brands That Lost Their Way

……………………………………………………… for the manufacturing of man-

marketplace since 1920.The most

chairman of Parle Bisleri. Parle

made fibers and fabrics. It was a

recognizable associations of the

Bisleri had all its popular brands

Margo brand were the dark green

viz. hums Up, Gold Spot, Limca

color, the use of Neem leaves

and Citra and Rim-Zim-to Coca-

know for its medicinal properties.

Cola. Almost all the brands except

The brand suffered to large extent

Thums Up have been killed or lost

due changes in management and

their popularity they once com-

lack of focus on marketing. Cal-

manded.

cutta Chemicals had sold the brand to Shaw Wallace Group which in turn sold it to German strong brand with ‘Only Vimal’ as

company Henkel. Lastly, Henkel

its very popular tagline.

itself has sold its business to

Later, Reliance decided to focus

Jyothy Labs, an Indian FMCG play-

on its core business of petro-

er.

chemicals, refining and natural

Now, let’s consider some of the

gas and oil exploration and poly-

brands which were so popular,

mers. As a result, the brand was

profitable that they were prompt-

neglected and over the years lost

ed an acquisition by much larger

its brand equity. The perception

companies. But eventually these

of the brand changed that from a

brands found themselves to be

premium offering to a cheap, en-

losing market share and brand

try level offering. Reliance is plan-

equity. What can be the reasons

ning to sell the ‘Vimal’ brand as

for the same? Let’s look at some

per unconfirmed news reports.

of the examples and possible causes.

1. Goldspot: Sold by Parle Bisleri to Coca Cola.

Coca-Cola bought Goldspot and Limca and Citra and Rim-Zim in 1994 from Parle Bilseri. This four brands commanded a market share of 70%.As a prt of its India strategy, Coca-Cola wanted to kill Thums Up and Gold Spot to give

5.Margo

The main reasons can be noted

its own competing brands — Coke

Manufacturer: Calcutta Chemi-

as:

and Fanta — greater space to

cals Company, Kolkata, India



Margo has existed in the Indian

The new owners did not want

grow. Due to their massive popu-

larity, Thums Up and Limca were



Or failed to

retained while the rest were given



Or had change of plans

a slow death. Presently, Thums Up remains the country’s largest

“It’s unfortunate that a lot of

aerated drink with a share of

companies acquire brands and

about 15% of the 13,000 crore

then don’t know what to do with

category.

them,” says Mr Ramesh Chauhan,

06 | DOMINATION, DECEMBER 2013

DEPARTMENT OF MANAGEMENT STUDIES, IIT ROORKEE

Brands That Lost Their Way

……………………………………………………… 2.Dalda:

the brand and sales. But by then

Sold by HUL to Bunge India

edible oils and the corresponding brands had become an integral part of Indian cooking.

one.

4. Uncle Chips: Sold by Amit Agro to PepsiCo Uncle Chips was the largest selling

3. Hamam: Sold by Tata Oil Mills to HUL

Dalda was once a highly iconic and highly popular brand and was part of every household irrespective

1980’s.Bu

the a

geography

till

rising awareness

about health and perception and upcoming research of carcinogenic properties of Dalda due to use of certain chemicals during its manufacturing process led to decline in sales of Dalda and rise in sales of edible oils.

chips brand in India till 2000. PepHamam brand of soaps was

siCo acquired it from Amrit Agro

launched in 1931.Hindustan Uni-

in 2000 to drive its own growth in

lever purchased the very popular

snack foods.

brand from Tata Oil Mills Compa-

Considering, PepsiCo’s own Lays

ny, usually referred to as TOMCO.

brand of chips need for promo-

With ever evolving change in con-

tion, Uncle Chips was downgrad-

sumers and to avoid cannibaliza-

Bunge India a American MNC ac-

ed from national popular brand to

tion of its other soap brands, HUL

quired the brand from Hindustan

a regional one to take on smaller

downgraded brand Hamam from

Unilever with the hope of reviving

rivals.

a national brand to a regional

ByMandar Chaulkar DoMS, IIT Roorkee (2013-2015)

mandar.c@outlook.com

07 | DOMINATION, DECEMBER 2013

DEPARTMENT OF MANAGEMENT STUDIES, IIT ROORKEE

Perspective ………………………………………………………

INGRAINED CORRUPTION observes that in the wider inter-

in Arthashastra has devoted one

“Power Corrupt and Absolute

pretation of corruption even in-

chapter titled “ Detection of what

Power Corrupt Absolutely “

efficiency in performance would

is Embezzled by Government

be considered as corruption.

servant out of state revenue . In

Indian Penal Code of 1960 defines

this Kautilya talked about the all

corruption as “ Any gratification

Corruption in common parlance

pervasive culture of corruption,

whatever, other than legal remu-

can be defined as” Moral negli-

40 ways of misappropriation of

neration, as a motive or reward

gence or fall from probity “ Cor-

public funds. How difficult it is to

for doing or forbearing to do any

ruption thus involves:

obliterate it. How and Why in

official act or for showing or for-

1) Abuse of authorized position.

spite of all checks and balances

bearing to show favour or disfa-

2) Digression from system.

people will indulge in corruption

vour any person, or rendering or

3) Non-Action when action is nec-

and the ways to ameliorate cor-

attempting to render any service

essary.

ruption. In fact Ashoka applied

or disservice to any person.

4) Private gain for self-seeking

Kautilyas principle which assisted

motives.

him to lessen corruption in his

Santhanam Committee defines

5) Financial or non-monetary

regime. But, During Mughal Peri-

corruption as “Any action or fail-

forms

od, The famous BAKHSHISH cul-

ure to take action in the perfor-

6) Damage to community good.

ture blatantly legitimized corrup-

mance of duty by a Government

tion. Moreover, during the East

servant for some advantage is

Corruption in India is prevalent

India rule, there were numerous

corruption. “ Krishna K Tummala

since time immemorial. Kautilya

incidence of authority indulging in

08 | DOMINATION, DECEMBER 2013

DEPARTMENT OF MANAGEMENT STUDIES, IIT ROORKEE

Ingrained Corruption ……………………………………………………… corruption e.g. Warren Hasting,

growth rate would have been

porate-bureaucratic-politician

Paul Banfield etc. Edward Gibbon

around 8% between 1980’s to

nexus which culminated into huge

said “ Rome rose to great height

1990 if there would have not

source of Black Money. In fact

when roman and their leaders

been any corruption. In fact as per

corruption is so omnipresent at

wanted to give their best to Rome

UNDP report for South Asia, if In-

the top echelon that at lower lev-

and Rome fell when the Romans

dia’a corruption would decline to

er people see corruption as “ Low

and their leaders began to take

level of Scandinavian country, Its

risk and high award action”.

best from Rome”

GDP would increase by 1.5Percent and FDI by 12%.

Containing corruption in coeval

Problem of corruption in India is

world

paramount

im-

mounting since Independence.

Cause of corruption in India is the

portance. We have to keenly lis-

With Independence came the par-

Ingrained Corruption culture cou-

ten to kautilya to obliterate cor-

tition, assimilation of princely

pled with low awareness, red-

ruption.

state, License Raj etc. All these

tapism, misgovernance, Illiteracy,

thashastra stated “ Cases of cor-

provided ample opportunity to

Constitutional corruption etc. Cur-

ruption should be examined by

corrupt people to siphon away

rently, India is witnessing the on-

the investigation committees ap-

money which ultimately resulted

slaught of Materialism, Westerni-

pointed by the king. Those proven

in scandals starting from Jeep

zation etc. which has filled the

should be expelled from the ser-

Scandal to CWG, 2G spectrum,

‘animal sprit’ of corruption in In-

vices and their property confiscat-

Illegal mining etc. According to

dia people as they aspire for

ed. Moreover, corrupt person

Swiss Banking Association report

more, which has resulted in ‘ liv-

should be publicly paraded with

Indian national have deposited

ing beyond the means culture’.

cow dung stuck on their faces and

1456 billion in Switzerland. Ac-

Corruption problem has aggravat-

their head shaven, and they must

cording to Mr Bimal Jalan, India’s

ed in recent times because of cor-

be banished from the kingdom.”

Kautilya

his

Ar-

09 | DOMINATION, DECEMBER 2013

DEPARTMENT OF MANAGEMENT STUDIES, IIT ROORKEE

Ingrained Corruption ……………………………………………………… This approach was popularly character of country, which ulti- and long term solution. The most known as Kautilya’s dandaniti.

mately

affect

the

economic

lethal weapon against corruption

Kautilya’s dandniti in contempo-

growth of the country. The com-

can be education followed by suc-

rary world means taking strict

mittee on Standard in Public Life,

cessive reform. In fact social cli-

possible legal, administrative, ju-

a UK based organization gave sev-

mate needs to be cultivated so

dicial action against the corrupt.

en principal which a public serv-

that corrupt person, however suc-

Thus to contain corruption, as per

ant must follow to contain corrup-

cessful may be needed to suffer

report of Santhanam Committee,

tion. These seven principals are

social opprobrium. This led us to

CVC,CBI,SVC were set up. Corrup-

Selflessness, Integrity, Objectivity,

create culturally homogeneous

tion can be reduced by decentrali-

Accountability, Openness, Hones-

society, where there is consensus

zation, competition, good govern-

ty, and Leadership.

on values thus diffusing corrup-

ance, transparency backed by

tion. In the last two decade coun-

strong civil society, judiciary, so-

Education is the best medium to

tries have made herculean effort

cial audit and media. But the hin-

obliterate corruption. Education

to contain corruption otherwise

drances to contain corruption are

will bring awareness thus citizen

because of globalization and liber-

umpteen viz. coterie of dishonest

will demand accountability from

alization, corruption can dent the

officers, excessive job security to

office holder. Besides education,

image of country and thus ad-

civil servant, lack of evidence, per-

speedy trial, systemic reform, civil

versely affecting investment. APJ

vasive corruption at lower levels,

society, Transparency, E-initiative,

Abdul Kalam said “ If we can’t

protracted inquiry lower the mor-

liberalization, adopt a public serv-

make India Corruption free, then

al of officers investigating the

ant, accountability, maintaining

the vision of making the nation

case.

probity by civil servant will go

develop by 2020 would remain a

long way in solving problem of

dream “

A country is known by its human

corruption.

resources. People make institu-

The above analysis makes it ap-

“Be the Lamp unto yourself”- Lord

tion and institution the nation.

parent that corruption is in-

Buddha.

Thus probity of individuals in soci-

grained in our society. In order to

ety plays vital role in building the

alleviate it we need both short

ByNilaya Shanker DoMS, IIT Roorkee(2012-2014) nilayamitashshanker@gmail.com Abhinav Kumar Singh TCS abhinavkumar.singh@tcs.com

10 | DOMINATION, DECEMBER 2013

DEPARTMENT OF MANAGEMENT STUDIES, IIT ROORKEE

Chlorophyll

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

My paternal grandfather passed away in the year 1994.He died of a cardiac

Once during our visit to our village,

arrest .I was only five years old back then. I

my grandma took out some letters my dad

don’t remember much about him but from

had written to my grandpa and read out its

whatever I can recollect and have been told,

content to me. My father had written about

I establish that he was a strict disciplinarian.

me securing 2nd rank in school. My grand-

Every time when we used to visit our native,

ma also told that my grandpa was extremely

I remember him sitting on his easy-chair in

happy with this news and that he wanted to

the verandah waiting our arrival. He was

gift me a pencil-box the next time we visit-

never mawkish in his welcome. In fact, I

ed them. That unfortunately never hap-

can’t recollect any instance of him fondling

pened .

with me or giving me a ride on his back. But then you can’t remember much of your childhood, can you?

Years passed by. I was 18. I had gone to visit my grandma from my college when some renovation work was going on in the

Having been with him only during the

house. All documents and files were scat-

occasional holidays I suppose I wasn’t that

tered around. I sat down with my grandma,

attached to him. As he wasn’t around much

helping her sort them out when we found

while I was growing up, over the years I had

the medical reports of my grandpa. I start-

come to peace with the fact that I never got

ed browsing through the reports. My grand-

the grandpa’s love that my friends speak

ma is a pretty stolid woman and while I was

about and is often portrayed in Ads, movies

looking at the reports she did not display

etc. I never had a grandpa to walk me home

any emotion. Suddenly her eyes caught a 2

from school or to recite me interesting anec-

inch long roll of a paper. We both glanced

dotes from his youthful days.

at its label: ECG. She started opening the

11 | DOMINATION, DECEMBER 2013

DEPARTMENT OF MANAGEMENT STUDIES, IIT ROORKEE

Chlorophyll

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

roll and materializing in front of our eyes

her moist eyes. But there awaited a surprise.

were the last few heartbeats of my grandpa

I was spellbound when I saw that her eyes

recorded in that cardiograph. Her hands start-

were as dry as ever. Then suddenly the hor-

ed trembling as the roll became thinner. I too

ror struck me. The tear drop had been from

started shivering within. When she reached

my eye and there were more rushing to

the end of the roll, we saw a big black blot

flow. To surface came to my feelings for

on the cardiograph.

my grandpa that I never knew even existed . Over the years I have won many cer-

A tear drop fell on precisely the exact

tificates and cash prizes but at that moment

black spot and the next second my grandma

my heart ached for a pencil-box; a pencil-

tore the whole ECG and put it along with the

box that would have been my grandpa’s gift

other wastes. I slowly raised my eyes to see

to me. A pencil-box that would have been

ByB. Vignesh DoMS, IIT Roorkee (2013 - 2015) reachvigneshb@gmail.com

12 | DOMINATION, DECEMBER 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 21st January, 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. ____________ is an open source peer-to-peer electronic money and payment network introduced in 2008 by pseudonymous developer Satoshi Nakamoto. 2. Who is the current chairman of ISRO, the man behind ‘Mangalyaan’? 3. Name the AD agency behind the Google’s Reunion AD. 4. Viacom18 recently issued a notice stating that it had ‘sole, exclusive, absolute and unlimited ownership rights of all the intellectual property rights of the artiste associated with the programme’. Name the artist and the character behind this controversy. 5. Name the 80s action star featured in the viral AD of Volvo Trucks that has an epic ‘split’ stunt.

13 | DOMINATION, DECEMBER 2013

DEPARTMENT OF MANAGEMENT STUDIES, IIT ROORKEE

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

1) A Company recently used this AD for launching a new service. Identify the Company and the funda.

2) Identify the logo.

3) Identify this movie.

14 | DOMINATION, DECEMBER 2013

DEPARTMENT OF MANAGEMENT STUDIES, IIT ROORKEE

Qutopia ……………………………………………………… Answers for October edition Section A 1. Robert Shiller

1. Dilma Rousseff, President of Brazil

2. 94

3. The Economist

3. France (Christine Lagarde)

4. Lebanon

2. Infinity

4. 1977 5. Usha Sangwan

Winner of October edition

Kumar Gaurish DoMS, IIT Roorkee (2013-15)

15 | DOMINATION, DECEMBER 2013

DEPARTMENT OF MANAGEMENT STUDIES, IIT ROORKEE

DoMS-da-Evince ……………………………………………………… Arun is a 2001 batch pass out of DoMS and presently working as Group IT Head for Bhartiya Group.

Please give us a little insight

Currently I am working as Group

outsourcing model for the organi-

about your journey prior to join-

IT Head for Bhartiya Group. Here I

sation.

ing DoMS?

am responsible for defining and

Prior to Britannia I was with TCS

Well, I am a Nepalese national

executing the full IT strategy for

for brief period of 15 month

coming from a middle class fami-

the group which includes, IT poli-

around, where in I handled the

ly. My father is a silversmith

cies & processes, IT Infra revamp

role of Project lead for TCS inter-

which is traditional family busi-

and set up for future needs, ERP

nal applications in TCS north re-

ness from past few generations. I

implementations for all business

gion. I joined TCS in 2004, before

did my schooling from Nepal and

units, security, mobility solutions

which

then came to India for my gradua-

and solutions for extended enter-

Goodearth Ltd, where i joined

tion in 1994. I completed my pro-

prise.

through DOMS campus place-

duction engineering from BIT

Prior to this, I was heading region-

ment. During my stint with Eicher,

Mesra in 1998 and headed back

al IT for Volvo Eicher Commercial

I worked on projects related to

to Nepal. There I joined a Japa-

Vehicles Ltd, Pithampur. In this

web based applications, SAP inte-

nese consultancy firm which was

role, I handled greenfield IT set up

grations, workflows, HR processes

into preparing AutoCAD drawings

for 2 plants and managed multiple

etc.

for Toyota. Worked there for

application roll outs, Shop floor

about an year. I managed to get

automation and MES implemen-

silver Jubilee Scholarship for MBA

tation and complex integration

company gets by implementing

course and landed up at DOMS,

with VOLVO systems. I joined

ERP?

IIT Roorkee in 1999.We were the

VOLVO Eicher in 2010 and was

2nd batch of DOMS.

with Britannia Industries between

needs to use IT as a tool for busi-

2005 to 2010. In Britannia I was

ness processes efficiency, faster

2. What different type of roles

heading SAP practice for the

pace to reach to markets, ability

have you played after your

group, including overseas loca-

anaylse business data for key de-

journey from DoMS?

tion. I carried out multiple SAP

cisions and identify trends etc.

It has been 12 plus years of jour-

implementations, roll outs, up-

This is basic necessity for any suc-

ney after DOMS and have worked

grade and Process Improvements

cessful and progressive organisa-

in different kinds of assignments.

projects. Also worked out full IT

tion. The foundation for such IT

was

with

Eicher

What are the benefits that

today's

world,

companies

16 | DOMINATION, DECEMBER 2013

DEPARTMENT OF MANAGEMENT STUDIES, IIT ROORKEE

DoMS-da-Evince ……………………………………………………… landscape is the ERP system

tailing done, data accuracy and

2 years at DOMS, while studying

which stands the key information

how well change management is

MBA i could pursue my dream to

backbone of the company. What

handled. Today, in market, there

get as much exposure as possible

successful ERP implementation

are various category of ERP soft-

into SAP. I wanted to build my ca-

provides, are:

ware solutions available suiting

reer into SAP. I spent most of my

- Efficient transactional processing

the cost and specific industry do-

time, in library, and computer

system in the company, auto-

mains. There is some suitable size

labs going through whatever pos-

mating & interconnecting pro-

for all, regardless of size of the

sible texts or material related to

cesses across various functions.

organisation as such.

SAP. This helped me set up my

- Transparency across the enter-

base for teh career i was going to

prise for the data reference

What advice would you like

pursue.In fact, during campus

- Robust data reference for analy-

to give to students who are inter-

placement, I got selected in Eicher

sis and plotting trends and KPIs

ested in joining this field?

as their SAP head and HR head

- Opens up avenues for collabora-

Of course, ERP is one interesting

were quite impressed with my

tion with suppliers, customers

and good option to pursue for

SAP knowhow. Carrying the IIT

and external partners

ones' career. You can pursue as

brand definitely is a plus whenev-

- ERP represents central kernel of

specialist in any of the various

er your profile is scanned, be it for

the information ecosystem of the

ERP software products available.

a job position or visits to other

organisation which interconnect

Further on, you can upgrade your

institutions, organisations. You

other key solution areas like PLM,

knowledge from base ERP soft-

always belong to and viewed as

MES, automation layers, portals,

ware to collaboration and other

the elite group.

HR systems, EDI etc.

related application areas also. One also has option of developing

Does implementation of

into functional area as process

the most about IIT Roorkee?

ERP always helps organization or

champions and driving the de-

We were the 2nd batch and the

does it also depends on the size

tailed

requirements

department, faculty, our founda-

of organization (for example, for

which is to be mapped onto the

tion was getting built. Recalling

small organization cost of imple-

ERP software. With more experi-

now, every bit of it was memora-

menting ERP may outweigh its

ence in the field, one can get into

ble which went into this. It was

benefits)?

lead roles where you become the

like learning basics of start up.

definitely

architect or solution leads. The IT

Personally, I miss the computer

helps any organisation to realise

industry does have good demand

labs sessions in the night, opera-

the benefits of process visibility

of specific ERP resources always.

tions management class by Prof.

ERP

implementation

process

across its entire supply chain and

Which thing do you miss

Bhattacharya, trips to Haridwar.

associated functions. The key lies

How has IIT Roorkee and in

in selection of appropriate ERP

particular DoMS has helped in

software, extent of processes de-

your career?

17 | DOMINATION, DECEMBER 2013

DEPARTMENT OF MANAGEMENT STUDIES, IIT ROORKEE

Success Story ……………………………………………………… Jim Carrey is one of the most successful stand-up comedian and actor today. But his struggle and rag to riches story is one that has inspired millions of people.

Born in Newmarket, On-

nancial troubles and started

break soon and was cast as the

tario, Canada to Kathleen and

working as a janitor. He never

lead in the sitcom The Duck

Percy Carrey, an accountant

graduated from high school.

Factory. However, the show

and a musician, James Eugene

Percy Carrey encouraged his

was cancelled during its first

Carry came from a modest

son to pursue his dreams and

season. Despite the cancella-

background. He has three older

tried to help him put together a

tion, the show helped Carrey

siblings and his father took up a

stage act. After a few unsuc-

land several supporting roles in

regular job to support the fami-

cessful attempts, Carrey gradu-

movies like Peggy Sue Got Mar-

ly. Jim Carrey has a learning

ated from open-mic nights to

ried and The Deal Pool. On re-

disability, dyslexia and strug-

regularly paid shows and was

turning to stand-up, Carrey re-

gled at school. To overcome

soon noticed by comedian Rod-

tired his old act and wrote new

this setback he developed an

ney Dangerfield, who signed

acts with comedian Damon

extraordinary memory. In his

the young Carrey to open his

Wayans, who introduced him

early school years Carrey was

tour performances. From there

to his brother Keenen who at

very quiet and did not have

on Carrey moved to Hollywood

that time was creating a come-

many friends. He compensated

and began performing at The

dy show called In Living Color.

for this by making people

Comedy Store and soon debut-

Carrey eventually landed a part

laugh. The family had to go

ed his act on The Tonight Show.

in the show, which helped him

through a lot of hardships after

Despite the accolades he got

in landing lead roles in major

his father lost his job. By the

for his stand-up act, Carrey de-

Hollywood movies.

time Jim was in 10th grade he

cided to turn his attention to-

was working in the steel facto-

wards acting and starred in

Jim Carrey rose to star-

ry at night and going to school

several low-budget films. After

dom with the lead role in the

during the day. At the age of 15

not landing the audition for be-

comedy Ace Ventura: Pet De-

he dropped out of school to

coming a cast member of Sat-

tective, which was a box office

help his family out with the fi-

urday Night Live, Carrey got his

success and established Carrey

18 | DOMINATION, DECEMBER 2013

DEPARTMENT OF MANAGEMENT STUDIES, IIT ROORKEE

Success Story ……………………………………………………… as a bankable star. Carrey followed up its success with The Mask and Dumb and Dumber. He garnered his first Golden Globe Award for the Best Actor nomination for his role in The Mask. After the initial hiccups, Jim Carrey continued with giving stellar performances and received his first Golden Globe Award for his role in The Truman Show, in which he played a serious role. Despite his emotional baggage and tough childhood, Jim Carrey rose above his struggles and established himself as a successful actor and comedian.

“In order to succeed, your desire for success should be greater than your fear of failure.” Bill Cosby

19 | DOMINATION, DECEMBER 2013

DEPARTMENT OF MANAGEMENT STUDIES, IIT ROORKEE

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

Microfinance in India Microfinance is an expression to

proving livelihood opportunities

ment of SEWA Bank in 1974. It

depict financial services to low-

through the provision of capital

was started by the Self-Employed

income people or to those who

for micro-enterprise, and insur-

Women

do not have access to usual bank-

ance & savings for risk mitigation

(SEWA) to provide loans to poor

ing services. It also supports the

and

smoothing.

women. The Regional Rural Ordi-

idea that low-income individuals

Some of the salient features of

nance was passed in 1975 and

are capable of lifting themselves

microfinance are as follows:

subsequently Prathama Bank, the

out of poverty if provided access



Beneficiaries belong to low

first RRB of India, came into exist-

income group.

ence in the same year. It was

to financial services. Microfinance

consumption

Association

India

is defined as a development tool



Loans are of small amount.

owned by the Central Bank (50%),

whose purpose is to aid the poor



Short duration loans

Syndicate Bank (35%) and Uttar

to work their way out of poverty.



Loans are offered without col-

Pradesh Government (15%). The

lateral.

RRB Ordinance was later replaced

It involves a range of services which include, apart from the pro-



High frequency of payment.

by Regional Rural Bank Act 1976.

vision of credit, many other ser-



Loans are normally availed for

NABARD originated in 1982 out of

income generation purposes.

the RBI; the chief institution for

vices such as insurance, counselling, money transfers, savings etc.

the development of the rural and

It consists of poverty alleviation

The earliest microfinance initia-

agriculture areas was constantly

and the broader impact of im-

tive in India was the establish-

challenged to fortify the credit

20 | DOMINATION, DECEMBER 2013

DEPARTMENT OF MANAGEMENT STUDIES, IIT ROORKEE

Microfinance in India …………………………………………………. delivery system in order to enable

lion population. About 87% of the

healthcare is negligible. According

the poor to access small loans

poorest households do not have

to Microfinance Institution Net-

from financial institutions. To sup-

access to credit. The demand for

work, total user base for 2011-12

plement credit provision in the

microcredit is approx. $30 billion;

is 22.56 million.

rural areas, Regional Rural Banks

the supply is less than $2.2 billion

(RRBs) were established across

combined by all involved in the

The microfinance services are pro-

the country in 1975, apart from

sector. The situation in rural areas

vided to the users through Micro-

the already existing institutional

is more worrisome as only 5%

finance Institutions (MFIs). A mi-

infrastructure of the cooperative

people have access to micro-

cro finance institution (MFI) is de-

and land development banks. In

finance. Even a deposit account

fined as an organization, other

the year 1990, SIDBI was estab-

facility is not availed by 70% of

than a bank, providing micro-

lished through Small Industries

the rural poor. This has led to

finance services. MFIs in India are

Development Bank Act 1989. In

large sections of poor borrowing

registered as one of the following

1992, NABARD launched its SHGs-

from informal sources. These in-

5 entities:

Bank Linkage Program in order to

formal sources constitute of unor-



promote

help

ganized lender who charge an ex-

tions engaged in microfinance

groups. SIDBI on its part estab-

traordinary interest rates of 2-4%

(NGO-MFIs), comprised of So-

lished Micro Credit (SFMC) was

per month. Therefore the person

cieties and Trusts

created in Jan 1999.

is caught into a debt trap and

financing

self



Non Government Organiza-

Cooperatives registered under

would never be able to come out

the conventional state-level

India is said to be the home of

of that. On another front too, the

cooperative acts, the national

one third of the world’s poor; offi-

situation is equally bad. For exam-

level Multi State Cooperative

cial estimates range from 26 to 50

ple, less than 15% of people have

Legislation Act (MSCA 2002),

percent of the more than one bil-

access to insurance. Access to

or under the new state-level

Table 1: Overall progress under bank-SHG Linkage for last 3 years

Source: NABARD

21 | DOMINATION, DECEMBER 2013

DEPARTMENT OF MANAGEMENT STUDIES, IIT ROORKEE

Microfinance in India ……………………………………………………… Mutually Aided Cooperative

contribute small savings to the

finance branch served 2070

acts (MACS Act)

Group. It is a well established fact

clients on average. There were

Section 25 Companies (not-for

that Microfinance is an essential

307 clients per employee.

-profit)

requirement in India. It has

For-profit Non-Banking Finan-

evolved over the years and now

against loans to SHGs in-

cial Companies (NBFCs)

India is a flag bearer of micro-

creased from 6.09% in 2011-

sub-

finance among developing na-

12 to 7.08% during 2012-13.

category was created by RBI in

tions. Let’s look at the current

May 2011 as a way to classify

state of affairs in this field:

Overall the need for microfinance

NBFCs operating as micro-



As on Mar 31 2012, total em-

in India is huge and more and

ployee strength of MFIs was

more such initiatives are required.

72765, 11% of them being

Additionally private sector contri-

women.

bution should also be increased to

Around 97% of MFI clients are

ease off the pressure from the

women.

government. In the past we faced

Average loan outstanding in

some unhappy incident like An-

Linkage Model was pioneered by

FY 2011-12 was Rs. 7509, up

dhra Pradesh crisis of 2010 yet

NABARD in 1992. In this, women

by 10% from previous year.

private sector should be encour-

As on Mar 31 2012, there

aged to do more and more.

  

NBFC-MFIs

finance

–

This

institutions

which

meet certain requirements. Most of the microfinance services



are delivered through Self Help Groups (SHGs). The SHG-Bank

in a village are encouraged to



form a Self help Group (SHG) and

were

9743

MFI

members of the Group regularly

across 26 states. One micro-



percentage terms NPA

branches

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

22 | DOMINATION, DECEMBER 2013

DEPARTMENT OF MANAGEMENT STUDIES, IIT ROORKEE

Spotlight ………………………………………………………

A Panel Discussion

Shaping the Future To visit the alma mater again after

citement in the department about

a long time is an emotional issue

the interaction. A total of eight

for everyone. While the alumni

distinguished personalities from

gets a chance to see the develop-

the business world interacted

ment, refresh their old memories

with us, deliberated about the

and share them with others, the

current scenario and shared their

current students always look for-

wisdom and vision about the fu-

ward to listen to their seniors and

ture.

learn from them. We at Depart-

Johnson, New York 

Mr. Sharad Mitra – Founder & Chief Operating Officer, aMind Solutions, LLC, San Francisco



Mr. Sandeep Sachdeva – Global Head, HSBC, London

 Their brief profiles are

Mr. Sunil Chandiramani – Global Business Ink Opera-

ment of Management Studies, IIT

mentioned below:

tions, Hewlett Packard, Singa-

Roorkee had this opportunity on



pore

Nov 18, 2012. The occasion was its silver jubilee alumni meet

Mr. Sandeep Doshi – Senior Global Director, Johnson &



Mr. Mukundan Ramakrishnan

when the department got a chance to meet their ex-students and now industry stalwarts. This was organised by alumni team of the department. The alumni as well as students both were excited and ecstatic about the event and waiting eagerly for the moment. There was an aura of ex-

23 | DOMINATION, DECEMBER 2013

DEPARTMENT OF MANAGEMENT STUDIES, IIT ROORKEE

Shaping the Future ……………………………………………………… 

– Managing Director, Tata

were presented. The alumni ex-

Chemicals Ltd.

pressed their positive opinions of

Question: How do you feel com-

the progress made by the depart-

ing to IIT Roorkee and what

ment wished us a good luck for

changes you see in the institute?

Mr. Nirbhay Salar – Chief, Project Planning, Tata Steels Ltd.



the future. They recognised the

Mr. Siddhesh Jere – Sr. Direc-

The question drew a num-

need and importance of manage-

tor Engineering, SAP Business

ber of nostalgic responses from

ment education in the contempo-

Objects

the alumni. While on one hand

rary business world. This marked

they were appreciative about the

Mr. Ajay Agarwal – Head and

the beginning of the panel discus-

institute as well as department

GM RES Operations, Alcatel-

sion on the mentioned topic

and started that we have made a

Lucent, Gurgaon

where guests were requested to

good progress, they also recalled

share their vision and understand-

and cherished some of the old

ing on various related subjects.

memories.

The discussion dealt with their

“Bhatia Tea Point” as a place

experience with IIT Roorkee, man-

where they used to eat snacks.

agement

education, skills re-

The alumni also shared some of

quired for a successful manager

the jargons that they used to

and leader and recommendations

speak at that time. The alumni

for the future. The conversation

also talked about the improve-

also included analysis of these

ment in infrastructure, particular-

mentioned topics on entrepre-

ly the technology related ones.

neurship. The panel discussion

The guest gave a reference of in-

was held in form of a question-

ternet connection in all hostels

answer round which is detailed

which was not the case their time.

below.

Overall they were satisfied with

There expert are a 1988 batch pass out of IIT Roorkee (then University of Roorkee) who visited the institute after a long gap of 25 years. The engaged with students of Department of Management Studies though a panel discussion. The theme of the discussion was “shaping the Future” in which the alumni expressed their viewed and how the current situation is and how it can be further improved, especially in the context of the department.

They

mentioned

The event saw the enthusiastic participation from both batches of students, research scholars as well as our head of the department Dr. Santosh Rangnekar. The session started with welcoming our guests for the session which followed by an introduction of the department where the vision, activities, progress and strengths of the departments was presented. Then brief profiles of the speakers

24 | DOMINATION, DECMBER 2013

DEPARTMENT OF MANAGEMENT STUDIES, IIT ROORKEE

Shaping the Future ……………………………………………………… the progress made so far.

were both nostalgic as well as ap-

verse responses. According to the

preciative about how the institute

alumni, one of the most im-

have come forward to meet the

portant qualities is Passion which

need of changing times. 25 years

is must-have for any job. A con-

is significant time and it certainly

cept of “ABC” was introduced

extracted

reflects the ever-changing dynam-

which is a short form of Aware-

emotional recollections from the

ics of cultures, lifestyle and atti-

ness, Belonging and Commitment.

speakers and guests went back to

tude. The guests summed it as

Apart of that, there is a difference

the reminiscence. They said that

new generation. They also re-

between the qualities/traits what

is IIT Roorkee is all about place

ferred to the liberalization and its

are looked into a job interview

and people. However it is the

impact on the society by drawing

and what is required for a long

people who make this place won-

a comparison between now and

term career. Two common quali-

derful. The alumni said that it is

then. At their time, the institute

ties for long term career is prob-

usually the first place for a 16-17

was not an IIT (though always

lem solving ability and commit-

year old student when he joins

considered at par). Therefore the

ment. The person, in addition to

the institute. The bond he devel-

signboards have been changed

being problem solver, should also

ops here lasts throughout his life.

and it is pleasant to see “Indian

be a problem definer. The value

The speakers said they them-

Institute of Technology” across

system and willingness to learn is

selves hold the relationship close

the campus.

integral component. it is also seen

Question: What are the things you miss about IIT Roorkee? These

again

to their hearts and meet their

whether the person is making any

friends whenever they get a chance. They guests repeated

Question: What qualities and

some of the things like Bhatia’s

skills industries look into a candi-

tea point and how this has changed over the years. They

date while recruitment?

effort to present or package himself/herself in a good way. Lastly person should act genuine and be authentic. These qualities are only

The question evoked di-

learnt over a period of time. In context for job interview, the person should look into one particular area and concentrate on the industry or sector. For India, some of the required things are problem solving ability, integrity and commitment. Team building is also what a company looks for. Question: In the context of socio economic

challenges,

what

changes are required in the management curriculum?

25 | DOMINATION, DECEMBER 2013

DEPARTMENT OF MANAGEMENT STUDIES, IIT ROORKEE

Shaping the Future ……………………………………………………… Problem solving ability is

of the hour.

not worry too much about the

the Achilles Heel of Indian education system, especially when compared to western nations. In India, we follow a single answer based

future. Additionally, an entrepreQuestion: What is in for the Entrepreneurship?

neur should also get involved in philanthropy and community service as it is both satisfying as well

system which should be convert-

The alumni quoted a fig-

as rewarding in long run. Lastly

ed into case based learning. Roor-

ure that our country is having 65%

entrepreneurship is not for those

kee particularly lacks in soft skill

of people below 30 years of age

who want to make a lot of money

which demands immediate atten-

and this young population should

but for those who really want to

tion. We should also focus on the

be leveraged. Though innovation

do it.

“Jugaad”. As per alumni, the word

is a pre-requisite for any job how-

is grossly misused. It is not a short

ever is a basic ingredient for en-

cut but an innovative solution.

trepreneurship. Before moving on

Additionally we should look at

this path, one should have thor-

global perspective since MNCs

ough understanding of the mar-

now look at India not only for fi-

ket. This path has greater return

nancial reasons but also as a tal-

coupled with higher level of risks.

ent pool and reservoir for innova-

Therefore one should make a cal-

tion. Entrepreneurship is the need

culated move. The person should

This marked the end for the panel discussion. A note of thanks was delivered to our guests for their insightful views and valuable experiences.

26 | DOMINATION, DECEMBER 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: Mehul Lala (+91-9927081098 ) Nilaya Mitash Shankar (+91-9415580227) 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