3. Book Summary
• 6 years of research by Erehwon Innovation Consulting & Marico
Innovation Foundation. Written by Porus Munshi, innovation
consultant
• Met 180 people across 40 industries and sectors to identify ‘orbit
shifting’ innovators
• Personal Leadership is at the centre of igniting the process, but
eventually they show a way of scaling up by innovations by way of
methodical institutionalization of path-breaking ideas.
• Intrinsic Empowerment fuel ‘Orbit shifting’ efforts
• Stories were chosen based on pattern that each of the innovators
had shifted his industry orbit in some way
• The canvas is broad ranging from corporate, NGOs to bureaucracy
• Message to Indians – “ Take Charge” & “We can do it” in our own
way.
4. Opportunity:
What did he do?
Orbit shifting idea:
Barriers:
Hero:
Result:
Legacy:
Format of each story
5. Hero: Dr.Govindappa Venkataswamy ( Dr.V)
Legacy:
Limited capability of eye surgeons to conduct surgeries
Non affordable surgeries for the under privileged
Opportunity:
To eliminate blindness through free surgeries
6. What did he do?
At the age of 56 post retirement as a professor, he dreamt of
“Eliminating unnecessary blindness in India”
1.
Started with a 11 bed home hospital selling jewellery2.
Hospital staff was recruited from local villages 10th pass and trained
for 2 years
3.
7. An average ophthalmologist operates on 250 to 400 patients. Whereas
Aravind Ophthalmologist using the McDonald inspired assembly line
technique enhanced the productivity of each surgeon 10 times. Each
one operates on 2000 patients per year.
5.
Currently 286000 surgeries a year and will touch 1 million by 20156.
What did he do?
Adopted the assembly line operations of Mc Donald model to conduct
surgeries. 2 surgeons conduct 4 surgeries in 1 operations theatre, back
to back from 7 AM to 1 PM. completing 30 surgeries per day.
4.
8. Result:
Only 30% of their patients pay for treatment and rest go free of charge and
yet the hospital makes 35% operating profit.
Barriers:
Funding for their first hospital. At the age of 56, nobody was ready to
lend capital to Dr. V
9. Orbit shifting idea:
Building productivity through McDonald assembly line
The Biz model adopted was that of STD –Booth and Xerox,
where more the numbers, more the profit, continuing to serve
the community
10. Hero: Ranga
Legacy:
Giant MNC players in the market demanding huge market share. Hardly any
startup wanting to fight the war
Opportunity:
Large part of geographical area, i.e. villages and lower economic state of
India not touched by MNC.
11. What did he do?
Launched shampoo Chik sachet for Rs. 11.
Introduced Unique exchange offer to build recall and repeat value. ( 4
shampoo sachet for Rs. 1 chik ) later it was (4 Chik sachet to 1 Chik sachet
). Sales went up and became the 2nd largest sold shampoo in TN
2.
Targeted the untapped rural market through 50 paise pouch3.
Targetted the untapped urban market through state-wise natural
products based shampoos such as Ritha, Shikakai and Hibiscus.
Emerged as No.1 shampoo in the south
4.
12. Diversified in to machine packed pickle pouches. ‘Chinni’ emerged as
the largest sachet pickle in India.
5.
Diversified in to milk & saffron based premium fairness cream. Today
8% of India marketshare .
6.
As against establised distributor, choose to experiment with new
distributors.
7.
What did he do?
13. Result:
•With an investment of Rs. 15,000 it is today at 700 crores in revenue
•No1 hair wash company in south followed by P& G and Hindustan Unilever
•No. 1 pickle sachet company in India
Barriers:
Funding of Rs. 15,000
15. Hero: Agarwal family
Legacy:
Newspaper industry being dominated by a few well established players and
entry barrier for new players
Opportunity:
Design and develop a newspaper based on customer needs
16. What did they do?
Started with a dream “ To reach the heaven”1.
Intense research strategy . Instead of sampling, chose to reach out to
the end customer to learn their requirements. Research Team was
huge --- students, graduates and first time job seekers trained in
engaging with the customers .
2.
2 questions asked were “ What is missing in your current newspaper ?”
& “What do you want your newspaper to do to you ?”. The newspaper
was evolving with customer needs.
3.
17. Localisation of newspapers. E.g. Hinglish newspaper in Candigarh
Freebies, better design…etc
5.
What did they do?
Built Customer Commitment : Designed an ‘advance subscription’
with a ‘guarantee bond’ for lower price against the stand price and
more important refund of money incase customers were unhappy
with the product.
4.
18. Result:
No. 1 from day 1 in every city of launch – Jaipur, Chandigarh, Haryana,
Ahmedabad
Largest read newspaper in the country.
Top 25 dailies of the world.
Expanded the newspaper marketsize in some locations like Chandigarh
Establised multiple titles in 3 langauges across 9 states of India – Dainik
Bhaskar, Divya Bhaskar, Saurashtra Samachar, Prabhat Kiran, Business
Bhaskar, DB Star and DNA
Barriers:
Well established players in every state & breaking the establised brand loyalty
19. Orbit shifting idea:
Intense Research model & high level of
engagement with end customer. Customisation
and localisation based on customer
requirements
21. What did he do?
Select policemen to operate out of home to strengthen intelligence1.
Allowed the police to go beyond the bounds of their conventional roles
e.g. Bulling by Tankers
2.
He flashed his mobile number to every citizen in the city to get direct
unadulterated info from city
3.
He showed by prompt action that 2 things will not be tolerated
- Corruption within police force
- Pressure from political party
4.
22. Barriers:
Result:
•Crime detection rate increased from 78 to 86 % in a year and up to 95%
in 5 years
•Crime rate dropped by 40% in 2 years
•Community, NGO, Police, Politicians and bureaucrats started working in
harmony.
Lack of community confidence in police, Corrupt police and political pressures
23. Orbit shifting idea:
Making police part of the community, empowering
them to take decisions and direct connection with
community
