20-21 NOVEMBERManagement Development Institute, GurgaonDelphique 2010                                       INDIA INC.    ...
DELPHIQUE 2010ContentsManagement Development Institute, Gurgaon .............................................................
DELPHIQUE 2010    Management Development Institute, GurgaonManagement Development Institute (MDI), Gurgaon, a top business...
DELPHIQUE 2010DelphiqueAs MDI‟s flagship event, Delphique conducts quality research and industry review, and is attended b...
DELPHIQUE 2010Note from the SecretaryWhen I started my journey as the Secretary, Delphique2010, I knew that the opportunit...
DELPHIQUE 2010AcknowledgementsSuccess is never achieved alone. It is achieved only through the combination of team efforts...
DELPHIQUE 2010Our SponsorsTitle SponsorAssociate SponsorsOnline Media Partner                                     Web Part...
DELPHIQUE 2010Our Knowledge partnersCommunications Panel: Perfect Relations                  Entrepreneurship: NENFinance:...
DELPHIQUE 2010     Inauguration                                                           spoke to the students regarding ...
Research PanelsCommunications panelKnowledge PartnerDiscussion Topic: Social Media             Campaigns   –    The paneli...
DELPHIQUE 2010Crisis Communications and impact of new media on           Mr. Chiragh CherianCommunication. She has to her ...
DELPHIQUE 2010issues across industry profiles. He has strong credentials   non-profits and startups formally or informally...
DELPHIQUE 2010teaches occasionally in business schools on effective          4.    Innovationbusiness communication, brand...
Research TeamAakanksha Jain       Madhvi MaratheAman Garg            Payal AggarwalAnshul Gupta         Raghoo Puri       ...
DELPHIQUE 2010Entrepreneurship Panel                                      America¸ Europe¸ and Australasia. He has also ta...
DELPHIQUE 2010Mr. Anoop Kaul                      Mr. Anoop Kaul, based in Delhi,       Mr. Sanjay Kapoor                 ...
DELPHIQUE 2010Panel Discussion                                                             of technology in helping create...
DELPHIQUE 2010Finance PanelKnowledge PartnerDiscussion topic: Role of financial markets in                Faculty Mentor:d...
DELPHIQUE 2010Economics from the London School of Economics and            President in the Private Wealth Management divi...
DELPHIQUE 2010The opportunities for financial inclusion that India can       Markets than ever before and the decision to ...
DELPHIQUE 2010Research Team         Ankur Bharadwaj                                  Milind Agrawal         Chintan Singh ...
Faculty Mentor:Human Resources PanelKnowledge Partner:                                                          Prof. Radh...
DELPHIQUE 2010strategies, and ensuring their implementation,              Mr. Shiv Chandraorganizational   restructuring, ...
DELPHIQUE 2010d.      Employee Engagement - Employee engagement           Prof. Radha Sharma commented that there is ais t...
DELPHIQUE 2010Research TeamHemanth                                                   Roshni AroraK.R.Ramakrishnan         ...
IT PanelKnowledge Partner:                                         Faculty Mentor                                         ...
DELPHIQUE 2010                                                            engage with the StudentMr. Ravi Pratap Singh    ...
DELPHIQUE 2010Sentiments were defined in the context of research and     Mr. Sudeep Goswami talked about the social mediat...
DELPHIQUE 2010Mr. V Sarvasiddhi discussed about the social media        challenge in banking is to provide a single view t...
Perfect relations at delphique 2010 compendium on social media discussion
Perfect relations at delphique 2010 compendium on social media discussion
Perfect relations at delphique 2010 compendium on social media discussion
Perfect relations at delphique 2010 compendium on social media discussion
Perfect relations at delphique 2010 compendium on social media discussion
Perfect relations at delphique 2010 compendium on social media discussion
Perfect relations at delphique 2010 compendium on social media discussion
Perfect relations at delphique 2010 compendium on social media discussion
Perfect relations at delphique 2010 compendium on social media discussion
Perfect relations at delphique 2010 compendium on social media discussion
Perfect relations at delphique 2010 compendium on social media discussion
Perfect relations at delphique 2010 compendium on social media discussion
Perfect relations at delphique 2010 compendium on social media discussion
Perfect relations at delphique 2010 compendium on social media discussion
Perfect relations at delphique 2010 compendium on social media discussion
Perfect relations at delphique 2010 compendium on social media discussion
Perfect relations at delphique 2010 compendium on social media discussion
Perfect relations at delphique 2010 compendium on social media discussion
Perfect relations at delphique 2010 compendium on social media discussion
Perfect relations at delphique 2010 compendium on social media discussion
Perfect relations at delphique 2010 compendium on social media discussion
Perfect relations at delphique 2010 compendium on social media discussion
Perfect relations at delphique 2010 compendium on social media discussion
Perfect relations at delphique 2010 compendium on social media discussion
Perfect relations at delphique 2010 compendium on social media discussion
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Perfect Relations Digital recently shared their inputs on social media trends at MDI.They were the knowledge partners in the event conducted by the management school

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Perfect relations at delphique 2010 compendium on social media discussion

  1. 1. 20-21 NOVEMBERManagement Development Institute, GurgaonDelphique 2010 INDIA INC. THE PATH TO TREAD IN THE NEW DECADE
  2. 2. DELPHIQUE 2010ContentsManagement Development Institute, Gurgaon ............................................................................................... 3Delphique ....................................................................................................................................................... 4Note from the Secretary .................................................................................................................................. 5Acknowledgements ......................................................................................................................................... 6Our Sponsors .................................................................................................................................................. 7Our Knowledge partners ................................................................................................................................. 8Inauguration ................................................................................................................................................... 9Research Panels ............................................................................................................................................ 10Communications panel .................................................................................................................................. 10Entrepreneurship Panel................................................................................................................................. 15Finance Panel ................................................................................................................................................ 18Human Resources Panel ................................................................................................................................ 22IT Panel ......................................................................................................................................................... 26Marketing panel ............................................................................................................................................ 30Operations Panel........................................................................................................................................... 33Strategy Panel ............................................................................................................................................... 36Social Responsibility Panel............................................................................................................................. 40Valedictory.................................................................................................................................................... 44Media Coverage ............................................................................................................................................ 45Feedback from Panelists................................................................................................................................ 50Photo Gallery ................................................................................................................................................ 52Team Delphique ............................................................................................................................................ 53Contact Us .................................................................................................................................................... 542 | INDIA INC – THE PATH TO TREAD IN THE COMING DECADE
  3. 3. DELPHIQUE 2010 Management Development Institute, GurgaonManagement Development Institute (MDI), Gurgaon, a top business school in India, is a flourishing cauldron ofexcellence in management education, high quality research, executive development, and value addedconsultancy. Having established its footprint worldwide, MDI‟s vision is to become one of the top businessschools in the world.MDI‟s vision brings a global perspective to all its activities. Driven by this vision, MDI has constantlyendeavored to grow and consolidate its global network. Our aim is to incorporate the world‟s best academicpractices into all our programmes, namely our management and executive programmes, as also our trainingprograms for the Top Management of the corporate world.MDI has consistently focused on designing practice oriented learning and a contemporary industry-focusedcurriculum, driven by our strong corporate interface. This unique blend of MDI‟s global perspective and strongindustry linkage contribute to bringing best practices to corporate, through training programs as well as action-centric research and consulting. 3 | INDIA INC – THE PATH TO TREAD IN THE COMING DECADE
  4. 4. DELPHIQUE 2010DelphiqueAs MDI‟s flagship event, Delphique conducts quality research and industry review, and is attended by distinguishedguests from industry and academia. As a student-driven initiative, Delphique offers a unique platform forcomprehensive corporate interaction and access to research on contemporary business issues through engaging paneldiscussions, merging theory and practice in a way very few forums do. The theme for this year, “India Inc: The path totread in the new decade”, is highly relevant to the strategic perspectives of Indian businesses.With topics ranging from the growing importance of Tier II/III cities and Digital and Social Media to Human CapitalManagement and challenges and opportunities in financial markets, the presentations of student research and thesubsequent discussions by industry practitioners defined our points of view. The discussion panels included variousbusiness functions such as Marketing, Finance, Strategy, Communications, Human Resources, InformationManagement, Operations, and Entrepreneurship and socially relevant issues such as Food Security.With MDI‟s strong commitment to sustainability and social responsibility, not only were there dedicated paneldiscussions on social entrepreneurship and food security to sensitize students to this increasingly relevant way ofthinking and of doing business, but we also endeavored to walk the talk by making this event a green and sustainableone in every measure, small and large.4 | INDIA INC – THE PATH TO TREAD IN THE COMING DECADE
  5. 5. DELPHIQUE 2010Note from the SecretaryWhen I started my journey as the Secretary, Delphique2010, I knew that the opportunities that existed wereimmense, but the challenges that lay in the path werent feweither. Having cult companies in each field of managementas the Knowledge Partners of various panels, and having 50top corporates in the MDI campus over two days was ahumongous task. We, as a team not only had to emulate thesuccess of Delphique09, but we also had to transcendDelphique to new horizons.Carrying forward the legacy of Delphique, the themedecided upon for Delphique 2010 was “India Inc: The path to tread in the new decade”. After having surprisedthe world by leading the path to recovery, India stands at a transition point where the coming decade promiseseconomic and social leadership. This was what we wanted to have as the major backdrop of Delphique10.As Albert Szent rightly said, “Research is to see what everybody else has seen and to think what nobody elsehas thought”. With topics ranging from the growing importance of Tier II/III cities to challenges andopportunities in financial markets, the presentations of student research and the subsequent discussions byindustry practitioners defined the research carried out in various panels.With MDIs strong commitment to sustainability and social responsibility, not only did we have dedicated paneldiscussions on social entrepreneurship and food security, but we also endeavored to walk the talk by making thisevent a green and sustainable one in every measure, small and large.When I look back at Delphique, I remember the words said by Dr.Gopal Pingali of IBM. He said, "Delphique isone of the best events that I have ever attended, and the way I have been looked after at MDI, I will never forgetthat." These encouraging words, coming from a very senior professional on the first day of the event filled mewith such enthusiasm and optimism that I said to myself - nothing would go wrong from here. And by God‟sgrace, nothing did.There are a few people without whom the event wouldn‟t have been what it turned out to be in the end. Theunflinching support extended by Director Sir, Prof V.K.Gupta and Dean Sir, Prof. B.A. Metri went a long wayin ensuring the success of the event. If theres someone who has been instrumental in ensuring that each andevery detail, however miniscule ,was planned before hand, that person is Prof.Neelu Bhullar, Area Chairperson,Students Affairs. She has been the unrelenting force behind the Delphique team throughout.Last but by no means the least, is Team Delphique. As the secretary of Delphique10, the voyage of more than 5months had been full of ebullience. And it has been because I had a team with me which was as passionate as Iwas. The efforts put in by the entire team just cannot be described in words. The credit of success is oftenattributed to the leader. But I strongly believe that the leader is as good as his team and it is the team whichinculcates the strength and confidence in the leader to carry out the challenge.This, truly, has been a journey of a lifetime!Harmanjeet Singh BawejaSecretary, Delphique‟10MDI, Gurgaon 5 | INDIA INC – THE PATH TO TREAD IN THE COMING DECADE
  6. 6. DELPHIQUE 2010AcknowledgementsSuccess is never achieved alone. It is achieved only through the combination of team efforts and support andmotivation of the people around them. For the success of Delphique 2010 , we would like to take thisopportunity to thank each and every person who has contributed in making this event the success it was.We deeply appreciate the constant support given by the Director Sir, and thank him for encouraging us to goahead with all our endeavorsAny talk of encouragement is incomplete if we don‟t thank the Dean, Professor B.A. Metri. We can‟t thank himenough, for the interest he has shown in the event, and for being always ready to take time out for us. The guidance and wisdom of a lot more experienced person is invaluable while handling an event of such a huge magnitude. We thank Neelu Bhullar Madam for the concern and involvement she has shown towards the event. It‟s not untrue to say we would have had a tough time organizing this entire event without her knack for spotting loopholes and her meticulous planning. We would also like to thank all the faculty mentors who were always there for the students, constantly guiding and supporting them during their research. Professor Ashok Kapoor Professor Radha Sharma Professor G.K. Agarwal Professor Rohit Prasad Professor Gita Bajaj Professor S Chaterjee Professor Kanwal Kapil Professor Sandeep GoelWe would also like to thank the panelists for having agreed to come over and share their insights regarding thefunctioning of corporate entities, and the sponsors for showing their complete trust in the institute. All these inconjunction with the effort of the students helped in the making the event a grand success. 6 | INDIA INC – THE PATH TO TREAD IN THE COMING DECADE
  7. 7. DELPHIQUE 2010Our SponsorsTitle SponsorAssociate SponsorsOnline Media Partner Web Partner7 | INDIA INC – THE PATH TO TREAD IN THE COMING DECADE
  8. 8. DELPHIQUE 2010Our Knowledge partnersCommunications Panel: Perfect Relations Entrepreneurship: NENFinance: ICRA HR: Hewitt AssociatesIT: Dell Marketing: Madura Fashion & LifestyleOperations: Keane Strategy: PricewaterhouseCooper Ltd.Social Responsibility panel: Youth for Safe Food8 | INDIA INC – THE PATH TO TREAD IN THE COMING DECADE
  9. 9. DELPHIQUE 2010 Inauguration spoke to the students regarding his exciting journey, switching across three careers, from journalism and technology, and finally into working with NGOs. He inspired the students to explore various opportunities over the 2 years and understand their passion and pursue their career in an area where their heart really lies. He spoke about the need for the younger generation to get involved in solving significant national problems and deliver impact across the country. Mr. Anil Sethi, director and VP, SMB cloud sales services at Tata Consultancy Services, shared with the audience his experiences in the corporate world. He spoke in detail regarding the effects of globalization on the ways of the business world, and other emerging trends that could impact the world in a big way in the years to come. HeThe 14th annual National Management Convention of also spoke about customer satisfaction and the constantManagement Development Institute, Gurgaon, need for companies to revise their strategies to adapt toDelphique 2010 was auspiciously inaugurated on the the ever-changing consumer dynamics.November 20, 2010. The occasion was graced by theesteemed presence of the Chief Guest, Mr. Anil Sethi,Vice President, TCS, the Guest of Honor, Mr. VivekSharma, Program Director, Gandhi Fellowship Program,Kiavalya Education Foundation, Prof. Vinod K Gupta,Director, MDI, Prof. B.A. Metri, Dean, MDI and ProfNeelu Bhullar, Student Affairs Chairperson, MDI.Mr. Anil Sethi is director and VP, SMB cloud salesservices at Tata Consultancy Services, prior to which hehas also been with Microsoft as the group director-OEMand also as VP, ASEAN/SA at IBM, Singapore.Mr. Vivek Sharma, Program Director at Gandhi Prof. B. A. Metri, dean, MDI spoke about the growth ofFellowship Program, Kiavalya Education Foundation, Delphique over the 13 years, and the way it has gradually evolved into its currently effective form, and its currently unique form in which the students are exposed to the various fields of management specialization. He also spoke regarding the immense learning that the students get by interacting with the corporates through this event. Prof Vinod K Gupta urged the students to be involved in events like Delphique to ensure their overall development and not to restrict them to academics alone. He asked the necessity for the students to develop a sense of corporate social responsibility.9 | INDIA INC – THE PATH TO TREAD IN THE COMING DECADE
  10. 10. Research PanelsCommunications panelKnowledge PartnerDiscussion Topic: Social Media Campaigns – The panelists‟ experiences and points of view on theseUncovering design intricacies topics built the students‟ understanding of the subject through a blend of theory and practice.Social Media is scaling new heights in India. Manycompanies are focusing on the use of Social media for The emerging issues and paradigms of Social Media,tangible and intangible benefits. The core objectives for which need implementation know-how to churn into ana company to employ social media campaigns may empirical base of knowledge, include the behavioralinclude increasing awareness, generating leads, drivers of social media participation, the key factors ofincreasing sales / market share, managing crises and social media campaigns that use these drivers to ensureimage, changing consumer perceptions and influencing success and the extent to which culture, region andconsumer behaviour. gender determine behavior and success factors.These trends give rise to issues concerning the Why, There is a whole gamut of issues, challenges andWhat, Where, When, Who and How of Social Media, opportunities, facts and fiction in Social Media eventhat need addressing. beyond what the students studied, that are key to the effectiveness of Social media campaigns and that theAs a part of their research, the students tried to answer students gained a better understanding of, through thesome of these questions, including the behavioral opinions of the panelists.drivers of social media participation and the ingredientsof successful social media campaigns, relevant to theIndian culture and context.Faculty mentor for Negotiating the Education Sector under the WTO regime. She is also on the Board of Studies, All India Prof. Gita Bajaj Management Association – Centre for Management Education. Prof. Gita Bajaj is Associate Professor and Chairperson, Prof. Bajaj has been training managers of various Corporate Communications at organizations including Cairn Energy, Eli Lilly, Hero MDI Gurgaon. She has Honda, ABB, Roche Pharma, Nestle‟ India, IBM completed GCPCL at Harvard Daksh, Coca Cola, Birlasoft and HP.Business School and is an HBS Affiliate. She is a She teaches Managerial Communications, Negotiationprolific writer and along with a colleague, she was Skills and Case Writing at MDI Gurgaon. She has alsobestowed the Gold Medal for writing the Best Case in taught at IIM Calcutta and to executive participants ofIndia in the ISB IVEY Case Writing Competition, 2010. University of Maryland. Her research interest area isShe was a member of the Ministry of HRD‟s Committee
  11. 11. DELPHIQUE 2010Crisis Communications and impact of new media on Mr. Chiragh CherianCommunication. She has to her credit more than 200articles published in national news papers and many Mr. Chiragh Cherian is a youngpublished teaching cases. and energetic individual who has best used his learnings fromPrior to joining MDI, Prof. Bajaj worked in the industry various spheres where it‟s neededfor almost 12 years. Some of the organizations that she most today, the Internet. He haswas associated with include The Hindustan Times, The also had the privilege to work inPioneer, and NIEPA. Her assignment with the various industries and currentlyHindustan Times was as the Editor of HT Horizons and heads the Digital PR practice at Indias largest publicHT Careers. relations firm, Perfect Relations.Panelists Prior to his tenure with perfect relations, Mr. Cherian Mr. Aman Gupta has had an extensive experience in marketing at Europe‟s largest Asian TV network, Zee network. Mr. Aman Gupta is the Chief During his career with Zee, his quick ability to absorb Executive Officer of Imprimis Life and implement gave him opportunities to explore other PR, one of the leading PR and career options such as events and PR. He was a key communications firms in India. It person to organize, market and PR large scale annual offers services ranging from media events such as the Zee carnival and the Zee cine awardsrelations, crisis and reputation management, training, across Europe. His contribution assisted in the channel‟smarket research, public affairs and communications. continued growth and in maintaining the channel‟sHe has more than ten years of experience in strategic leadership position.communications and media across a wide spectrum ofindustries. His professional experience includes Apart from this, in his initial days Mr. Cherian has alsocommunications around product positioning and market had experience in Sales and Advertising. His innatedevelopment as well as national media campaigns and ability to meaningfully combine and apply his learningsmedia training. He has developed and implemented a from various cultures and professions to a measurablecontinent-wide media and market program for more outcome in this new and upcoming field of digital PR isthan 50 clients including names like – IIFT, GEMS well recognized not only by his colleagues but all theEducations, Edexcel Learning, ISB, ICFP, Educomp etc. various industries he has served in his short period withMr. Gupta holds a postgraduate degree in business Perfect Relations.management, with a focus on marketing and brand Mr. Deepak Mukarjibuilding, from the International Management Institute inNew Delhi. He is a frequent contributor to leading Mr. Deepak Mukarji, Countrynational and international journals. He was awarded a Head of Corporate Affairs forfellowship by TED, the leading conglomeration of the the Shell Group of Companiestop 500 people from technology, entertainment and in India, is a seasoneddesign. He is also the founding associate member of professional with over 26 yearsBaird‟s CMC, the global conglomerate of senior of experience in creating thecommunications and public policy advisors networked space for business to grow inacross the world. India. As a communications and management leader with various multinational organizations, he has nurtured the license to operate by driving strategic positioning of11 | INDIA INC – THE PATH TO TREAD IN THE COMING DECADE
  12. 12. DELPHIQUE 2010issues across industry profiles. He has strong credentials non-profits and startups formally or informally, both onin corporate image and expectation management with the product and the strategy side.key stakeholders and decision influencers including thegovernment, civic society, institutional vested interests His blog, Gauravonomics.com, has been voted as theand media. Best Business Blog in India by Indibloggies, and is among the top 150 advertising and marketing blogsThe industries Mr. Mukarji has worked in include worldwide, as per AdAge Power 150.engineering, publishing, chemicals, the United Nations,telecommunications, insurance and energy. The brands Mr. Mishra has written several book chapters, includinghe has worked with include JWT, DuPont, the United for the acclaimed book, “The Age of Conversation”, andNations, Bell Labs (Lucent Technologies), MetLife and is now working on his first novel.Shell. Ms. Meena VaidyanathanAn erstwhile theater personality with over 350 stage Ms. Meena Vaidyanathan is aperformances, 2 television serials & 1 television film, he consultant on businessis also a published business writer in various development and strategy,newspapers and has written an article on PR for focusing primarily on socialEncyclopaedia Britannica. He has lectured at various enterprises. She has contributedmanagement schools and has attended business in creating significant brandleadership programs at IMD in Switzerland and Henley impact through focusedManagement College in UK. He has authored a book of customer programmes, onlineshort stories and is working on a novel while living in marketing, media visibility, andGurgaon with his wife and son. innovative marketing strategies over the past 17 years.Mr. Gaurav Mishra She is presently working with Dialogue Social Mr. Gaurav Mishra helps global Enterprise as a Director for Development creating a brands benefit from Social global programme to build awareness on the importance Squared, the intersection of social, of trust, empathy and respecting human diversity while as in connecting people, and social, empowering people with disabilities. She has worked in as in benefiting the society, as Monsanto, Honeywell and HCL Technologies in the Director of Digital and Social past, before she turned a full-time social entrepreneur. Media at MS&L Group Asia. Ms. Vaidyanathan has worked closely with businessHe has studied at IIM Bangalore, held senior marketing schools like Harvard and INSEAD on several caseroles at the Tata Group, taught social media at studies and played a key role in the conceptualization,Georgetown University as the 2008-09 Yahoo! Fellow, production and marketing of the book Employee Firstlaunched crowd-sourced election monitoring platform Customer Second published by Harvard BusinessVote Report India and co-founded social media agency School Publishing.2020 Social. She is also a partner in Niiti Consulting, a consultingMr. Mishra is frequently invited to guest lecture at company seeking to be a change agent for society, bybusiness schools, speak at conferences and lead supporting organizations that aim to create a strongworkshops. He is also frequently invited by Indian and social impact by providing local sustainable solutionsinternational media, including the Wall Street Journal, around business strategy, marketing and executionForbes, Business Week, CNN, BBC and CBS to support.participate in panel discussions, write articles, comment Ms. Vaidyanathan is a Biotechnologist by training andon stories and contribute op-eds. He advises several holds a Post Graduate Diploma in Business Management with a specialization in Marketing. She12 | INDIA INC – THE PATH TO TREAD IN THE COMING DECADE
  13. 13. DELPHIQUE 2010teaches occasionally in business schools on effective 4. Innovationbusiness communication, brand management and crisis 5. Integrating offline marketingcommunication. She is a voracious reader, enthusiastic 6. Building relationships with followerstraveller, singer and an occasional blogger. 7. Using blogs and following other people‟s blogs 8. Branding social media presence with companysStudent Research Outcome logo and other promotional information 9. Humor 1. Segmenting can be done on the basis of gender. 10. Launching a micro campaign before going for Using social influence and flow experience costly campaign related communication we can tap the male 11. Being consistent with update schedules community because these two constructs are not 12. Using freebies like e-books, free products and visible for females in their social media white papers behaviour. 13. Not Selling 2. A social media website or campaign should be 14. Sharing company events perceived as enjoyable as well as useful. 15. Having a limited presence Although there is subjectivity in the definition of what is enjoyable, one factor which can predict Panel Discussion usefulness is how easy it is to use it. 3. Do not restrict the user‟s ability to navigate within Mr. Gaurav Mishra spoke about the Pepsi Refresh campaign a social networking website or campaign; rather and that a lot of fresh perspective is required with each play the role of a facilitator. Eg. Photo tagging or campaign. He also spoke about the growth of Social media designing/customizing your dream car in an from a niche medium to a mass medium. He spoke of the automobile company‟s page. importance of traditional media, the social media and the 4. In general we find that majority of the people paradigm shift in the usage of these media, a value have a low network size. A social media proposition shift. campaign focused on enjoyment would be best served by going in for a mass broadcast. However Mr. Deepak Mukarji spoke about the relevance of Social a social media campaign which delivers value for media in various sectors. He spoke about the challenge of the social media users should be more focused taking social media to the traditional people who do not use towards individuals having a high network size. 3G or GPRS enabled phones and companies whose Eg. Book reviews from popular reviewers operations favour more traditional paradigms. He in 5. Communication in social media should be an particular spoke about how Anand Mahindra took customer integrated effort; it should not be focused on only satisfaction to another level by use of twitter. one medium. People with multiple accounts may Mr. Aman Gupta focused on the importance of innovation. not use all those accounts with the same He also spoke about getting influenced by the feedback frequency. Hence, it is better to have a multiple acquaintances share about various movies, shows etc. He pronged communication reinforcing the message focused on the concept of bait where the consumer sees the of the campaign in most popular social media benefit that he gets from any campaign and is attracted only websites. then.Following are the factors that have been identified as Ms. Meena Vaidyanathan spoke about designing a socialvery important for the success of social media media campaign with key features being ease of use,campaigns. Their presence increases the probability of defined segmentation and use of employers as ambassadors.the success of the campaign manifold. They have been She also spoke about specific sites to research on likeranked in the order of their importance for the success: innovators.com by the students of Cambridge. During her 1. Making sure that they do not spam the followers talk, she talked about Social Media Campaigning specifics 2. Listening and tangibles that could be used to quantify and increases 3. Maintained by Humans the effectiveness of such campaigns.13 | INDIA INC – THE PATH TO TREAD IN THE COMING DECADE
  14. 14. Research TeamAakanksha Jain Madhvi MaratheAman Garg Payal AggarwalAnshul Gupta Raghoo Puri Rahul KaushalJaban Jyoti Phukan Rahul SharmaLokesh Harnal Swati Bhadada
  15. 15. DELPHIQUE 2010Entrepreneurship Panel America¸ Europe¸ and Australasia. He has also taught atKnowledge Partner SUNY Stony Brook from 1991-1997. His areas of interest include monetary theory¸ public policy¸ and practical applications of game theory to business. He presented papers at the International Conference on Game Theory at SUNY Stony Brook¸ 1996¸ and 2006. His thesis “Public Good and Macroeconomic Policy in A General Equilibrium Model” models the fiscal andDiscussion Topic: Social Entrepreneurship in India monetary policy choices of the government in the context of a monetary equilibrium. He writes regularlyTransforming ideas into economic opportunities is the on Economics in the financial press. Professor Prasad‟scrux of entrepreneurship. The role of entrepreneurship educational qualifications include BA (Hons.)¸and an entrepreneurial culture in economic and social Economics St. Stephen‟s College¸ Delhi University,development has often been underestimated. Over the MA¸ Economics¸ Centre for Economic Studies andyears, social entrepreneurs have acted as the change Planning¸ JNU¸ Ph.D. Economics (with specialization inagents for society, seizing opportunities, improving game theory)¸ SUNY Stony Brooksystems, inventing new approaches and creatingsolutions to change society for the better. Whatever the Panelistsdefinition of entrepreneurship, it is closely associatedwith change, creativity, knowledge, innovation and Mr. Ashwin Raghuramanflexibility-factors that are important sources of Mr. Ashwin Raghuraman iscompetitiveness in an increasingly globalizing world currently the Vice President at theeconomy. India Innovation Fund, an early stage venture capital fundThese trends give rise to many issues surrounding Social promoted by NASSCOM. He isEntrepreneurship, that need addressing. responsible for initiating dealFor the environmentally and economically sustainable flows, fundraising, evaluatinggrowth of the country, the role of social entrepreneurs start-ups for investment and supporting portfolio companies in the technology sector.and entrepreneurship is of paramount importance.Creating solutions to change society for the better and In his earlier role at NASSCOM, he was responsible forchallenging the status quo would increase our creating the India Innovation Fund. He managed the Innovation Initiative at NASSCOM and was instrumentalcompetitiveness in an increasingly globalizing worldeconomy. in creating a Special Interest Group on Embedded Systems, an Auto Component-Information TechnologyFaculty Mentor cluster. He also led the NASSCOM Innovation Awards program, which recognized the most innovative Prof. Rohit Prasad companies in the ICT sector. Mr. Ashwin played business and operational roles at Wipro Technologies Prof. Rohit Prasad was VP of and Maersk, Singapore, prior to this. Mr. Ashwin has Strategic Initiatives at Xansa, a $ been a member of the SIP-EIT committee to evaluate 700 M BPO and IT services start-ups for providing funding for International patent company before joining MDI as an and the CII committee on Security and Imaging. By Associate Professor in Economics. education, he holds degrees in Engineering and Masters He has also been a senior IT in Business Studies. He was an active sportsperson andexecutive for companies in the US and India looking now avidly follows Arsenal in the English Premierafter large offshore engagements¸ Corporate Knowledge LeagueManagement¸ and Internal Communications. He hashandled the implementation of the Balanced Scorecard intwo organizations and has served clients in North 15 | INDIA INC – THE PATH TO TREAD IN THE COMING DECADE
  16. 16. DELPHIQUE 2010Mr. Anoop Kaul Mr. Anoop Kaul, based in Delhi, Mr. Sanjay Kapoor is the National Head of Financial Mr. Sanjay Kapoor is currently Inclusion of BASIX Group which working with NEN as a works in the Livelihood Promotion Consultant since April, 2010 space. A post graduate from the looking after Entrepreneurship Delhi School of Economics he Development of 30 leading worked with the State Bank of Management, Engineering,India for 35 years before joining BASIX in 2007. While Vocational and Arts/ Sciencein State Bank he held senior level positions in the State Institutions in Delhi NCR region,of Gujarat, West Bengal, Delhi and Andhra Pradesh and working closely with and supporting youngBank‟s Central Office and seen all aspects of Banking entrepreneurs. He has been an entrepreneur for 14 yearsand Financial Sector. Later he was on deputation to GE with expertise in Franchising and managing SmallCapital at Delhi where he worked as Chief Financial Businesses. He has run franchisees of 3 InternationalOfficer in SBI Credit Card joint venture. In BASIX, he companies in the domains of Computer Education withwas the Chairman of the Rajasthan Livelihood NIIT Ltd, Computer Troubleshooting with ComputerPromotion Initiative under which 4.1 million BPL Troubleshooters, USA and Immigration with WWICS,families were enrolled for Financial Inclusion in just 45 India for a total of 12 years. He did his MS indays, a global record. He is a Director on the Board of Consultancy Management from BITS – Pilani and didBasix Academy for Building Lifelong Employability [B- Bachelors in engineering and telecom from BMSABLE] as well as a Member of the Governing Council of College of engineering.BASIX Academy. He is on the Executive Committee ofBhartiya Samruddhi Finance Ltd., an NBFC and theflagship company of BASIX Group.Mr. Anupam Jalote Mr. Anupam Jalote is currently working as the Director – CEO of GreenOil Energy Sciences (Pvt.) Ltd., an entrepreneurial start up that he has promoted – for producing second generation biofuels and renewable electricity via the reforestation ofwastelands in a unique, inclusive project. He is also aPartner in Jigyasa Consulting, a Singapore basedconsulting firm. He is a techno-commercial expert withover 22 year leadership experience in the fields ofTelecom, Renewable Energy, Green House GasReduction / Clean Development Mechanism andManagement Consulting. He has core competence andhands-on experience that enables him to adviseorganisations on Organisational Design, BusinessProcess Reengineering. Mr. Anupam holds an MBAfrom Purdue University and is a graduate from LucknowUniversity with specialization in Statistics, Mathematicsand Economics. He is a regular speaker at variousbusiness schools and media events. 16 | INDIA INC – THE PATH TO TREAD IN THE COMING DECADE
  17. 17. DELPHIQUE 2010Panel Discussion of technology in helping create jobs for the society. He The panel discussion focussed on entrepreneurship talked about the digital divide and serving the people atin the coming generation which would work towards the bottom of the pyramid.solving social problems such as hunger, poverty etc and Mr. Anupam Jalote dwelled about the socialhow that would help a country like India grow. impact of a purely technical project such as a powerplant All the panelists also pointed out the difference and went on to relate that to projects having core valuesbetween entrepreneurship and social entrepreneurship that benefit the society. He talked about the role ofand reminded the audience that the role of the social electricity and power on demand for the people residingentrepreneur did not imply his foregoing of profits. in the villages and how it can improve the productivity The discussion also touched upon the changes in and efficiency.the core values of an organization as it grows in size and Mr. Sanjay Kapoor apprised the audience about theabout the difficulties in tracing the trajectory of social role played by NEN in fostering entrepreneurship. Heenterprise, as it grows in size. talked about the various initiatives of NEN and the All the panellists shared their viewpoints and their impact of the same. In particular he talked about the roleexperiences and talked about how the work they had of NEN in the education sector.been doing in their respective fields had helped create The role of government in facilitating the rise ofemployment and benefited the society. social enterprises was discussed at length by the A discussion was also done about the difficulties panelists. The discussion emphasised about the role offaced by social entrepreneurs in setting up their business government as the biggest provider of capital and howventures and the regulatory issues that need to be the government is helping to create awareness aboutaddressed social issues. Mr. Anoop Kaul talked about the role of The discussion also touched upon the role ofMicrofinancing and the work done by Basix India microfinance institutes and the role of the kind of moneylimited in this space. He pointed about the role of MFI‟s invested in the businesses and how it dictates the growthin fostering the growth of education and small path followed by social enterprises.entrepreneurs in the hinterlands of India. Prof.Rohit Prasad and the other panelists talked Mr. Ashwin Raghuraman talked about the role of about the role of academia in helping to hasten theIndia Innovation Fund and its role in promoting product growth of this nascent industry. Academia and studiesorientation in the Indian IT industry. He also talked can help validate the models of the entrepreneurs andabout the difficulties faced by entrepreneurs in getting lead to more such sustainable models.the seed funding for their projects. He explained the role 17 | INDIA INC – THE PATH TO TREAD IN THE COMING DECADE
  18. 18. DELPHIQUE 2010Finance PanelKnowledge PartnerDiscussion topic: Role of financial markets in Faculty Mentor:developing India - Key Challenges and opportunities Prof. Sandeep GoelIndian economy is one of the fastest growing Prof. Sandeep Goel is an Assistanteconomies in the world, backed by physical and Professor in the domain of Financefinancial infrastructure. The issues of capital allocation, at MDI. He started his teachingfinancial inclusion, infrastructure funding and career with the University of Delhiregulations are the challenges before the financial and has about eleven years ofenvironment of the country. Development of financial teaching and research experience. His special areas ofmarkets presents an opportunity to overcome these teaching and research interests are Financial Reportingchallenges. Indian markets are currently in and Analysis¸ Management Accounting and Control,development phase. Only equity market has Corporate Finance¸ Corporate Governance and Earningssignificantly developed and has expanded in terms of Management. Dr. Goel did his Honours in Commerceparticipants and volumes. Indian growth story has from Shri Ram College of Commerce¸ University ofbrought this increased interest in equities. This has led Delhi. He then got his Master’s degree in Commerceto increased interest to find new avenues of with specialization in Finance from Department ofinvestments. This creates a necessity to build other Commerce¸ University of Delhi. He earned his doctoratefinancial markets in India. Financial inclusion is the road in Finance on ‘Management of Finance in Public Sectorahead which involves innovations, refinement of Enterprisesregulations and visionary time and fund investments.Financial innovation can also help to develop the Panelists:markets by providing easier access to cheap capital andthis will in turn help to grow the economy. The need Mr. C. S. Mohapatrafor new investment opportunities in India is helping to Mr. C S Mohapatra is an officer ofincrease the depth of capital, money, for-ex and the Indian Economic Service ofcommodity markets. 1986 batch and is currentlyThis research identifies the key success factors of global Director in the Capital Marketsmarkets and the strategies that India can implement to Division of the Ministry offurther the development of Indian financial markets. Finance of the Government ofThe study gives an analysis of these strategies and India. He handles Secondaryissues that India will face in their implementation. It Market and Internationalanalyses the challenges faced by Indian markets and Cooperation. Apart from the wide experience spanningopportunities that India can capitalize on. over 22 years in key positions in various Ministries/Departments of the Government of India, he has also taught Economics early in his career and was a Banker for some time. Mr. Mohapatra is an M.Sc in18 | INDIA INC – THE PATH TO TREAD IN THE COMING DECADE
  19. 19. DELPHIQUE 2010Economics from the London School of Economics and President in the Private Wealth Management division –Political Science and is presently engaged in his doctoral Delhi.research at the Centre for Economic Studies andPlanning in Jawaharlal Nehru University. He also has a Mr. Vivek MathurMasters degree in Analytical & Applied Economics from Mr. Vivek Mathur is a SeniorUtkal University and holds an M.Phil from Punjab Group Vice President of ICRAUniversity. He is a member of the Secondary Market Limited and member ofAdvisory Committee of SEBI. rating committee of the company. He holds aMr. Lakshminarayanan Ramlingam Bachelor’s Degree in Mr. Lakshminarayanan Commerce from University of Delhi and Chartered Ramalingam is a delivery director Accountant from The Institute of Chartered in BFS, Cognizant. He has been Accountants of India. Mr. Mathur has an aggregate working at Cognizant for 11 years, work experience of 19 years, out of which he has been moving between various roles, associated with ICRA for a period of over 15 years. starting as a Senior Business Analyst and moving into accountmanagement and finally to delivery management, Student Research Outcome:where he has been working for 6 years now. Prior to For debt market, all countries studied in the researchjoining Cognizant, Mr. Ramalingam worked for Infosys have a bouquet of debt instruments of various periodsfor a year and for a boutique Product Company for a varying from a few weeks to a couple of years in bothcouple of years. the government backed and privately backedMr. Ramalingam holds an Engineering degree from Birla instruments. In India, policymakers face challenges inInstitute of Technology and Science, Pilani and a PGDM developing these markets by focusing on areas likefrom IIM Lucknow. Mr. Ramalingam holds the effective market mechanism, robust trading platform,distinction of receiving the PGP Chairman’s medal for simple listing norms and development of market forstanding 3rd in his academic batch. debt securitization.Mr. Mohit Bhatia For Indian forex market, there have been majorMr. Mohit has professional positives like the introduction of currency futures forexperience of over 15 years in USD, EUR, GBP and Yen against the Rupee. However,the Financial Services Industry. the excessive foreign inflows into Indian assets, hasHis educational background been a cause of worry for the Indian authorities as thatcomprises a BE (Mechanical has led to rapid appreciation of Rupee which in turnEngineering) and an MBA- translates into decreased competitiveness for IndianFinance. He started his career exports in the world markets.at Kirloskar Pneumatic Co Ltd in 1992 and worked there In India, corporate bond market is in its infancy both intill 1994 after which he pursued his MBA from terms of the market participation and the structureManagement Development Institute (MDI) Gurgaon. required for efficient price discovery. Public offering ofAfter completion of his MBA in 1996 he has worked bonds being expensive, time consuming and procedurewith three of India’s leading mutual fund companies in oriented, corporates have been finding it easier toareas of Equity & Fixed Income Research and Sales & either borrow from banks or make a private placementMarketing. Before joining Axis Bank in his current role of their bonds. Though there has been slowas Zonal Wealth Head – North India, he briefly worked development in revitalizing the bond market, newerwith Anand Rathi Financial Services as a Senior Vice challenges face the country.19 | INDIA INC – THE PATH TO TREAD IN THE COMING DECADE
  20. 20. DELPHIQUE 2010The opportunities for financial inclusion that India can Markets than ever before and the decision to increaseutilize revolve around IT-enabled financial inclusion. It is limits on investments in bonds showcases that India isessential for doorstep banking as IT solutions enable confident about these investments.large transactions like processing, credit scoring, creditrecord & follow up etc. It can significantly alter the Mr. Vivek Mathur opened the discussion bycost, distance and access equation for poor people. appreciating the work of the research panel and theMobile network operators need to be at the forefront, relevance of the topics discussed in Indian context. Hecreating the “roads” on which new products and continued by mentioning the difference betweenservices can travel. Now, exchanges are looking into growth oriented investment and speculative investment and what India can learn from China inusing mobiles to reach the rural areas. The major issuethat India will face is Obsession with certainty. Lack of terms of infrastructure development. Thus he pointedcommunication, language barriers and low literacy means to channelize investments in India throughlevels, Lack of awareness about financial services and individual savings and international investors instead ofproducts, complicated procedures, Lack of legal identity banks which creates asset-liability mismatch.are further hurdles in the way. Mr. C. S. Mohapatra started by congratulating the research team for bringing out brilliant researchPanel Discussion highlights. He mentioned that his insights were purelyProf. Sandeep Goyal opened the panel discussion by his opinion and personal views. He talked aboutthanking the other panelists for attending the aspects like the importance of NSDL, the ease ofDelphique Finance Panel discussion. He highlighted the entering the Indian Capital Markets, the sovereignimportance of financial shenanigans and governance in credit ratings of India and the Financial Sectortoday’s world with an example highlighting the need of Legislative Reform Council. He continued bycorporate governance. highlighting the role of Credit Rating Agencies in developing the Indian Financial Markets, especially theMr. Lakshminarayanan Ramalingam followed up by Debt Market. He concluded with the need of formingquestioning the need to control FIIs in India. He regulatory bodies for catering to financial conflicts ofcontinued with the need for fundamental innovation in interests.financial products and the role of securitization in themarket development context. He extended this need tothe Indian debt market development its importance.Later in the discussion, he highlighted the differenceswith which markets in East and West have developedand underlined the transparency required in the systemto develop the corporate debt market.Mr. Mohit Bhatia also talked about the need to developthe debt market by highlighting that National StockExchange (NSE) was envisaged for dealing in wholesaledebt. About the issue of FIIs, he pointed the fact thatInternational investors had more stickiness with Indian20 | INDIA INC – THE PATH TO TREAD IN THE COMING DECADE
  21. 21. DELPHIQUE 2010Research Team Ankur Bharadwaj Milind Agrawal Chintan Singh Pratyush Mishra Debajyoti Mitra Raghav Nanda Gaurav Tripathi Rajat Maheshwari Manu Krishna Saxena Varun Shah21 | INDIA INC – THE PATH TO TREAD IN THE COMING DECADE
  22. 22. Faculty Mentor:Human Resources PanelKnowledge Partner: Prof. Radha Rani Sharma Prof. Radha Sharma has 3 decades of experience. She has been appointed as the ambassador for India for the world‟s most prestigious professional body – Academy of Management, USA. She has taught MBA courses at ESCP, Europe. She has received four gold medals for academic excellence. She is on the editorialDiscussion Topic: Human Capital Management Models board of several national and international journals. Shein the Service Industry is a passionate researcher and has received the AIMSOrganizations have come to realize over the years that international “outstanding management researcherimproving technology and cutting costs enhance award”. She has also received the faculty award at MDI.performance only up to a point. To move beyond that She has published 9 books. She has also undertakenpoint, the organization‟s people are its most important training and consulting in various verticals of Humanresources. In the end everything an organization does Resources. Some of her assignments have beendepends on people. To get the best out of people the sponsored by the UNICEF and the World Bankorganization must offer a healthy work climate where Paneliststhey can us their knowledge skills and abilities fullywith organizational goals. There is where HR managers Mr. Amit Jaggaplay a crucial role – that of bridging gaps between Mr. Amit Jagga is responsible foremployee and organizational requirements by adopting managing the HR function forappropriate HR policies strategies and practices. Human IBM Global Process Services –capital management is about optimizing the performance NCR and Chandigarh. He has beenand capabilities of management and employees working with IBM for the last 10 years. A seasoned HR ProfessionalHuman Capital Management can be defined as an with experience in multiple rolesintegrated effort to manage and develop human within business, recruitment andcapabilities to achieve significantly higher levels of HR. He has a Bachelors Degree in Business withperformance. Intellectual capital can be classified as specialization in HR and has done Executive PG Courseorganizational capital (institutionalized knowledge in HRM from XLRI. He has also been a part of anpossessed by an organization), human capital Accelerated Advanced Management Program from IBM(knowledge, skills, abilities and capacity to develop and in collaboration with Harvard University.innovate possessed by people) and social capital (thestructures, networks and procedures enabling people to Mr. Daljeet Singhacquire develop intellectual capital). Mr. Daljeet Singh is the president –The students‟ research brought forth the theoretical strategy & organizationalaspects as well as the models and systems practices in development of Fortis Health Carethe industry, the various drivers of human capital Limited. Prior to his current role,management were identified and the research was Mr. Singh was the Chief Executivecarried out in the basis of these drivers. Officer of Fortis Health Care Ltd. Before joining FHL, he was theThe panelists‟ experiences and points of view on these Director in charge of HR,topics built the students‟ understanding of the subject manufacturing, and external relations with ICI India ltd.through a blend of theory and practice. with a proven track record of growing diverse businesses through his leadership. His key achievements have been in the field of developing progressive HR
  23. 23. DELPHIQUE 2010strategies, and ensuring their implementation, Mr. Shiv Chandraorganizational restructuring, building a high Mr. Shiv Chandra is working withperformance culture and leading teams to deliver Aon Hewittbusiness values. He is a gold medalist from IIT Delhiand a commonwealth scholar to the senior managementprogram at the Manchester Business School.Mr. KK Ahuja Mr. KK Ahuja is advisor and head operations, Napino Auto and electronics ltd. He has an experience of more than 40 years Student Research Outcomes with various leading public and private organisations. He was the 1. The HR Managers emphasized that Systems director on board of various pertaining to Leadership Practices are well defined but companies of the Dalmia group, employee surveys show otherwise. General Manager – HR of Usha 2. Employees feel that career developmentInternational and Chief Personnel Division of IDPL. Mr programs were not adequate.Ahuja is an expert in Industrial relations environment, 3. Information systems pertaining to knowledgedeveloping people based competence strategy. Under his systems have been rated low consistently by HRsupervision, Napino Auto and Electronics has been Managers and employees.conferred with a certificate of commendation for best 4. Average HCM scores of firms in the BSFIpractices in HR in CII HR conclave 2010. Mr Ahuja sector higher than the scores of IT/ITES companiestakes keen interest in management education and has 5. None of the drivers achieved a Maturity Levelbeen a visiting faculty at MDI, LBSIM New Delhi, LBS of 4.Bareiley, and Amity Institute of Management. He has 6. Although all organizations laid a lot of emphasispresented papers in international conferences and on trainings, the employees feel that the trainings wereauthored several books on management. not well-defined and effective. 7. Various different practices are followed acrossDr. Maninder Khalsa companies in the service sector however most of themDr. Maninder Khalsa has are common for all of them.professional experience of over 8. Some of the issues faced In the service industry19 years in customer service & are:sales operations and managing a. Attrition - McKinsey Associate Partner, Supriyolearning & development and Sinha said that nearly 63,000 employees of public-sectorover 13 years of experience in banks will retire from the service over the next threeHRD & Learning & years and banks will have to devise ways to overcomeDevelopment consulting. He this challenge.has been performing at national b. Talent Management - India meets only 15-20%role for last 9 years. He has also been a speaker at of the demand for Knowledge Process Outsourcing. Byvarious conferences including “Power Industry–National 2009, there will be a shortage of at least 3, 00,000Training Policy.” He has done a Ph.D. in Business professional in outsourcing in India.Administration from AMU, an advanced course in c. Training and Development - $126 Billion Spent„HRD and Research Methodology‟ and holds a PGDBM on Employee Learning and Development in 2009. "Thefrom IMT, Ghaziabad. He has worked with a number of findings in our latest State of the Industry Report clearlycompanies such as WTTIL, Aircel, Bharti Airtel, Godrej demonstrate that executives and business leaders knowNelco, among others. their investments in employee learning and development are keys to survival, recovery, and future growth”23 | INDIA INC – THE PATH TO TREAD IN THE COMING DECADE
  24. 24. DELPHIQUE 2010d. Employee Engagement - Employee engagement Prof. Radha Sharma commented that there is ais the most important driver for Talent retention. difference between Industry and academia and both have their roles in development of the profession.9. From the employee angle, outcomes that HRdesires are being achieved. Leadership development Mr. Amit Jagga of IBM was the next speaker. He gave aprograms are not widely known of because a small very interesting example where he quantified into rupeenumber are exposed to them. There are two roles that amounts the cost that attrition has to an organization.HR has. The functional role, which deals with expertise According to him, 30% of profits were compromised asand the team role which is not clearly defined. There are a loss due to attrition. Another example that he gave wasthree things that happen in an organization. Alignment, the quantum of applicants that a large IT firm such asthe process of execution, and the process of renewal. An IBM needs to reach in order to meet growth needs. Oneinteresting definition of the role of an organization cannot have a gate keeping mentality when doing suchis:”To survive in perpetuity”. mass recruiting. The discussion then turned to how this10. The role of an HR manager is to create an function of HR is akin to supply chain management,ecosystem where the leadership can do its job. The HR when the massive inflow and outflow of Humanmanager must facilitate leaders to be able to perform resource is involved. This reaises the question is attritiontheir role. From the research findings, it was seen that really an HR problem? Is it the CEO‟s problem? It is anthe business leaders have scored highly, HR managers issue of leadership and HR has an important role to play.have not. There is too much emphasis on systems and Mr. Jagga gave an analogy of an „emotional‟ bankinitiatives. They have become the end in themselves account of an employee. The employee has a mentalrather than the means. balance with the firm. If it is positive, he is happyPanel Discussion working there, if it is negative, it is a cause for concern.The discussion started out with Prof. Radha Sharma Mr Daljit Singh was the next speaker. He said there are two roles that HR has. The functional role, which dealsacknowledging the presentation of the research team.She then gave her thoughts on the findings and some with expertise and the team role which is not clearlycomments for further discussion by the panel. She defined. There are three things that happen in anmentioned how the importance of human capital was organization. Alignment, the process of execution, andfirst recognized in history by Adam Smith. From the the process of renewal. An interesting definition of the role of an organization is:”To survive in perpetuity”. He1960s onwards, beginning of the knowledge era, land,labor etc. have been replaced by human capital as the took the example of the Tata group. Mr. Singh said thatprimary factor in wealth creation. the HR manager must have his finger on the pulse of the organization.The next to speak was Mr. Shiv Chandra of Hewitt. Hesaid that all the issues highlighted by the research are The next speaker was Mr. Maninder Khalsa. He said thatvery relevant today. He commented that the the role of an HR manager is to create an ecosystemmethodology adopted had a prime focus on models of where the leadership can do its job. The HR manager must facilitate leaders to be able to perform their role.Human Capital. As important as it is to understandmodels, it is equally important to be able to implement From the research findings, he pointed out the businessthem. He said that one failing of the HR professional is leaders have scored highly, HR managers have not. Hethat that he tries to jargonize, make things that are said there is too much emphasis on systems and initiatives. They have become the end in themselvessimple, esoteric. What the research findings show is that rather than the means.on from the employee angle, outcomes that HR desiresare being achieved. Leadership development programsare not widely known of because a small number areexposed to them. Mr. Chandra then gave his thoughts onworkforce optimization, how to be proactive as an HRprofessional and what is the right amount of HR.24 | INDIA INC – THE PATH TO TREAD IN THE COMING DECADE
  25. 25. DELPHIQUE 2010Research TeamHemanth Roshni AroraK.R.Ramakrishnan Ruchira PandeyKanika Kakkar Sachin BatraKartik Gupta Sohil HemnaniParul Malik Swathi PasumartiPiyush TusharPrerna Mathur25 | INDIA INC – THE PATH TO TREAD IN THE COMING DECADE
  26. 26. IT PanelKnowledge Partner: Faculty Mentor Prof. Kanwal Kapil Prof. Kanwal Kapil is an Associate Professor in the field of Marketing and Chairperson Open- Programmes at MDI. Prior toDiscussion Topic: Outline and Application of next joining MDI he has worked withgeneration CRM IPM as Deputy Director and IMTThere are various pieces of CRM we currently Ghaziabad as Assistant Professor.understand – 360 degree view of customers, integrated He has worked in various companies such as Chemtrolmarketing communication, Above the line & Below the technologies¸ L&T and Cipla handling product andline channels to interact with the customer, org-wide IT brand management functions. He has been active insystems (SAP, CRM software) etc are some pieces of academics for last 13 years where he taught variousthis definition today. While these really help courses such as Marketing Management¸ Brandorganizations focus their energies, it seems we are Management¸ and Consumer Behavior. Dr. Kapil isnearing the inflection point where the returns from actively involved in executive education¸ consulting andthese start diminishing, given that these have now research. Apart from writing three books he has alsobecome ubiquitous. Hence, there arises the need to published research papers and case studies in variousunderstand the future CRM drivers. international and national journals of repute. Dr. Kanwal Kapil holds PhD and MBA in marketing.The research included identification of the futuredrivers of CRM and then the various methods of Panelists:capturing sentiments along with their inherentadvantages and limitations, thus arriving upon a market Mr. Murthy Chebiyyamsegmentation methodology for better customer Mr. Murthy Chebiyyam isservicing. The discussion focused upon the future and currently the program directorcurrent challenges/ limitations facing the evolution of of services Quality at IBMCRM to next level and the future of the CRM – from Research India. He has 29 yearstechnology as well as marketing perspective The growth of experience in Electronicdrivers for the CRM in future was discussed, with Components/ Hardwareparticular emphasis on social CRM, focusing on the Systems, Reliability and Qualitymoral and ethical aspects of using information from Assurance, S/W Projectsources galore management and Quality Assurance, Total Quality Management (TQM), Six Sigma, Business riskThe subject of focus in the discussion was how to go management, Knowledge Management, Informationabout finding new avenues of reaching out to Security Management, Disaster Recovery & Businesscustomers so as to gain competitive advantage Continuity Management, Customer SAT Management.,throughout the value chain of an organization. and Services Value management. He has been definingFurthermore, the discussion also focused on how to and driving Service Quality & Service Value researchharness the full capability of the ever emerging agenda for IBM India Research lab. He has also beentechnology, since the technology, along with its influencing the impact of service quality/ value onbenefits, also brings quite many challenges with itself. contract growth, client loyalty & global reference ability in a B2B contracts.
  27. 27. DELPHIQUE 2010 engage with the StudentMr. Ravi Pratap Singh community across India Mr. Ravi Pratap Singh is understand their President, Nucleus School of requirements and create a Banking Technology (NSBT) strong and sustainable which is a new division of engagement framework for Nucleus Software Exports Microsoft India to empower Ltd., started by Mr Singh the Education community himself. Prior to this, he had with programs like Students to Business Programs for a long stint as President, Skilling & Employability, Student & Faculty TrainingsGlobal Delivery at Nucleus Software. His entire career and certifications and also to drive the Corporate Socialwas spent designing, developing & delivering software Responsibility engagements like Digital Literacysolutions for global Banking and Financial Services Certifications at one India level. He was awarded theleaders like Citibank, Bank of America, ICICI Bank, HDFC prestigious Microsoft Gold Star Award for the year 2009Bank, SBI, Standard Chartered and many others. He by the Chairman Microsoft India for his outstandingstarted his career 25 years back with Nucleus Software contribution in setting up of India community councilas a summer trainee and grew to head its operations (ICC) with INETA & CULMINUS. He was also featured asquickly. He headed the delivery operations for more one of the Frontrunners and the Youngest AVP ofthan a decade before moving to the new venture. He Corporate India at the age of 26, by Business India 23rddid his graduation in Economics from SRCC, Delhi March 2008 edition.before doing his Post Graduation in ComputerApplications. Student Research Outcomes:Mr. Sudeep Goswami The findings can be classified into 3 broad categories:Mr. Sudeep Goswami is the 1. Identification of drivers of Next Generation CRM 2. Capturing Sentiments – Methodology, ToolsSenior Manager – Analytics 3. Suggesting Segmentation Methodology using theat Dell InternationalService. He has been in this Sentiment Analysis Outputsposition for over 4 years. The initial phase involved identifying the drivers forHe is currently leading the next generation CRM and research findings clearlyCommercial and Services pointed to Social Media as one of the major drivers.marketing Analytics team at Dell Global Analytics. He Social media is the platform where majority of thehas led and successfully executed several key strategic consumer-company and consumer-consumerprojects for Dell, in the areas of Supply Chain, customer interactions are happening and this trend will beexperience and alternate hiring channels. Previously, he gaining more momentum in future.was a consultant at Satyam Computer Services Ltd.,where he worked for nearly 2 years. He has also worked These developments have made companies give seriouswith Britannia and Infosys. He holds a PGDM thought to the development of a social media strategy(marketing) from IIM B and is a Ceramic engineering as a way to leverage the strength of the medium. Dellgraduate from IT BHU. Social Media Strategy had been discussed and the merits of listening methodology of Dell were seen.Mr. Venkatesh Sarvasiddhi Based on the parameters of the research as set by theMr. Venkatesh Sarvasiddhi is currently the head of research partner, the research team concentrated onStudent Skills & Employability Initiatives at Microsoft looking at Sentiment Analysis as one of the ways toCorporation, India. His primary responsibility is to leverage power of Social Media. As part of this,27 | INDIA INC – THE PATH TO TREAD IN THE COMING DECADE
  28. 28. DELPHIQUE 2010Sentiments were defined in the context of research and Mr. Sudeep Goswami talked about the social mediathen the methods to capture the expressed sentiments strategies adopted by Dell. He said that Dell being thewere identified. second biggest eRetailer after Amazon, it is important for Dell to understand the sentiments expressed by itsIn the next stage of the research, the segmentation customers. He opined that due of the growingmethodologies currently being used to effectively use importance of the future drivers of CRM like socialthe outputs of sentiment analysis were researched and media, it is important to have the entire productan in-depth analysis carried out on the applications, development steps based on customer feedback. Mr.strengths and limitations of the existing segmentation Goswami talked about how Dell’s products aremethodologies. The existing segmentation method was designed based on customer feedback. He talked aboutfound to be insufficient in capturing the sentiments in an incident where Dell’s B2B client’s employees werean effective manner through application of the chatting on their intranet that they don’t like graymethodology for various alternative scenarios. This colour laptop and how Dell incorporated suchfinding made it necessary to come up with improved comments.segmentations methodology. Mr. K P Sharma talked about how listening to socialAn extensive research was conducted and intense media has helped Dell. He said that every week aroundbrainstorming sessions were conducted by the team to 10 million users call Dell and that 30% of them arecome up with an alternative segmentation recorded by Call clinic Tools for analysis. He also talkedmethodology. This methodology was a multi out how capturing sentiments helped in understandingdimensional segmentation model and it was mapped in the drawbacks of Dell’s unsuccessful products by givinga way so as to be applicable for a diverse range of an example of Dell’s DVD Drives. Only after thesituations. This methodology was built with an inherent feedback from customers were they able to understandflexibility which allowed it to be applicable for every that temperature was one of the failure points. He alsosituation. The improved methodology needed one to compared the social media usage patterns of China andhave data on the same consumer for multiple India and said that data gathered from Social Media inparameters which is difficult but is being made possible China is much higher than that of India.as the social media evolves. Companies are investinghuge amounts of money so as to get the data on Mr. M Chebbiyam brought in the technologymultiple parameters and this methodology is a good perspective of CRM. He identified three major successway to benefit from the investments made.The factors for CRM. Firstly, he said that we should targetlimitations of the segmentation methodology suggested agent proficiency where the calls are transferred basedhad been discussed. One of the limitations stemmed on either the language spoken by the caller or thefrom the limitation of sentiments analysis itself. criticality of the issue. He talked about the concept ofSentiments being a psychological parameter had a agent “buddy” where an agent can assist customerlimited area of application. transactions. Secondly, he said that it is important toPanel Discussion: manage the call volume effectively. Finally, it isThe discussed was moderated by Prof Kanwal Kapil. He important to make customer happy and relaxed -gave his view points on the limitations posed by sentiment analysis can play a major role. He said thatsentiment analysis tools and also the moral and ethical same sentiments can be expressed in same/differentimplications of capturing sentiments. He also talked languages depending on different regions and also thatabout the important concepts of Customer lifetime different methods of CRM must be used for differentvalue and customer referral value and their practical verticals. He concluded by saying that the outcome ofusage. Technology should be to enable company for better decision making.28 | INDIA INC – THE PATH TO TREAD IN THE COMING DECADE
  29. 29. DELPHIQUE 2010Mr. V Sarvasiddhi discussed about the social media challenge in banking is to provide a single view to theengagement plan at Microsoft. He said that earlier customer. Other challenges include identifying uniqueMicrosoft used to rely on research done by Gartner and customers and reliability of the data. He said that banksForrester but now it has created its own blog still thrive on transactional data even when customerdepartment. It now launches its products to the top 150 dissatisfaction happens before they even start theirtechnology bloggers identified by the blog department. transaction. Ex: Opening an account and getting all theMicrosoft also invites such bloggers to their major rights. Speaking of technology, he said that it shouldevents so that they have better knowledge about their assist a company in effective data mining that can beproducts. Microsoft also conducts Tweeter contest considered for better outcome (decision making). Hewhere 5 persons with maximum tweets are selected also said that Social Media is still not used for profilingand they can ask questions directly to Steve Ballmer. of customers because of lack of information. HeMr. Sarvasiddhi also said that this trend cannot be concluded by saying that though many tools arestopped and that it will continue growing. Hence, available to capture and analyse the sentiments, onlyleveraging technology is also very important. those tools should be used which are in perfect alignment with the overall strategy of the company.Mr. Ravi Pratap Singh focussed on the CRM strategiesof the Banking Sector. He said that the biggestResearch Team:Abhinav Dakalia Raghunath GantiAnil Choudhury Shantanu VermaDebmalya Sushma TEsha Sharma Tarun DudejaPiyushi Sobti Vivek JainPreetam Biswas29 | INDIA INC – THE PATH TO TREAD IN THE COMING DECADE