This case study profiles Ajay Chopra, an innovative entrepreneur in the media industry. [1] Chopra draws on a variety of experiences, including working in over 50 different businesses, to inform his innovative approach. [2] He emphasizes the importance of understanding ground realities and making connections between diverse experiences. [3] Chopra's ability to find opportunities to add value, such as constructing an open-air theater to support a cultural event, demonstrates his innovative mindset.

1. 2012
The eye of the innovator
1 Author with Mr. Ajay Chopra
Jain.tk@gmail.com
Trilok Kumar Jain
7/4/2012

2. THE EYE OF THE INNOVATOR – A CASE
STUDY ON AJAY CHOPRA
Abstract :
In this case, the writer writes about an entrepreneur, who is well known for his
ability to innovate. He is working in media industry (Director of Crayon
Advertising) and therefore, he has to remain innovative always. He has varied
experiences. The writer has tried to present the experiences of the writer in this
case study for the benefit of the readers. The readers can relate the various
theories on innovators to this case and try to identify significant incidents and
important variables of an innovator.
Introduction …
Innovators are often successful in whatever they pursue. Innovators are
successful as entrepreneurs. In fact, entrepreneurship thrives on innovators.
Innovation is a process, which is a matter of study. We all can become innovators.
There are training programmes on innovations. Prof. Anil Gupta (founder of
National Innovation Network, Sristi, Honey Bee Network and Faculty Member at
IIM Ahmedabad) says that innovators are those who work with their hands.
Innovators are those who have experience of the field. Innovators bring their
understanding of reality to transform products, ideas and services. If innovators
become entrepreneurs, they can introduce new services. There are many theories
on the process of innovation. I advise the readers to read those theories also to
understand the process of innovation.
On entrepreneurship …
We all understand that entrepreneurship is essential. But how do we ensure that
we are able to develop entrepreneurs. In my efforts, I have tried to have live
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3. discussions with entrepreneurs. I have searched for entrepreneurs, and have tried
to arrange a live discussion with them with fruitful discussions.
Entrepreneurship is a part of a life style for many persons. There are some people
who are entrepreneur in their life by their habits. They create and recreate every
opportunity and constantly on a lookout for newer opportunities. Innovation and
creativity are day to day activities for these persons. They try to shape the life
around those moments, where they can visualize opportunities for value addition.
Entrepreneurship is a process which has at its roots some of the basic
characteristics that a person can develop like risk taking, innovating, developing
people and nurturing teams. Entrepreneurs create dream and spread those
dreams to others. They are able to sell their dreams and motivate others to work
for those dreams. They are able to project a meaning for life through some
creative ventures.
I am always on a lookout for meeting with entrepreneurs and when I get an
opportunity to talk with an entrepreneur, there is definitely some element of
learning for me.
One such person I met recently is Mr. Ajay Chopra. When I asked him to visit my
institute, he inquired twice about timings – he made sure about exact place
where he has to reach, the time that he would take to reach the place. He wanted
to ensure that he doesn’t waste any persons time and due to his delay no person
should suffer. He also ensured that he would reach back to his office in time. He
calculated at the level of the smallest unit of time .
Interaction with Mr. Chopra …
Mr. Chopra wanted to speak in free flowing style and he did it with perfection. He
would share varied moments of his life intermittently and would be open to share
those incidents of life, which would reveal his entrepreneurial instincts that he
has developed.
He is a symbol of creativity and innovations, he creates and recreates every day.
He is in media industry, where innovation is essential for success. Innovation with
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4. a purpose – the ultimate purpose of enabling a company or an unit to sell its
ideas, products and services. Mr. Ajay Chopra looks from the perspectives of both
the end customer and the company. He identifies ideas that can give mileage to
the company and enable the company to reach the hearts of the target
audieance.
How does he see ? how does he visualize ? how does he differentiates? How does
he take a decision? There are many factors that have made the Ajay Chopra of
today. He hails from a rural and small city background. He had the habits of
watching movies – as many as possible. He would bunk his hostel to go for a
movie. He loved watching movies and these helped him a lot. He travelled
extensively. He talked with people from varied backgrounds. He did varied
businesses. He has varied experiences. All these experiences have accumulated to
provide him the diversity of thoughts that give him an innovative edge.
When asked “how do you create the winning message – do you get it or you
create it”? he replies – “we get a bundle of papers, and expectations. We look at
the common person for whom the message is to be prepared and then we use
simple language to communicate. We succeed because we have understanding of
the masses. “
He was very skeptical of MBAs. Just because MBAs don’t have exposure of the
masses and they are not willing to work at the grass root level, they fail to deliver.
He recalls one incident – one MBA came for a job in his company – when asked
informally, he said that he was prepared to do everything – Mr. Chopra just
picked up the person. He was just looking for persons who were prepared to do
everything - the willingness to do the extra bit, the willingness to do what is the
demand of the situation.
Mr. Chopra repeatedly emphasized upon a few essential things, which I would like
to present here : -
1. Road experience – you must have experience of ground realities.
2. Connecting diversity – you should be able to connect the varied
experiences and exposures to the decision that you are taking.
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5. 3. Optimism – you should be able to see positives and see how you can add
value to it.
Looking for Opportunity for Value Addition : -
Recently we were organizing Kabir Yatra. We approached Mr. Chopra for
sponsorship. Mr. Chopra not only supported but constructed one beautiful open
theatre for the programme. The theatre is now open for organizing cultural and
folk programmes. Mr. Chopra has uncanny ability to look for opportunity for value
addition and to do something different.
Background of Mr. Ajay Chopra
Son of well known philosopher, philanthropist and religious person Mr. Dharam
Chand Chopra, Mr. Ajay Chopra did his schooling from St. Xaviers, Jaipur, B. Com
in Economics and Financial Management, & Post Graduate M. Com in Economics
from Rajasthan University. His past work experiences include industries like Tea,
Transportation, Marble, Jute, Shipping, Cold Storage, Oil Mill and Cotton Ginning
& Pressing. He happily says that he has done over 50 different businesses. He is
also associated with many organizations like on the advisory board of AIESEC and
Secretary Rajasthan Rifle Association. He has organized more than 250 cultural,
social, commercial & corporate events. Varied experiences and varied activities
have given him wider persepective to look at things. All these experiences have
developed an analytical mind, which makes him the innovator. He has been
Editor "Anuvrat" (Hindi Fortnightly Magazine). Ajay is trustee, Secretary of
renowned organizations including secretary of Dharam Sajjan Trust, Chairman of
The Rajasthan Urban Co-op. Bank & Executive Member of WWF and many
more.When he took over Rajasthan Urban Cooperative Bank, his focus was on
modernizing the bank and its image in the market and he tried to use technology
(including computerization) for modernization of the bank. He is also the
Director of Crayons Advertising, Mega Corporation, and Director of Shree Seco.
About the writer :
Dr. Trilok Kumar Jain is presently working as Dean in ISBM in Gyan Vihar
University Jaipur. He can be contacted at 9414430763 or jain.tk@gmail.com. His
passion is to promote spiritual entrepreneurship and social entrepreneurship.
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