1. SAMANVAYSAMANVAYSAMANVAYSAMANVAY
2013
Profile
Raj Sharma
Co-Founder &President(Global)
Majestic MRSS Ltd.
Alumnus, VESIMSR
Interview
S. Ramesh Shankar,
Executive VP,
HR of SIEMENS
Enterpreuner
Chaitanya
Congruence
SMART
Pg 5
WHAT IS COMMON BETWEEN
HITLER & PRIYANKACHOPRA?
Pg 19
Reality Shows:
The Truth be told
COVER STORY
Events
Pg 38 Pg 29 & 30Pg 12
Banks should be
allowed to grow
in the Capital
Market
“ “
SWAMI VIVEKANAND'S
PHILOSOPHY OF
EDUCATION
Pg 3
Chairman & MD, L&T Finance
visits VESIMSR
Mr. Y. M. DEOSTHALEE
Pg 11
Pg 9
INDUSTRIAL
AUTOMATION

2. “Our duty is to courage everyone in his struggle to live up to his own highest idea,
and strive at the same time to make the ideal as near as possible to the Truth”
-Swami Vivekanand
Quality Policy
We, at VESIMSR, are committed to create and sustain a centre of
excellence for quality management education as per global standards
and imparting the same effectively and efficiently to students, corporate
& Society. We would achieve this with a high degree of research,
innovation, contemporary pedagogy, curriculum along with ethics and
socialresponsibility.
We shall ensure total involvement of faculties, staff & students for the
attainment of our vision and quality objectives by providing them
suitable environment for self development, involving and empowering
themincontinualdevelopmentoftheinstitute.
We shall be continually cultivating and practicing integrity and
principlesofgoodgovernanceinallactivities.
Mission
To groom future leaders for India and the
world to meet the current challenges of
corporateenvironment
To create an excellent environment for
faculty, staff and students to achieve the
bestbenefitofindustryandsociety
To initiate excellent research,
management consultancy project and
executive development programme in the
globalbusinessarena.
Vision
To be among the top 25 B-Schools by 2015,
providing research-driven, excellent quality
of education and value added learning
environment.

3. 1
Director
Dr. R. K. Balyan
Addl. Director
Prof. Hemant Joshi
Managing Editor
Prof. Sanjay Gajria
(Incharge, Branding Marketing PR)
Editor-In-Charge
Mr. Prasad Kadu
(Student, PGDM)
Content Developers
Vicky Rochlani, Student MMS
Prabhat Sagar, Student PGDM
Akriti Bhan, Student MMS
Aditya Raut, Student PGDM
Srushty Jadhav, Student PGDM
Soham Vaidya, Student MMS
Prasita Prabhakaran, Student PGDM
Meryl D’Souza, Student MMS
Kartik Deo, Student MMS
Asha Kale, Student MMS
Sangeeta V., Student MMS
Anil Sahu, Student PGDM
Photography
Kanchan Siriah, Student MMS
Research
Prof. Nitin Kubde
Prof. Repak Shrinivasan
Concept & Art Direction
Prof Sanjay Gajria
(Incharge, Branding Marketing PR)
Printers & Designers
Sushama Arts
Kurla, Mumbai-24
Tel.: 25244176
Shashi Sharma, 9619393233
Special Thanks to
Mr. Vijay Jadhwani, CEO VES
SAMANVAY 2013
Editors Note
' Evolution ' …… Whenever we think of
this word , the first thing that comes to
most of our minds is , Evolution of the
Human Race …….the transition from its
primitive form of Apes to its most
present and the advanced form. But the
word Evolution has a deeper meaning,
which many of us fail to understand in
the first place. Many of us perceive
evolution of a thing , as its growth from
its very nascent stage to its existing
version or form. But , the meaning of this
word cannot be just restricted to its perceived meaning. In today's scenario,
evolution can be termed as any dynamic and a progressive change, in the life
cycleofanythingunderthesun ,beitalivingthingoraninanimateobject.
Today, evolution can be seen in various fields and sectors of any business.
There has been evolution in the field of , business management as well – be it
,technology , finance (eg. banking) , marketing (eg. advertisement) , Human
resource , and almost every factor associated to a business. Things have
changed significantly in these particular sectors given their past and their
existing present. Even their existing phase is continuously undergoing rapid
changeforabetterfutureofthebusiness.
The 22nd issue of Samanvay ….. showcases the evolution in various
fields ranging from, technology to entertainment , and has covered the past ,
present and the future of their businesses including their social impact on the
society. The students and the faculties of VESIMSR have contributed
immensely towards this edition of Samanvay through their knowledge,
thoughts and experiences. It is our great pleasure to bring out this edition of
Samanvay, which will benefit the budding MBA aspirants, contributing to
theirknowledgeandthus helpingthembecomeexcellentfuturemanagers.
I thank Prof. Sanjay Gajria for sharing his vision and giving me a chance
to be the editor-in-chief of this edition of SAMANVAY, without Sanjay Sir's
knowledgeandsupport ,thiscouldnothavebeenpossible.
Prasad Kadu.
Editor in Chief
kadu.prasad87@gmail.com
Cell.: 9969026038

4. 2
He pursued his education in the field of Engineering, ManagementArts and Law from
different universities across India. Finally he completed his Doctorate degree in
human resource development from Gujarat University, Ahmedabad. He is former
Director & Dean at Institute of Business Management & Research - Ahmedabad,
GIMS - Rajkot andAIMS - Udaipur He is also the former President of National HRD
Network,Ahmedabadchapterfrom 2009- 2011 He is professionalmemberofAll India
ManagementAssociation,New Delhi.
He started his career in defence services and further worked in IT industry for
four years as a zonal head and later on changed over to education field. He has vast
experience in the field of telecommunication and commercial activities. During his
stints in defence and IT industry, he was a regular visiting faculty and guest speaker to
the management institutes. He has total 38 years of experience to his credit with 25
years exclusively in teaching. He has vast experience in administration, teaching and
research field. He has been corporate trainers for the leading companies like STL,
UnitedInsuranceCo. Ltd.,EurekaForbes, etc..
His areas of specialization are Marketing, Human Resource Management,
Production and Operations Management, Business and labor laws. He has presented
40 papers in national and international seminars. Dr. Balyan has authored 5 books in
the field of management. He has guided nearly more than 100 students for research
projects under various universities. He is working as an External Referee for PhD and
M.Philandexaminednearly38studentsunderdifferentuniversities.
Dr. R.K.Balyan
Director,
Vivekanand Education Society's
Institute of Management
Studies & Research,
BE, M.B.A, MPM,
M.A, LLB & PhD.
Profile of Dr. R. K. Balyan
Established in 1994, Vivekanand
Education Society's Institute of
Management Studies & Research has set
a benchmark in management education
with focus on holistic development of its
students. Today ,we, at V.E.S.Institute of
Management Studies & Research,
recognize the fact that India is going
through challenging times both
economically and socially. There is a
dearth of leadership and this is exactly
what inspires us to practice management
education based on values, ethics and
qualities to make a good leader –
something which our founder , the Late
Shri HashuAdvani strived for. Our strong
institute – industry interface ensures that
the gap between everyday academics is in
tune with the updated requirements of the
industry. We are proud to say that our
students have carved a place for
themselveswherevertheyhavegone.
Our programmes – Master of
Management Studies, Post Graduate
Diploma in Management and Phd have
that extra-edge based on relevance and
rigour. We have faculty members with
rich blend of academic and industry
experience. We develop our students'
personality with strong focus on
research, live projects and case studies.
Our teachings on the issues of growth are
development-oriented. Here at
V.E.S.Institute of Management Studies
& Research, a student experiences
traditional concepts with modern
applications combined together for a
wonderful Indian reality. Whatever the
background of the student- whether he is
a fresh graduate or someone with some
years of experience, he/she will find
the intellectual and social energy of
VESIMSR motivating him to think
deeperandwider.
Our PhD Centre illustrates our
commitment to produce research
scholars who would serve the
academic and social needs of the
society. The students of VESIMSR
have always shown vibrancy to enter
the world of professionals and set an
examplefor others.
We welcome all to join us,
partner with us in different capacities
in our attempt to develop and
generate talented managers and
leaders of tomorrow who would
serve the society, the corporate and
thecountryasawhole.
From the Director’s Desk

5. 3SAMANVAY 2013
Shri Ram Keswani graduated in Electrical & Mechanical Engineering in 1948 from
College of Engineering Poona. After changing various jobs, including one year as a
lecturer at BITS Pilani, he started his own business in 1953. He sold his company,
manufacturingElectricalandElectronicComponents,intheyear2000.
He became the President of Indian Electrical & Electronic Manufacturers IEEMA in
1983. In IEEMA, he was the Founder Chairman of the International Technical
Conferences,IEEMAJournal,
and ELECRAMA International Exhibition which is now the World's largest
exhibitioninitsfield.
On the invitation of Shri HashuAdvani, founder of Vivekanand Education Society, he
joined the Society and after 30 years as the Secretary is now its President. He is also
the Vice President of The Friends of Tribals Society Mumbai In Education, he
strongly believes that the values should be given the prime importance in addition to
excellenceineducation.
Mr. R. G. Keswani, President, Vivekanand Education Society
Swami Vivekanand described education
as a process to unfold the infinite power
and potentiality of human being which
remains latent in every human soul.
Swamiji has thrown light on all
components of education through his
speeches,thoughtsandideas.
Aimofeducation:
According to Swamiji, true knowledge is
not merely an accumulation of words and
facts. He said, “By hearting the thoughts
of others in a foreign language and
stuffing your brain with them and taking
some university degrees you consider
yourself educated, is this education?” In
his opinion, education which doesn't help
people to equip themselves for the
struggle of life, which doesn't bring
strength, courage and philanthropic
spirit in human beings is worthless
education. The purpose of education
should be man-making, character-
building and creating a spirit of
philanthropy. The aim of education
should be to develop human being
physically, intellectually, morally and
spiritually.
According to Swamiji, concen-
tration is most important to acquire
education. The practice of meditation
leadstoconcentration.
Curriculumofeducation:
Swami vivekanand gave practical ideas
on curriculum of education. The chief
concern of Swamiji was to eradicate
poverty and illiteracy from India. He
believed that industrial, agricultural and
technical education would bring
economic self dependency in country. He
also emphasized on opening the
institutes to impart scientific knowledge
on industry and agriculture. It is highly
surprising that almost a century back he
felt the need to study business
managementalongwithengineering.
Indian soul is inter-woven with arts,
hence he felt the necessity of studying
fine arts. He suggested that fine arts
should be the combination of artistic skill
of east and utilitarian touch of west. He
alsostressedonphysicaleducation.
He urged to the youth, “you will be
nearer to the heaven through football
than through the study of gita.”
According to him any type of weakness
can be removed by gaining physical,
mentalandspiritualstrength.
Swamiji considered religion as the
inner-most core of education. He felt that
without religious education, any
education system is lifeless and dead. He
taught that the study of religious
scriptures will give strength and courage
to everyone to overcome all the miseries
and sufferings in life. He said that the
bible, the Vedas, the Koran, and all other
sacred books have many pages but an
infinite number of pages remain
unfolded.
Relationship between teacher and
student:
Fruitful teaching can be achieved when
there is love and harmony between the
teacher and student. Joint efforts should
be made to cultivate mental strength and
proper under-standing for the
assimilation of the subject of study. He or
she should make the teaching
understandable by adding value to the
words. Teaching should be according to
the level of the students. A teacher must
not teach with any ulterior selfish motive
for money, name or fame.The work done
must be simply out of love. A student
should have self control, endurance,
perseveranceandrespectfortheteacher.
He went against the knowledge that
mainly aimed at getting university
degrees and stuffing the brains with
bookish knowledge. He suggested to
receive true education which can bring
an overall development in character and
personality of human being and can
make them energetic and efficient to face
thechallengesoflife.
Swami Vivekanand's Philosophy Of Education
Celebrating150 years of Swami Vivekanand
“You will be nearer to
the heaven through
football than through
the study of Gita.”
-Swami Vivekanand
Srushty Jadhav, Student, PGDM

6. 4
Swami Vivekanand's
Philosophy Of
Education
Editors Note
Profile
Dr. R. K. Balyan
Profile
Mr. R. G. Keswani,
President, VES
1
2
3
3
Print v/s Digital:
Who will win?
5
6
7
8
9
10
VISUAL
MERCHANDISING :
Last lap to run,
Retailers!!
Stock Exchange :
The legal and
calculated Satta
Procrastination:
The Thief of Time
Automation –
The Dabang of
Manufacturing
Industries
Evolving
Strategies
in Marketing
13
Creativity Enables
Marketing To Evolve
14
Talent Management in Human
Resource : Need of the Hour
24
Is CSR Farce ??
39
From God fearing to God loving
40
Moments at VESIMSR ! 2013
25
You don't need an invitation
to make profits
26
Trans - Bio: A future of Biofuels?
27
Time On Your Wrist!
28
Fashion fades but style is eternal
29
Events
31
A visit
Ramkrishna Mission
32
33
34
35
36
37
Corporate
Governance:
A wider concept
Cloud Computing:
A sustainable global strategy
Banking Ombudsman Scheme:
Let’s make it error free
Bioinformatics:
A boon in genome study
100 inspiring years of ITC
Mobile Phones:
Symbol of change
15
Donate Skin to help somebody feel
17
Retail Banking in India :
Will it stand out ?
18
Evolution of India Inc
23
The Impact of
Digital Media and
Marketing on youth
Interview
S. Ramesh Shankar,
Executive VP, HR of SIEMENS12
Corporate
Visit
Mr. Y.M. Deosthalee
Chairman & MD, L&T Finance11
Cover Story
Reality Shows :
The Truth be Told
19
16
Not Just Tweet…Tweetup!
38
Profile :
Raj Sharma,
Alumnus VESIMSR
INDEX

7. 5
What is common between Hitler and
Priyanka Chopra – Public Relations ! Be
it Dictators orAuthors, Films or Products,
'Public Relations' has become an integral
part of everyone's imagination. Why else
would the slain Libyan dictator Colonel
Muammar Gaddafi contemplate hiring a
New York public-relations firm to
improve his image (Indian Express).
Surprisingly, even Hitler used Public
Relations to reduce smoking in Germany.
(source: It's not Just PR: Public Relations
in society- W.Timothy Coomts and
Sharry Halladay.).
B u t w h e n t o d a y w h e n
communication happens more via
facebook and emails, is Print losing out to
DigitalPR.?
“No” says N. Chandramouli, CEO,
Comniscient Group. “Public Relations is
an overall exercise to build image and
does not distinguish by the type of media.
Social media and Print are
complimentarynotcontradictory”.
But according to Mohnish Modi,
Account Supervisor at Draft FCB Ulka
Interactive, print still has more reach than
social media. Although Mohnish has
handled many social media campaigns of
Volkswagn India, Pepsi, BajajAllianz, he
feels that Social media and Digital media
are still booming but print is a completely
developed and exploited tool. “In fact
Social media is more of a marketing
activity than a PR activity” says
Mohnish.”
KJ Bennychan, Chief of bureau -
Business, The Press Trust of India feels
otherwise. “There would not have been
protests of such magnitude in support of
the Delhi gang rape victim without Social
media. Today youngsters prefer getting
news via mobile phones or internet than
newspapers”hesays.
In fact in October 2012, India
reached 60.2 million active monthly
users for Facebook according to Zafar
Rais, www.pitchonnet.com and Forrester
Research(4Ps) shows that spending on
Social Media business is growing at 61%
peryearandwilldoso till2016.
Then,whatdoclientsprefer?
“Both,” says N. Chandramouli,
CEO, Comniscient Group. “It depends
on type of client and the product” says
Sonali Parab, Principal Consultant at
PERCEPT PROFILE. “But a lot of PR
agencies have got into social media,”
addsSonali.
According to Jumana Nagree, an
executive in-charge of media at Turner
International India Pvt. Ltd. which runs
POGO channel for kids, most social
media have age limits. “Since I work for
a company that caters to kids, we cannot
encourage this platform. Hence, we also
relyonprintshe says.
“Digital spend has become an
integral part of the mix now. The bigger
brands have started spending INR
50,00,000 upwards annually” says
Mrugank Desai, Media Head -
FoxyMoron, who has handled
campaigns of Parle G, Pepsi India,
Rajasthan Royals, PVR Pictures, Foster's
ArtofChillingandPicoIndia.
“Foster's Art of Chilling had 1,000
fans and 300 followers' couple of years
ago and didn't get enough mentions on
twitter. Interacting with the fans and
keeping them engaged was a huge
challenge. Now the scene has changed.
Just during Foster's LOL campaign in
May 2012, we got more than 55,000
mentions on twitter and more than
400,000 fans on facebook,” says
Mrugank.
But does it mean that clients have
started swaying towards digital or social
media?
“Even small clients want mileage in
magazines and newspaper” says Anurag
More, senior sub-editor & senior reporter
–TECHMEDIA.
Sudhakar Anchan, a freelance
journalist who writes for TOI
supplements has another view. He says,
“In the era of instant news, print, social
and digital media will co-exist. If
younger generation prefer social and
digital media to print, there are no fewer
takers for print media too. Newspapers
can be carried anywhere & everywhere
withoutanyconnectivityproblem.”
But, is getting the journalist to write
abouttheclient,adauntingtask?
“Journalists are smart and well
informed today. They are helpful if the
PR agency can add value. They expect
smartness from the PR agency/
executives too.” says Mohan Sundar
Rajan. CEO, Paradigm Shift PR. He
further adds that Publicity is always
possible for a newsworthy event, cause,
evenaproductorservice.
“Publications like Indian Express
reject PR outright because they deal only
with news” adds Neeta Nihalani, a PR
executive.
Print v/s Digital: Who will win?
“PR does not mean only Media but
these days it is forgotten. There is
always a defined line between News
and PR. Unfortunately organizations
who call us forget that we are here to
give news and not publicity. I wish those
handling Media think like journalists,”
says SurajOjha,areporterofTV9
What would be the Future
ChallengesfacedbyaPR professional?
“As lot of papers have started
adopting a paid format such as Bombay
Times (media net), Mid-Day etc. It will
be a challenge for PR professionals to
get their clients into those publications
without paying,” says Akshaara Rajani,
Director,CommunicateIndia.
“Content creation is going to be
tough, both for Print and Digital Media”
says Mrugank Desai, Media Head,
FoxyMoron.The increasing importance
of mobile and social networks mean that
PR professionals must evolve their
communications beyond the traditional
press release and increase the channels
through which they are delivered feels
N S Rajan, MD, Ketchum Sampark
(http://www.mxmindia.com)
Prof. Sanjay Gajria,
(Prof. Sanjay Gajria handles public
relations at VESIMSR.
9820977401 or
sanjugajria@gmail.com,
“Content creation
is going to be
tough, both for
Print and
Digital Media”
SAMANVAY 2013
“Even Hitler used
Public Relations”

8. 6
If you have two cakes in front of
you - both chocolate, but one
with yummy frosting and the
other without it - just a plain
chocolate cake. Which one do
you choose? Both are cakes,
bothchocolateflavoredas well.
More often than not, we
choose the option which is more
visually appealing. Such is the
human mind, we immediately
feel that the better looking one
will be the tastier one as well.
The task of visual merchan-
dising is similar. It is the art of
displaying merchandise in a
store, in a manner that is
appealing to the eyes of the
customer. This helps in presenting the
products/services in a way that would
convert the window shoppers into
prospective customers and ultimately
buyers of the product. Visual
merchandising will include store layout,
window displays, signs, cosmetic
promotions and any other sales
promotionstakingplaceinthestore.
The Retail business is booming
these days, and with the FDI ready to
make its impact in the Indian Economy it
surely is in boom, however, along with
this, it also invites a lot of competition.
With large amount of options that
customers have these days, it is very
difficult for business to attract customers
and increase customer loyalty. One way
to do so is through effective visual
merchandising. More and more retail
businesses have started putting focus on
the art of visual merchandising to
increase footfalls and thus, increasing
sales.
“Seventy percent of consumers' in-
store purchases are unplanned, which
means they came to the store to buy
something else,” said Ms. Meenakshi
Singh, Virtual Merchandiser, PUMA,
Bengaluru in one of my visits while I was
exploring Visual Merchandising.
In our short conversation she told me
about the various character-istics of VM.
Ms. Singh says she emphasizes on 4
“major areas” to attract more consumers
tobuy productsfromherstore.
ElementsofDesign
Mass Display
ThemeDisplay
TechnologyDisplay
CanVisualMerchandisingDo thetrick?
In today's changing retail sketch
when retailers are narrowing down more
on their shoppers and detailing to
understand their behavior, the answer to
“Does window-dressing holds
importance?” is a straight obvious 'Yes'.
The saying may be right to “not judge a
VISUAL MERCHANDISING : Last lap to run, Retailers!!
Things that a Visual
Merchandiser should
aptly do:
ü Use Social Media
Professionally
ü Use Productivity
Technique
ü Conduct Research
ü Use Graphic Design
Software
ü Use DSLR Camera
ü Take Good Photos
ü Harmonize Colour
ü Draw
ü Setup Window Display
ü Make Display Props
ü Dress Mannequins
ü Set up Lights
ü Cloth Styling
ü Table Skirting
ü Style Balloons
ü Display Products
ü Conceptualize
Interactive Display
ü Master Consumer/
Shopper Behavior
book by the cover”, but the fact
that the cover is the first thing
that drives us to pick up the book;
points that cover too should not
be overlooked. Similar in the
case of retail, where most of your
consumer is not your shoppers
and most of your shoppers are
not your consumers.Awife buys
shaving cream for her husband, a
husband may buy groceries for
the house; a mother buys diapers
for her baby. Now the question to
be raised here is, “Shouldn't the
focus be shifted more towards
our shoppers when play retail?”.
Visual Merchandising is the
gatekeeper to all these, and thus
it makes complete sense to put the extra
effortindressing yourstore.
Trends in visual merchandising
of the last year have become apparent.
LetswalktheRoadtoseewhattheyare.
Props that have relatively little to do
with the products that they are intended
to promote have always been a mainstay
of the visual merchandiser's armoury and
at any given time there are always items
that seemed to be used in every other
shop.
For some time now, skulls and
stuffed animals have been on show in
most of the edgier fashion stores, spilling
over into the mid-market from time to
time. This is no doubt set to continue for
some while yet, but a quick stroll around
London's West End and King's Road
reveals that if you want to get ahead, get a
bike – in visual merchandising terms at
least.
As a trend, this one has also been
gaining traction for a while now, but as
new season stock arrives, bikes are never
far behind in many instances and it does
look set to be the must-include visual
merchandising item for the first half of
2012.
There are, of course plenty of others
that are ploughing their own furrow
when it comes to the pursuit of in-store
difference with Levi's, French
ConnectionandHabitat,alldeploying
novelty of the kind that you wish more
retailers might consider. From a visual
merchandising perspective, the early
signs for this year are generally positive,
however – perhaps tough times might
proveastimulusfor creativegreymatter.
Prabhat Sagar
Student, PGDM

9. 7
When we speak about stock exchange,
we only remember about trading,
securities,marketandmoney.
But do you people really know how
it came into existence ? Which factors
forced it to come into existence ? If you
don't know, then you should really read
thisarticle.
Well before bombarding with the
details let me tell you How one should go
whiledealinginstockexchange?
Stock exchange is just a mind game
of greed and fear, when people are greedy
the stock market goes up and when
people are fearful it goes down. But if
you want to be a success in stock
exchange then you need to be greedy
when others are fearful and you need
to be fearful when others are greedy.
This is probably Warren Buffett's (CEO
of Berkshire Hathaway)most famous
quote and is at the heart of his belief in
avoiding the herd mentality. The market
is always in motion i.e. every rise is
followed by a fall and every fall is
followed by a rise and as a trader one has
to be ready with the changes that might
takeplace.
In the same way while dealing in stock
exchange one has to use his wisdom
ratherthanhisintelligence.
Usuallytherewere2 typesof trading;
l Unorganized : where one to one
trading used to take place i.e. from
individual to individual and
mostly used to deal in derivatives
(forwards).
l Association trading: This was
nothing but stock exchange
association'. It was completely a
broker based system. This stage
consists of a new concept known as
open outcry trading system and this
went on many years. Over here
delivery and transactions use to take
place in physical format and these
transactions used to take at least one
month for their settlement including
clearingof cheques.
In those days trade got published in Bhav
copy which one can even found it today.
At this stage there were immense
improvements in the banking system,
clearing system and because of which
clearing of cheques got faster. And one
thing I forgot to reveal is that, prior to this
BSE (Bombay Stock Exchange) came
into existence i.e. in 1956 (recognized by
government as the first stock
exchange).This index was based on full
float adjustment, which has now
transformed to a free float index. Even
SEBI got formulated in 1988, in order to
have a controlled look on the investors
andtheirinvestments.
But these all guidelines were not
enough to control the manipulations
which were in existence .If we speak
about manipulations then first thing we
rememberis:
l Price Manipulation: Generally, it is a
series of transactions designed to
raise or lower a price of a security or
to give the appearance of trading for
the purpose of inducing others to buy
orsell.
l Price Rigging: Also known as
collusion or price fixing, price
rigging occurs when a group of
people or businesses agree to set the
pricefor something.
Now if we are speaking about manipu-
lations then one cannot forget about
Harshad Mehta Scandal in 1992 which
forced the BSE in creation of NSE
(National Stock Exchange) in order to
eradicatetheintransigenceinthesystem.
NSE ensured the eradication of
manipulations by demutualization so no
broker member could become an office
bearer of the stock exchange, members
could enjoy the privilege of trading but
do not mange or govern the exchange
which used to follow in earlier days and
which led to many manipulations. Even
dematerialisation and electronic transfer
of securities came into existence for
effectiveandtransparenttrading.
In today's environment stock
exchanges are fueled by technology,
which have largely migrated to
automated trading and many faster
execution of trading's. This advance-
ment of technology has largely helped in
reflecting the exchange activities in a
précised transparent format which has
somewhat helped in restraining the
menace of manipulation. Stock
exchanges are important for an
economy; its activity reflects economic
conditions, expansion, which can lead to
greater profits not only to stakeholders
but ultimately to an entire economy.
Stock markets even help companies to
raise capital for their growth. But at the
same time it involves high amount of risk
and no guarantee of return. This is an
utter revolution that has taken place as
comparedtooldexchanges.
But this immense technology and
revolution even can't eradicate the
manipulations such as insider trading,
hedgefunds.
AnilSahu
Student,PGDM
Stock Exchange : The legal and calculated Satta
“Good judgments comes
from experience, experience
comes from bad judgments”.
-Prof. Amit Kamkhalia
VESIMSR
“Intelligence and wisdom
will carry the day, but it is
the wisdom that will
endure”.
- Peter Drucker
SAMANVAY 2013

10. 8
It is so easy to think, “I will do a little
today and a lot tomorrow” or “This job is
easier to do when I'm in the mood, and I'm
simply not in the mood right now”.
Procrastination is one of those things that
even the well-organized and punctual
amongst us have fallen victim at some
point or other. Think about the last time
you found yourself watching television
when you really should have been doing
homework. “If I do this work right now,
I'll miss out on once-in-a-lifetime social
event”, this is what one feels while taking
uptodoanylessinterestingwork.
Procrastination is a complex
psychological behavior which simply
means putting off less enjoyable things
intentionally. “Relax. The world isn't
going to come to an end if this doesn't get
done”, this attitude holds back one from
taking up an action. According to
psychologist Professor Clarry Lay,
procrastination occurs when there's “a
temporal gap between intended behavior
and enacted behavior”. Procrastination is
purely related to time management and
the proper planning which every
individual has to take care of before
taking up any task. There are
procrastinators in every walk of life. A
student may procrastinate, waiting until
the last possible moment to complete an
assignment. A homemaker may
procrastinate when she puts off doing the
laundry until she has ten loads. A
businessman may wait until the last
possible minute to complete a
presentation design. No matter who the
procrastinator is, the result is the same. If
I wait until the last minute, I won't spend
so much time on it and this gives a
perfectionist an excuse of not giving in
the best. Procrastinators think there is lot
of time in the beginning and then lose the
track of it which leads to stress and
undoubtedly the productivity is lost, for
them it's like I'm more productive when I
work under pressure, so I'm postponing
all my work until the pressure builds up
and then I'll get it done easily. Students
are biologically and socially predisposed
to put off until tomorrow what they
should do today and this holds to be true
for many of us. In short it's just,” If I wait
until the last minute, I won't spend so
muchtimeonit.”
Leonardo da Vinci was a man of
incredible talent. He made significant
contributions in engineering,
architecture, biology, botany, anatomy,
math, and physics. He sculpted, painted,
both portrait and mural (e.g., The Last
Supper) and made plans for ingenious
machines that wouldn't be built for
centuries (e.g., planes, submarines). His
procrastination caused him much grief
throughout his life. His talents and
energy were often wasted in doodles and
unfinished projects.The Last Supper was
only finished after his patron threatened
to cut off all funds. Mona Lisa took
twenty years to complete. TheAdoration
of the Magi, an early painting, was never
finished and his equestrian projects were
neverbuilt.
There are several reasons of
procrastinating. Procrastinators mostly
say,” this task isn't getting done because I
really don't want to do it. And that's the
honest truth.” Sometimes it so happens
that a task would seem to be so difficult
that the procrastinator tends to postpone
it and choose another less difficult task
over it. Also lack of skills and expertise
could be a probable reason for delay any
work. No one wants to make mistakes
and this is why the work is put aside until
the skills and knowledge of the same is
not acquired. Even the fear of failure
causes people to procrastinate, this fear
makes people delay the current task
which could be also be the most
important of all the other tasks. Inability
to prioritize things contributes to
procrastination and this is dangerous at
times. Doing a less important task would
leave you with very less time to finish the
important one and all the efforts could go
in vain. Distraction is one of the major
reasons why people procrastinate. Lack
of concentration and dedication towards
work does it all which makes you delay a
particular task. It's during exams that
students find all the other things
interesting apart from studying and this
results in eleventh hour rush study which
could lead to night outs a day prior to the
commencement of examination and its
reflectedintheresultsaswell.
Procrastination is reinforcing -
every time you delay, it reinforces your
negative attitude toward that task.
“Circumstances beyond my control
prevented me from doing so”, this is the
bottom line for procrastinating.
Everyone puts off a thing at some point
of time, feels less motivated for doing
any task or simply postpone taking
actions. Researchers suggest that
developing a schedule, carefully
planning academic tasks and improving
time-management skills are all effective
ways to cope with procrastination. One
needs to firstly understand that he is
procrastinating in order to overcome this
complex behavior. Simply knowing “not
to procrastinate” is inadequate. It's more
about the attitude an individual has
towards any task rather than anything
else, a positive attitude will solve half of
the problems and be a good start for the
task. Another useful method for beating
procrastination involves recognizing
that the way you think will either
stimulate and facilitate or deactivate and
interfere with the process of getting
started. Making tasks look smaller and
simpler will motivate you to accomplish
the task as quickly as possible.
Perfection is something which cannot be
achieved in a day. Just start the work and
you will surely excel. And if nothing
works for you then you are in the wrong
place.
Asha Kale
Student,MMS
Procrastination: The Thief of Time
Researchers suggest that
developing a schedule,
carefully planning academic
tasks and improving time-
management skills
are all effective ways to cope
with procrastination.

11. 9
Mr. S. B. Potpose an operations manager
from a Fertilizer company is a happy
man today , …….. but this was not the
case 20 years ago and if you want to know
the reason for his happiness ……. you
shoulddefinitelyreadfurther….!!!!!!
Automation has become the need of
the hour for all the sectors of
manufacturing industry. It has been
primarily because of automation that the
manufacturing industries , have been able
to meet the ever increasing consumer
demands time and again with impeccable
qualityandtimelydelivery.
In the early stages, processes were
kept under control by Operators, purely
on the basis of their observation and
experience. This manual dependency, led
to errors in recording the readings and
quantifying the process data which
affected product quality and also resulted
in industrial accidents. This made the
industrialist incur heavy losses in terms
ofmoneyandman-power.
The process engineers then came up
with the idea of pneumatic controllers.
With these controllers, the operation of
the control valves became automatic. But
the control system was bulky , less
flexible to modifications and involved
hectic rework to implement the control
logic. Thus, the manual operations of the
control valves reduced considerably, but
the system had other constraints in terms
ofspatialdistributionand maintenance.
To overcome the disadvantages of
pneumatic control system, Hardwired
Logic Controllers were introduced. With
their use, desired levels of automation
and accurate control over the process and
the system was achieved. This gave a
stable process and reduced wastage of
raw materials due to overfilling and
overheating. There was consistency in
the product quality. The system was
more compact, and required less
maintenance than the previous one
system.
As the time progressed, new
industrial rules and regulations like the
ISO 9001 and 14000 were made
mandatory. These rules required regular
auditing and compulsory inspection of
the factory and its operations. For this, the
operation managers needed a substantial
documentation of the process on the shop
floor and its functioning. Hence, they
required a system, which would display
the running process on a single screen
and simultaneously generate graphs and
reportsrelatedtotheprocess.
With the coming of microprocessors
and associated peripheral chips, the
whole process of control and automation
underwent a radical change and in came
the PLC's (Programmable Logic
Controllers). These modern PLC's have
all the features of the earlier controls
systems , with several other features like ,
connectivity to the Ethernet , desktop PC,
and SCADA systems. With its
compatibility with the desktop
computers and the SCADA systems, the
report generation and monitoring of the
process parameters became easy. The
operation managers found this
technology as a boon to the field of
industrial automation. This technology
sufficed almost every need of the
operation managers, from the accurate
control of the process, to the monitoring,
displaying and recording of the process
parameters for analysis and audit
purpose.
“Recently the Foundation fieldbus
signal revolution which provides a
networked means of communicating
between DCS and multi field
instrumentation with single cable only
and reducing complicated hard-wiring is
beingimplemented.
Over and above fieldbus technology
and wireless signal system technology
are in its development stage with high
reliability solution, which will almost
eliminate hard wiring and ultimately
construction cost will decrease.” Says
Mr. Ketan Mhatre a Senior
instrumentationengineeratToyoIndia.
Mr. Amol Pingle, Control Systems
manager from an EPC firm says that ,
from its start, as Programmable Logic
Controller which was developed to
replace bulky hardwired control systems,
to the latest Process Automation
Controller or Distributed Control System
which contributes much more than mere
control like acquiring, processing and
transfer of data from one place to
another over wired or wireless
communication systems, all the
industrialist had to take serious note of
thisCharismaticEvolution.
In the recent times, the manu-
facturing industries are going for an even
more advanced technology called as the
DCS (Distributed Control System). As
the plant size grew, it became
inconvenient for the simple PLC system
even with increased number of I/O's to
control the process. The engineers then
came up with the idea of DCS.
(Distributed Control System)
“Nowadays PLC's are used for dedicated
Safety & Shutdown operation and DCS is
used for Control & monitoring.
Integration of DCS & PLC to form a
complete Process Automation system
has led to significant improvement in
productivity of industries with less
wastage of raw materials as well as
utilities,” says Mr Meghashyam S Thali
Priciple Engineer Instrument Design
Dept,ToyoIndia.
The innovation and evolution of
automation in the manufacturing sector
has led to the increase in the production,
consistent product quality and timely
delivery of the goods to the consumers.
The impact of automation in the
industries has been far more than just
economical. The increased usage of
automation has led to the minimal
wastage of raw materials, judicious
consumption of power and fuel, and
most importantly it has lowered the
emissions levels , thus contributed to a
cleaner and a greener environment. Use
of automation has also increased safety
of the workers and has greatly
contributed towards healthy working
standardsontheshop floor.
Many companies are now rapidly
renovating their conventional old
production systems, and replacing them
with the newer automated ones given
theiradvantages.
The evolution in the field of
automation industry can only be
discussed with no limits of time and
words, however few significant steps in
this evolution process were discussed
above. But I am sure, we have much
more to see ahead in the future evolution
ofautomationindustry…
PrasadKadu
Student,PGDM
The operation managers
found this technology as a
boon to the field of industrial
automation. This technology
sufficed almost every need of
the operation managers, from
the accurate control of the
process, to the monitoring,
displaying and recording of the
process parameters for
analysis and auditpurpose.
Automation – The Dabang of Manufacturing Industries
SAMANVAY 2013

12. 10
Evolving Strategies in Marketing
With the advent of technology, the
consumer buying behavior has changed
significantly and so as the style of
marketing goods and services. They say
change is the law of life, so does this
imply to the massive world of marketing?
The answer is yes. Right from LPG days
to the turn of the century, the marketing
practices in India and around the globe
has changed so drastically that marketers
now are successful in creating need even
for those products which were once
thought insignificant or unnecessary. In
this present era, innovation, research and
development are on the top priority by
each and every competitor present in the
market. Product placement has become
vital, market is cluttered, consumer has
varied options available and competition
isattheknife'sedge.
Hoardings and TVCs are the old
mediums of marketing a product or a
service. Let's have a look at some
astonishing strategies that appeared in
previous year. Viral marketing was the
buzzword of 2012. The success of 'Why
this kolaveri di' and 'Gangnam style'
made marketers realize the potential of
viral marketing. Both the songs instantly
became viral on social networking sites.
Indian brands like Bajaj pulsar and
multinational brands like Nike started
joining the digital race. Piyush Bhoir who
is working at Asian paints as a regional
marketing associate for Gujarat, says, “It
is impossible for a business to survive if it
is not using social marketing tools to
promote their brands.AtAsian paints, we
widely use celebrity endorsements and
social channels like youtube, twitter etc.
to reach and communicate with our
customers” Social websites viz.
facebook, Twitter, Linked in, etc. are no
longer just youngsters domain. Most
businesses which are big brands today
have opted for these to tap more
customersandincreasepenetration.
Digital marketing is a new platform
adopted by major brands in past two
years. Hitesh Modi, leading application
developer, working at Reach 1to1
technologies says “Approximately 15%
of Indian population is now using smart
phone and is expected to rise by 4% every
year, which is a considerable customer
base. So providing easy access to these
users by developing easy to use
applications on different interfaces is a
logical step that a business must invest
in.” Sending promotional SMSs to the
existing customers and to the prospects is
now a trend. Some brands have come up
with applications for mobile phones with
Android and iOS platforms. With this the
user is directly connected to the online
store and can view the list of the products
available for sale. Sumesh Kumar who is
working at a leading public sector bank
as a software developer says “Banks
today, private & public, provide services
at the hands of the customers. With a
mobile application or with the assistance
of SMS service one can access the
account on the go. Transacting cash,
balance enquiry, equity and commodity
trading etc. can be done quickly with the
helpofacellphoneapplication.”
Gone are the days of living with a
static website, if you want to be a 'brand'.
Interactive websites provide a platform
for the customers to share their stories,
grievances, and happy moments
associated with the product which
develops a bond between the consumer
and the brand. Maggi launched a story
telling concept of 'Meri maggi moments'
which helped in developing a personal
touch with the consumer. Hero Motocorp
launched a personalA/V jingle campaign
through which people get a chance to
feature in the advertisement along with
A.R rehman.
Earlier products were made and
sold to the customers. Now, customers
decide on the type and innovations they
require and such a product is introduced
in the market. Hence targeting the
specific audience is essential which is
very much possible through digital
advertising, social sites, mobile
marketing,geo–targeting.
No doubt the traditional media such
as television and radio still has a
considerable reach but the online
medium creates even larger impacts in
themindsofprospectcustomers.
So, should a business follow the
online race? The answer is yes! You
simply cannot turn a blind eye towards
the modern way of marketing, because
your reticence now could be someone's
opportunity. In the age of evolving
digitization and online marketing,
remember that you are a part of the
clutter unless you are interactive and
innovative!!
VickyRochlani
Student,MMS
Viral marketing was the
buzzword of 2012. The
success of
‘Why this kolaveri di'
and
'Gangnam style'
made marketers realize
the potential of viral
marketing.
It is impossible for a
business to survive if it is
not using social marketing
tools to promote their
brands.
Piyush Bhoir,
Regional Marketing
Associate, Asian Paints

13. 11
Mumbai, 12 January, 2013:While
answering a student's question at
Vivekanand Education Society' Institute
of Management Studies & Research,
Chembur, Mr. Y.M. Deosthalee,
Chairman & Managing Director L&T
Finance said that Banks should be
allowed to grow in the capital markets
and that there should be further
liberalization of banks as they serve as
backboneofourcountry.
He was addressing the students on
the occasion of Golden Jubilee
celebrations of Vivekanand Education
th
Society on Saturday, 12 January, 2013 in
Chembur,Mumbai.
He also said that “in coming years
while US and Europe may face problems,
India and some South- Eastern countries
will continue to grow.” Though there
would be growth in sectors like Realty
markets but retaining of the right talent
wouldbedifficult.
Earlier, he explained about the role
of CFO in today's emerging economy. He
told the students how a CFO today has not
only to manage financial risks but also
other risks like customer risk, reputation
risks etc. He also has to Manage Investor
Expectation by being truthful and
transparent in nature. He/ She should be
sustainable, credible and should also
have good communication skills. “A
CFO also helps in brand building and he
shouldbeopentochange”hesaid.
Here are some excerpts from his
interaction:
Europe and the US are facing various
problems today. And this may
continue for a longer period of time
say 3 to 4 years. So it is better not to
invest any equity in these countries.
While China and India and some other
South-Eastern countries will grow in
future. There is also various problems
intheequitymarketsasofnow.
Yes. Because they serve as the
backbone of our economy. Though
Ø CURRENTSCENARIO:
Ø SHOULD BANKS BE ALLOWED
T O G R O W I N C A P I TA L
MARKET?
these have to penetrate more in the
market, there should be further
liberalization of banks. The
Government may find it difficult to
provide capital if the banks aren't
able to get money from the market.
But the banks should be allowed to
enter into the capital market and
shouldbeallowedtogrow.
Yes, there is a need to respect and
accept the Whistle Blowers as an
institution. But its better to have good
relationship with all the employees.
This will bring an ease in sharing
their problems with their employers.
More over the organizations culture
should be such that there should not
beanywhistleblower!
Rupee depreciation is because of the
oil problems and reduction in the
exports in our country. If this
continues, at some point the rupee
depreciation can be prove to be
useful as it will make the rupee more
competitive. But this competitive-
ness will only be useful when the
value of the Rupee is realised.
Therefore Rupee depreciation can
provetobegoodonlyinthelongrun.
1. Manage Risks: the CFOs have to
understand enterprise wise risk
management. This involves all the
risks and not only financial risks. The
CFO has to look into customer risk,
reputationrisks etc.
2. Balance Sheet Management: the
CFOs key role is balance sheet
Ø SHOULD THE WHISTLE
BLOWERS BE ENCOURAGED
TODAY?
Ø IS RUPEE DEPRECIATION
GOOD?
Ø ASPCETS OF CFOs:
management. It includes net equity
structure. The CFO should know
when to raise the equity and should
spreadtheknowledgeaboutit.
3. Policy Making: this also another
aspect of CFO. The CFO should be
the policy maker. He should know
about treasury and liquidity of the
organisation.
4. Portfolio Management & Capital
Allocation: the CFO should know to
manage the portfolios and to make
decisionsaboutallocationofcapital.
5. Benchmark: the CFO should set a
strong benchmark as well as should
see to it that the organisation has a
good MIS. The CFO has a strategic
role and he should have conviction
aboutthethingsheisconvinced..
1. True Business Partner: the person
should be true business partner and
also should be very practical in his or
herapproach.
2. People Management: the CFO should
know how to deal with different
people, this means people
management.
3. Genuineness: the CFO should be
genuineinnature.
4. Communication skills: the CFO
should have good communication
skills, this is what will help him, or
manage people well and create good
relationshipintheorganization.
5. High Integrity: the CFOs should
always be a person of high integrity.
This is because he or she is the trustee
ofthefunds intheorganization.
PrasitaPrabhakaran
Students, PGDM and
Prof. Sanjay Gajria, VESIMSR
Ø QUALITIESOF CFO:
“Banks should be allowed to grow in the Capital Market”
- Mr. Y.M. Deosthalee, Chairman & MD, L&T Finance visits VESIMSR
SAMANVAY 2013
In coming years
while US and Europe
may face problems,
India and some
South- Eastern countries
will continue
to grow.
“
“
CORPORATEVISIT

14. 12
From working in a PSU to being in one of
the world's largest multinationals ,S.
Ramesh Shankar, the Executive Vice-
President, HR of SIEMENS has seen it
all. But when you meet him the first word
which comes to your mind is Simplicity!
,Prof. Sanjay Gajria asks him about the
journey of his life and what does he want
togivethesociety?
SAIL taught me equity ! In PSU , there is
equal and fair treatment given to all
employees. Everyone knows it is
transparent. This has given me
credibilityandrespect.
At EICHER, I learnt value of
employee care and respect. ! I was
encouragedtobeanemployeechampion.
BRITANNIA gave me the learning
that the consumer is the King and how to
work in a consumer centric organization.
It taught me how to empathize better with
people At ABB, (Asea Brown Boveri)
there is no hierarchy. There is more
openness. There are no designations. One
gets an increment but no promotions. For
the external world there may be a Vice
President but internally there is no such
designation.
SIEMENS gave me Systems. It is a
value driven company. It converts threats
into opportunities. It gives back to the
society and this has motivated me to train
studentstohelpthemintheircareer.
In 2008 SIEMENS was hit by a global
crisis. It was banned by WHO to do
business for two years. SIEMENS
converted this threat into an opportunity.
From a banned organization, SIEMENS
became an organization with value based
systems. Code of conduct became the
norm. For example we have a NO GIFTS
POLICY !. Employees are not allowed to
take Gifts from Vendors and if they want
to give Gifts even in Diwali, it should not
be more than a certain value. If I want to
take my client or vendor to a dinner, I
have to take prior permission for the
same. We gave lot of training to
employees at all levels and now we have
been recognized as the most sustainable
company in the world by Dow Jones. In
the last quarter, Conferederation of
Indian Industry has also conferred us with
a Platinum award for being the most
sustainable company with good
c o r p o r a t e g o v e r n a n c e i n t h e
manufacturingsectorinIndia.
Q1) How greatly are you inspired by
companies that you worked in?
Q2) You said SIEMENS converted
threat into opportunity, Can you
elaborate on this?
Q3) Earlier, you mentioned about
some helpline?
Yes, we have a helpline - TELL US !
Even a junior staff can call and highlight
something which is against our values or
something wrong happening in the
company It can also be anonymous and
every complaint is investigated and acted
upon.
To begin with, I was involved in the
Image makeover – we built our
credibility through proactive actions..
We also created a multi generation
cutlture by introducing 6 months
maternity leave (double of what
Maternity benefit act gives). We also
introduced 1 year child care policy, 5days
Paternity leave. We introduced
SIEMENS MITR, SIEMENS Star
Aw a r d - L o y a l t y a w a r d f o r
5,10,15,20,.25,30,35 and 40 years
whereas earlier we had it only for 25 and
40yearsofservice.
Inspiring leadership! Many companies
today don't have leaders. They don't have
a sustainable talent pipeline to promote
from within., Another factor will be
attracting & retaining the right people.
The will be a challenge especially for a
medium size company. Getting right
people for the right job is and will always
beachallenge.
Indian economy is more than 60 % in
services. An Organization succeeds or
fails only because of its people. Hence,
Human Resource development will
alwaysbecritical.
Q3) What changes have you initiated
at SIEMENS?
Q4) According to you what
challenges will a HR personnel face
in coming years?
Q5) What do you feel about HR in
India?
Q6) In HR, what transition have you
seen in your career?
Q7) What do you expect from the
government in the forthcoming
budget?
Q8)What quality do you look for,
when you recruit students?
Q9) What advice can you give to the
students who wish to take HR as a
career?
Earlier HR was process driven. Today
HR is more focused on people. Today we
are concerned about skills. Employees
are motivated by rewards & recognition
and this gives them an edge in their
performance.
I want them to make Labour Laws more
investor friendly, employer friendly and
employeefriendly.
At SIEMENS we look for results focus,
strategic thinking, customer orientation,
managing change, leadership abilities,
team work, inter cultural sensitivity and
being value based employees. I want
people from all areas - North-East,
Jammu & Kashmir example – to work
with us. We train students for 1 year in
Technical training, communication
skills, soft skills, being customer
friendly and evolve them as leaders for
the future Four years of engineering that
theystudyisonlyastartingpoint forus.
In future, the true differentiator in
business will not be products or service
but PEOPLE. Hence, managing human
resources effectively will be the
competitive edge for all businesses.
Interviewby
Prof.Sanjay Gajria
VESIMSR
I want them to
make Labour
Laws more
investor
friendly,
employer
friendly and
employee
friendly.
“
“
Up & Close with Mr. S. Ramesh Shankar, Exec. VP, HR of SIEMENS
INTERVIEW

15. 13
Marketing is one of the most dynamic
fields in management. The dynamism in
marketing is due to the variety of the
products developed, the respective target
audience in the market, their likes,
dislikes, behaviors, the way they react to
the marketer, etc. But what is it which
keeps marketing evolve & reach to the
level which astonishes the marketers and
the consumers in their daily routine life.
What is it which moves marketing to
shape up & reach to its next level? Is it
technology, changes in consumer
preference patterns, variety in markets,
approaches by marketers, social media or
something else? Which is the common
thread to these all which evolves
marketing to its new level? I feel the
common thread is 'creativity' which
keeps marketing move on. Although
Technology gives freedom for evolution
but it is creativity which offers wings and
direction to its freedom. The creativity
keeps the consumers engaged with
their brands & surprises
consumers each time with
marketer's products
andservices.
T h e N e w a g e
marketers are trying to
reach the consumers
& associate their
brands with them in
creative way. The
blockbuster movie
l i k e D a b a n g ' s
central character name in
t h e m o v i e i s w e l l
researched. He is a common
man in north from where the
viewership for movie is maximum.
Hence the common man from the
target audience will associate himself
to the character. The PAN India
association by audience with the
character is very high & hence the
success of the movie is guaranteed.
Cadbury ads are executed in such way
that the ads are lived by consumers. The
Shubharanbh concept is so flexible it can
be applied to any day-to-day life
situations. The characters in Cadbury 5
star ads, 'Ramesh & Suresh' keep on
entertaining the young generations
throughsequeladsandSMSs.
Why Himesh Reshmiya songs are hit on
box office although he has spoofed
himself in his new songs? It is the creative
approach adopted by the singer in his
lyrics. If you observe the lyrics of his
songs (except songs from movie TERE
NAAM ) the opening line lyrics are
hammered more than 100 times so it
registers in the mind of the target
audience and people keep on singing the
same. Same is the case with 'Idea's PAN
India presence campaign' through
'Honey Bunny song'. Whether you like it
or not, it will be around you and finally in
your mind. These are just few ways
where consumers are engaged in creative
ways by marketers with their respective
products.
One of the rising media in India is social
media & marketers are using the media in
creative ways to achieve their objectives.
One of the NGO used Kim Kardashian to
raise the fund through Facebook by
announcing that Kim Kardashian would
be dead (on Facebook) till the charity
money is not raised. She didn't update her
profile till the NGO objective was
achieved. What a creative way to
convince! & it worked for the NGO. Mix
of media is another creative approach to
reach to the TG. Volkswagen's 'talking
newspaper advertisement' made
people like us to talk about
it. Here the mix of audio
& the print media
was used in a
creative fashion.
When new ford
f i e s t a w a s
launched, the top
management used
the Facebook page
w i t h Q u i c k
response (Q.R.)
codes in print ads as an
invitation for the
unveiling of the car on-line
& people can attend the program
live on YouTube and Facebook.
Twitter was used creatively for
Parle Hippo distribution. The
consumers can provide the address of
the retailers through twitter where the
product is not available and the marketer
ensured to make it available in a well
defined time frame. Another
automobile brand used creative approach
to launch it in market by using the private
aircraft flying with a flag with the brand
nameonitinoneofthemetrocities.
Zynga.com, the online gaming portal
used to offer free services to the new
registrations to play online games.As the
user reaches the new levels in online
games they were asked to purchase the
weapons online to remain in the game.
This way the company generated
revenue by selling the virtual products
with virtually negligible cost. Aircel,
telecomserviceproviderinIndia,created
big impact in the market through their
creative CSR approach. They used a
premium hoarding @ Milan Subway in
Mumbai suburbs in rainy seasons & tied
a small boat with a rope mentioning 'cut
the rope in case of emergency'. Since
Milan subway in Mumbai is one of the
flooded subways during heavy rains,
people actually used the boat to cross the
subway. This was captured heavily by
media and through word of mouth.
Aircel's creative CSR (Corporate Social
Responsibility) approach paid off to the
brand to register in the TG's minds.
Another CSR example, where HSBC
wanted to communicate about the Global
Warming & its effect, during one of the
CXO conference, they used the
swimming pool of the venue where the
conference was arranged & painted the
surface of the swimming pool with the
top view imagery of the urban city. This
helped HSBC to effectively commu-
nicate, “How the city in future will look
likeduetoglobalwarming.”
The urban Indian is living & witnessing
variety of such examples of the creative
approaches by the marketers every day.
Hence he finds the communication
diluted in the crowd. It needs the
conscious creative mindset to see
through the creative campaigns used by
new age marketers. The evolution in
marketing has just started due to rise of
the media and technology. It is a big
journey which has to go long way. If
Marketing isAJourney Creativity is The
Fuel. The challenge remains – how
effectivelyyou areusing thefuel.
Ravindra Jadhav
HighbarTechnologiesLimited
rjjadhav@gmail.com
M: 9833868369
Creativity Enables Marketing To Evolve
If Marketing is A
Journey Creativity is
The Fuel. The
challenge remains –
how effectively you are
using the fuel.
SAMANVAY 2013

16. 14
Just what is talent management? If you
ask fifty employers, you are likely to get
fifty different responses, yet there are
some common threads in this word which
isfollowedindifferentorganisations.
The requirements for leadership are
continually evolving and such things as
the evolution of technology, social media,
globalization and geopolitical consti-
tuency management all have implications
in terms of how we develop today's and
tomorrow's leaders. It is imperative that
practices in talent management evolve to
meet the changing needs of leadership,
and that means putting aside antiquated
notions of how to unlock performance
and potential. No matter how disciplined
an organization may be around its talent
management processes and systems are
very important in the overall
development of the organization. Over
the past years there has been an increase
in the general market because of the talent
management programs. This has been
leading to an expansion in the field of
Human Resources beyond their historical
niche in recruiting and leadership
development. Talent Management has
become one of the most important
buzzwords in corporate HR and Training
today and it started with the evolution of
Personnel department where in hiring
people, paying them and making sure
they had the necessary benefits played a
major role. The system which grew up to
support this function were batch payroll
systems and this is how the personnel
department was a well understood
business function.
At Abbott Healthcare Pvt. Ltd. they
define talent management as “a
conscious, deliberate approach,
undertaken to attract, develop and retain
people with the aptitude and they even
calls their talent management approach
“The Talent Experience” which includes
talent acquisition, talent development,
mass career customization, total rewards
and building the workplace of the future
abilities to meet current and future
organizationalneeds.”
“You can't talk about The Abbott
Healthcare working Experience without
mentioning the Talent Experience in the
same breath. It takes the best talent to
attract prominent clients, and prominent
clients attract the best talent. With both
sides of the Abbott Healthcare
Experience working in tandem, we
can truly achieve the standard of
excellence.”
Shrikant Dehgam – General Manager,
HR,AbbottHealthcarePvt.Ltd.
In 1980s and 1990s organizations
realized that the HR function was infact
more important and then the concepts of
strategic HR emerged and during this
period organizations realized that HR
had a much larger role like recruiting the
right people for the organization, helping
the business, designing of job roles and
organization structure, developing total
compensation packages which includes
benefits, stock options and bonuses and
serving as a central point of
communication for employee health and
happiness. The issue with many
companies today is that their
organizations put tremendous effort into
attracting employees to their company,
but spend little time into retaining and
developing talent. A talent management
system must be worked into the business
strategy and implemented in daily
processes throughout the company as a
whole. It cannot be left solely to the
human resources department to attract
and retain employees, but rather must be
practiced at all levels of the organization.
The business strategy must include
responsibilities for line managers to
develop the skills of their immediate
subordinates. Divisions within the
company should be openly sharing
information with other departments in
order for employees to gain knowledge
oftheoverallorganizationalobjectives.
Companies that engage in talent
management are strategic and deliberate
in how they source, attract, select, train,
develop, retain, promote, and move
employees through the organization.
From a talent management standpoint,
employee evaluations concern two
major areas of measurement:
performance and potential. Current
employee performance within a specific
job has always been a standard
evaluation measurement tool of the
profitability of an employee. However,
talent management also seeks to focus
on an employee's potential, focusing on
employee's future performance, if given
the proper development of skills and
increased responsibility. This new age
economy, with its attendant paradigm
shifts in relation to the human capital, in
terms of its acquisition, utilization,
development and retention, has placed a
heavy demand on today's HR
professionals.
Today HR is expected to identify
potential talent and also comprehend,
conceptualize and implement relevant
strategies to contribute effectively to
achieve organizational objectives.
Talent can be best described as a
combination of abilities and attitudes.
The real trick is to match the right
motivated talents to the right role,
individually and collectively, harnessing
and harmonizing this crucial attribute to
achieve the objectives of the
organization. In today's evolution it also
implies person's inherent skills, traits,
personality and offering him a matching
job. Every person has a unique talent that
suits a particular job profile and any
other position will cause discomfort. It is
the job of the management, particularly
the Talent Management into HR to place
candidates with caution and Talent
Management is beneficial to both the
organization and the employees. The
present scenario with abundant
opportunities has triggered a wave of
employees, perpetually on the move,
forever seeking better opportunities
whenever, wherever and however they
can. The organization no longer wants to
just hire to hire, in fact they are striving
to find the right people, bring them into
the organization and retain their
services. The organization no longer
wants to just hire to hire, in fact they are
striving to find the right people, bring
them into the organization and retain
their services. One of the critical
functions of Talent Management
programs is a sound Human Resource
Planning through which they are able to
project the demand for human resource
and thereafter formulate strategies for
acquiring them and the solution is not
just about finding the correct retention
mechanisms, but it starts from the very
beginning by devising ways to acquire
therightpeoplefor therightjobs.
Arpita Bais
Student,PGDM
Talent Management in Human Resource : Need of the Hour
“You can't talk about The
Abbott Healthcare working
Experience without mentioning
the Talent Experience in the
same breath. It takes the best
talent to attract prominent
clients, and prominent clients
attract the best talent. With both
sides of the Abbott Healthcare
Experience working in tandem,
we can truly achieve the
standard of excellence.”
Shrikant Dehgam – GM, HR,
Abbott Healthcare Pvt. Ltd.

17. 15
Organ donation after death is perhaps the
noblest thing to do, and will outweigh all
charity and service that one might have
done all through life. Awareness about
eye donation is good, but the concept of
Skin Donation is still little known. Skin is
the largest organ of our body and is the
most required one, in the event of burns
injuries. Skin is needed in major burns
and other injuries where it helps to
prevent infections, decreases pain and
provides mechanical protection, and thus
helpsfasterhealingandsavelife.
In emergencies when skin is not
available, often relatives of patients offer
their own skin, as a live donor. At such
times, the donor also has to go through
some pain and sacrifice. However, after
death, the skin, like all other organs, is not
useful to the body, and yet, it can be very
useful to a patient suffering from burns
injuries.
Burns are probably the most painful of all
sorts of physical injury. The most minor
burns can cause intense and unbearable
pain. Burns occur when the skin and other
body parts are exposed to any form of
heat/radiation/chemicalsor electricity.
When a person gets burnt – it need not
necessarily mean only his or her skin gets
burnt. This may mean that if the burn is
severe, a nerve, a blood vessel, a muscle,
or even the bone may get damaged. If the
burns are extreme – any internal organ in
the area of the burn may get affected too.
If it is an inhalation burn – this means
smoke entering the esophagus – the
lungs, kidneys and even the heart may get
damaged.
In First Degree Burns, a pinkish red
coloration is seen on the burnt area.
Swelling, tenderness, pain are a few
reactions to first-degree burns. For these
sorts of minor burns the patient must
allow tap water (not cold water) to flow
over the wound for a few minutes after
which they may apply a mild – antiseptic
cream.
Second Degree Burns involve the two
outer most as well as the second layer of
the skin.This generally happens when the
outermost layer is fully burnt and the burn
reaches the second layer of the skin.
Generally, symptoms include acute
sensitivity in the area, pain, swelling as
wellasblistersaregenerallyseen.
Third degree burns are when the outer
most layer and the second layer are
damaged badly – enough to hamper the
functioning of the organs – or even
damaging the internal organs of the body.
Since so much of the skin is damaged, one
may not even be able to feel pain in the
areaoftheburn.
Burn wound is probably the most
devastating of all the wounds –
physically, psychologically, socially and
economically. Early, expedious burn
wound closure is crucial for survival of
patients with large burn wounds. After
successful initial management, burn
wound infection leading to systemic
sepsis is the single most major cause of
death in burn patients – especially in
India.Existenceof burnwound causes,
l Loss ofbarriertobacterialinvasion.
l Hyper metabolism with consump-
tion of body proteins leading to
severecatabolicstate
l Immuno-suppresion, which is
directly proportional to the extent of
burn.
l Disturbance of temperature
regulation.
l Possibility of deformities and
disfigurement.
The only cure to this evildoer is skin
grafting although this concept prevails in
older days but only few people are aware
about it. In its most basic sense, skin
grafting is the transplanting of skin and,
occasionally, other underlying tissue
types to another location of the body.
Donated skin can be used as a temporary
covering for severely burned patients
awaiting grafting procedures. The
donated skin functions as the burned
patient's own skin for a short time,
reducing pain and decreasing the risk of
infection. In many cases, the availability
of donated skin can help save the lives of
burnedpatients.
The technique of skin harvesting and
transplantation was initially described
approximately 2500-3000 years ago with
the HinduTilemaker Caste, in which skin
grafting was used to reconstruct noses
that were amputated as a means of
judicial punishment. Although with the
advancement of technology ,there is an
immense change in the process of skin
grafting. Today, skin grafting is
commonlyused indermatologicsurgery.
Majorly this initiative is taken by the
National Burns Centre, Airoli promoted
by the Indian Burns Research Society
(IBRS)which is the only burn centre in
thecountry.
The AWARENESS in the medical
fraternity needs to be augmented so that
the relatives of the deceased would be
counseled. More efforts are called for in
stimulating participation of teaching
institutions, peripheral hospitals and
private hospitals for counseling of
relatives after death of a patient in
respective institutions. Participation of
voluntary organization needs to be co-
ordinated. The facility for skin banking
should ideally be available in every
medical college hospital as maximum
numbers of burnt patients seek treatment
at these institutions. Several collection
centers can be affiliated to each skin
bank facility. Training in standardized
graft procurement protocol can be
providedtoavailablepersonnel.
It is essential to ensure the quality in
functioning of skin bank. Establishment
of Tissue bank Association of India
would be the logical step in right
direction. This will provide guidelines
andassistanceinqualitycontrol.
Work of this magnitude cannot be done
single-handed. Department of Surgery ,
LTM Medical College has made a
beginning and our experience shows that
Indian society has accepted the concept.
Now we seek active support and
participation of all medical professionals
and alert citizens in promoting the
concept and in saving lives of several
young and productive members of our
society.
“Donate Skin To Save Life”
AnilSahu &Rahul Jain
Students,PGDM
Donate Skin to help somebody feel ...
3rd Degree Burn
“It Is But Little That You
Give, When You Give Off
Your Possessions, You
Truly Give, When You
Give Off Yourself.” An
End Of One Life Can Be A
Beginning Of Another.
SAMANVAY 2013

18. 16
Not Just Tweet…Tweetup!
“Let's meet up?? No letsTweetup!” this is
what twitterites are telling each other
offlate. Tweetup, the current trend, is
being used by marketers to promote their
brands. Marketers have realized that just
a 140 character Twitter update is not
enough to popularize a brand and so they
have come up with this new concept
called'Tweetup'.
Tweetup- what isitexactly?
Tweetup in simple words is 'a real-life
meeting organized on the social
networking site Twitter'. It is an event
where people who follow each other on
Twitter meet up at a local cafe or bar to
exchange ideas or just hang out. These
could be people you know everything
about (because of their virtual accounts)
but haven't met in real life. It may act as a
relaxed networking event organized by
the like-minded tweeps or a new route
towards launching a product and creating
the right kind of buzz about it, through the
right kind of people. Tweeps come
together to use their collective wisdom
and networks to create outreach and
supportduringtheevent.
Howdoes itbenefitbusinesses?
A Tweetup is a great way for brands to
showcase, sample and get feedback on
their product or service. These meetings
could be a low profile or a high profile
one depending on the brand's budget. Big
brands are organising tweetups where
Twitter users and celebs are invited.
There are gifts, prizes, stand-up comic
artistsandmusiciansfor entertainment.
Cost Effective:
Brands have realised that tweet ups not
only help them publicise their products
and events but are also economical.
“Tweetups are a good option for brands
because it helps them build influence
through a credible, digitally-connected
community at a lower cost than a TV
commercial,” says Anurag Tyagi, brand
manager of Kiehl's, skincare brand.
Also, by getting bloggers and influencers
on Twitter to talk about them, companies
are no longer shooting in the dark.
Influencers are individuals or bloggers
who have a strong following or
readership within one or more social
media channels. “On Twitter, you only
follow people you get value from. This
gives strength to the medium, because
you know that an influence is perceived
as a trendsetter. When they tweet about
something, they're reaching out to
thousands of followers,” explains Tyagi.
The Twitter influencers are not chosen
randomly. “There are three parameters
we look for in a Twitter influencer. One:
What are they influential about and will
they fit with the brand's image? Two:
How engaged are they on Twitter? What
kind of conversations do they have?
Three: How many followers do they
have?” explains Mr. Malkani, who
organized a tweetup for the launch of
Tempest, Dylan's latest album in
October,2012.
Author Kiran Manral, who logs on to
Twitter at least three hours a day, has
been invited for a couple of tweetups.
“Organising a tweet up is definitely a
better return on investment, rather than
getting a newspaper advertisement,” she
says. “Targeting Twitter influencers
means you've a more focused strategy.
Young tweeps such as Miss Malini or
Anish Bhasin are recognised for being
influential — whatever they say is taken
extremely seriously,” she adds.
Twenty three year-old Anushka Hajela,
founder of Bombay Bubble, a blog about
fashion, beauty, style and interiors, who
was invited for the Kiehl's event, couldn't
agree more. Elaborating how tweet ups
are more personalised than press
conferences or store launches, she says,
“Rather than being concerned about the
celebrity who is endorsing the brand or
attending the event, the influencers are
genuinely interested in learning about the
product. It also gives them a chance to
interact with likeminded people who are
activeonTwitter.”
Some successful tweetups
Kiehl's:
In the year 2011, skincare brand Kiehl's
decided to launch its first store in
Mumbai after a successful run in Delhi in
the year 2010. The beauty giant wanted
to publicize its advent in the metro but
there was only one hitch- how to would
promote itself? The 150 year- old
company has never had a brand
ambassador and works solely on word of
mouth publicity. So when it came to
Mumbai it decided to promote its brand
via social media but in a different way. It
organized a tweetup. For the store's
launch at Malad, they introduced
influencers to the brand and explained to
them why it was unique. Over 350
mentions on twitter and 270 tweets using
theirhashtagfollowed.
2) Puma'sFAAS rangeof shoes.
Puma had its first tweetup in April this
year to launch its FAAS range of shoes.
They invited 20 tweeps to the event that
involved singing, drinking and a contest
that tested their speed on the track with
the FAAS shoes on. Between all these
offline activities, the tweeps found time
to tell their followers just what they were
doing. The guests responded very
enthusiastically. In this way the hashtag-
#Faastweetup trended in Mumbai and
they had a lot of people who were keen to
gatecrashtheparty.
Organizingasuccessful tweetup..
For a successful tweetup the following
factorsneedtobestressed upon:
l Decideonthepurpose
l Twitter influencers/ Social Media
agencies
l Location:
l Entertainment:
Long way togo…
Tweetups have gradually garnered a
positive response from marketers and
twitter followers from across the world.
However this is just the beginning. Only
few marketers have been open to this
idea but have been successful.As soon as
many marketers accept Tweetups as a
marketing strategy for their brand, there
will be no looking back for it. Tweetup,
currently a fad, is very soon going to be a
trend!
MerylD’souza
Student,MMS

19. 17SAMANVAY 2013
The moment we enter a bank, we start
looking for some assistance in our
transaction. We expect to be served at the
earliest. Contrary to this, when we enter
any bank, we would try to grab the
attention of an employee. Depending on
the size of the bank, there will be any
number of employees working without
noticing a customer's entry. With the
spectacular growth and sophistication,
the frontline salesforce assumes the role
of a relationship manager and is
constantly under the microscopic
observation of the customer. At the time
when channel innovation has become the
need of the day to encourage effective
banking habits among people, a
significant part of the supply chain, i.e.
thecustomerinterface,istotallymissing.
With the emergence of liberalisation, the
banking industry had made a head start
towards the best banking practices at each
interaction point of the supply chain.
However, the Indian landscape is not a
replica of the west and is in fact unique.
Here is a look at the flipside of some of
thecommonpracticesof Indianbanks.
Multi channel distribution: The
technological progression has resulted in
new ways of distribution of banking
products. Today customers have various
options to choose from. Banks are trying
their best to make customers get used to
the new products and facilities in
anticipation of reduced costs and ease of
operation for the customers. These new
innovations have resulted in different
channels of distribution of banking
products and services. The simplicity of
transactions through these channels is
drawing people to these banks, not just
for banking products but also for other
products such as payment of insurance
premium.
"In the coming years, our bank's main
thrust will be on retail, and, as shown by
our achievements, we are well positioned
to meet the competition," SBI chairman
Pratip Chaudhari said in his letter to
shareholders, published in SBI's Annual
Report2011-12.
Call centres (support services): Banks
have picked up the challenge of getting
closer to the end customer and separate
the sales and service functions. Call
centres offer services by stimulating
customer interaction. The model since
inception being the same, data are
increasingly built around it. Because of
such huge database, calls get queued up
and cause irritation to customers due to
longwaitingtime.
"The Indian banking scenario is
encouraging and positive” said
Chaudhari.
Taking the statement into consideration
Banks havetwooptionsbeforethem.
(a) Change the model and develop call
centres around customers i.e. accessing
different accounts of a particular
customerinsteadof productsperse.
(b) Banks can redefine the acceptable
waiting time of callers (customers in this
case) before they terminate the call for
want of service from tele executives,
towards improving the service levels of
thebanks, withthehelpof technology.
Technology:
"We chose the new generation core
banking reference architecture from
Infosys and Sun Microsystem because it
is a tested and proven platform meeting
our growth plans", V K Khanna, GM
(IT), Union Bank of India said in Nov
2002 when Sun Microsystem and Infosys
Technologies unveiled a new iForce
solution based on retail banking
referencearchitecture.
Technology underlies the above two
features. With increasing emphasis on
technology, banks try to show the good
aspects of it and enter into new areas of
cross selling their products through
various channels. The cost savings with
the ease of effecting a transaction with
thehelpof technologyaregetting
recognised and are compelling banks to
carry the same to almost all the
dimensions of banking and retail banking
is not an exception to it. The more
advanced the technology, the greater the
cost savings generated and much wider
coverage resulting in quicker, cheaper
and reliable service. However one should
not get lost in the maze of new
technologies as statistics do not support
thepropositionof thisaggression.
Rural exposure: Looking at the
statistics, the scenario seems to have
changed drastically after the Narisimham
committee proposal in 1991. It forced the
idea of free markets and successfully
satisfied the intentions of the
Government about building a stable
financial system in india. "However, we
need to be alert as in today's integrated
world, global shocks can get transmitted
to the Indian economy.” noted
Chaudhari and these global shocks can
hamper the rural retail banking to a great
extent.
Around 98.5 per cent of the rural
borrowers still look to informal
financing with credit limits below Rs. 2
lakhs, who are in need for more branches
of commercial banks. Agricultural
lending by commercial banks has almost
equalled the outstanding personal loans
of ruralconsumers.
Road ahead
"As we go forward, the Indian and global
economic environment could remain
challenging for the next few years. Let
me assure you that while remaining
vigilant to the new opportunities in this
milieu, your bank will act with the
necessary prudence as required," added
Chaudhari.
The branding of banks in India is not
popular as of now.After a time interval it
will assume significance and it will be a
mandatory task for banks to identify
themselves in an otherwise messy
market where the products are pretty
much the same. Their motive will be to
get more and more people involved in
their banking business and such a
relationship will be hard to come by with
plainbankingproductsandservices.
"The global economy remains fragile,
but we hope the situation will improve”
saidChaudhari
The banking scenario in India is at the
crossroads and is continuously evolving,
but the progress has been remarkable
over the past decade. The true challenge
for the banks is to stand out in the midst
of hard-hitting regulations of the apex
body,RBI.
Aaditya Raut
Student,PGDM
Retail Banking in India : Will it stand out ?
"As we go forward, the
Indian and global economic
environment could remain
challenging for the next few
years. Let me assure you
that while remaining
vigilant to the new
opportunities in this milieu,
your bank will act with the
necessary prudence as
required,"
- Pratip Chaudhari,
SBI chairman

20. 18
They say 'change is inevitable'. Another
version of the same meaning is 'the only
constant is change'. India Inc, quite
visibly, stands testimony to these phrases.
A few might say 'change' by will; a few
might say 'change' by force. Either way, a
change has happened, and happened for
good. The evolution of India Inc as an
entity, as diverse as it can be, has been the
reason India could jump from primarily
an agrarian economy to a service sector
dominated economy, giving manu-
facturing a miss. Though agriculture still
dominated India's GDP, India Inc's
growth graph has been exponential. It
would be unfair to compare it to
autocratic China since India has a
democratic setup coupled with coalition
politics. India Inc would be proud to say
that they have grown, not because of the
policies, but despite the policies. That
statement would ruffle some feathers
considering that we all have been fed the
doseofliberalisation.
Let's go through how it all panned
out. Post 1992, India opened its market to
foreign players for all products and
services. For far too long the Indian
industry was ensconced in the closed
economy. There was no reason to
improve. In terms of everything. Quality,
price, delivery, efficiency, topline and
bottomline, to name a few. Liberalisation
bought with it a wave of competition
unseen before. Survival of the fittest saw
only the firms which adapted to change
continue. Some were bought out, some
simply discontinued operations and some
continued with losses not wanting to
change. Evolution thus started with India
Inc accepting the new economy and then
looking at means and avenues to
c o m p e t e a n d g r o w. I n d i a n
conglomerates Tata, Birla were slow off
the blocks but remained steady. Reliance
took giant strides and was second to
none in terms of all the factors
mentioned above. India Inc consisting
of white goods, cars, bikes, apparels, and
media evolved with time to improve
their offerings, combining foreign
competence with price sensitivity to
catertomajorityofthemarket.
Half a decade of radical changes
grew further post the 1997 union budget
which was termed as the dream budget.
Increased spending capabilities, rational
corporate taxes, delicensing of diverse
industries, reducing
import tariff protection
bought with it a new
found zeal among India
Inc to grow. Companies
were ready to catapult
themselves into higher
echelon of corporate
India. This self-belief
and aggression was the
second evolution for
IndiaInc.
Post 2000 stock
markets became an
important factor for
companies. Just like the
developed countries,
I n d i a n m a r k e t s
B o m b a y S t o c k
Exchange and National
S t o c k E x c h a n g e
became the focal point
to understand growth.
I n c r e a s e d F I I
participation and the increase in
financial products such as Mutual funds,
insurance policies related to equities
increased volumes traded on exchanges.
Remuneration for urban India saw
phenomenal growth resulting India Inc
concentrating to cater to the domestic
market. This separated India Inc from
China Inc. China focused on the export
market through their low cost
manufacturing, India focused on
services through its highly skilled and
competent IT work force. This USP
becamethethirdevolutionforIndiaInc.
India saw some of the biggest buys
by Indian companies in the mature
economies. Tata's bought out the second
largest steel manufacturer Corus. They
also bought out the marquee car brands
of Jaguar and Land Rover. Tetley Tea
became Tata Tea. Aditya Birla bought
out Novelis. Mahindra's bought
Sangyong to become world's largest
tractor manufacturer. Airtel bought out
MTN to expand its African footprint
overnight. The India Story was much
alive and kicking. The financial muscle
to go international made the world sit up
and take notice of India Inc. This power
was thefourthevolution.
Stock markets became even more
critical and the Primary market grew
rapidly. More and more companies
started tapping the equity market
wanting to emulate the 'Reliance' story.
IPOs became a rage with a regional
company like DLF posting best IPO
stats. This was just the start. Money flow
and consumption from developed world
saw India post its highest GDP growth
rates on the back of strong service sector.
The benchmark index of BSE crossed
the 20,000 mark. India Inc has truly
arrived at the world stage. The kind of
returns India gave was unimagined.Thus
I had said earlier, that India Inc grew
despitethegovernment.
The financial crisis of 2008 bought
back everyone from spectacular growth.
India Inc realised their recklessness in
pursuit of growth.Attrition rates reached
their zenith. Employee morale was at an
all-time low due to increased pressures
commensurate with rising salaries.
Employee loyalty became passé. Funds
dried up. Inflation raised its ugly head.
The government took an eternity to make
policies. Government finances were in a
mess. Nothing seemed to be going their
way. Stagnation was an eminent reality.
Companies now are taking a much more
rational approach to growth. Aiming for
highs but not excessive highs. Making
thebestuseofexistingresources.
This remarkable evolution of India
Inc has seen various highs and lows
making the journey eventful and a
learning experience. Moving forward,
the world economies are interlinked.
Each step has to be taken with caution. It
doesn't mean to avoid risk but take it in
measured quantities and in line with the
returns. Financial innovation has its
pitfalls but it is the way ahead. How India
Inc copes with it will show us the next
evolution.
MilindMohan Patil
Alumnus,VESIMSR
Evolution of India Inc

21. 19SAMANVAY 2013
Jyoti Kapoor, a housewife in her 30s has already started
counting the minutes. The clock says 9;58 pm and she is eager
to watch WELCOME a new show on Life OK channel where
each week the participant will welcome GUESTS and play a
HOST. What is this new frenzy which has caught the great
IndianTVviewer?–Realityshows !
What makes viewers watch Reality shows! Is it because
the audience thinks that these shows don't have a story line with
predictive sequences and monotonously boring script ? Or does
it have characters (or say actors) in it who are subjected to real-
time situations and happenings in the show? Do People love to
watch the characters on the show, arguing, back biting and
setting up cunning ploys to remain on the show as long as
possible? Is it entertainment only or do they feel better in their
daily life when watching the turmoil in
relationships or do viewers fantasize about
becoming stars when watching ordinary
people attain celebrity status on shows like
Big Boss or their involvement in deciding
thefateofparticipants.
Reality shows have also been a great
platform for grand come-backs of
forgotten actresses who are seen judging
reality shows that are not even near to their
forte. Karishma Kapoor judging a talent
hunt was one such instance. Madhuri
Dixit, Sonali Bendre, Raveena Tandon,
Archana Puran Singh and many more, all
fall in the same league, for whom reality
shows workedasacome-backplatform.
(http://targetstudy.com)
It was in United States during 1948 thatAlan Funt came up with
an idea of first Reality show in form of TV series called 'Candid
Camera'. He had initially launched a Radio Show as 'Candid
Microphone'. It was his next venture that materialized into the
HistoryofRealityTV
'First Reality Show' which appeared on television channel on
August 10, 1948. The show featured ordinary people
encountering unusual situations who were being secretly taped
with concealed cameras. Later in the 50's Talent search shows
were launched and the concept of audience voting was
introduced .Game shows like 'Beat the Clock', 'Truth or
consequences' were launched putting contestants in tricky
situations.
We conducted a survey of 100 respondents from Mumbai
and Thane District in the age group of 20 to 36 yrs. asking them
about their preferences of reality shows, what do they feel about
itscontent,itsimpactandthebusiness itgenerates.
Ourbigquestion -AreRealityShows Scripted?
According to our survey about 23% of people feel that all the
reality shows are scripted , 48% of people
feelthatmanyrealityshows arescripted.
According to Jinisha - Digital
Producer at Endemol, producer of Reality
shows like BigBoss, Sach ka Saamna,
KBC, India's most desirable, Big Pitch -
all this is rubbish. She says “In Big Boss,
just because people show their anger on
TV, it does not mean it is scripted.” But
when we tell her about our survey and
people's perception, she immediately
forwards an interview of Rakhi Sawant on
Zoom TV where Rakhi says that BigBoss
isnotscripted!
“In shows like Sach Ka Saamna, every
participant is informed well in advance that their deep secret
will be out. During the process of making, a polygraph test is
conducted.AnAuditor sent by the channel is sent to ensure that
we as a production house have not doctored anything.” defends
Jinisha.
But Pooja Punjabi, a media professional and voice over
Reality Shows : The Truth be Told
“People who are making
such shows have to think
10 steps ahead. Obviously,
just to increase the TRP,
Sunny Leone was brought
in.” says Jinisha, digital
producer at Endemol
COVER STORY

22. 20
artist who participated in UTV's Cash Cab has a different story
to tell. UTV's Cash Cab is a show where passengers in a
specially outfitted taxi are surprised and offered the chance to
win money by correctly answering a series of general
knowledge or trivia questions on the way to their destination, by
a very interesting Haryanvi-accented driver played by Munish
Makhija. “I was paired with a stranger and we were shown as a
couple, on mutual consent of course. We were shown that with
every correct answer in the taxi the cash is Given to us on the
spot, in the game played by the driver, to live up to the title of the
show 'Cash Cab'. But later after the shooting was over, they took
away the cash we won.And the price money was given to us by
the producers after 3 months credit, in the form of cheque minus
the TDS. This 'competitive nature' of reality show was scripted
to a certain degree, and few facts were tweaked to add some
glamour, where contestants are among plain audiences and not
celebrities or known faces. This makes it quite apparent that
where the stakes are higher, like involving someone with
celebrity status, the producers remote control it to get the
desiredoutcome,”says Pooja.
Prof. Umesh Chauhan, who teaches sociology and
Understanding Cinema agrees with Pooja. He says My opinion
40
30
20
10
0
Yes No NeverSometimes
Prefer watching reality shows
PercentPercent
40
30
20
10
0
Dance Singing Talk Any otherCelebrity
Reality shows types
30
20
10
0 One Two Three Four Five Six Seven Eight Nine
Boldness
Boldness
Percent
50
40
30
20
10
0
1 2 More than 33
Reality shows in a week
Percent
Reality shows in a week
From the graph , it is observed that , the public prefers to watch the
reality shows , be it regularly or sometimes . But the percentage of
people who never like to watch reality shows is almost negligible.
It is seen from the graph that , mostly people like to watch talent
reality shows like dance and singing competition shows. Combined ,
they form almost 60% of all the reality shows.
Reality shows types
From the graph , we can see that majorly people have remained
neutral as far as the bold content on the show is concerned. But still
we can see from a broader angle , it can be inferred that people
would go for a bold content on the shows.
From the graph , it can be inferred that , roughly more than 40% of
the people would prefer to watch 3 reality television shows in a
weeks time. From this analysis , we can understand the affinity of
the general public towards the reality shows
COVER STORY