Business Mandate (January 2021)

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CONTENTS

Building a Career

A Winning Equation for Consumer Businesses

Empathy in the Workplace

The Biden Presidency & its Impact on India

Diversity & Inclusion

Values for the 21st. Century

Ordinary Women.

Extraordinary Lives

EDITOR Gp Capt R Vijayakumar (Retd), VSM

MADRAS MANAGEMENT ASSOCIATION

READERSHIP OUTREACH

Management Center, New No.240 Pathari Road

Gp Capt Dr R Venkataraman (Retd)

(Off Anna Salai), Chennai 600 006

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Ph:044-2829 1133 Email:mma@mmachennai.org | mandate@mmachennai.org www.facebook.com/mmachennai

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EDITORIAL

Gp Capt R Vijayakumar (Retd), VSM

An End to a Turbulent Year

I

t was a year in which everything that could go wrong,

contention appears to be fears about the minimum support

did go wrong. 2020 will go down in history as the most

price (MSP) on food grains. The government provides MSP

unprecedented year, a test for human race. It is

as a safety net to agriculturists; the proposed reform clearly

imperative that we use the time well, and use the crisis to

states that the government will continue the MSP policy while

learn, prepare and adapt innovative ways. The things around

at the same time enable farmers also to sell their produce to

us have dramatically changed.

whoever they choose to and who might offer a price higher

This is also the time when companies are asking their staff

than the MSP. But it is unfortunate that why are farmers

to "return to the workplace." We have brought out a series of stories that lays stress on career, empathy at the workplace and diversity. The insights and experiences contained therein would benefit both organisations and their staff; the stories are also very apt considering the immense challenges and changes posed by the New Normal.

The Farm Acts Farmers in many parts of the country have got together to stage vigorous protest against the proposed agricultural reforms. Having attended and organized a few seminars on the recent Farm Laws, it is hard to understand what exactly

Despite the not so conducive investment conditions prevailing due to the pandemic, global investors have continued to repose trust in the Indian market, going by the funds being invested into the stock market and even in distressed assets.

it is that farmers are worked up about. The main bone of 5

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bringing the country to a standstill. The protests are a

revenue to the exchequer by such means which may not stand

reminder of why the government cannot skip the important

the test of law. Hence, it is advisable why India must close the

step of building consensus in policy­making.

Chapter on retrospective tax amendments and it’s a best

The Wistron incident is an example of how exploitation of labour practices could accompany businesses moving to

opportunity for the Government to make a clean break from retrospective legislation.

India. What caused the violence? The reason is said to be the

Despite the not so conducive investment conditions

reported non­payment of wages or its delay and flouting of

prevailing due to the pandemic, global investors have

labour laws. In the absence of avenue for workers to

continued to repose trust in the Indian market, going by the

channelize their grievances and adequate collective bargaining

funds being invested into the stock market and even in

mechanism as well as social dialogue, frequent labour unrest

distressed assets. Their contribution in generating

including to the extent of violent confrontations could very

employment and growth can in no way be underestimated.

well be a daily reality in the high­end manufacturing facilities.

We should tread with caution before application of penal

Hope that the passing of new labour codes may not further

provisions on global investors. On the other hand, a stable tax

impact labour protection. At a basic level, it points to a lack

and regulatory environment is essential for sustained high

of empathy at the workplace. We have a high­profile team of

economic growth and prosperity.

panelists discussing the nuances of empathy and how it can alter the course of a business. You may read the article in this

MMA Women Business Forum

issue to gather more insight.

It is our endeavour to draw a lot of Indian women to start­ups.

I am glad to share about another initiative of MMA to make

Coding for Children

this possible through MMA Women Business Forum. A

In the midst of emerging online learning systems, ensuring a

number of unique initiatives have been planned to unlock the

blissful childhood remains a key challenge for parents. There

talent potential of women as someone who can stand up for

is an imperative need to provide children soft skills to nurture

themselves.

their emotional intelligence which would enable them to boldly face the challenges in life. Hence, introducing children of age 4 or 5 to coding is without a question far too early. We do agree that 21st Century careers will be based on technology but that does not mean such young children should be made to sit in front of Mobile and Laptop screen for long. In this context, I am delighted to share with you that MMA under its CSR initiative supported by ACSYS Investments has identified three schools with poor children to focus on their all­round

As 2020 winds its way out, may I wish you a very happy New Year 2021, fully loaded with good health and prosperity!

May this year bring new happiness, new goals, new achievements and a lot of new inspiration in your life, including the vaccine.

As always, we would be happy to hear your comments and suggestions regarding MMA and its activities.

Happy reading…. and a brilliant New Year!!!!

development, which would also include teachers and parents.

Retrospective Taxation Retrospective Taxation is not only bad in law but also an unfair practice resorted solely with the aim to augment 6

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A

career or work is very

workplace, but it has to be subdued in

different from college. When

the interest of the company. In college,

you are in college, you have a

you can stay late, do whatever you want

1)

Salary the company is going to pay you.

2)

Location of the workplace.

3)

Designation the company is

conceptual

and the next morning get up blurry eyed

knowledge. When you get to work, you

and do what you want. At workplace,

have to be extremely practical. You have

that will not work. You must have a

to forget what college life is and start

regular rhythm, do exercise and get

company. You may read about

work life as soon as soon as you get

good sleep so that you are absolutely

the company in digital media or

there. When you are in college, you can

fresh every morning when you come to

through Glassdoor ratings.

choose your subject, class, or topic that

work. When somebody takes you on

you want to study and the friends you

board to work for them, you have to be

want to hang out with. That's not true

an asset.

theoretical

base

or

giving you.

4)

Culture of the company.

5)

The learning opportunity in the

6)

Brand value of the company.

The most important things that you must always consider are the culture of the company, learning opportunities

at work where you have to land up at 9:00 in the morning and finish at 5:30

The Six Variables in a Job

in the evening. You must have respect

When you want to join a company, the

for your colleagues and work closely

first decision you're going to make is the

Culture

with everyone.

type of company that you choose.

You will never know from outside what

Invariably there are a few variables and

the culture of a company is. It is

I shall list six of them:

extremely important for you to talk to

In college, you have a lot of energy.

You can bring the same energy to the

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and brand value of the company.

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You have to ask yourself: What type of a company person am I? A large company person who likes structure, process and resources to deliver; or a small company person where I can try out and do many things and make an impact.

work, your learning curve has to be very

management. I went to Hindustan Lever

steep. You have to ask yourself, “If I

in order to learn from the best

work in this company for two years, can

practitioners of marketing in that

I get 10 years’ worth of experience from

company. As a first­time manager,

its managers and will it make me a rich­

there'll be many things going on in your

in­learning individual?”

mind in terms of how you approach your work.

Brand Value The next thing is the brand value of the

No Substitute for Hard Work

company. Combining this with the

My first mantra is, ‘work hard.’ As many

brand value of your Institute, you will

people have said, hard work never killed

start establishing your own brand value

anyone but laziness killed a number of

over a period of time, say 15 years or so.

people. If you work hard, only bad luck

There are small, medium and large

can stop you, yet you learn a lot. When

companies. A lot of people ask me if they

I was a management trainee in Hubli,

would get lost if they join a large

my eco system consisted of my

company. Think about the resources in

distributor which was Supreme Trading

people who have worked in that

that

learning

Company. Hari and Babu who were the

company before and get from them a

opportunities and culture of the

owners of the company, after seeing me

good analysis of the pros and cons. This

company. A small company will stretch

for a month, decided to invest in my

is true at every level. When I joined

you but it may not have the same kind

learning because I worked hard; they

Nokia as Managing Director, I spoke to

of resources that a large company can

went out of the way to teach me as much

at least 200 people in that ecosystem to

give you. You have to ask yourself: What

as they could about the market, retail

figure out what Nokia does well and did

type of a company person am I? A large

outlets and product range.

not do well and about the capability of

company person who likes structure,

When you work hard, you learn

their people. I did the same exercise

process and resources to deliver; or a

faster than anybody else. You also

when I joined PepsiCo. So talk to as

small company person where I can try

establish yourself as a professional. As

many people as possible and get a rough

out and do many things and make an

you come with an MBA degree, people

idea about the culture of the company

impact. Make a choice depending on

have certain expectations of you and

and how it behaves.

what suits you and then fit the company

they believe you will be significantly

accordingly. Whatever is your favourite

more professional. You should not

Learning

function, you must always join the

benchmark based on the work ethic of

Find out if the company is known for a

company which is best known for that

other people around you but based on

learning environment. Will its managers

discipline. If you do that, you'll have a

your very best level. You have to live up

and policies allow you to learn as much

fantastic fit.

to your MBA degree and be an

as you can? Since you come from a theoretical framework, when you start

company,

the

Marketing was my passion when I started and then I moved to general 12

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ambassador of your Institute.

Reputation is very fragile. Whatever

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you do either adds to or subtracts from

How Do I Learn?

retailers. If you start in finance, you will

your reputation. A reputation built over

The second question many young people

work with your suppliers. You can learn

ten years can go away in ten minutes.

ask me is: Who will teach me? How will

a lot by just talking to your ecosystem

That's the tough life we lead today. If

I learn? First, you need to teach yourself

partners. You can understand how your

you work hard, you will earn a

before you ask your boss or others to

industry and company work and that's

reputation of being a safe pair of hands,

teach you. You must teach yourself by

a very good source of knowledge for you

as somebody who can be trusted and

learning about your product, service,

to build.

delegated a task. Never let anybody tell

category, company and industry. Even

Be curious. Don't accept what's

you that you are intellectually or even

before you join a company, go to the net

given to you. Learn to question in your

physically lazy. The last thing about

and check everything about the

own mind. Why does this happen in this

working hard is that you will get the

company and the industry. That body of

company or industry? That's a question

right breaks. If you work hard, then

knowledge, even if you spend a week on

I have asked myself every day. Two years

which company will not want you?

that, will last you for more than two to

ago, Mr Birla asked me to run one part

Which leader will not want you in his/

three years.

of the cement business. One of the

her

team?

Everybody

wants

a

conscientious professional. Right through your career, be it 25 or 40 years, there is no substitute for hard

When you start, it is quite likely

things I noticed in the cement business

that you will work with a bunch of

was that they were different prices in

people in your ecosystem. If you start in

different markets. I asked myself: Why

sales, you will work with customers and

can't the cement industry have one MRP

work.

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like how it is there in every other

more than 25 years’ experience then.

industry? We figured out a way and put the ‘one­MRP’ concept. They say

more than make up on the straight. So don't be in a hurry to leave a company.

How Long in a Company?

Do a balance sheet exercise. What is this

curiosity killed the cat. It won't kill you

Most people ask me how long they

company good at? What is it offering

but will actually get you kudos and make

should stay in a company. I have seen

me? What are the problems in this

you intellectually richer.

that 50% of MBAs from a batch tend to

company, which I see as problems but

change their job in the first year. I have

might not really be problems? Do that

asked myself this deep question as to

analysis and just don't go by emotional

why this happens, having been on the

things like not liking your title or office

board of IIM Ahmedabad, IIM Udaipur

space. There may be a hundred reasons

and XLRI. One of the reasons is that

why you would want to leave a company

campus placement turns out to be a

but there are few good reasons as to why

lottery. In placement, you're allowed

you must stay there.

Your peer group is a very good reference to learn from. Each of us has different skills and strengths.

Go and seek out your peers and tell them what you like, your hobbies and interests and ask them what they are interested in.

Learn from your boss. The biggest advantage of having a boss is that he has experience. People have the highest energy when they are 25 and the maximum wisdom when they are 60.

They have the right combination of energy and wisdom when they are about 42 and that's why, most CEOs tend to get their breaks around the 40­year age mark.

I got my career break as a CEO around that age. You must strive to condense the experience of your boss into the one or two years that you will work for him. Constantly, pepper him with questions. I asked one of my early bosses: What is a wholesale pack, what is a retail pack? Why do they exist? Why a store is called a general store or a fancy store? Why somebody is called a wholesaler? By just asking such questions out of curiosity, I could tap into the knowledge of my boss who had

two options. Your dream company might not come or even if your best company comes, may be you're out of form on that day and you don't get selected. It is like a T20 match. You've got 15 balls to score 30 or 40 runs.

Sometimes it happens. Sometimes it doesn't. That is why many MBAs tend to switch jobs in the first 12 months after picking something.

When I was an area sales manager with Hindustan Lever, we had a tough year and all of us were on a cost­cutting spree. I was based in Chennai. I used to travel by bus to Vijayawada, a 420 km, back­breaking overnight journey. We did it because we loved the company. A lot of my classmates would be flying business class to Dubai or America, but that's their careers. I felt I had to

Assuming that you've got the right

contribute to the company through its

offer and you are in the right company,

tough times. When you commit to a

I would advocate a minimum of two to

company for a period of two to five

five years for you to stay in that

years, you will definitely benefit a lot.

company, as long as you're learning, the culture is good and the company has a reasonable brand value. When we start, each of us is nobody. It is the company’s brand name on our shoulder that pulls us through.

I'm sure you have a lot of dilemmas. I have finished writing a book titled, ‘The Right Choice,’ which will be released in January. It is about ‘managing 10 career dilemmas on the journey from being a Management

Despite all the challenges you face,

Trainee to Managing Director.’ I will be

you must commit yourself to the

absolutely happy to hear from you about

company. If you commit, I promise you

how you felt after reading my book. 

that what you lose on the curve, you will 15

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Lakshmi: Why do we talk about

decisions and behaviours. As a coating

distributed PPE and provided

empathy? Is it relevant to us? What does

company, we have to show our true

medical support to make sure

it mean to us? Everyone has a different

colours as the pressure is stronger than

that

interpretation of what empathy brings

ever before. We have to make sure that

to their organisation. Does it translate

the ship doesn't sink you and that you

to business success? Studies have

have enough cash and credit to survive

proved that the benefits translate to the

this pandemic.

profits of the company. Now, let’s hear

they

themselves

could as

protect

much

as

possible against the virus and protect their loved ones.

•

The team members at the sites and offices.

We wanted to put our people and

•

The company, our customers and community.

from our distinguished panellists.

their safety first. We started to update

Oscar: I'm very proud to work for the

our contingency plans at the end of last

We provided food for people

Dutch

year and did scenario planning. We

outside in the communities. The people

AkzoNobel. You will know it in India

distinguished

and

are the foundation and fabric on which

from the brand ‘Dulux,’ that has very

developed a response to take care of

our ecosystem is built. So taking take

strong values of integrity, sustainability

each of them. We called it the three

care of them makes perfect business

and safety. When a black swan event like

rings of protection.

sense.

the Covid Pandemic hits us, then that's

It covered:

multinational

company

a moment of truth to see if those values that we have so proudly enshrined are truly our north star, in guiding our

•

three

groups

We introduced another initiative

Individuals and their families.

To allay their fears, we created awareness 19

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JANUARY 2021

We

called the virtual cup of coffee. We consciously set time aside to talk with our team members to know about their

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The luxury of being in a smaller company is that we are very close to every employee. We make sure that each employee can connect with someone in leadership, some of their peers and somebody on a different team. We have seen many people become close friends in this environment. ~ Adam Boitnott, CEO, Hylaine

anxieties. Business talk was forbidden in this. We could hear many heart­ breaking stories. We started to empathise and build trust with each other. I like the concept of psychological safety

that

Harvard

Professor

Edmondson introduced.

We observed that people go through three phases: a phase of fear in which empathy is an essential element to address people’s concerns; in the second level, they go through a phase of learning where they reflect on the situation, and in the third level, they move into a zone of growth.

We teamed up with Skillsoft, a

three months, we had 20,000

Lakshmi: I've been with Oracle for 15

interactions. We communicated

years, the longest that I've been with any

through webcast and newsletters and

company and it goes back to balancing

addressed the anxiety of our people. To

career growth and relationship building,

quote a Chinese proverb, in times of

especially in tough times. I went

crisis like this, we need a cool hat, a

through a rough patch with my mother’s

warm heart and dirty hands. Warm

health. She fell down, broke her back

heart is essential to show empathy.

and had spine and brain surgery. I just

Lakshmi: Thank you Oscar. You have

dropped everything and left for a month.

developed your career spanning 30 plus

My boss and my entire team supported

years in one company. How can a

me. Venky, talking of empathy in the

company keep their employees engaged

workplace, what are your initial

and staying with them longer?

thoughts from your TCS experience?

Oscar: I am an officer of the Air Force.

Venkateswaran: It is all about

I literally wanted to spread my wings as

listening and making a connection with

I came out of military service. I was

another person at a deeper level. It's a

fortunate to be recruited by a MNC that

way of getting into that person's shoes

provided me a good platform and I am

and skin to feel how that person is

blessed with a wife and children who

feeling.

have always supported me in my

Lack of empathy is very easy to see.

ambition. I was given the chance to

Try

develop myself to go to different

transcontinental flight and think how

disciplines—from

to

you get treated sometimes. That will tell

marketing, sales, logistics and now

you how not to treat someone. As

general management. The company

customers, when we encounter a service

took a leap of faith, sending me to

provider, often we don't get empathy

different companies, countries and

from them. It is a transactional

cultures. That created a lot of trust and

approach.

technical

losing

your

bag

after

a

respect. Even when I had a bout of

That empathy is important in

cancer, the company supported me

business is a no­brainer. In a HR

throughout and through the ups and

process, we conduct a survey to find out

downs of my personal and professional

how people feel. That becomes process­

life. Obviously, there was a lot of

oriented. Organisational culture must

empathy and communication involved

drive empathy. It is important how

in that. It created a lot of loyalty from

leadership creates a culture where

my side.

people feel that empathy. The product

leading e­learning platform, and within 20

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or service that we offer must bake in

on the door reminds me that this is a

thankful that we had built a foundation

that empathy and it is a sort of hygiene

family and that we want to create a

around empathy prior to the pandemic,

factor. That means empathy alone is not

family feel. We have always been very

because it has pushed and stressed

enough. On top of that, a layer is

intentional with that culture.

everybody differently from a personal

required and this is about the cultural

We make sure that we value

and professional perspective. We make sure that we check in on people’s mental

angle.

employees in our organisation not only

Lakshmi: Adam, can you share with us

for what they bring to the company but

how you set the tone in your company

also who they are as persons. The luxury

in terms of culture and how you drive

of being in a smaller company is that we

Lakshmi: How do you balance what

being an empathetic leader?

are very close to every employee. We

you need as a company to be successful

Adam: Being in the technology space

make sure that each employee can

versus what the employee is looking for

where employees have lots of choices

connect with someone in leadership,

and what is it that they want out of their

and recruiters are eyeing to pick our

some of their peers and somebody on a

life and career?

employees all the time, empathy is

different team. We have seen many

Adam: We have put in place the right

extremely important. The name of my

people become close friends in this

culture and it starts with the leadership

company—Hylaine—is a combination of

environment.

team. When we draw the organisational

health. The elections here in the US too have added to people’s anxiety.

the names of my two daughters. So

The pandemic has really challenged

chart, we put our leadership team

when I show up at the office, the name

us in different ways. I am really

basically as a support platform

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In a team where empathy flourishes and inclusive culture is there, everyone will put forth their ideas because they understand that they would be assessed on the basis of merit of the idea, in an empathetic manner.

That is the absolute, fertile ground for innovation. ~ Madhuri Pai Global Diversity and Inclusion Director, Unilever

created a culture where empathy

who form the median of the population.

flourishes. I don’t really remember what

A more diverse workforce means more

we learnt of empathy in B school. But I

diversity of thought and innovation and

have seen it from the beginning of my

it's a virtuous cycle. A McKinsey study

career in TCS right until today. It is

says that companies that are in the top

really how my leader handles that aspect

quartile of diversity have a 53% better

—how do they deal with employees,

financial performance than those that

customers and different people? The

are in the bottom quartile.

leadership sets the tone and gives the template

for

behaviour

in

It circles back to leadership. When

the

things are going fine, empathy is all well

organisation. That template percolates

and good but in a pressure situation,

over time through sustained leadership

people go easy on empathy. If the top of

which behaves in a consistent manner,

the organisation has a leader that is

displaying empathy. I would like to hear

empathetic and inclusive, then the right

Madhuri’s views from her experience in

behaviour is recognized and rewarded.

Unilever.

At Unilever, we've been quite fortunate

Madhuri: We need to step back for a

in having a fairly long line of visionary

moment and look at the connection

leaders. Paul Polman, of course, comes

between empathy, inclusion, business

to mind immediately. He was CEO from

performance and the roles that

2009 to 2019. He embraced empathy

leadership plays in all of this.

with a passion. We've got Sanjiv Mehta

underneath our team. I want our leaders

Inclusion makes you bring your

in India, who is also a great role model,

supporting our people for success. We

whole self to work, to express yourself

and now Allen Jope, who's the global

ensure this, right from our lengthy

freely and put forth your ideas without

CEO. He also lives inclusion and

hiring process which is meant to know

having any fear of being misjudged or

empathetic leadership.

the whole person. It's important for us

misinterpreted. You feel like you belong

Lakshmi: Well, that's interesting

that the recruits are technically solid but

there. In a team where empathy

Madhuri. Differences will exist and you

it is more important to find out if they

flourishes and inclusive culture is there,

want them to exist to bring out the best

can embrace our culture. I would like to

everyone will put forth their ideas

answer or solution to what we want. I've

hear from Venky how they manage this

because they understand that they

heard Unilever has achieved a very good

in a large organisation as TCS.

would be assessed on the basis of merit

gender balance over the last few years.

of the idea, in an empathetic manner.

What contributed to this?

That is the absolute, fertile ground for

Madhuri: When Paul took over as the

innovation.

CEO in 2009, among the first things he

Venkateswaran: TCS is 51 years old in the technology space and it continues to grow and prosper and remain relevant to customers. A lot of this goes

People who are in a minority often

did was to set up a global diversity

back to our visionary leadership that

experience less empathy than people

board. He could have called his CHRO

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and said, “Let's do something about

underneath. Venky, how do you manage

diversity,” but that's not what he did. He

this whole thing of empathizing with

chaired it. I've been in many diversity

your customers?

board meetings with him and it has been

Venkateswaran: Customer empathy

a huge lesson in empathetic and

is one of the very central elements of the

inclusive leadership. He has never been

whole business. We sell mission critical

known to miss a diversity board

software to financial institutions. This

meeting. He prioritized this above all

is compared to open­heart surgery. For

else and he picked gender diversity as

a bank, it’s a nightmare to move from

what made the most sense for Unilever.

one

The target was 50:50 by 2020 and we've

transformation is very complex and

achieved this. So leadership role

considered high risk. Empathy plays a

modelling, empathetic and inclusive

big role here. Recently, I got a call from

leadership—that's number one.

the CEO of a bank. I was tensed up.

system

to

another.

The

We also take empathy into our products. We have user experience designers and product managers who look at the customer persona, do a lot of analysis and spend time figuring out all that is essential. ~ Venkateswaran Srinivasan Vice‐President‐Global Head, TCS Financial Solutions

The second big reason is the way

Luckily, he did not talk about our

the whole journey was measured. We

product or service. He just said that he

always say, ‘measure what you

was talking to me because I and my

treasure.’

team understood their requirements

employees impact your business results

more than anyone else. This is a proof

and how?

Every person in the organisation must understand the importance of

of our customer empathy.

Adam: Being empathetic doesn't mean

being genuinely curious about their

We also take empathy into our

that you give everyone, everything that

colleagues and having conversations to

products. We have user experience

they want. In fact, being empathetic

look beyond the stereotypes. That is

designers and product managers who

makes you a better negotiator or a better

when empathy starts to come up.

look at the customer persona, do a lot of

vendor to work with or a better

Unilever is a marketing organisation.

analysis and spend time figuring out all

employer. When you’re in business, you

We have got the whole communication

that is essential.

get into leadership and you have to drive

right. We make sure that every

For instance, when we take a life

results. Use empathy as a tool to drive

employee in the organisation repeatedly

insurance policy, the empathy shown by

those results. We are one of the best

gets the story and it's high in their

the insurance company or its staff is not

companies to work for, in Charlotte, in

consciousness. Messages are reinforced

as important, as when, God forbid,

a very short period of time. That is a

constantly.

something happens and the dependent

result of empathy leading to delivery.

Lakshmi: You talked about stereotyping

member goes for making a claim.

I had an employee who came to me

—our own coloured way of looking at

Empathy shown in the latter case is very

and said, “Adam, whatever you want me

things. It's the classic definition of the

important and it must shine through

to do, I'll do it because I've never felt like

iceberg. What you see over the water is

your culture and leadership.

my opinion mattered anywhere else

very little and there is so much

Lakshmi: Does empathy shown to

before.” That was one of my best

23

JANUARY 2021

Business Mandate fountainhead of excellence

The first step in creating self‐empathy is to take a pause, take stock and be aware that you pay for all the physical and mental stress. Secondly, you must develop mitigation actions or solutions for that. ~ Oscar Wezenbeek, Managing Director, Decorative Paints, SESA, AkzoNobel

work hard. As a leader, we are supposed

show empathy for others if you cannot

to be supermen or superwomen. We

show empathy to yourself?

have to take responsibility for our

Lakshmi: Is empathy a new buzz word

colleagues. We send them out into the

or has it always been there? What has

market now to meet customers,

changed?

painters, store owners and the like. We are responsible for keeping them away from the virus. That is also a huge mental stress.

need to feel connected and be

empathy is to take a pause, take stock

recognized; it goes right back to the

and be aware that you pay for all the

times we were wandering around in the

physical and mental stress. Secondly,

caves. I don't think that has changed. In

you must develop mitigation actions or

the corporate environment, it is linked

solutions for that. In one of our virtual

to business performance but at the core

cup of coffee calls, my marketing

of it, it is a human value and need.

manager proposed an exercising pressure to make sure that everybody

started.

would exercise and work on their

Are we doing too many things? Can you talk about self­empathy and what we can all do to keep our own selves in good shape—for our mental, physical and emotional well­being?

Oscar: I also come from a culture where you keep your head down and

caring, inclusion or empathy—call it what you will but it's a human value, the

moments in the three years since we

stress. Our children are also stressed.

and it still smells as sweet. Compassion,

The first step in creating self­

challenge. We had competition and peer

Lakshmi: We all hear about a lot of

Madhuri: You call a rose by any name

Lakshmi: Does empathy mean non­ performance?

Does

it

mean

complacency?

physical health as well, which was

Venkateswaran: If you weigh only

extremely effective. On a personal level,

empathy and lose focus on business,

I started to pick up my hobbies again. I

then business will go down. Empathy is

have now got more time to practice on

not about saying yes to everything, as

cooking my biriyani and paint more.

Adam said. It requires a delicate

The third is the element of rewarding yourself and being kind to yourself, especially when you're not able to meet your targets and more so, in these challenging times. How can you

24

JANUARY 2021

balance. Empathy is not promoting non­ performance. Empathy is just an element of human connection. When there is a culture of empathy, people willingly work for their managers. 

Business Mandate fountainhead of excellence

25

JANUARY 2021

Business Mandate fountainhead of excellence

what we see of them. The value of

good business.

diversity is really in the other 90% that The D&I Lesson from a Kirana Store

is quite invisible to us.

I

Diversity is a fact of nature; have worked for many years in

everything in this world is diverse. Not

Diversity and Inclusion (D&I),

even twins are the same. Why is it that

particularly in the Indian context.

suddenly corporates are talking about

into

diversity? How does it matter to a

differences. These can be visible like

company? Well, the simple fact is that

gender, colour, height or weight. But a

today we are a globalized village.

very large part of diversity is invisible to

Nothing has proven this better than the

us—these are one’s thought processes

pandemic. One tiny virus in China has

like ‘How do I engage in teamwork?

made the world go down on its knees

How do I make decisions? How do I deal

and

with power and authority?’

interdependent we are.

Diversity

simply

translates

we

have

realised

how

There is a small kirana store where I live in Indira Nagar, Bangalore, run by a Keralite. I am from Kerala and, for the last seven years, I have been buying a lot from there, simply because he stocks the stuff that Malayalis consume. The other day, he told me that he was going to expand his shop and take on board a partner. I guessed it could be a Keralite, probably his brother­in­law. But he said, “Not a Keralite, but a local Kannadiga.”

He reasoned that he already has earned the trust of Malayali customers and now

We are all familiar with the concept

We think that only big companies

he wants to reach out to Kannadigas. He

of iceberg. 10% of a person is visible

practise diversity and inclusion, but

is not even a 10th standard pass but he

while 90% is hidden. But many times,

even small businesses do this very

has got these business concepts in place.

we tend to judge people by the 10% of

intuitively, because diversity is all about 26

JANUARY 2021

Business Mandate fountainhead of excellence

It is good business sense to have

African­Americans in my team.

diversity and inclusion in many ways.

From a brand perspective, we

As human beings, we are all wired

created a multi­lingual campaign about

to people like us. Unconsciously, we

how Coca­Cola is for everyone. We

business. Boardrooms today insist on

I

as marketing director of North America.

everyone in the company was given in­

having D&I. It doesn't come to us

Till then, I had not thought of diversity.

depth training on unconscious biases

may resist some people saying that the vibes are not right or the chemistry is not working. That is not good for

naturally, but we need to do this intentionally. A big portion of our talent pool has not really been tapped and fully leveraged. Tapping it though, is not an easy journey. People who come from diverse backgrounds invariably have different life experiences, which are very valuable in improving innovation. We want people to come with different tools. That happens only when we have

worked in Pond’s, which was

stressed the importance of inclusiveness

taken over by Lever. In late 90s, I

in the campaign. Eventually, the lawsuit

left Pond’s and joined Coca­Cola

got settled. As part of the settlement,

In Argentina, I was looking after Marketing in South America where the people were Spanish­speaking, football crazy and a lot more outgoing. It was a very different kind of group. From there, I went to Atlanta in early 2000. I was running the global brands of Coca­ Cola, which were the most valuable brands in the world then.

diverse people sitting at the table and

A Campaign and a Damage Control

solving a customer problem.

Coca­Cola had a dispute with its African

and in combating them through self­ awareness.

The Dress and Prejudice Later, I joined Molson Coors as the CEO of International Business where I had another interesting experience. One of my colleagues on the senior executive team was a lady born in South Africa, a white, and living in the US for over a decade. She was a great professional and quite empathetic.

Today, there is a lot of urgency

American employees who blamed that

My digital e­commerce team was

around D&I and many events have

Coke was discriminating against them

headed by another woman, also a white.

happened around the world—the death

in promotions and advancements. They

She dressed like a young college girl.

of George Floyd followed by movements

had a lot of data to show that they were

Whenever she gave presentations in the

like ‘black lives matter,’ and ‘all lives

not being given equal chances compared

meetings, the senior executive would

matter.’ It had its repercussions in India

to their white colleagues. This was

dismiss her as ineffective and not being

too

Unilever

something new to me. As I was looking

serious enough in her work. This was

rechristening its ‘Fair & Lovely,’ to

after brands, I didn't think it affected me

triggered by the way the lady of my e­

‘Glow & Lovely.’ The ripple effect is

at all.

commerce team dressed. This went on

with

Hindustan

for a month.

tremendous. It is a very emotional,

But the dispute became more

politically sensitive and an extremely

charged and went to court. There was a

I was the mentor of the lady

complex subject that has made inroads

movement in social media for boycott of

running my e­commerce team. I talked

into almost every other topic and

Coke. We knew the charges were not

to her, told her that the contents of her

subject that we can think of. It paves the

true. The Coca­Cola brand head was an

presentations were quite superior but

way for a great discussion.

African­American and there were many

that she was not heard to, in the

27

JANUARY 2021

Business Mandate fountainhead of excellence

boardroom,

owing

to

certain

impressions and unconscious biases that she unintentionally created. I

became early millionaires. Microsoft helped them evolve culturally as well.

organisation.

It was always in our culture in the

Microsoft's diverse perspective in

form of a check box for diversity but we

terms of building a localised product to

never truly implemented it in the

make sure it worked all over the world

company. After awareness building, it

helped them to build world­class

required organisational commitment all

products through localisation. They

the way from leadership and full credit

also hired lots of Chinese engineers in

goes to our human resources leadership

the early 80s who helped Microsoft to

team for working on this. For about

have a world­class product in the form

three years, we were all asked to learn

In a diverse team, initially people

of Excel or Word. So, if I look back, it

by­heart

don't listen to each other. But when they

was a very incidental evolution for

behaviours and attitudes. In all the

realise that diverse people add

Microsoft through focussing on talent.

conference rooms, we would have

suggested what she could do differently the next time she presented, so people could listen to her. I also talked to the Senior Executive lady and drove hard the importance of not getting diverted due to biases. Suddenly, the relationship changed between them for good.

the

top

ten

inclusive

posters of inclusive behaviours. We all

tremendous value to the solutions, Espoused vs. Lived Culture

have subconscious biases and to

Companies with diverse boards perform

Culturally, if you have to measure how

overcome these, we need to ask

5 to 10% better than those that do not

you're doing, there is a simple measure.

questions; we need to listen to others.

have a diverse board.

It is the distance between the espoused

Those are the simple top 10 behaviours.

better

communications

happen.

Companies must ensure that all, including those from under­privileged background opportunities.

are

given

India

has

equal been

addressing this for decades.

F

or Microsoft, talent was a

culture and the truly lived experiences.

Having worked at Microsoft for about 22 years, I have seen how its cultural journey has evolved quite a bit, more so in the last 7 years.

As leaders, we started listening and made make sure that all the voices were heard in meetings. We developed muscle memory for diversity across the organisation. After about three or four

Back then, we used to have product

years into practising D&I, the distance

reviews with Bill Gates or senior

between the espoused culture and the

executives. We would get ridiculed if we

lived experiences has become much

didn't have a good idea and if it was not

shorter. Now D&I is a core commitment

liked by the senior management. That

of leaders in the organisation and a core

was the culture we had.

component in our performance reviews.

priority and we created a very

We have since seen a big change.

It is not an individual impact or a

diverse organisation. Bill Gates

Any cultural change requires awareness

product P & L impact that matters but

believed in hiring the best talent from

building and we have gone through that

how the employee delivered that success

all over the world. I have been told that

shift, from awareness of diversity to

is important.

in the early eighties, Bill Gates sent his

celebrating diversity and holding leaders

CTO to hire from Indian IITs, primarily

accountable

from a talent perspective. These

acknowledge the differences as an

for

it.

We

always

D&I and Cool Innovations Diversity helped us in building some really cool innovations. Microsoft is

individuals showed up in Seattle and 28

JANUARY 2021

Business Mandate fountainhead of excellence

known for building accessible products.

diversity and not the other way around.

economic

For example, you don't need a keyboard

You can have a very diverse organisation

disciplines.

or a mouse to operate Windows. There

with zero inclusion and the organisation

are several visually challenged people

will fail. Inclusion therefore comes first.

who don't use keyboard and mouse to

If you are inclusive, you will

operate Windows seamlessly. That

automatically be diverse. There will

perspective has evolved by having lots

always be some things in the diversity

of differently enabled people in a large

bucket, some in the inclusion bucket

organisation.

and some which will be common to

The leaders have to create an

both.

strata

and

different

At the end of my first year in PepsiCo, our women­to­men ratio was not strong enough. So we took a conscious decision to move it up significantly. I said that 70% of all hiring in future must be women. When we set this target, the HR and leadership teams thought it was not possible. I persisted

environment where everyone feels they

We now have the highest number of

with trying it out. It is easy to set a

can contribute. There is a safety net

women CEOs in the world in the

target but extremely important to

within the organisation and leaders hold

Fortune 500 list—38 of them. In almost

change people's habits and especially,

their managers accountable for creating

every single year, this number was less

some of the things men do when they

an inclusive environment. Coming down

than 5%. For the first time, we are at

interview women. The hiring manager

to the next level of managers who are

7.5%. Obviously, the world has taken

asked questions like, “When do you plan

the front line leaders, demonstrating

some note of D&I.

to get married? When do you plan to

these role model leadership behaviours

Only when we are in a minority in

have a kid? If your husband gets another

on every occasion is extremely critical.

some situation, we will feel the need for

job in another town, will you go away?”

We now look at diversity across the

diversity and inclusion. When in

In PepsiCo, we realised that this can't

board.

majority, we'll never feel its need. When

work. So we did a huge session with all

we sit in a meeting where nobody else

the hiring men­managers to drive the

speaks our language, then we'll

message that these are 'no­ no'

understand its significance better.

questions.

D

Lessons from Three Companies iversity and inclusion (D&I)

From my personal experience in India,

as a concept is 40 years old.

I'll talk about three companies—Nokia,

As a management concept, it

PepsiCo and Aditya Birla group. In

is very young. It was propagated by a

Nokia, 40% of my management team

person called Lewis Griggs in the early

was women, which was then the highest

1980s. Most companies tha Lewis talked

among all Indian corporations. When I

to could not get their hands around it.

went to PepsiCo, I had only one woman

D&I is not affirmative action. It is

manager in my management team.

not equal employment. Diversity is a

When I left, we had 40% women in that

fact; inclusion is a choice. From my

team. Both in Nokia and PepsiCo, we

work experience, inclusion leads to

strove to get people from different 29

JANUARY 2021

Only when we are in a minority in some situation, we will feel the need for diversity and inclusion. When in majority, we'll never feel its need.

Business Mandate fountainhead of excellence

The Masking and the Change

the team to show me the women's

and yellow cities than the comfortable

The current CHRO of PepsiCo Ms

ratings versus men's ratings. In all

green ones.

Pavitra Singh, looking after talent, came

those years, women scored higher

up with a wonderful idea of masking the

ratings than men. These ratings were

CVs that were sent to the hiring

not done consciously at all.

In ABG (Aditya Birla Group), we have women at 14%. Our target in the next few years is to move it up to 25%.

managers. That increased the ratio of

We had eleven job brands in

In my current strategy team, I have

women­to­men intake to 2:1. We

PepsiCo. In three, women earned more

more than 40% women. In the textiles

changed all job descriptions to make it

than men and in three, men earned

and other business that I run, I’m trying

unisex. We had to teach men the

more than women. In the rest, they were

to push it up but it'll take some time, the

benefits of diversity. There are

roughly similar, but nowhere was the

reason being that manufacturing

conscious and unconscious biases.

difference more than 10%. PepsiCo

organisations have typically tended to

Some of the men walked up to me and

India was the only equal employment,

rely on men and not women. So we need

asked me if they had a future in the

equal salary company across PepsiCo,

a huge mind­shift change. In one of our

company as we were hiring so many

globally.

large textile plants, for the first time, we

women. So, we had to ensure that we recognised talent and consistently promoted the best people.

During my term in Pepsico, at the

In PepsiCo, we used to classify the

have a night shift manager who's a

cities and towns into green, red and

woman. She is a 25­year­old girl who

yellow. We were surprised that many

insisted on the position and did not

young girls opted for the challenging red

want to be discriminated against.

end of the appraisal process, I would ask 30

JANUARY 2021

Business Mandate fountainhead of excellence

31

JANUARY 2021

Business Mandate fountainhead of excellence

Marwadis, coming from the village to

but not the ad agency people. They were

the larger city where they grew their

the bridge between the publisher and

business. The Birlas, Goenkas or

the client. The lifestyle of ad agency

Dalmias and publishers like my father

professionals today is very much

t is not easy to judge a man by

K C Kulish or the founder of Malayala

western. Many of them talk about

looking at him or reading about

Manaroma group came from such a

creating demand and supplying it. India

him. To know about R K Swamy,

background, before they became

was thriving in those days on the ‘saving

one should know about the physical,

successful. They all grew with the

model’ of life.

intellectual and spiritual dimensions of

freedom fight. The national spirit was

It was a win­win situation for Mr R

his life. He was a perfect man, an

therefore common to all of them. They

K Swamy to join hands with like­

evolved gentleman. When he was in a

wanted

the

minded clients. I remember two of his

temple, he was not a professional. When

development of the country while

ads which reflected how highly he

he was in the office, he did not blame the

retaining its ancient philosophy. They

thought of the country. He brought out

Almighty for any office problem. At each

were aspiring and they put in their best

the importance of intellectual and

level, he was the perfect person. He was

efforts.

emotional

I

a professional to the core.

to

contribute

to

The ad agency profession was not

He came from a village background.

components

in

his

communications.

an Indian profession then, rather it was

Today, the ad industry is moving

and

an imported one. Publishers and

away from Indian philosophies. Swamy

industrialists of that era were, like the

industrialists were Indians by thought,

did a fine balancing role between the

The

publishers,

clients

32

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Business Mandate fountainhead of excellence

Today, the ad industry is moving away from Indian philosophies.

Swamy did a fine balancing role between the tradition and modern.

tradition and modern. He dreamt that

it is often businesslike. He knew the

India would become a super power in

relationship between humans and

the times to come by transferring all the

nature. He grew like a banyan tree. No

ancient wisdom to the modern society.

wonder, he was so much appreciated by

He had the courage to rebuild many

his clients. India needs many more R K

ancient and heritage monuments and

Swamys. His biography makes an

temples. He created institutions for

interesting read and I learnt many

ancient literature. He earmarked a

things for my life, reading it. To quote R

portion of his earnings for social

K Swamy, "Efforts alone are not enough.

welfare.

You need the grace of God. You need to

He maintained friendly and family­

S

hri Swamy was a genius and a veritable

polymath,

who

straddled with great ease and

distinction several fields, some even apparently contrasting. I was always in awe of his ability to gain a deep insight into every subject that he touched. He would as expertly explain the nuances of a Vaishnavite tradition, as he would deal with the consumer reaction to a creative output. He could be as close a friend to the mightiest industrialist, as he would, to a poor priest in a temple.

He was a generous philanthropist while being a tough negotiator. There was one unmistakable common thread that ran through all his talents and skills: His strong sense of intellectual integrity. He

take a few knocks in your head to realise

like relationship with employees. Today,

that."

said what he meant. I was also very

the World Wide Web, the backbone of

struck with his urge to remain

internet, was delivered to mankind in

contemporary in his thoughts, while

the 20th century, when the English

continuing to be steeped in tradition. It

scientist Tim Berners­Lee wrote the first

is therefore very appropriate that we

web browser in 1990. But it is in this

should be talking about 21st century

century, that the relevant technology

and about values. The character of 21st

reached a tipping point, triggering a

century is indeed unique and different

virtual information avalanche.

in many ways to the past. Three ‘mega

The gargantuan treasure trove of

events’ have shaped and continue to

past knowledge has become instantly

shape this century.

accessible at the mere touch of a piece

Technology Revolution The technology revolution has birthed the twins: information and intelligence revolutions. In a way, information revolution may be said to have commenced in early 20thcentury, with the first trans­atlantic telephone call that happened in January 1915. Even 33

JANUARY 2021

of plastic screen. Just in 20 years, Wikipedia has 55 million articles in 300 languages, and 1.7 billion people use it every month. Facebook has 2.5 billion users, twice the size of India, Instagram has 1.2 billion users. There are social networking groups whose membership runs into several hundred millions.

Business Mandate fountainhead of excellence

More than 700 million people owe

intertwined: Carbon emissions in the US

allegiance to LinkedIn.

are causing flooding of mangroves in intelligence

Bangladesh; the toxic pollutants from

revolution may also be said to have

China are melting the arctic glaciers in

commenced in the last century. Smart

the North Pole…

Similarly,

the

machines or robots are at least seventy years old. William Walters of England constructed way back in 1949, the first pair of electronic autonomous robots, which were called Elmer and Elsie.

Interestingly, he even demonstrated the feasibility of using neural networks model rather than reductionist logic to construct intelligent machines. Yet, it was only in the 21st century, that artificial intelligence has reached the tipping point, and has become a pervasive force. A Tesla car running in Seoul in South Korea may have its glitch fixed by an Israeli firm sitting in China.

National

borders

contemptuously

have

been

dismissed

by

technology that binds the world with the

The Pandemic The third mega event is even closer —The Pandemic. This is not the first pandemic, nor for sure, will it be the last, even in this century. The pandemic has

not

only

underscored

The character of 21st century is indeed unique and different in many ways to the past.

Three ‘mega events’ have shaped and continue to shape this century.

the

vulnerability of humanity as a whole, but also knocked the message hard into our head that humanity is one seamless

or colour. When scientists are warning

mass. Two meters and a cloth mask do

about

not isolate us. They are mere reminders

threatening the very survival of life on

of our interconnectedness. Virus

the planet, we find not the creation but

respects no boundaries.

the collapse of multilateral initiatives for

These three mega events define this century and make it unique, unlike any

the

climate

emergency

collective and coordinated action. When a pandemic of monumental proportions strikes mankind, we witness the ugly

time in the past.

spectacle of nations blaming each other, Value No1: Vasudaiva Kutumbakam

of pre­emptive bids for procurement of

The value that our ancient thinkers have

vaccines by the rich and mighty nations

The Degradation of Environment

expounded, ‘Vasudaiva Kutumbakam,’

at the expense of poorer peoples, and a

Scientists believe that we might just

means that the world is one family. Our

complete

about be able to avoid global

Hon’ble Prime Minister has reminded

multilateral actions. Why does this

temperatures rising by 3 degrees during

the world about this abiding value of

happen? There is a strong, practical

this century. No doubt, the rapid

Indian culture at every possible

argument that you need power to

degradation of the environment began

opportunity. It would appear most

overcome the assault of power; that you

with the advent of industrial revolution,

natural to embrace this value as a

cannot make love or talk peace to a

which brought in its wake rampant

motive force to navigate the challenges

violent bully. In any period in history,

consumerism, all of which began in the

of this century. Yet, human beings are

nations or kingdoms have become

early 19th century. The climate

getting more deeply engaged in further

successful and people have enjoyed

emergency has brought a simple fact

sharpening

distinguishing

peace only through acquiring economic

that all living beings are inexorably

identities by nationality, religion, race

and military might... but with a caveat.

glue of a byte.

34

their

JANUARY 2021

lack

of

responsible

Business Mandate fountainhead of excellence

The failure of family spirit is not merely being witnessed at the global level, but sadly at national level as well.

Peace is the ultimate objective of

recent history. Many large countries

future

of

his

people.

Seeking

look rather like dysfunctional families

reconciliation with the Whites was the

with internecine fights, mistrust and

only wise way to construct the future.

hatred. There appears to be two broad

Rama, whose conduct is an object

explanations for this very disturbing

lesson on Dharma, not just bears no ill

phenomenon. One, this is seen as a

will for Kaikeyi, but he chastises

result of widening income and wealth

Lakshmana for his intemperate words

inequalities within a country, a facet of

against Kaikeyi on more than one

classic class wars. An economic

occasion. The kernel of family spirit,

framework that targets equitable

Vasudaiva Kutumbakam, is the ability

distribution of gains amongst citizens of

to forget and forgive the past. This

a country and amongst nations in the

concept is a close cousin of the

long run is thus a condition precedent

philosophy of humanism, espoused at

for fostering the spirit of family.

about the same time, between 4th to 6th

military prowess, not aggrandisement.

The second explanation is that this

century BCE, by three great thinkers of

Nuclear weapon is meant to be a

phenomenon is the result of the swing

the world—Buddha, Confucius and

deterrent, not a destroyer. A father

of the social pendulum. At any point in

Socrates, each crafting their own unique

might slap an errant son, but he does so

history one race or community

dimension to the concept. All three men

with the intent to deter him from

dominates

intuitively

further misdeeds, but never with hatred.

another, only to be replaced at a later

interconnectedness

The situation is no different when two

point of time by the oppressed race,

interdependence of the human race and

superpowers of the world—the US and

which rises in revolt. Then, it becomes

the utter futility of war and human

China—are in confrontation. The spirit

the turn of the oppressed to dominate

conflict.

of family—the spirit of Vasudaiva

the erstwhile oppressor. This is

In more recent times, the world

Kutumbakam—would

require

understandable, but certainly not

witnessed the rise of two outstanding

continuous strengthening of the

advisable. Einstein is credited to have

humanists from India, Mahatma

scaffoldings to build harmony in the

made this noteworthy observation:

Gandhi, and Rabindranath Tagore.

family, and it cannot happen by stoking

Weak people revenge, strong people

Interestingly, they provided two

hatred for the errant son or daughter or

forgive and intelligent people forget.

different views of humanism and

by constantly rushing to the brink.

Nelson Mandela, suffered twenty seven

approached the concept of Vasudaiva

years of incarceration. Yet, when he

Kutumbakam in contrasting styles.

a

society,

oppressing

Inequalities and the Swinging

became the first President of post­

Pendulum

apartheid South Africa, he observed

The failure of family spirit is not merely

with great clarity of purpose, that

being witnessed at the global level, but

harking back to the past and settling

sadly at national level as well. Societies

scores would solve no problem and

are getting more polarised than ever in

would only irretrievably destroy the 35

JANUARY 2021

emphasised

the and

Tagore was a poet and an intellectual, and hence his concept of humanism remained rather in the abstract. He believed that nationalism had the propensity to degenerate into

Business Mandate fountainhead of excellence

xenophobia, and hence his concept of

the Indian society, amongst castes, and

Value No.2: Satyameva Jayate

humanism eschewed undue emphasis

amongst Hindus and Muslims were

One common belief that Tagore and

of nation as a unit. Gandhi, being a

completely avoidable. He scrupulously

Gandhi shared was the unfailing

mass leader with a political mission,

kept his focus on strengthening what

commitment to truth or sathya. The

provided a more practical interpretation

was common to us as a society rather

modern world is yet to see a taller

of the concept. As a diehard nationalist,

than dwelling on what was different

apostle of truth than Gandhi. The

he believed that a strong feeling of

amongst us. Gandhi not only saw

second value that I believe is essential

nationalism was essential as a step in

Hindu­Muslim unity and eradication of

to navigate this unique century is the

the

humanism.

untouchability as being vital

immeasurable faith that we as a people

Without diluting the pride of his nation,

prerequisites to present a unified force

have placed in the ultimate success of

he declared openness towards other

of India to defeat a common enemy. He

Truth: Satyameva Jayate. But, does

people, nations and culture.

genuinely believed that Indians were

Truth have a chance to succeed in the

one huge family, sharing not only the

21st century?

journey

towards

Gandhi did not shy away from war.

In his life, he took positions in the context of six wars that crossed his life, including the two world wars. While the world war was unavoidable, he felt equally strongly that the conflicts within

same geography, but also the same history. Like Mandela, he was focused on building a harmonious home for the future. This was his concept of humanism, Vasudaiva Kutumbakam.

36

JANUARY 2021

Technology has made news travel instantaneously. Technology has also made verifying news irrelevant. Bad and false news travel faster and getting gluttonously consumed by gullible

Business Mandate fountainhead of excellence

public. And false news always has an

to freedom of expression, so as not to

set our moral touchstones. That brings

agenda, and is detrimental to the larger

hurt another’s feelings. And that’s where

me back to R K Swamy. Among the

part of humanity. Truth will be

a civilised society has to nurture values

many meetings and conversations that

challenged

which will provide the anchor to

I remember with Shri Swamy, one that

people’s behaviour.

is most relevant in the context of the

in

a

violent

and

unprecedented way in the coming decades and untruth could destroy nations and communities. This is the reason we need to invoke the ancient value of Satyam.

Two Types of Truth There are two types of truth. One, verifiable through the powers of human faculty, what you might call ‘facts’. If fake news is created about the occurrence of an event, we can soon

The best definition of truth, and therefore the value to be adhered to, is provided by Thiruvalluvar, who says, “Truth is that which does not cause harm to anyone.” Another well­known verse from the Mahabharata says, “Speak the truth that which is pleasant.

Do not speak the truth, if it is unpleasant. Do not speak lies, even if it

campaign that we wanted to run for Ashok Leyland. The concept had originated from our Marketing division and

was

brilliant,

but

I

was

uncomfortable and I wanted to get Swamy’s opinion. The product claims contained in the campaign message were somewhat hyperbolic. Swamy saw the write­up and instantly asked me, “Is

is pleasant.”

filter out such news with technology,

There is always a parent or a

particularly through the use of Artificial

grandfather or a grandmother in every

Intelligence. The second is truth that

family, a family avatar, who is

cannot be verified because it is beyond

considered the personification of family

the limits of human faculty. And that is

unity, love and affection. We need to

one’s experience, one’s faith. It is

keep them alive in our memory to

immensely difficult to lay down limits

inspire us to show us the right path and

37

value of truth is this: I had a copy of a

JANUARY 2021

this the whole truth?” I said that I shared his concern that while the claim was true, it was not the whole truth.

“Drop it” he said without a minute of hesitation. We need many Swamys in this century of challenges, who would stay anchored to core values. 

Business Mandate fountainhead of excellence

38

JANUARY 2021

Business Mandate fountainhead of excellence

or old product on the Y­axis •

BCG Growth matrix

•

Growth and ARPU (Average Revenue per User)

T

such as: •

delivering more quantity

•

delivering higher perform­ ance

•

here are various frameworks

The Winning Model

used to enable growth of an

When Perceived Value is greater than

organisation or a business. We

Price, it becomes a winning model.

providing

newer,

add­on

features, etc.

Delivering more quantity: Eg: To deliver more mileage per bike or

have the four Ps of marketing—Product,

more GB in a data plan. Nothing else

Place, Price and Promotion. We have

changes. It is just about delivering more

come across innovation funnels, starting

value.

from ideas leading to a prototype and

Delivering higher perform­

then to a product.

Following are some of the frameworks: •

Perceived value > Price

•

Ansoff model for growth, which is a 2x2 matrix with

Perceived value is not the value that

ance: Eg: Better network and better

manufacturers see. This is the value that

emotional pay­off. With a more reliable

the customer sees. Let us unpeel and

service, the customer feels better. Your

understand

probability of success goes up.

both

the

theoretical

framework and examples.

Newer, add­on features: A

new customer or old customer

Winning customers through greater

decade ago, we had the basic mobile

on the X­axis vs. new product

perceived value has various sub­parts

phone. Then camera got added. Today,

39

JANUARY 2021

Business Mandate fountainhead of excellence

competition. The most famous example is the Reliance Jio launch couple of years back or the zero cost service for three years offered for some cars and bikes.

•

Lower outlay each time: Eg: EMI scheme or offering of products

by

FMCGs

in

sachets. Your outlay each time is lower while the actual price of the product has not gone down.

•

Lower compulsory price: This is extremely popular in digital.

Eg: “Freemium model” on web­series where basic option is complimentary and all add­ on features are considered as premium and charged.

•

Lower total cost of ownership (TCO): This is a fascinating tool and a Japanese model.

we have phone with 4 cameras. We once had basic detergents. Then we had

The trick is to get that without increasing the price, save for a small price increase. So the consumers see greater perceived value.

Eg: Cars TCO and Buy 3 for 2.

The upfront cost you pay for a car may be higher but the

detergents that were soft on hands,

vehicle will last you longer

fragrance added and so on.

with low maintenance and

The trick is to get that without increasing the price, save for a small price increase. So the consumers see greater perceived value. Elon Musk, one of the most famous inventors of our time, says that great companies are built on great products.

In the same equation of Perceived

your total cost of ownership over a certain number of years will be lesser.

Except the first one (lower overall price), the rest are about adapting the elements of the equation and balancing them. The trick is to do it without lowering consumer value and playing on the levers to accelerate growth.

Value > Price, what do we mean by price and what are its facets?

•

The Case of PDF Magic

Lower overall price: This

How did Pond’s Talcum Powder use this

means lower price versus

equation to deliver more perceived

40

JANUARY 2021

Business Mandate fountainhead of excellence

value at lower price? It offered: •

•

More attractive fragrance –

•

More emotional connect with

•

Pond’s

(PDF) magic •

—better reach and speed

Dreamflower

The

•

New features / ingredients –

New features via software —apps launched by new companies and those by

New features and packaging – PDF magic x 2

New features via hardware —camera, dual SIM, etc

TV ads •

More performance of network

existing companies (like SBI) •

New features through paid­for services like Zomato Gold and

The introduction of sandal

Music

talc, a popular ingredient in

Can this equation be used to plan growth in a B2B business, just like in the case of consumer businesses which we saw earlier?

Yes, we can.

They modified the price side of the

the south Packaging plays a very important role in quality. PDF Magic had used

equation by offering: •

Lower price—incoming free

world­class printing, plastic body, rotary

which was a big inflection

caps, etc. Now, let us see how Pond’s

point in the 90s and early

growth in a B2B business, just like in the

2000 when incoming was

case of consumer businesses which we

charged.

saw earlier? Yes, we can.

worked on lowering the price side of the equation: •

•

It offered 50g /20g pack of

charges for voice / data

Dreamflower talc. The outlay

•

Lower cost of phones

came down with lower size

•

Lower

pack.

•

The government reduced tax by

40%.

100%

of

outlay

each

I work with HT Media Limited and we are the country's second largest

time

English newssite and paper. Livemint

—through pre­paid option.

and HT are from our group. We have

Lower roaming charges and

radio stations as well. While we have a

later on free roaming

total customer base of 220 million

People earlier would get very high

across all mediums, 75% of our total

mobile bills. Through prepaid, they

revenue is essentially B2B and it comes

came to know how much they consumed

from advertising both in our print and

functionally, at that time, it

—GB, minutes, etc. Indian telecom has

digital business. At times, it is 90% in

did not succeed.

thus been an amazing example of

some of the verticals. We engage readers

400g pack was introduced,

delivering both on perceived value and

with credible news and information. But

which was priced 2.5 times

lowering the price.

to keep the engine running, the revenue

consumer.

Launch of 8g sachet. Product quality

•

•

this

reduction was passed on to the •

Lower price through lower

was

good

but

that of 100g pack. Thus the TCO —Total cost of ownership was lower.

To quote Jeff Bezos, “There are two kinds of companies—those that work to raise prices and those that work to lower

The Indian Mobile Phone Story

comes from advertising.

Inventing Your Way Out Jeff Bezos says, “One of the only ways to

them.”

get out of a tight box is to invent your

If we take the example of Indian mobile phone market, perceived value has been

The B2B Business: HT Media

way out.” Let's see examples of how we

delivered in ways such as:

Can this equation be used to plan

did that by offering more value to our

41

JANUARY 2021

Business Mandate fountainhead of excellence

advertisers: •

companies

startup does not give money

checks and balances.

•

village

activities,

activities,

India

fairs, and

Olympiads. Right now, we are doing the country's largest coding contest and we have

•

partners in that. In a B2B business, that's a new feature

restricted

to

•

it? Will the customer value it?

3)

Cash: Will it generate cash?

If any of the Cs does not get ticked, rejected. It can be reworked and

do not lose any margin either.

reviewed. Fail fast, fail often and fail

B2B business automation: We

forward are some of the new approaches

have

programmatic

in design. We have to figure out which

advertising and consultative

20% of the company contributes to 80% of the results and attempt to scale that 20%

Ads placed in supplements are on the same day.

The larger point is that in a B2B

great value for premium

example, this equation of ‘Perceived

brands. We also have done

Value being larger than the price works

French

well.

The Success Mantra at Titan EyePlus & Tanishq

A

n organization has to figure out what they are better at —delivering perceived value

greater than price, or delivering more

We can accelerate this journey through innovation. You may have come

Delivering ‘Lower Price’

across innovation funnels used by

This is a fascinating story. There are

various organizations. It is not a tunnel

various parts of price and none of the

where anything that goes in, comes out.

examples given below are about cutting

You may have 10 ideas. These may come

price.

either because there is a new technology In the startup culture that

change or there is a market demand

blossomed

happening. The trick is to have a set of

India,

Customer: Is there a market for

customer goes down and we

impactful and catchier. It has

in

2)

it does not mean the proposal has to be

priced less though they appear

the front page which is more

•

it?

an algorithm.

that carry advertisements on

window.

and the operating team build

a lower rate, but it will follow

As we have print plus digital,

newspaper, which open like a

it? Can its production system

come and place ads directly at

new features.

in

Company: Can the company do

bank’s e­commerce. You can

industry, these are innovative

windows

1)

metros. The price for the

can do it yourself. It's like a

also do that. For publishing

We even have glazed jackets

but

help you make a plan or you

table. Other leading players

the ad will be featured in both.

target­

selling. Our sales people will

which we have brought to the

•

The

locations like the top 3

school

Codeathon

Geo­targeting:

audience for the ad is not pan­

them. We organise travel education

3Cs—Company, Customer and Cash.

stocks. It is done with a lot of

New features for more impact

conclaves,

ideas and ask three questions related to

for ads but they give their

the print business.

their brand, we do events for

on

doing ad for equity barter. The

are in Delhi and Bombay in

—To help advertisers build

keen

preserving cash. We started

More audience reach—earlier we were only in Delhi. Now we

•

are

42

JANUARY 2021

value for money.

At Titan, we are better at delivering greater perceived value. Titan EyePlus is 15 years old and we came into being in 2005.

It

was

an

unorganized,

underserved industry. We wanted to deliver an overall solution and an augmented product with a premium

Business Mandate fountainhead of excellence

the customer.

pricing while delivering exceptional value to the customer and good value to

•

The

glasses

are

more

the company and its shareholders.

important part of the solution.

Eyeing on Perceived Value

companies like Essilor and

•

We

employ

qualified

optometrists who are experts and dressed in professional attire. When you go into a Titan EyePlus store, meet them and talk to them, you understand that you are in good hands.

•

The testing room has high­

There their

are

large

global

technologies

are

available to all opticians. The difference that Titan brings is customised

solutions

by

understanding the customers —their age, profession, and the size of their face—and offering what fits well and looks good for them.

tech machines and a complete

Thus, through expertise and

set­up. We follow a 20­step

empathy, we deliver value proposition

checking

whereby

to customers and they keep coming

various dimensions relating to

back. We also have a concept called the

eyes are being systematically

net promoter score which is a very

process

assessed before the expert concludes what is required for

powerful barometer—a KPI in Titan as 43

JANUARY 2021

An organization has to figure out what they are better at —delivering perceived value greater than price, or delivering more value for money.

Business Mandate fountainhead of excellence

years now.

Around 2006, one of the things that really struck us was the manner in which the local jewellers across the country were dealing with customers in a very personalised manner.

birthday, we would order a cake and

Around 2006, one of the things that

celebrate it with other customers in the

really struck us was the manner in

stores. Over the last 15 years, Tarnish’s

which the local jewellers across the

customers have become a very large

country were dealing with customers in

family.

a very personalised manner. The owner

We also started doing this in a

knows the customer and greets them.

localised way. For example, the Bombay

We realised that if Tanishq were to

stores would make the typical sweet dish

become the largest jewellery brand in

of Kerala—Chaka pradaman, which is

the country, we need to combine two

a type of kheer—on Onam and give it to

things—one, the modern aspects of

Malayalee customers at their homes.

product design, branding, assortment

They would be blown by the

design and retail experience that we

thoughtfulness of this gesture as many

bring to the table and two, the age­old

of them would be sitting away from their

principles

home State.

of

personalisation,

relationship and warmth the local dealer was doing so well. a whole and in Titan EyePlus as well.

Our NPS in Titan EyePlus is in excess of

Birthdays with Tanishq

75, which is a global benchmark. The

We started a loyalty program in 2007

customer experience program of Titan

called Anuttara with multiple objectives.

EyePlus has been voted the world's best

One was points for every purchase

program in a Customer Experience

which the customers could use to buy

Strategy Conference held in Netherlands

jewellery in future. We also ended up

in 2018. We won the prize beating

collecting a fair amount of information

Microsoft, Dell, Shell and such other

about the customer like birthday,

global companies.

anniversary, taste for music and special

The Shine of Tanishq

events, the festivals they celebrate and the kind of books they like reading.

Tanishq, which is 25­years­old, was launched in 1996 in Cathedral Road in Chennai. Over the next three to four years, we changed many things —offering gold jewellery of the traditional kind to start with. We brought in carat meter to demonstrate the purity of gold. I have been associated with Tanishq for about 15

We were able to do many things, for example, celebrating the birthdays of customers in their homes as a surprise event. The sales staff would take the cakes, visit the customers in their house on the birthday morning and organise the cake­cutting. If a customer happened to visit the store on her 44

JANUARY 2021

When I visit the stores, the mantra that I tell the staff there is, “It does not matter if the customer walks out of the store with an empty hand, but as long as she walks out with a smile in her eyes and warmth in her heart, it’s okay; she will come back later and buy Tanishq.

But if she walks out of the store with a bag in her hand and dissatisfied with whatever happened in the store, then she may not come back at all.”

We have worked hard for the last 15 years in creating a really magical experience for customers of Tanishq.

Today, we have digital programs even as the pandemic is upon us and it has helped us in our recovery rate in the last two to three months. Thanks to the investments that we have made in digital and building of relationships between thousands of our staff and

Business Mandate fountainhead of excellence

millions of our customers, though

cents. After they picked up, he brought

Tanishq is perceived to be an expensive

down the price to free and asked them

brand, our customers tell us that when

to take the chocolates. In the second set,

it comes to total value, it is too good.

he asked the people to pick up chocolates priced at 15 cents. After they did that, he brought down the price to 1 cent. In this case also, the reduction was 14 cents, which was same as offered to the first set. But the first set of people

How Companies Use Research to Achieve Balance

S

ome of you might have read Dan Ariely’s

book,

was delighted than the second, because of the effect associated with the term

...a set of activities done by a particular brand may not be taken so well by customers but the same set of activities done by another brand could work well.

‘free.’

“Predictably

Irrational,” which illustrates

Drink and Solve with Energy

where and how we could go wrong with

In the third experiment, he again

pricing. Because of our irrational

selected two sets of people. He asked

decision making, the whole paradigm of

them to solve some problems. He gave

pricing becomes a bit more complicated

an energy drink to the first set and said

thought that we were all homo

than what we think.

it would help in their problem solving

economicus—a rational and selfish

ability. He told them that he bought it at

individual

the retail price stated on the drink.

preferences, but this has been

Dan his team did some simple experiments. He asked a set of

with

relatively

stable

challenged (Thales & Sunstein, 2008).

respondents to pick up a cordless

He also gave the second set of

keyboard with a price similar to their

people the same energy drink and told

social security number. Because of this

them that it would help in their problem

anchoring bias, people in the top 20%

solving ability. But he added that he had

That is why, a set of activities done

percentile of the security numbers were

bought the drink at a discounted price.

by a particular brand may not be taken

willing to pay three times more than

It was observed that the first set who

so well by customers but the same set of

those who had their the social security

received the energy drink, supposedly at

activities done by another brand could

numbers within the bottom 20

the retail price could solve more

work well. Social influences, peer

percentile. He defined it as anchoring

problems than the second set who

pressure and word of mouth have an

effect.

perceived the value of the drink lesser

impact across many industries. When

than that of the first group because of

we buy a particular product, we actually

the ‘discount’ factor thrown in.

peg it to another product and see if it

Discounted Chocolate: Sweet or Sour?

If we look at the three different

In the second experiment, he got two

examples given above, we can

sets of panels. He asked the first set of

appreciate the impact of pricing on our

people to pick up chocolates priced at 14

perceptions. For many years, we 45

JANUARY 2021

Our behaviour is subject to cognitive biases, emotions and social influences.

offers more value or less value. It is often a relative decision that we take.

Consumer market research provides solutions in these areas. 

Business Mandate fountainhead of excellence

46

JANUARY 2021

Business Mandate fountainhead of excellence

Mr

Peter

Rimmele,

Resident

German Chancellor Angela Merkel

of concern for the US and whatever

Representative to India of Konrad­

mirrored what many Europeans felt in

policy the new US administration takes

Adenauer­Stiftung,

the

2017—that Europe would need to take

will have to be flanked by the Asian and

introductory remarks in which he said

its destiny in its own hands,” he said and

European national efforts. He concluded

that a new President taking charge

added that China is another major area

by saying that it is a matter of

delivered

would not mean that everything

speculation if the Biden administration

changes. According to him, the US has

will be looking at a rules­based

certain interests and these are not going

international order that India and

to change. “Outgoing US President Donald Trumps’s ‘America First’ policy is here to stay but in a version that is not so much in your face,” he felt. He also said that Indo­US relations have improved permanently, regardless of the administration and that this will go on.

Outgoing US President Donald Trumps’s ‘America First’ policy is here to stay but in a version that is not so much in your face

Germany believe in, or at the

~ Peter Rimmele

(Retd) AVSM, VM, Ph.D moderated

predominance

of

another

newly

upcoming superpower (China), which dictates its own understanding of an international order.

Air Marshal M Matheswaran the discussion. He pointed out that the

“When Donald Trump became

Trump administration was transactional

President and took several decisions,

in nature and, in dealing with countries,

including questioning the role of NATO,

it followed a zero­sum game. He said 47

JANUARY 2021

Business Mandate fountainhead of excellence

The Trump administration was transactional in nature and, in dealing with countries, it followed a zero‐sum game.

Biden is cautious by nature and that he takes considered decisions, unlike his predecessor Donald Trump.

~Air Marshal M Matheswaran (Retd)

~Mr M K Narayanan

There will be continuity of relationship with India, consensus in the US about having a comprehensive, global, strategic partnership with India... ~Ms Nirupama Rao

that the US economy was doing well

the external front, managing US­China

relations

under Trump and there was a

relations will be their top priority since

Consensus,

strengthening of Indo­US relations in

China is openly challenging the US pre­

Compatibility. There will be continuity

strategic terms. But for his handling of

eminence in the economic field and is

of relationship with India, consensus in

Covid­19, Trump might have returned

fast closing the gap in the military space

the US about having a comprehensive,

to power, he felt and said that the

as well. Europe that went out of Trump’s

global, strategic partnership with India,

pandemic exposed the chinks in the US

lens will come back to US focus. He

mutual co­operation between the

healthcare system and in its leadership.

predicted that in Biden’s team, Jake

countries, and both nations have a

Mr M K Narayanan, on a cautious

Sullivan as the NSA will be a key player

natural compatibility. She said that

note, said that he does not believe that

and he believes in strategic co­existence

Biden will take a middle road and not

Indo­US relations will greatly improve

rather than strategic competition. The

root for adventurism. She predicted that

just because there is a Biden presidency.

new dispensation might perhaps

a Berlin wall will be coming up in

He felt that relationship with India will

question India on human rights­related

Technology between US and China,

not be a top priority on the US agenda.

issues and on its stand on Kashmir and

especially in the backdrop of 5G and

Based on his earlier interactions with

Article 370.

Huawei. She anticipates more

Joe Biden as Vice­President of the US,

Ms Nirupama Rao said that entropy

intelligence­sharing

he felt that Biden is cautious by nature

is a permanent state of global affairs

operability between India and the US.

and that he takes considered decisions,

today. Quoting a China expert based in

Dr V Anantha Nageswaran said that

unlike his predecessor Donald Trump.

the US, she said the US­China relations

as per an article in the New York Times,

Narayanan’s

will be defined by 3Cs—competition,

blue­collar voters migrated towards

calculations, Biden’s priority in his first

containment and confrontation. She

Republicans and those with an annual

18 months will be domestic issues. On

summed up the roadmap of Indo­US

income greater than $68,000 gravitated

According

to

48

JANUARY 2021

under

4Cs—Continuity,

Co­operation

and

and

inter­

Business Mandate fountainhead of excellence

towards Democrats. Listing out the risks

factor flows from the question if Biden’s

under the new administration, he said

term will be a one­term rule or two­term

that the Indian rupee is likely to

rule, because of his age, and if Biden will

appreciate by 1­2 per cent every year and

be able to complete his four years as

this may lead to Indian entities seeking

President in a healthy state or if it will

higher foreign debt. The second risk

be a Biden­Harris Presidency through

•

How will Indo­US military­ industrial partnership shape up in the days to come?

•

Will India be marginalized by China?

•

What will be US stand on

the first term. “India will face headwinds

Afghanistan

through human rights concerns flagged

affairs?

by the US and also benefit from

India will face headwinds through human rights concerns flagged by the US and also benefit from tailwinds

to the new administration?

• •

the other Key Issues such as: will

be

administration’s

~Dr. V Anantha Nageswaran

Trade,

stand

Technology

JANUARY 2021

Will the UN reforms happen?

•

Will the new administration help

India

in

getting

Permanent Member status in

on

UN Security Council?

and

How will global economy react 49

•

Biden

Investment?

•

What will be the role of John envoy?

The panel also shared their views on

What

Will India benefit from the

Kerry as Biden’s Climate

staying out of RCEP.

•

Climate

new US immigration policy?

tailwinds,” he said. According to him, India does not stand to lose much by

and

•

Will the rise of far­right populism continue globally? 

Business Mandate fountainhead of excellence

RAMYAA RAMESH

Like Father, Like Daughter…

Mythili’s early days was spent moving with her father, an IAS Officer,

I

ndia as we know is a land of beautiful textiles where the sound of the loom still echoes across the

villages of our country. Co­optex was started with a vision to provide economic sustenance to the thousands in the handloom sector and by doing so keep this sector vibrant and profitable.

The role of the person who heads Co­optex is therefore one of great responsibility and innovation. We are lucky to have an extremely committed and dynamic woman to head the department as a Managing Director – Mythili Rajendran.

As a woman who knew what she wanted to do and strived hard until she achieved it, Mythili Rajendran is someone who epitomizes the saying, ‘try, try and try again, until you succeed’.

A woman who had a strong dream to become an IAS officer and pursued it

and the rest of her family. She was lucky to have stayed on in Chennai and complete her college. She moved from

when it was time for me to give my civil services exam.

I then continued to do my Masters in the same college, but within a month of starting the course, at the age of 21, I got married.”

Trichy to Chennai and started her schooling in a Tamil medium school in

A Dream Fulfilled…

Kalakshetra, where she says, “my initial

Marriage made no change to

days of education was unconventional,

Mythili’s dream to become an IAS

especially in the way I learnt, as the

officer. She was very clear in her mind

focus was more on learning values

as to what she wanted to achieve in her

rather than just the usual subjects one

life because she did not want to settle for

studies.”

any other job. “Yes, my family’s financial

“I have 3 sisters’ and 1 brother and

stability

definitely

helped

me

it was my father’s fervent wish that at

concentrate on what I wanted to do!”

least one of his children would follow

she laughs.

his footsteps to become an IAS officer –

“After my marriage I moved to Goa

and it was my secret hope that I would

along with my husband and I started to

be the one to fulfil his dreams!

study for my IAS exam. That time period

I decided to take English Literature

for me was very frustrating as I used to

as my Bachelors in Stella Maris College,

clear my preliminary as well as my main

Chennai, as I felt it would help me

papers and attend interviews but I

improve my language proficiency and

would not get the post that I wanted. I

thereby grasp information faster and

realized that the exam that I was trying

give me a wider perspective on subjects

to master needed wider reading, and did not require mastery of a ‘specific’

through the various turns of her life,

subject. IAS is for people who have a

such a woman cannot but be inspiring.

wide range of knowledge on varied

Talking to Mythili Rajendran is a

subjects,

for

people

who

are

great experience. With 30 years of

compassionate and most definitely for

service as an IAS office, the number of

people who are persistent. Fact is that

anecdotes she could recount will keep

there is no set formula for success and

one spell bound, even as one admires

IAS officers are bureaucrats not

the humility with which she shares each

necessarily technocrats!

story.

“I continued to pursue my dream

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JANUARY 2021

Business Mandate fountainhead of excellence

even after my child came into our life

one aspect that impacted me the most

the post that we hold. What I love about

and I finally achieved my dream of

were the dowry issues and related

my work is that no one is breathing

joining the IAS at the age of 28, right

deaths that were prevalent in that area.

down my neck to deliver predefined

after my son joined his kindergarten

We were expected to arrive at a

results, it is entirely up to me to forge

class!”

conclusion to the cause of death after

ahead with my set goals in line with the

requisite investigation and provide our

vision of the department and what I

judgment from where the police would

want to achieve in that framework.

Joining the Elite Corps…

“The initial days of my career started with 10 days of training in the police

department

under

the

superintendent of police where we learnt how weapons were used by the force and use of tear gas, ‘bundobusts’, VIP Securities. I then spent few weeks training

under

the

Village

Administrative Officer (VAO) Office, all

take over the case.

After Coimbatore, my next post was

I was committed to each posting I

as a Director of Differently Abled. This

did and over the years I have served in

department till then was handled by a

many

departments,

and

the

medical professional with a primary

experience

and

focus on rehabilitation, and I was the

performance always stood me in good

first bureaucrat to head the department

stead.”

and set up district units to convert it

combination

of

into a full­fledged welfare department.

Making a Difference…

under the supervision of the Collector.

In her almost 30 years career, she

In fact we were also attached to a

has worked in many departments in

judicial court to learn how to try cases

varied roles, but there are some roles

and pass judgments. All this were part

that she looks back with satisfaction

of the 57 weeks of training period after

because of what she achieved there.

which we were expected to submit a

The senior officers I had at each point of time had hand­held me and I learnt a lot from each and every one of them.”

Water – An Everyday Essential…

“I was always proud of what I had

“The next department I moved to

delivered at every level, as I believe that

play a major role in my career and I still

there is always a scope to do good things

carry the lessons I learnt even today!

The idea behind this training was to

in any department a person sets foot

This was my role as General Manager of

get a bird’s eye view of the government

into. Any time there is a possibility to

Metro Water where I learnt the

working structure and we were literally

improve the current status as each

importance

observers!

department is very dynamic and there

especially for a department which is

It was then time to start on the job

is so much to do every time a new

literally a monopoly in the market.

training, so I moved to Coimbatore as a

person enters the department. My key

Monopoly often is synonymous to

Sub Divisional Magistrate, where I was

goal was to do justice to the vision of the

authoritativeness which need not

expected to perform quasi functions as

organization as I believe that ‘social

necessarily be true. It is what

an Executive Magistrate. The scope of

justice’ is the underlying ethos behind

information we communicate and how

my work included Law & Order, Land

any government department.

we communicate which is very

socio­economic report, which for me was very exciting!

of

Public

Relations

Revenue, Custodial Violence and many

There are more than 300 IAS

important. We realized that policy

other activities and as a young adult this

officers in Tamilnadu and all of us want

making and governance is best done in

was the most exciting stint for me! The

to bring about a small or big change to

‘participative’ style when it comes to

52

JANUARY 2021

Business Mandate fountainhead of excellence

public utilities as is the core service of water supply and sewerage.

especially on its image.

syllabus was introduced across different

I have had the opportunity to set

Boards of Education such as Anglo

Public Relations (PR) is imperative

many a good precedence as a rule that

Indian; Matriculation and language

to maintain the patronage of the public.

could be followed in the future! One

books were common for CBSE and

This also has an impact on the morale

such directive was with respect to the

ICSE. Hence, Text Book Corporation

of the workers in the organization as it

income to be earned by the temple.

publications were bought by 11,600

pushes him to improve the service

Though various temples derived income

private schools in addition to the

provided in order to maintain his image.

from temple lands, they did not earn

Government schools in the state of

We therefore came up with Informative

enough to sustain their expenses.

Tamilnadu.

Brochures as part of our Citizen Charter

During my tenure in the department we

Every year new editions are

to keep the general public informed.

ensured that encroachments be brought

developed by the TN Textbook

This also made CMWSSB to be a very

to notice and to collect occupation fees

Corporation for each text book. But I

citizen­friendly service provider with

and acknowledge that the temple is the

realized that the retailers would sell the

effective public water face.”

rightful owner of the property so that

older editions as they had a previous

the land is not permanently divested.

backlog instead of selling the latest

Job Satisfaction Follows Sincerity in Work…

“In my career, the tenure that I spent in any department was never rudely fore shortened and neither have I ever left a department or an organization with any regret. I have never actually coveted any particular post nor have I asked for any specific post. I settle in any post.

Another incident I remember was

edition – just as a way to optimize their

between 2001 and 2003 where there

revenue. I needed to curtail the sale of

was a dispute of a land property

old textbooks by the retailer, so I

between an individual and a temple. The

decided to move the sale of textbooks

land was donated by a Nawab indicating

online. This benefited the department

“For use by temple car”. An individual

in two ways, one, the sale proceeds got

had encroached on the land to construct

realized immediately, and two, the

a passage for his building and the

children also received the latest edition

matter had to be settled by lawyers. At

at the earliest time.

the time of hearing, the court had

Prices of each textbook were

So, the next department I moved to

requested for the Original Patta of the

printed with year of publication and we

was HR&CE (Hindu Religious and

land from the Collectorate office. Within

ensured that the textbook was

Charitable Endowments) Department.

10 minutes they were able to provide the

distributed to the student well in

Here I understood that people donated

necessary documents to me and the

advance

land to the temple, for example, 300

temple ended up winning the case! It

commencement of school. Till date, we

Grounds of lands in Adyar was donated

was a great day.

have never given the textbooks late to

to the Tiruvannamalai temple land by one Ammani Ammal. It is a known fact

–

even

before

the

the students and ensured that all Textbooks Online – A New Future

students

received

the

required

that Government regulations cannot be

“Another posting that gave me

textbooks! We also ensured the access

applied to temple lands and so, the

great satisfaction was my work with the

of all textbooks online and the students

purpose of donation had to be

Tamilnadu Textbook and Education

had the option to take print of the same

considered while taking any decision

Services Corporation. Uniformity in

through National Informatics Centre

53

JANUARY 2021

Business Mandate fountainhead of excellence

(NIC). I also brought about discipline

years where I handled everything from

organization for the last 3 months. My

in the organization in terms of finance.

leave, travel concessions and property

main goal now is to strengthen the age

This was an add­on and an example of

returns and other personnel matters.”

old organisation which is dedicated to

how an officer can add value to an

the welfare of our weavers and restore

organization that he/she is a part of and

Women Hold up Half the Sky – 1/3rd

its popularity as a major handloom

can therefore contribute more.”

of IAS…

outlet of the Country. I am looking

“In my batch from Tamilnadu, IAS – An Opportunity to Serve

there were 4 women and 2 men, as it is

“I have never worried about my

a government service the 33%

growth in my career but I have always

reservation does stand! To tell you the

looked for any opportunity to serve.

truth, I never felt or experienced any

Like any organization, as long as

gender issue. In 1997, there was a major

any achievement is in sync with their

communal riot in Coimbatore. I had to

vision and values, your work gets

handle the situation as a Sub Divisional

accepted and appreciated. IAS is a very

Magistrate

enticing option as a career and I have

sincerity which was necessary to

never regretted a single day for getting

convince and persuade people listen to

this opportunity.

you and arrive at a consensus. My

I was then transferred as Deputy Commissioner

Civil

Supplies

Department (Chennai North), Home Department, Industries Department to oversee Mines & Minerals and Public Department for almost 6 and a half

with

confidence

and

gender was never a hindrance in my ability to deliver what was expected out

forward to bringing in a lot of changes that will benefit the handloom sector.”

A lot is expected from IAS officers like Mythili Rajendran who have totally given themselves and their time to their profession. Her single­minded devotion to her job is all encompassing and does not leave her much time for any extracurricular activity but yet, there is no tinge of regret, for this is what she had always aspired to and at the end of the day a job well done is what satisfies her the most! 

of me.”

The Present & Future…

“I am now the Managing Director of Co­optex and have been part of this 54

JANUARY 2021

Ramyaa Ramesh had interviewed Mythili Rajendran for this series.

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