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20-21 NOVEMBER



Management Development Institute, Gurgaon


Delphique 2010




                                       INDIA INC.
                              THE PATH TO TREAD
                              IN THE NEW DECADE
DELPHIQUE 2010




Contents
Management Development Institute, Gurgaon ............................................................................................... 3

Delphique ....................................................................................................................................................... 4

Note from the Secretary .................................................................................................................................. 5

Acknowledgements ......................................................................................................................................... 6

Our Sponsors .................................................................................................................................................. 7

Our Knowledge partners ................................................................................................................................. 8

Inauguration ................................................................................................................................................... 9

Research Panels ............................................................................................................................................ 10

Communications panel .................................................................................................................................. 10

Entrepreneurship Panel................................................................................................................................. 15

Finance Panel ................................................................................................................................................ 18

Human Resources Panel ................................................................................................................................ 22

IT Panel ......................................................................................................................................................... 26

Marketing panel ............................................................................................................................................ 30

Operations Panel........................................................................................................................................... 33

Strategy Panel ............................................................................................................................................... 36

Social Responsibility Panel............................................................................................................................. 40

Valedictory.................................................................................................................................................... 44

Media Coverage ............................................................................................................................................ 45

Feedback from Panelists................................................................................................................................ 50

Photo Gallery ................................................................................................................................................ 52

Team Delphique ............................................................................................................................................ 53

Contact Us .................................................................................................................................................... 54




2 | INDIA INC – THE PATH TO TREAD IN THE COMING DECADE
DELPHIQUE 2010

    Management Development Institute, Gurgaon




Management Development Institute (MDI), Gurgaon, a top business school in India, is a flourishing cauldron of
excellence in management education, high quality research, executive development, and value added
consultancy. Having established its footprint worldwide, MDI‟s vision is to become one of the top business
schools in the world.


MDI‟s vision brings a global perspective to all its activities. Driven by this vision, MDI has constantly
endeavored to grow and consolidate its global network. Our aim is to incorporate the world‟s best academic
practices into all our programmes, namely our management and executive programmes, as also our training
programs for the Top Management of the corporate world.

MDI has consistently focused on designing practice oriented learning and a contemporary industry-focused
curriculum, driven by our strong corporate interface. This unique blend of MDI‟s global perspective and strong
industry linkage contribute to bringing best practices to corporate, through training programs as well as action-
centric research and consulting

.




    3 | INDIA INC – THE PATH TO TREAD IN THE COMING DECADE
DELPHIQUE 2010

Delphique




As MDI‟s flagship event, Delphique conducts quality research and industry review, and is attended by distinguished
guests from industry and academia. As a student-driven initiative, Delphique offers a unique platform for
comprehensive corporate interaction and access to research on contemporary business issues through engaging panel
discussions, merging theory and practice in a way very few forums do. The theme for this year, “India Inc: The path to
tread in the new decade”, is highly relevant to the strategic perspectives of Indian businesses.

With topics ranging from the growing importance of Tier II/III cities and Digital and Social Media to Human Capital
Management and challenges and opportunities in financial markets, the presentations of student research and the
subsequent discussions by industry practitioners defined our points of view. The discussion panels included various
business functions such as Marketing, Finance, Strategy, Communications, Human Resources, Information
Management, Operations, and Entrepreneurship and socially relevant issues such as Food Security.

With MDI‟s strong commitment to sustainability and social responsibility, not only were there dedicated panel
discussions on social entrepreneurship and food security to sensitize students to this increasingly relevant way of
thinking and of doing business, but we also endeavored to walk the talk by making this event a green and sustainable
one in every measure, small and large.




4 | INDIA INC – THE PATH TO TREAD IN THE COMING DECADE
DELPHIQUE 2010

Note from the Secretary
When I started my journey as the Secretary, Delphique
2010, I knew that the opportunities that existed were
immense, but the challenges that lay in the path weren't few
either. Having cult companies in each field of management
as the Knowledge Partners of various panels, and having 50
top corporates in the MDI campus over two days was a
humongous task. We, as a team not only had to emulate the
success of Delphique'09, but we also had to transcend
Delphique to new horizons.

Carrying forward the legacy of Delphique, the theme
decided upon for Delphique 2010 was “India Inc: The path to tread in the new decade”. After having surprised
the world by leading the path to recovery, India stands at a transition point where the coming decade promises
economic and social leadership. This was what we wanted to have as the major backdrop of Delphique'10.

As Albert Szent rightly said, “Research is to see what everybody else has seen and to think what nobody else
has thought”. With topics ranging from the growing importance of Tier II/III cities to challenges and
opportunities in financial markets, the presentations of student research and the subsequent discussions by
industry practitioners defined the research carried out in various panels.

With MDI's strong commitment to sustainability and social responsibility, not only did we have dedicated panel
discussions on social entrepreneurship and food security, but we also endeavored to walk the talk by making this
event a green and sustainable one in every measure, small and large.

When I look back at Delphique, I remember the words said by Dr.Gopal Pingali of IBM. He said, "Delphique is
one of the best events that I have ever attended, and the way I have been looked after at MDI, I will never forget
that." These encouraging words, coming from a very senior professional on the first day of the event filled me
with such enthusiasm and optimism that I said to myself - nothing would go wrong from here. And by God‟s
grace, nothing did.

There are a few people without whom the event wouldn‟t have been what it turned out to be in the end. The
unflinching support extended by Director Sir, Prof V.K.Gupta and Dean Sir, Prof. B.A. Metri went a long way
in ensuring the success of the event. If there's someone who has been instrumental in ensuring that each and
every detail, however miniscule ,was planned before hand, that person is Prof.Neelu Bhullar, Area Chairperson,
Students Affairs. She has been the unrelenting force behind the Delphique team throughout.

Last but by no means the least, is Team Delphique. As the secretary of Delphique'10, the voyage of more than 5
months had been full of ebullience. And it has been because I had a team with me which was as passionate as I
was. The efforts put in by the entire team just cannot be described in words. The credit of success is often
attributed to the leader. But I strongly believe that the leader is as good as his team and it is the team which
inculcates the strength and confidence in the leader to carry out the challenge.

This, truly, has been a journey of a lifetime!

Harmanjeet Singh Baweja
Secretary, Delphique‟10
MDI, Gurgaon



      5 | INDIA INC – THE PATH TO TREAD IN THE COMING DECADE
DELPHIQUE 2010

Acknowledgements

Success is never achieved alone. It is achieved only through the combination of team efforts and support and
motivation of the people around them. For the success of Delphique 2010 , we would like to take this
opportunity to thank each and every person who has contributed in making this event the success it was.

We deeply appreciate the constant support given by the Director Sir, and thank him for encouraging us to go
ahead with all our endeavors

Any talk of encouragement is incomplete if we don‟t thank the Dean, Professor B.A. Metri. We can‟t thank him
enough, for the interest he has shown in the event, and for being always ready to take time out for us.

                                               The guidance and wisdom of a lot more experienced person is
                                               invaluable while handling an event of such a huge magnitude.
                                               We thank Neelu Bhullar Madam for the concern and
                                               involvement she has shown towards the event. It‟s not untrue
                                               to say we would have had a tough time organizing this entire
                                               event without her knack for spotting loopholes and her
                                               meticulous planning.




       We would also like to thank all the faculty mentors who were always there for the students, constantly
      guiding and supporting them during their research.

      Professor Ashok Kapoor                                  Professor Radha Sharma

      Professor G.K. Agarwal                                 Professor Rohit Prasad

      Professor Gita Bajaj                                    Professor S Chaterjee

      Professor Kanwal Kapil                                 Professor Sandeep Goel



We would also like to thank the panelists for having agreed to come over and share their insights regarding the
functioning of corporate entities, and the sponsors for showing their complete trust in the institute. All these in
conjunction with the effort of the students helped in the making the event a grand success.




      6 | INDIA INC – THE PATH TO TREAD IN THE COMING DECADE
DELPHIQUE 2010

Our Sponsors

Title Sponsor




Associate Sponsors




Online Media Partner                                     Web Partner




7 | INDIA INC – THE PATH TO TREAD IN THE COMING DECADE
DELPHIQUE 2010

Our Knowledge partners

Communications Panel: Perfect Relations                  Entrepreneurship: NEN




Finance: ICRA                                            HR: Hewitt Associates




IT: Dell                                                 Marketing: Madura Fashion & Lifestyle




Operations: Keane                                Strategy: PricewaterhouseCooper Ltd.




Social Responsibility panel: Youth for Safe Food




8 | INDIA INC – THE PATH TO TREAD IN THE COMING DECADE
DELPHIQUE 2010

     Inauguration
                                                           spoke to the students regarding his exciting journey,
                                                           switching across three careers, from journalism and
                                                           technology, and finally into working with NGOs. He
                                                           inspired the students to explore various opportunities
                                                           over the 2 years and understand their passion and pursue
                                                           their career in an area where their heart really lies. He
                                                           spoke about the need for the younger generation to get
                                                           involved in solving significant national problems and
                                                           deliver impact across the country. Mr. Anil Sethi,
                                                           director and VP, SMB cloud sales services at Tata
                                                           Consultancy Services, shared with the audience his
                                                           experiences in the corporate world. He spoke in detail
                                                           regarding the effects of globalization on the ways of the
                                                           business world, and other emerging trends that could
                                                           impact the world in a big way in the years to come. He
The 14th annual National Management Convention of          also spoke about customer satisfaction and the constant
Management       Development     Institute,  Gurgaon,      need for companies to revise their strategies to adapt to
Delphique 2010 was auspiciously inaugurated on the         the ever-changing consumer dynamics.
November 20, 2010. The occasion was graced by the
esteemed presence of the Chief Guest, Mr. Anil Sethi,
Vice President, TCS, the Guest of Honor, Mr. Vivek
Sharma, Program Director, Gandhi Fellowship Program,
Kiavalya Education Foundation, Prof. Vinod K Gupta,
Director, MDI, Prof. B.A. Metri, Dean, MDI and Prof
Neelu Bhullar, Student Affairs Chairperson, MDI.

Mr. Anil Sethi is director and VP, SMB cloud sales
services at Tata Consultancy Services, prior to which he
has also been with Microsoft as the group director-OEM
and also as VP, ASEAN/SA at IBM, Singapore.

Mr. Vivek Sharma, Program Director at Gandhi               Prof. B. A. Metri, dean, MDI spoke about the growth of
Fellowship Program, Kiavalya Education Foundation,         Delphique over the 13 years, and the way it has
                                                           gradually evolved into its currently effective form, and
                                                           its currently unique form in which the students are
                                                           exposed to the various fields of management
                                                           specialization. He also spoke regarding the immense
                                                           learning that the students get by interacting with the
                                                           corporates through this event.

                                                           Prof Vinod K Gupta urged the students to be involved in
                                                           events like Delphique to ensure their overall
                                                           development and not to restrict them to academics alone.
                                                           He asked the necessity for the students to develop a
                                                           sense    of     corporate       social     responsibility.




9 | INDIA INC – THE PATH TO TREAD IN THE COMING DECADE
Research Panels

Communications panel


Knowledge Partner




Discussion Topic: Social Media             Campaigns   –    The panelists‟ experiences and points of view on these
Uncovering design intricacies                               topics built the students‟ understanding of the subject
                                                            through a blend of theory and practice.
Social Media is scaling new heights in India. Many
companies are focusing on the use of Social media for       The emerging issues and paradigms of Social Media,
tangible and intangible benefits. The core objectives for   which need implementation know-how to churn into an
a company to employ social media campaigns may              empirical base of knowledge, include the behavioral
include increasing awareness, generating leads,             drivers of social media participation, the key factors of
increasing sales / market share, managing crises and        social media campaigns that use these drivers to ensure
image, changing consumer perceptions and influencing        success and the extent to which culture, region and
consumer behaviour.                                         gender determine behavior and success factors.

These trends give rise to issues concerning the Why,        There is a whole gamut of issues, challenges and
What, Where, When, Who and How of Social Media,             opportunities, facts and fiction in Social Media even
that need addressing.                                       beyond what the students studied, that are key to the
                                                            effectiveness of Social media campaigns and that the
As a part of their research, the students tried to answer   students gained a better understanding of, through the
some of these questions, including the behavioral           opinions            of           the          panelists.
drivers of social media participation and the ingredients
of successful social media campaigns, relevant to the
Indian culture and context.

Faculty mentor                                              for Negotiating the Education Sector under the WTO
                                                            regime. She is also on the Board of Studies, All India
                        Prof. Gita Bajaj                    Management Association – Centre for Management
                                                            Education.
                       Prof. Gita Bajaj is Associate
                       Professor and Chairperson,           Prof. Bajaj has been training managers of various
                       Corporate Communications at          organizations including Cairn Energy, Eli Lilly, Hero
                       MDI Gurgaon.       She has           Honda, ABB, Roche Pharma, Nestle‟ India, IBM
                       completed GCPCL at Harvard           Daksh, Coca Cola, Birlasoft and HP.
Business School and is an HBS Affiliate. She is a
                                                            She teaches Managerial Communications, Negotiation
prolific writer and along with a colleague, she was
                                                            Skills and Case Writing at MDI Gurgaon. She has also
bestowed the Gold Medal for writing the Best Case in        taught at IIM Calcutta and to executive participants of
India in the ISB IVEY Case Writing Competition, 2010.
                                                            University of Maryland. Her research interest area is
She was a member of the Ministry of HRD‟s Committee
DELPHIQUE 2010

Crisis Communications and impact of new media on           Mr. Chiragh Cherian
Communication. She has to her credit more than 200
articles published in national news papers and many                            Mr. Chiragh Cherian is a young
published teaching cases.                                                      and energetic individual who has
                                                                               best used his learnings from
Prior to joining MDI, Prof. Bajaj worked in the industry                       various spheres where it‟s needed
for almost 12 years. Some of the organizations that she                        most today, the Internet. He has
was associated with include The Hindustan Times, The                           also had the privilege to work in
Pioneer, and NIEPA. Her assignment with the                                    various industries and currently
Hindustan Times was as the Editor of HT Horizons and       heads the Digital PR practice at India's largest public
HT Careers.                                                relations       firm,        Perfect         Relations.

Panelists
                                                           Prior to his tenure with perfect relations, Mr. Cherian
                   Mr. Aman Gupta                          has had an extensive experience in marketing at
                                                           Europe‟s largest Asian TV network, Zee network.
                     Mr. Aman Gupta is the Chief
                                                           During his career with Zee, his quick ability to absorb
                     Executive Officer of Imprimis Life
                                                           and implement gave him opportunities to explore other
                     PR, one of the leading PR and
                                                           career options such as events and PR. He was a key
                     communications firms in India. It
                                                           person to organize, market and PR large scale annual
                     offers services ranging from media
                                                           events such as the Zee carnival and the Zee cine awards
relations, crisis and reputation management, training,
                                                           across Europe. His contribution assisted in the channel‟s
market research, public affairs and communications.
                                                           continued growth and in maintaining the channel‟s
He has more than ten years of experience in strategic      leadership position.
communications and media across a wide spectrum of
industries. His professional experience includes
                                                           Apart from this, in his initial days Mr. Cherian has also
communications around product positioning and market
                                                           had experience in Sales and Advertising. His innate
development as well as national media campaigns and
                                                           ability to meaningfully combine and apply his learnings
media training. He has developed and implemented a
                                                           from various cultures and professions to a measurable
continent-wide media and market program for more
                                                           outcome in this new and upcoming field of digital PR is
than 50 clients including names like – IIFT, GEMS
                                                           well recognized not only by his colleagues but all the
Educations, Edexcel Learning, ISB, ICFP, Educomp etc.
                                                           various industries he has served in his short period with
Mr. Gupta holds a postgraduate degree in business          Perfect Relations.
management, with a focus on marketing and brand
                                                           Mr. Deepak Mukarji
building, from the International Management Institute in
New Delhi. He is a frequent contributor to leading                                  Mr. Deepak Mukarji, Country
national and international journals. He was awarded a                               Head of Corporate Affairs for
fellowship by TED, the leading conglomeration of the                                the Shell Group of Companies
top 500 people from technology, entertainment and                                   in India, is a seasoned
design. He is also the founding associate member of                                 professional with over 26 years
Baird‟s CMC, the global conglomerate of senior                                      of experience in creating the
communications and public policy advisors networked                                 space for business to grow in
across the world.                                                                   India.

                                                           As a communications and management leader with
                                                           various multinational organizations, he has nurtured the
                                                           license to operate by driving strategic positioning of


11 | INDIA INC – THE PATH TO TREAD IN THE COMING DECADE
DELPHIQUE 2010

issues across industry profiles. He has strong credentials   non-profits and startups formally or informally, both on
in corporate image and expectation management with           the product and the strategy side.
key stakeholders and decision influencers including the
government, civic society, institutional vested interests    His blog, Gauravonomics.com, has been voted as the
and media.                                                   Best Business Blog in India by Indibloggies, and is
                                                             among the top 150 advertising and marketing blogs
The industries Mr. Mukarji has worked in include             worldwide, as per AdAge Power 150.
engineering, publishing, chemicals, the United Nations,
telecommunications, insurance and energy. The brands         Mr. Mishra has written several book chapters, including
he has worked with include JWT, DuPont, the United           for the acclaimed book, “The Age of Conversation”, and
Nations, Bell Labs (Lucent Technologies), MetLife and        is now working on his first novel.
Shell.                                                       Ms. Meena Vaidyanathan
An erstwhile theater personality with over 350 stage                                 Ms. Meena Vaidyanathan is a
performances, 2 television serials & 1 television film, he                           consultant      on      business
is also a published business writer in various
                                                                                     development and strategy,
newspapers and has written an article on PR for                                      focusing primarily on social
Encyclopaedia Britannica. He has lectured at various                                 enterprises. She has contributed
management schools and has attended business                                         in creating significant brand
leadership programs at IMD in Switzerland and Henley                                 impact      through      focused
Management College in UK. He has authored a book of                                  customer programmes, online
short stories and is working on a novel while living in                              marketing, media visibility, and
Gurgaon with his wife and son.                               innovative marketing strategies over the past 17 years.
Mr. Gaurav Mishra                                            She is presently working with Dialogue Social
                     Mr. Gaurav Mishra helps global          Enterprise as a Director for Development creating a
                     brands benefit from Social              global programme to build awareness on the importance
                     Squared, the intersection of social,    of trust, empathy and respecting human diversity while
                     as in connecting people, and social,    empowering people with disabilities. She has worked in
                     as in benefiting the society, as        Monsanto, Honeywell and HCL Technologies in the
                     Director of Digital and Social          past, before she turned a full-time social entrepreneur.
                     Media at MS&L Group Asia.               Ms. Vaidyanathan has worked closely with business
He has studied at IIM Bangalore, held senior marketing       schools like Harvard and INSEAD on several case
roles at the Tata Group, taught social media at              studies and played a key role in the conceptualization,
Georgetown University as the 2008-09 Yahoo! Fellow,          production and marketing of the book Employee First
launched crowd-sourced election monitoring platform          Customer Second published by Harvard Business
Vote Report India and co-founded social media agency         School Publishing.
2020 Social.                                                 She is also a partner in Niiti Consulting, a consulting
Mr. Mishra is frequently invited to guest lecture at         company seeking to be a change agent for society, by
business schools, speak at conferences and lead              supporting organizations that aim to create a strong
workshops. He is also frequently invited by Indian and       social impact by providing local sustainable solutions
international media, including the Wall Street Journal,      around business strategy, marketing and execution
Forbes, Business Week, CNN, BBC and CBS to                   support.
participate in panel discussions, write articles, comment    Ms. Vaidyanathan is a Biotechnologist by training and
on stories and contribute op-eds. He advises several
                                                             holds a Post Graduate Diploma in Business
                                                             Management with a specialization in Marketing. She

12 | INDIA INC – THE PATH TO TREAD IN THE COMING DECADE
DELPHIQUE 2010

teaches occasionally in business schools on effective          4.    Innovation
business communication, brand management and crisis            5.    Integrating offline marketing
communication. She is a voracious reader, enthusiastic         6.    Building relationships with followers
traveller, singer and an occasional blogger.                   7.    Using blogs and following other people‟s blogs
                                                               8.    Branding social media presence with company's
Student Research Outcome                                             logo and other promotional information
                                                               9.    Humor
  1. Segmenting can be done on the basis of gender.
                                                               10.   Launching a micro campaign before going for
     Using social influence and flow experience
                                                                     costly campaign
     related communication we can tap the male
                                                               11.   Being consistent with update schedules
     community because these two constructs are not
                                                               12.   Using freebies like e-books, free products and
     visible for females in their social media
                                                                     white papers
     behaviour.
                                                               13.   Not Selling
  2. A social media website or campaign should be
                                                               14.   Sharing company events
     perceived as enjoyable as well as useful.
                                                               15.   Having a limited presence
     Although there is subjectivity in the definition of
     what is enjoyable, one factor which can predict         Panel Discussion
     usefulness is how easy it is to use it.
  3. Do not restrict the user‟s ability to navigate within   Mr. Gaurav Mishra spoke about the Pepsi Refresh campaign
     a social networking website or campaign; rather         and that a lot of fresh perspective is required with each
     play the role of a facilitator. Eg. Photo tagging or    campaign. He also spoke about the growth of Social media
     designing/customizing your dream car in an              from a niche medium to a mass medium. He spoke of the
     automobile company‟s page.                              importance of traditional media, the social media and the
  4. In general we find that majority of the people          paradigm shift in the usage of these media, a value
     have a low network size. A social media                 proposition shift.
     campaign focused on enjoyment would be best
     served by going in for a mass broadcast. However        Mr. Deepak Mukarji spoke about the relevance of Social
     a social media campaign which delivers value for        media in various sectors. He spoke about the challenge of
     the social media users should be more focused           taking social media to the traditional people who do not use
     towards individuals having a high network size.         3G or GPRS enabled phones and companies whose
     Eg. Book reviews from popular reviewers                 operations favour more traditional paradigms. He in
  5. Communication in social media should be an              particular spoke about how Anand Mahindra took customer
     integrated effort; it should not be focused on only     satisfaction to another level by use of twitter.
     one medium. People with multiple accounts may
                                                             Mr. Aman Gupta focused on the importance of innovation.
     not use all those accounts with the same                He also spoke about getting influenced by the feedback
     frequency. Hence, it is better to have a multiple       acquaintances share about various movies, shows etc. He
     pronged communication reinforcing the message           focused on the concept of bait where the consumer sees the
     of the campaign in most popular social media            benefit that he gets from any campaign and is attracted only
     websites.                                               then.
Following are the factors that have been identified as
                                                             Ms. Meena Vaidyanathan spoke about designing a social
very important for the success of social media               media campaign with key features being ease of use,
campaigns. Their presence increases the probability of       defined segmentation and use of employers as ambassadors.
the success of the campaign manifold. They have been         She also spoke about specific sites to research on like
ranked in the order of their importance for the success:     innovators.com by the students of Cambridge. During her
  1. Making sure that they do not spam the followers         talk, she talked about Social Media Campaigning specifics
  2. Listening                                               and tangibles that could be used to quantify and increases
  3. Maintained by Humans                                    the effectiveness of such campaigns.

13 | INDIA INC – THE PATH TO TREAD IN THE COMING DECADE
Research Team




Aakanksha Jain       Madhvi Marathe

Aman Garg            Payal Aggarwal

Anshul Gupta         Raghoo Puri
                     Rahul Kaushal
Jaban Jyoti Phukan

                     Rahul Sharma
Lokesh Harnal

                     Swati Bhadada
DELPHIQUE 2010

Entrepreneurship Panel                                      America¸ Europe¸ and Australasia. He has also taught at
Knowledge Partner                                           SUNY Stony Brook from 1991-1997. His areas of
                                                            interest include monetary theory¸ public policy¸ and
                                                            practical applications of game theory to business. He
                                                            presented papers at the International Conference on
                                                            Game Theory at SUNY Stony Brook¸ 1996¸ and 2006.
                                                            His thesis “Public Good and Macroeconomic Policy in A
                                                            General Equilibrium Model” models the fiscal and
Discussion Topic: Social Entrepreneurship in India          monetary policy choices of the government in the
                                                            context of a monetary equilibrium. He writes regularly
Transforming ideas into economic opportunities is the
                                                            on Economics in the financial press. Professor Prasad‟s
crux of entrepreneurship. The role of entrepreneurship
                                                            educational qualifications include BA (Hons.)¸
and an entrepreneurial culture in economic and social
                                                            Economics St. Stephen‟s College¸ Delhi University,
development has often been underestimated. Over the
                                                            MA¸ Economics¸ Centre for Economic Studies and
years, social entrepreneurs have acted as the change
                                                            Planning¸ JNU¸ Ph.D. Economics (with specialization in
agents for society, seizing opportunities, improving
                                                            game theory)¸ SUNY Stony Brook
systems, inventing new approaches and creating
solutions to change society for the better. Whatever the    Panelists
definition of entrepreneurship, it is closely associated
with change, creativity, knowledge, innovation and          Mr. Ashwin Raghuraman
flexibility-factors that are important sources of           Mr. Ashwin Raghuraman is
competitiveness in an increasingly globalizing world        currently the Vice President at the
economy.                                                    India Innovation Fund, an early
                                                            stage venture capital fund
These trends give rise to many issues surrounding Social    promoted by NASSCOM. He is
Entrepreneurship, that need addressing.                     responsible for initiating deal
For the environmentally and economically sustainable        flows, fundraising, evaluating
growth of the country, the role of social entrepreneurs     start-ups for investment and
                                                            supporting portfolio companies in the technology sector.
and entrepreneurship is of paramount importance.
Creating solutions to change society for the better and     In his earlier role at NASSCOM, he was responsible for
challenging the status quo would increase our               creating the India Innovation Fund. He managed the
                                                            Innovation Initiative at NASSCOM and was instrumental
competitiveness in an increasingly globalizing world
economy.                                                    in creating a Special Interest Group on Embedded
                                                            Systems, an Auto Component-Information Technology
Faculty Mentor                                              cluster. He also led the NASSCOM Innovation Awards
                                                            program, which recognized the most innovative
                    Prof. Rohit Prasad                      companies in the ICT sector. Mr. Ashwin played
                                                            business and operational roles at Wipro Technologies
                      Prof. Rohit Prasad was VP of
                                                            and Maersk, Singapore, prior to this. Mr. Ashwin has
                      Strategic Initiatives at Xansa, a $
                                                            been a member of the SIP-EIT committee to evaluate
                      700 M BPO and IT services
                                                            start-ups for providing funding for International patent
                      company before joining MDI as an
                                                            and the CII committee on Security and Imaging. By
                      Associate Professor in Economics.
                                                            education, he holds degrees in Engineering and Masters
                      He has also been a senior IT
                                                            in Business Studies. He was an active sportsperson and
executive for companies in the US and India looking
                                                            now avidly follows Arsenal in the English Premier
after large offshore engagements¸ Corporate Knowledge
                                                            League
Management¸ and Internal Communications. He has
handled the implementation of the Balanced Scorecard in
two organizations and has served clients in North

      15 | INDIA INC – THE PATH TO TREAD IN THE COMING DECADE
DELPHIQUE 2010

Mr. Anoop Kaul
                      Mr. Anoop Kaul, based in Delhi,       Mr. Sanjay Kapoor
                      is the National Head of Financial     Mr. Sanjay Kapoor is currently
                      Inclusion of BASIX Group which        working with NEN as a
                      works in the Livelihood Promotion     Consultant since April, 2010
                      space. A post graduate from the       looking after Entrepreneurship
                      Delhi School of Economics he          Development of 30 leading
                      worked with the State Bank of         Management,           Engineering,
India for 35 years before joining BASIX in 2007. While      Vocational and Arts/ Science
in State Bank he held senior level positions in the State   Institutions in Delhi NCR region,
of Gujarat, West Bengal, Delhi and Andhra Pradesh and       working closely with and supporting young
Bank‟s Central Office and seen all aspects of Banking       entrepreneurs. He has been an entrepreneur for 14 years
and Financial Sector. Later he was on deputation to GE      with expertise in Franchising and managing Small
Capital at Delhi where he worked as Chief Financial         Businesses. He has run franchisees of 3 International
Officer in SBI Credit Card joint venture. In BASIX, he      companies in the domains of Computer Education with
was the Chairman of the Rajasthan Livelihood                NIIT Ltd, Computer Troubleshooting with Computer
Promotion Initiative under which 4.1 million BPL            Troubleshooters, USA and Immigration with WWICS,
families were enrolled for Financial Inclusion in just 45   India for a total of 12 years. He did his MS in
days, a global record. He is a Director on the Board of     Consultancy Management from BITS – Pilani and did
Basix Academy for Building Lifelong Employability [B-       Bachelors in engineering and telecom from BMS
ABLE] as well as a Member of the Governing Council of       College of engineering.
BASIX Academy. He is on the Executive Committee of
Bhartiya Samruddhi Finance Ltd., an NBFC and the
flagship company of BASIX Group.

Mr. Anupam Jalote
                       Mr. Anupam Jalote is currently
                       working as the Director – CEO
                       of GreenOil Energy Sciences
                       (Pvt.) Ltd., an entrepreneurial
                       start up that he has promoted –
                       for producing second generation
                       biofuels and renewable electricity
                       via     the     reforestation   of
wastelands in a unique, inclusive project. He is also a
Partner in Jigyasa Consulting, a Singapore based
consulting firm. He is a techno-commercial expert with
over 22 year leadership experience in the fields of
Telecom, Renewable Energy, Green House Gas
Reduction / Clean Development Mechanism and
Management Consulting. He has core competence and
hands-on experience that enables him to advise
organisations on Organisational Design, Business
Process Reengineering. Mr. Anupam holds an MBA
from Purdue University and is a graduate from Lucknow
University with specialization in Statistics, Mathematics
and Economics. He is a regular speaker at various
business schools and media events.

      16 | INDIA INC – THE PATH TO TREAD IN THE COMING DECADE
DELPHIQUE 2010

Panel Discussion
                                                             of technology in helping create jobs for the society. He
      The panel discussion focussed on entrepreneurship      talked about the digital divide and serving the people at
in the coming generation which would work towards            the bottom of the pyramid.
solving social problems such as hunger, poverty etc and             Mr. Anupam Jalote dwelled about the social
how that would help a country like India grow.               impact of a purely technical project such as a powerplant
      All the panelists also pointed out the difference      and went on to relate that to projects having core values
between entrepreneurship and social entrepreneurship         that benefit the society. He talked about the role of
and reminded the audience that the role of the social        electricity and power on demand for the people residing
entrepreneur did not imply his foregoing of profits.         in the villages and how it can improve the productivity
      The discussion also touched upon the changes in        and efficiency.
the core values of an organization as it grows in size and          Mr. Sanjay Kapoor apprised the audience about the
about the difficulties in tracing the trajectory of social   role played by NEN in fostering entrepreneurship. He
enterprise, as it grows in size.                             talked about the various initiatives of NEN and the
      All the panellists shared their viewpoints and their   impact of the same. In particular he talked about the role
experiences and talked about how the work they had           of NEN in the education sector.
been doing in their respective fields had helped create             The role of government in facilitating the rise of
employment and benefited the society.                        social enterprises was discussed at length by the
      A discussion was also done about the difficulties      panelists. The discussion emphasised about the role of
faced by social entrepreneurs in setting up their business   government as the biggest provider of capital and how
ventures and the regulatory issues that need to be           the government is helping to create awareness about
addressed                                                    social issues.
      Mr. Anoop Kaul talked about the role of                       The discussion also touched upon the role of
Microfinancing and the work done by Basix India              microfinance institutes and the role of the kind of money
limited in this space. He pointed about the role of MFI‟s    invested in the businesses and how it dictates the growth
in fostering the growth of education and small               path followed by social enterprises.
entrepreneurs in the hinterlands of India.                          Prof.Rohit Prasad and the other panelists talked
      Mr. Ashwin Raghuraman talked about the role of         about the role of academia in helping to hasten the
India Innovation Fund and its role in promoting product      growth of this nascent industry. Academia and studies
orientation in the Indian IT industry. He also talked        can help validate the models of the entrepreneurs and
about the difficulties faced by entrepreneurs in getting     lead to more such sustainable models.
the seed funding for their projects. He explained the role




      17 | INDIA INC – THE PATH TO TREAD IN THE COMING DECADE
DELPHIQUE 2010

Finance Panel
Knowledge Partner




Discussion topic: Role of financial markets in                Faculty Mentor:
developing India - Key Challenges and opportunities
                                                                                  Prof. Sandeep Goel
Indian economy is one of the fastest growing
                                                                                 Prof. Sandeep Goel is an Assistant
economies in the world, backed by physical and
                                                                                 Professor in the domain of Finance
financial infrastructure. The issues of capital allocation,
                                                                                 at MDI. He started his teaching
financial inclusion, infrastructure funding and
                                                                                 career with the University of Delhi
regulations are the challenges before the financial
                                                                                 and has about eleven years of
environment of the country. Development of financial
                                                              teaching and research experience. His special areas of
markets presents an opportunity to overcome these
                                                              teaching and research interests are Financial Reporting
challenges. Indian markets are currently in
                                                              and Analysis¸ Management Accounting and Control,
development phase. Only equity market has
                                                              Corporate Finance¸ Corporate Governance and Earnings
significantly developed and has expanded in terms of
                                                              Management. Dr. Goel did his Honours in Commerce
participants and volumes. Indian growth story has
                                                              from Shri Ram College of Commerce¸ University of
brought this increased interest in equities. This has led
                                                              Delhi. He then got his Master’s degree in Commerce
to increased interest to find new avenues of
                                                              with specialization in Finance from Department of
investments. This creates a necessity to build other
                                                              Commerce¸ University of Delhi. He earned his doctorate
financial markets in India. Financial inclusion is the road
                                                              in Finance on ‘Management of Finance in Public Sector
ahead which involves innovations, refinement of
                                                              Enterprises
regulations and visionary time and fund investments.
Financial innovation can also help to develop the             Panelists:
markets by providing easier access to cheap capital and
this will in turn help to grow the economy. The need          Mr. C. S. Mohapatra
for new investment opportunities in India is helping to                             Mr. C S Mohapatra is an officer of
increase the depth of capital, money, for-ex and                                    the Indian Economic Service of
commodity markets.                                                                  1986 batch and is currently
This research identifies the key success factors of global                          Director in the Capital Markets
markets and the strategies that India can implement to                              Division of the Ministry of
further the development of Indian financial markets.                                Finance of the Government of
The study gives an analysis of these strategies and                                 India. He handles Secondary
issues that India will face in their implementation. It                             Market      and      International
analyses the challenges faced by Indian markets and           Cooperation. Apart from the wide experience spanning
opportunities that India can capitalize on.                   over 22 years in key positions in various
                                                              Ministries/Departments of the Government of India, he
                                                              has also taught Economics early in his career and was a
                                                              Banker for some time. Mr. Mohapatra is an M.Sc in

18 | INDIA INC – THE PATH TO TREAD IN THE COMING DECADE
DELPHIQUE 2010

Economics from the London School of Economics and            President in the Private Wealth Management division –
Political Science and is presently engaged in his doctoral   Delhi.
research at the Centre for Economic Studies and
Planning in Jawaharlal Nehru University. He also has a       Mr. Vivek Mathur
Masters degree in Analytical & Applied Economics from        Mr. Vivek Mathur is a Senior
Utkal University and holds an M.Phil from Punjab             Group Vice President of ICRA
University. He is a member of the Secondary Market           Limited and member of
Advisory Committee of SEBI.                                  rating committee of the
                                                             company. He holds a
Mr. Lakshminarayanan Ramlingam                               Bachelor’s     Degree       in
                      Mr.            Lakshminarayanan        Commerce from University of Delhi and Chartered
                      Ramalingam is a delivery director      Accountant from The Institute of Chartered
                      in BFS, Cognizant. He has been         Accountants of India. Mr. Mathur has an aggregate
                      working at Cognizant for 11 years,     work experience of 19 years, out of which he has been
                      moving between various roles,          associated with ICRA for a period of over 15 years.
                      starting as a Senior Business
                      Analyst and moving into account
management and finally to delivery management,               Student Research Outcome:
where he has been working for 6 years now. Prior to          For debt market, all countries studied in the research
joining Cognizant, Mr. Ramalingam worked for Infosys         have a bouquet of debt instruments of various periods
for a year and for a boutique Product Company for a          varying from a few weeks to a couple of years in both
couple of years.                                             the government backed and privately backed
Mr. Ramalingam holds an Engineering degree from Birla        instruments. In India, policymakers face challenges in
Institute of Technology and Science, Pilani and a PGDM       developing these markets by focusing on areas like
from IIM Lucknow. Mr. Ramalingam holds the                   effective market mechanism, robust trading platform,
distinction of receiving the PGP Chairman’s medal for        simple listing norms and development of market for
standing 3rd in his academic batch.                          debt securitization.

Mr. Mohit Bhatia                                             For Indian forex market, there have been major
Mr. Mohit has professional                                   positives like the introduction of currency futures for
experience of over 15 years in                               USD, EUR, GBP and Yen against the Rupee. However,
the Financial Services Industry.                             the excessive foreign inflows into Indian assets, has
His educational background                                   been a cause of worry for the Indian authorities as that
comprises a BE (Mechanical                                   has led to rapid appreciation of Rupee which in turn
Engineering) and an MBA-                                     translates into decreased competitiveness for Indian
Finance. He started his career                               exports in the world markets.
at Kirloskar Pneumatic Co Ltd in 1992 and worked there
                                                             In India, corporate bond market is in its infancy both in
till 1994 after which he pursued his MBA from
                                                             terms of the market participation and the structure
Management Development Institute (MDI) Gurgaon.
                                                             required for efficient price discovery. Public offering of
After completion of his MBA in 1996 he has worked
                                                             bonds being expensive, time consuming and procedure
with three of India’s leading mutual fund companies in
                                                             oriented, corporates have been finding it easier to
areas of Equity & Fixed Income Research and Sales &
                                                             either borrow from banks or make a private placement
Marketing. Before joining Axis Bank in his current role
                                                             of their bonds. Though there has been slow
as Zonal Wealth Head – North India, he briefly worked
                                                             development in revitalizing the bond market, newer
with Anand Rathi Financial Services as a Senior Vice
                                                             challenges face the country.
19 | INDIA INC – THE PATH TO TREAD IN THE COMING DECADE
DELPHIQUE 2010

The opportunities for financial inclusion that India can       Markets than ever before and the decision to increase
utilize revolve around IT-enabled financial inclusion. It is   limits on investments in bonds showcases that India is
essential for doorstep banking as IT solutions enable          confident about these investments.
large transactions like processing, credit scoring, credit
record & follow up etc. It can significantly alter the         Mr. Vivek Mathur opened the discussion by
cost, distance and access equation for poor people.            appreciating the work of the research panel and the
Mobile network operators need to be at the forefront,          relevance of the topics discussed in Indian context. He
creating the “roads” on which new products and                 continued by mentioning the difference between
services can travel. Now, exchanges are looking into           growth oriented investment and speculative
                                                               investment and what India can learn from China in
using mobiles to reach the rural areas. The major issue
that India will face is Obsession with certainty. Lack of      terms of infrastructure development. Thus he pointed
communication, language barriers and low literacy              means to channelize investments in India through
levels, Lack of awareness about financial services and         individual savings and international investors instead of
products, complicated procedures, Lack of legal identity       banks which creates asset-liability mismatch.
are further hurdles in the way.                                Mr. C. S. Mohapatra started by congratulating the
                                                               research team for bringing out brilliant research
Panel Discussion
                                                               highlights. He mentioned that his insights were purely
Prof. Sandeep Goyal opened the panel discussion by             his opinion and personal views. He talked about
thanking the other panelists for attending the                 aspects like the importance of NSDL, the ease of
Delphique Finance Panel discussion. He highlighted the         entering the Indian Capital Markets, the sovereign
importance of financial shenanigans and governance in          credit ratings of India and the Financial Sector
today’s world with an example highlighting the need of         Legislative Reform Council. He continued by
corporate governance.                                          highlighting the role of Credit Rating Agencies in
                                                               developing the Indian Financial Markets, especially the
Mr. Lakshminarayanan Ramalingam followed up by
                                                               Debt Market. He concluded with the need of forming
questioning the need to control FIIs in India. He
                                                               regulatory bodies for catering to financial conflicts of
continued with the need for fundamental innovation in
                                                               interests.
financial products and the role of securitization in the
market development context. He extended this need to
the Indian debt market development its importance.
Later in the discussion, he highlighted the differences
with which markets in East and West have developed
and underlined the transparency required in the system
to develop the corporate debt market.

Mr. Mohit Bhatia also talked about the need to develop
the debt market by highlighting that National Stock
Exchange (NSE) was envisaged for dealing in wholesale
debt. About the issue of FIIs, he pointed the fact that
International investors had more stickiness with Indian




20 | INDIA INC – THE PATH TO TREAD IN THE COMING DECADE
DELPHIQUE 2010

Research Team




         Ankur Bharadwaj                                  Milind Agrawal

         Chintan Singh                                    Pratyush Mishra

         Debajyoti Mitra                                  Raghav Nanda

         Gaurav Tripathi                                  Rajat Maheshwari

         Manu Krishna Saxena                              Varun Shah




21 | INDIA INC – THE PATH TO TREAD IN THE COMING DECADE
Faculty Mentor:
Human Resources Panel
Knowledge Partner:                                                          Prof. Radha Rani Sharma

                                                                            Prof. Radha Sharma has 3 decades of
                                                                            experience. She has been appointed as
                                                                            the ambassador for India for the world‟s
                                                                            most prestigious professional body –
                                                            Academy of Management, USA. She has taught MBA
                                                            courses at ESCP, Europe. She has received four gold
                                                            medals for academic excellence. She is on the editorial
Discussion Topic: Human Capital Management Models
                                                            board of several national and international journals. She
in the Service Industry
                                                            is a passionate researcher and has received the AIMS
Organizations have come to realize over the years that      international “outstanding management researcher
improving technology and cutting costs enhance              award”. She has also received the faculty award at MDI.
performance only up to a point. To move beyond that         She has published 9 books. She has also undertaken
point, the organization‟s people are its most important     training and consulting in various verticals of Human
resources. In the end everything an organization does       Resources. Some of her assignments have been
depends on people. To get the best out of people the        sponsored by the UNICEF and the World Bank
organization must offer a healthy work climate where
                                                            Panelists
they can us their knowledge skills and abilities fully
with organizational goals. There is where HR managers       Mr. Amit Jagga
play a crucial role – that of bridging gaps between         Mr. Amit Jagga is responsible for
employee and organizational requirements by adopting        managing the HR function for
appropriate HR policies strategies and practices. Human     IBM Global Process Services –
capital management is about optimizing the performance      NCR and Chandigarh. He has been
and capabilities of management and employees                working with IBM for the last 10
                                                            years. A seasoned HR Professional
Human Capital Management can be defined as an
                                                            with experience in multiple roles
integrated effort to manage and develop human
                                                            within business, recruitment and
capabilities to achieve significantly higher levels of
                                                            HR. He has a Bachelors Degree in Business with
performance. Intellectual capital can be classified as
                                                            specialization in HR and has done Executive PG Course
organizational capital (institutionalized knowledge
                                                            in HRM from XLRI. He has also been a part of an
possessed by an organization), human capital
                                                            Accelerated Advanced Management Program from IBM
(knowledge, skills, abilities and capacity to develop and
                                                            in collaboration with Harvard University.
innovate possessed by people) and social capital (the
structures, networks and procedures enabling people to
                                                            Mr. Daljeet Singh
acquire develop intellectual capital).
                                                                                Mr. Daljeet Singh is the president –
The students‟ research brought forth the theoretical                            strategy       &      organizational
aspects as well as the models and systems practices in                          development of Fortis Health Care
the industry, the various drivers of human capital                              Limited. Prior to his current role,
management were identified and the research was                                 Mr. Singh was the Chief Executive
carried out in the basis of these drivers.                                      Officer of Fortis Health Care Ltd.
                                                                                Before joining FHL, he was the
The panelists‟ experiences and points of view on these                          Director in charge of HR,
topics built the students‟ understanding of the subject     manufacturing, and external relations with ICI India ltd.
through a blend of theory and practice.                     with a proven track record of growing diverse
                                                            businesses through his leadership. His key achievements
                                                            have been in the field of developing progressive HR
DELPHIQUE 2010

strategies, and ensuring their implementation,              Mr. Shiv Chandra
organizational   restructuring,  building   a    high                            Mr. Shiv Chandra is working with
performance culture and leading teams to deliver                                 Aon Hewitt
business values. He is a gold medalist from IIT Delhi
and a commonwealth scholar to the senior management
program at the Manchester Business School.

Mr. KK Ahuja
                        Mr. KK Ahuja is advisor and
                        head operations, Napino Auto and
                        electronics ltd. He has an
                        experience of more than 40 years    Student Research Outcomes
                        with various leading public and
                        private organisations. He was the   1.       The HR Managers emphasized that Systems
                        director on board of various        pertaining to Leadership Practices are well defined but
                        companies of the Dalmia group,      employee surveys show otherwise.
                        General Manager – HR of Usha        2.       Employees feel that career development
International and Chief Personnel Division of IDPL. Mr      programs were not adequate.
Ahuja is an expert in Industrial relations environment,     3.       Information systems pertaining to knowledge
developing people based competence strategy. Under his      systems have been rated low consistently by HR
supervision, Napino Auto and Electronics has been           Managers and employees.
conferred with a certificate of commendation for best       4.       Average HCM scores of firms in the BSFI
practices in HR in CII HR conclave 2010. Mr Ahuja           sector higher than the scores of IT/ITES companies
takes keen interest in management education and has         5.       None of the drivers achieved a Maturity Level
been a visiting faculty at MDI, LBSIM New Delhi, LBS        of 4.
Bareiley, and Amity Institute of Management. He has         6.       Although all organizations laid a lot of emphasis
presented papers in international conferences and           on trainings, the employees feel that the trainings were
authored several books on management.                       not well-defined and effective.
                                                            7.       Various different practices are followed across
Dr. Maninder Khalsa                                         companies in the service sector however most of them
Dr. Maninder Khalsa has                                     are common for all of them.
professional experience of over                             8.       Some of the issues faced In the service industry
19 years in customer service &                              are:
sales operations and managing                               a.       Attrition - McKinsey Associate Partner, Supriyo
learning & development and                                  Sinha said that nearly 63,000 employees of public-sector
over 13 years of experience in                              banks will retire from the service over the next three
HRD       &     Learning     &                              years and banks will have to devise ways to overcome
Development consulting. He                                  this challenge.
has been performing at national                             b.       Talent Management - India meets only 15-20%
role for last 9 years. He has also been a speaker at        of the demand for Knowledge Process Outsourcing. By
various conferences including “Power Industry–National      2009, there will be a shortage of at least 3, 00,000
Training Policy.” He has done a Ph.D. in Business           professional in outsourcing in India.
Administration from AMU, an advanced course in              c.       Training and Development - $126 Billion Spent
„HRD and Research Methodology‟ and holds a PGDBM            on Employee Learning and Development in 2009. "The
from IMT, Ghaziabad. He has worked with a number of         findings in our latest State of the Industry Report clearly
companies such as WTTIL, Aircel, Bharti Airtel, Godrej      demonstrate that executives and business leaders know
Nelco, among others.                                        their investments in employee learning and development
                                                            are keys to survival, recovery, and future growth”

23 | INDIA INC – THE PATH TO TREAD IN THE COMING DECADE
DELPHIQUE 2010

d.      Employee Engagement - Employee engagement           Prof. Radha Sharma commented that there is a
is the most important driver for Talent retention.          difference between Industry and academia and both have
                                                            their roles in development of the profession.
9.       From the employee angle, outcomes that HR
desires are being achieved. Leadership development          Mr. Amit Jagga of IBM was the next speaker. He gave a
programs are not widely known of because a small            very interesting example where he quantified into rupee
number are exposed to them. There are two roles that        amounts the cost that attrition has to an organization.
HR has. The functional role, which deals with expertise     According to him, 30% of profits were compromised as
and the team role which is not clearly defined. There are   a loss due to attrition. Another example that he gave was
three things that happen in an organization. Alignment,     the quantum of applicants that a large IT firm such as
the process of execution, and the process of renewal. An    IBM needs to reach in order to meet growth needs. One
interesting definition of the role of an organization       cannot have a gate keeping mentality when doing such
is:”To survive in perpetuity”.                              mass recruiting. The discussion then turned to how this
10.      The role of an HR manager is to create an          function of HR is akin to supply chain management,
ecosystem where the leadership can do its job. The HR       when the massive inflow and outflow of Human
manager must facilitate leaders to be able to perform       resource is involved. This reaises the question is attrition
their role. From the research findings, it was seen that    really an HR problem? Is it the CEO‟s problem? It is an
the business leaders have scored highly, HR managers        issue of leadership and HR has an important role to play.
have not. There is too much emphasis on systems and
                                                            Mr. Jagga gave an analogy of an „emotional‟ bank
initiatives. They have become the end in themselves         account of an employee. The employee has a mental
rather than the means.
                                                            balance with the firm. If it is positive, he is happy
Panel Discussion                                            working there, if it is negative, it is a cause for concern.

The discussion started out with Prof. Radha Sharma          Mr Daljit Singh was the next speaker. He said there are
                                                            two roles that HR has. The functional role, which deals
acknowledging the presentation of the research team.
She then gave her thoughts on the findings and some         with expertise and the team role which is not clearly
comments for further discussion by the panel. She           defined. There are three things that happen in an
mentioned how the importance of human capital was           organization. Alignment, the process of execution, and
first recognized in history by Adam Smith. From the         the process of renewal. An interesting definition of the
                                                            role of an organization is:”To survive in perpetuity”. He
1960s onwards, beginning of the knowledge era, land,
labor etc. have been replaced by human capital as the       took the example of the Tata group. Mr. Singh said that
primary factor in wealth creation.                          the HR manager must have his finger on the pulse of the
                                                            organization.
The next to speak was Mr. Shiv Chandra of Hewitt. He
said that all the issues highlighted by the research are    The next speaker was Mr. Maninder Khalsa. He said that
very relevant today. He commented that the                  the role of an HR manager is to create an ecosystem
methodology adopted had a prime focus on models of          where the leadership can do its job. The HR manager
                                                            must facilitate leaders to be able to perform their role.
Human Capital. As important as it is to understand
models, it is equally important to be able to implement     From the research findings, he pointed out the business
them. He said that one failing of the HR professional is    leaders have scored highly, HR managers have not. He
that that he tries to jargonize, make things that are       said there is too much emphasis on systems and
                                                            initiatives. They have become the end in themselves
simple, esoteric. What the research findings show is that
                                                            rather than the means.
on from the employee angle, outcomes that HR desires
are being achieved. Leadership development programs
are not widely known of because a small number are
exposed to them. Mr. Chandra then gave his thoughts on
workforce optimization, how to be proactive as an HR
professional and what is the right amount of HR.
24 | INDIA INC – THE PATH TO TREAD IN THE COMING DECADE
DELPHIQUE 2010

Research Team




Hemanth                                                   Roshni Arora

K.R.Ramakrishnan                                          Ruchira Pandey

Kanika Kakkar                                             Sachin Batra

Kartik Gupta                                              Sohil Hemnani

Parul Malik                                               Swathi Pasumarti

Piyush                                                    Tushar

Prerna Mathur




25 | INDIA INC – THE PATH TO TREAD IN THE COMING DECADE
IT Panel

Knowledge Partner:                                         Faculty Mentor
                                                           Prof. Kanwal Kapil

                                                                                Prof. Kanwal Kapil is an Associate
                                                                                Professor in the field of Marketing
                                                                                and        Chairperson        Open-
                                                                                Programmes at MDI.         Prior to
Discussion Topic: Outline and Application of next                               joining MDI he has worked with
generation CRM                                                                  IPM as Deputy Director and IMT
There are various pieces of CRM we currently                                    Ghaziabad as Assistant Professor.
understand – 360 degree view of customers, integrated      He has worked in various companies such as Chemtrol
marketing communication, Above the line & Below the        technologies¸ L&T and Cipla handling product and
line channels to interact with the customer, org-wide IT   brand management functions. He has been active in
systems (SAP, CRM software) etc are some pieces of         academics for last 13 years where he taught various
this definition today. While these really help             courses such as Marketing Management¸ Brand
organizations focus their energies, it seems we are        Management¸ and Consumer Behavior. Dr. Kapil is
nearing the inflection point where the returns from        actively involved in executive education¸ consulting and
these start diminishing, given that these have now         research. Apart from writing three books he has also
become ubiquitous. Hence, there arises the need to         published research papers and case studies in various
understand the future CRM drivers.                         international and national journals of repute. Dr.
                                                           Kanwal Kapil holds PhD and MBA in marketing.
The research included identification of the future
drivers of CRM and then the various methods of
                                                           Panelists:
capturing sentiments along with their inherent
advantages and limitations, thus arriving upon a market
                                                           Mr. Murthy Chebiyyam
segmentation methodology for better customer
                                                           Mr. Murthy Chebiyyam is
servicing. The discussion focused upon the future and
                                                           currently the program director
current challenges/ limitations facing the evolution of
                                                           of services Quality at IBM
CRM to next level and the future of the CRM – from
                                                           Research India. He has 29 years
technology as well as marketing perspective The growth
                                                           of     experience     in Electronic
drivers for the CRM in future was discussed, with
                                                           Components/              Hardware
particular emphasis on social CRM, focusing on the
                                                           Systems, Reliability and Quality
moral and ethical aspects of using information from
                                                           Assurance,        S/W       Project
sources galore
                                                           management and Quality Assurance, Total Quality
                                                           Management (TQM), Six Sigma, Business risk
The subject of focus in the discussion was how to go
                                                           management, Knowledge Management, Information
about finding new avenues of reaching out to
                                                           Security Management, Disaster Recovery & Business
customers so as to gain competitive advantage
                                                           Continuity Management, Customer SAT Management.,
throughout the value chain of an organization.
                                                           and Services Value management. He has been defining
Furthermore, the discussion also focused on how to
                                                           and driving Service Quality & Service Value research
harness the full capability of the ever emerging
                                                           agenda for IBM India Research lab. He has also been
technology, since the technology, along with its
                                                           influencing the impact of service quality/ value on
benefits, also brings quite many challenges with itself.
                                                           contract growth, client loyalty & global reference
                                                           ability in a B2B contracts.
DELPHIQUE 2010

                                                            engage with the Student
Mr. Ravi Pratap Singh                                       community across India
                           Mr. Ravi Pratap Singh is         understand               their
                           President, Nucleus School of     requirements and create a
                           Banking Technology (NSBT)        strong     and    sustainable
                           which is a new division of       engagement framework for
                           Nucleus Software Exports         Microsoft India to empower
                           Ltd., started by Mr Singh        the Education community
                           himself. Prior to this, he had   with programs like Students to Business Programs for
                           a long stint as President,       Skilling & Employability, Student & Faculty Trainings
Global Delivery at Nucleus Software. His entire career      and certifications and also to drive the Corporate Social
was spent designing, developing & delivering software       Responsibility engagements like Digital Literacy
solutions for global Banking and Financial Services         Certifications at one India level. He was awarded the
leaders like Citibank, Bank of America, ICICI Bank, HDFC    prestigious Microsoft Gold Star Award for the year 2009
Bank, SBI, Standard Chartered and many others. He           by the Chairman Microsoft India for his outstanding
started his career 25 years back with Nucleus Software      contribution in setting up of India community council
as a summer trainee and grew to head its operations         (ICC) with INETA & CULMINUS. He was also featured as
quickly. He headed the delivery operations for more         one of the Frontrunners and the Youngest AVP of
than a decade before moving to the new venture. He          Corporate India at the age of 26, by Business India 23rd
did his graduation in Economics from SRCC, Delhi            March 2008 edition.
before doing his Post Graduation in Computer
Applications.                                               Student Research Outcomes:

Mr. Sudeep Goswami                                          The findings can be classified into 3 broad categories:
Mr. Sudeep Goswami is the                                   1. Identification of drivers of Next Generation CRM
                                                            2. Capturing Sentiments – Methodology, Tools
Senior Manager – Analytics
                                                            3. Suggesting Segmentation Methodology using the
at     Dell    International
Service. He has been in this                                    Sentiment Analysis Outputs
position for over 4 years.                                  The initial phase involved identifying the drivers for
He is currently leading the                                 next generation CRM and research findings clearly
Commercial and Services                                     pointed to Social Media as one of the major drivers.
marketing Analytics team at Dell Global Analytics. He       Social media is the platform where majority of the
has led and successfully executed several key strategic     consumer-company         and      consumer-consumer
projects for Dell, in the areas of Supply Chain, customer   interactions are happening and this trend will be
experience and alternate hiring channels. Previously, he    gaining more momentum in future.
was a consultant at Satyam Computer Services Ltd.,
where he worked for nearly 2 years. He has also worked      These developments have made companies give serious
with Britannia and Infosys. He holds a PGDM                 thought to the development of a social media strategy
(marketing) from IIM B and is a Ceramic engineering         as a way to leverage the strength of the medium. Dell
graduate from IT BHU.                                       Social Media Strategy had been discussed and the
                                                            merits of listening methodology of Dell were seen.
Mr. Venkatesh Sarvasiddhi                                   Based on the parameters of the research as set by the
Mr. Venkatesh Sarvasiddhi is currently the head of          research partner, the research team concentrated on
Student Skills & Employability Initiatives at Microsoft     looking at Sentiment Analysis as one of the ways to
Corporation, India. His primary responsibility is to        leverage power of Social Media. As part of this,

27 | INDIA INC – THE PATH TO TREAD IN THE COMING DECADE
DELPHIQUE 2010

Sentiments were defined in the context of research and     Mr. Sudeep Goswami talked about the social media
then the methods to capture the expressed sentiments       strategies adopted by Dell. He said that Dell being the
were identified.                                           second biggest eRetailer after Amazon, it is important
                                                           for Dell to understand the sentiments expressed by its
In the next stage of the research, the segmentation        customers. He opined that due of the growing
methodologies currently being used to effectively use      importance of the future drivers of CRM like social
the outputs of sentiment analysis were researched and      media, it is important to have the entire product
an in-depth analysis carried out on the applications,      development steps based on customer feedback. Mr.
strengths and limitations of the existing segmentation     Goswami talked about how Dell’s products are
methodologies. The existing segmentation method was
                                                           designed based on customer feedback. He talked about
found to be insufficient in capturing the sentiments in    an incident where Dell’s B2B client’s employees were
an effective manner through application of the             chatting on their intranet that they don’t like gray
methodology for various alternative scenarios. This        colour laptop and how Dell incorporated such
finding made it necessary to come up with improved         comments.
segmentations methodology.
                                                           Mr. K P Sharma talked about how listening to social
An extensive research was conducted and intense
                                                           media has helped Dell. He said that every week around
brainstorming sessions were conducted by the team to
                                                           10 million users call Dell and that 30% of them are
come up with an alternative segmentation                   recorded by Call clinic Tools for analysis. He also talked
methodology. This methodology was a multi                  out how capturing sentiments helped in understanding
dimensional segmentation model and it was mapped in        the drawbacks of Dell’s unsuccessful products by giving
a way so as to be applicable for a diverse range of        an example of Dell’s DVD Drives. Only after the
situations. This methodology was built with an inherent
                                                           feedback from customers were they able to understand
flexibility which allowed it to be applicable for every    that temperature was one of the failure points. He also
situation. The improved methodology needed one to          compared the social media usage patterns of China and
have data on the same consumer for multiple                India and said that data gathered from Social Media in
parameters which is difficult but is being made possible   China is much higher than that of India.
as the social media evolves. Companies are investing
huge amounts of money so as to get the data on             Mr. M Chebbiyam brought in the technology
multiple parameters and this methodology is a good         perspective of CRM. He identified three major success
way to benefit from the investments made.The
                                                           factors for CRM. Firstly, he said that we should target
limitations of the segmentation methodology suggested      agent proficiency where the calls are transferred based
had been discussed. One of the limitations stemmed         on either the language spoken by the caller or the
from the limitation of sentiments analysis itself.         criticality of the issue. He talked about the concept of
Sentiments being a psychological parameter had a           agent “buddy” where an agent can assist customer
limited area of application.                               transactions. Secondly, he said that it is important to
Panel Discussion:                                          manage the call volume effectively. Finally, it is
The discussed was moderated by Prof Kanwal Kapil. He       important to make customer happy and relaxed -
gave his view points on the limitations posed by           sentiment analysis can play a major role. He said that
sentiment analysis tools and also the moral and ethical    same sentiments can be expressed in same/different
implications of capturing sentiments. He also talked       languages depending on different regions and also that
about the important concepts of Customer lifetime          different methods of CRM must be used for different
value and customer referral value and their practical      verticals. He concluded by saying that the outcome of
usage.                                                     Technology should be to enable company for better
                                                           decision making.

28 | INDIA INC – THE PATH TO TREAD IN THE COMING DECADE
DELPHIQUE 2010

Mr. V Sarvasiddhi discussed about the social media        challenge in banking is to provide a single view to the
engagement plan at Microsoft. He said that earlier        customer. Other challenges include identifying unique
Microsoft used to rely on research done by Gartner and    customers and reliability of the data. He said that banks
Forrester but now it has created its own blog             still thrive on transactional data even when customer
department. It now launches its products to the top 150   dissatisfaction happens before they even start their
technology bloggers identified by the blog department.    transaction. Ex: Opening an account and getting all the
Microsoft also invites such bloggers to their major       rights. Speaking of technology, he said that it should
events so that they have better knowledge about their     assist a company in effective data mining that can be
products. Microsoft also conducts Tweeter contest         considered for better outcome (decision making). He
where 5 persons with maximum tweets are selected          also said that Social Media is still not used for profiling
and they can ask questions directly to Steve Ballmer.     of customers because of lack of information. He
Mr. Sarvasiddhi also said that this trend cannot be       concluded by saying that though many tools are
stopped and that it will continue growing. Hence,         available to capture and analyse the sentiments, only
leveraging technology is also very important.             those tools should be used which are in perfect
                                                          alignment with the overall strategy of the company.
Mr. Ravi Pratap Singh focussed on the CRM strategies
of the Banking Sector. He said that the biggest
Research Team:




Abhinav Dakalia                                           Raghunath Ganti

Anil Choudhury                                            Shantanu Verma

Debmalya                                                  Sushma T

Esha Sharma                                               Tarun Dudeja

Piyushi Sobti                                             Vivek Jain

Preetam Biswas




29 | INDIA INC – THE PATH TO TREAD IN THE COMING DECADE
Perfect relations at delphique 2010 compendium on social media discussion
Perfect relations at delphique 2010 compendium on social media discussion
Perfect relations at delphique 2010 compendium on social media discussion
Perfect relations at delphique 2010 compendium on social media discussion
Perfect relations at delphique 2010 compendium on social media discussion
Perfect relations at delphique 2010 compendium on social media discussion
Perfect relations at delphique 2010 compendium on social media discussion
Perfect relations at delphique 2010 compendium on social media discussion
Perfect relations at delphique 2010 compendium on social media discussion
Perfect relations at delphique 2010 compendium on social media discussion
Perfect relations at delphique 2010 compendium on social media discussion
Perfect relations at delphique 2010 compendium on social media discussion
Perfect relations at delphique 2010 compendium on social media discussion
Perfect relations at delphique 2010 compendium on social media discussion
Perfect relations at delphique 2010 compendium on social media discussion
Perfect relations at delphique 2010 compendium on social media discussion
Perfect relations at delphique 2010 compendium on social media discussion
Perfect relations at delphique 2010 compendium on social media discussion
Perfect relations at delphique 2010 compendium on social media discussion
Perfect relations at delphique 2010 compendium on social media discussion
Perfect relations at delphique 2010 compendium on social media discussion
Perfect relations at delphique 2010 compendium on social media discussion
Perfect relations at delphique 2010 compendium on social media discussion
Perfect relations at delphique 2010 compendium on social media discussion
Perfect relations at delphique 2010 compendium on social media discussion

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Perfect relations at delphique 2010 compendium on social media discussion

  • 1. 20-21 NOVEMBER Management Development Institute, Gurgaon Delphique 2010 INDIA INC. THE PATH TO TREAD IN THE NEW DECADE
  • 2. DELPHIQUE 2010 Contents Management Development Institute, Gurgaon ............................................................................................... 3 Delphique ....................................................................................................................................................... 4 Note from the Secretary .................................................................................................................................. 5 Acknowledgements ......................................................................................................................................... 6 Our Sponsors .................................................................................................................................................. 7 Our Knowledge partners ................................................................................................................................. 8 Inauguration ................................................................................................................................................... 9 Research Panels ............................................................................................................................................ 10 Communications panel .................................................................................................................................. 10 Entrepreneurship Panel................................................................................................................................. 15 Finance Panel ................................................................................................................................................ 18 Human Resources Panel ................................................................................................................................ 22 IT Panel ......................................................................................................................................................... 26 Marketing panel ............................................................................................................................................ 30 Operations Panel........................................................................................................................................... 33 Strategy Panel ............................................................................................................................................... 36 Social Responsibility Panel............................................................................................................................. 40 Valedictory.................................................................................................................................................... 44 Media Coverage ............................................................................................................................................ 45 Feedback from Panelists................................................................................................................................ 50 Photo Gallery ................................................................................................................................................ 52 Team Delphique ............................................................................................................................................ 53 Contact Us .................................................................................................................................................... 54 2 | INDIA INC – THE PATH TO TREAD IN THE COMING DECADE
  • 3. DELPHIQUE 2010 Management Development Institute, Gurgaon Management Development Institute (MDI), Gurgaon, a top business school in India, is a flourishing cauldron of excellence in management education, high quality research, executive development, and value added consultancy. Having established its footprint worldwide, MDI‟s vision is to become one of the top business schools in the world. MDI‟s vision brings a global perspective to all its activities. Driven by this vision, MDI has constantly endeavored to grow and consolidate its global network. Our aim is to incorporate the world‟s best academic practices into all our programmes, namely our management and executive programmes, as also our training programs for the Top Management of the corporate world. MDI has consistently focused on designing practice oriented learning and a contemporary industry-focused curriculum, driven by our strong corporate interface. This unique blend of MDI‟s global perspective and strong industry linkage contribute to bringing best practices to corporate, through training programs as well as action- centric research and consulting . 3 | INDIA INC – THE PATH TO TREAD IN THE COMING DECADE
  • 4. DELPHIQUE 2010 Delphique As MDI‟s flagship event, Delphique conducts quality research and industry review, and is attended by distinguished guests from industry and academia. As a student-driven initiative, Delphique offers a unique platform for comprehensive corporate interaction and access to research on contemporary business issues through engaging panel discussions, merging theory and practice in a way very few forums do. The theme for this year, “India Inc: The path to tread in the new decade”, is highly relevant to the strategic perspectives of Indian businesses. With topics ranging from the growing importance of Tier II/III cities and Digital and Social Media to Human Capital Management and challenges and opportunities in financial markets, the presentations of student research and the subsequent discussions by industry practitioners defined our points of view. The discussion panels included various business functions such as Marketing, Finance, Strategy, Communications, Human Resources, Information Management, Operations, and Entrepreneurship and socially relevant issues such as Food Security. With MDI‟s strong commitment to sustainability and social responsibility, not only were there dedicated panel discussions on social entrepreneurship and food security to sensitize students to this increasingly relevant way of thinking and of doing business, but we also endeavored to walk the talk by making this event a green and sustainable one in every measure, small and large. 4 | INDIA INC – THE PATH TO TREAD IN THE COMING DECADE
  • 5. DELPHIQUE 2010 Note from the Secretary When I started my journey as the Secretary, Delphique 2010, I knew that the opportunities that existed were immense, but the challenges that lay in the path weren't few either. Having cult companies in each field of management as the Knowledge Partners of various panels, and having 50 top corporates in the MDI campus over two days was a humongous task. We, as a team not only had to emulate the success of Delphique'09, but we also had to transcend Delphique to new horizons. Carrying forward the legacy of Delphique, the theme decided upon for Delphique 2010 was “India Inc: The path to tread in the new decade”. After having surprised the world by leading the path to recovery, India stands at a transition point where the coming decade promises economic and social leadership. This was what we wanted to have as the major backdrop of Delphique'10. As Albert Szent rightly said, “Research is to see what everybody else has seen and to think what nobody else has thought”. With topics ranging from the growing importance of Tier II/III cities to challenges and opportunities in financial markets, the presentations of student research and the subsequent discussions by industry practitioners defined the research carried out in various panels. With MDI's strong commitment to sustainability and social responsibility, not only did we have dedicated panel discussions on social entrepreneurship and food security, but we also endeavored to walk the talk by making this event a green and sustainable one in every measure, small and large. When I look back at Delphique, I remember the words said by Dr.Gopal Pingali of IBM. He said, "Delphique is one of the best events that I have ever attended, and the way I have been looked after at MDI, I will never forget that." These encouraging words, coming from a very senior professional on the first day of the event filled me with such enthusiasm and optimism that I said to myself - nothing would go wrong from here. And by God‟s grace, nothing did. There are a few people without whom the event wouldn‟t have been what it turned out to be in the end. The unflinching support extended by Director Sir, Prof V.K.Gupta and Dean Sir, Prof. B.A. Metri went a long way in ensuring the success of the event. If there's someone who has been instrumental in ensuring that each and every detail, however miniscule ,was planned before hand, that person is Prof.Neelu Bhullar, Area Chairperson, Students Affairs. She has been the unrelenting force behind the Delphique team throughout. Last but by no means the least, is Team Delphique. As the secretary of Delphique'10, the voyage of more than 5 months had been full of ebullience. And it has been because I had a team with me which was as passionate as I was. The efforts put in by the entire team just cannot be described in words. The credit of success is often attributed to the leader. But I strongly believe that the leader is as good as his team and it is the team which inculcates the strength and confidence in the leader to carry out the challenge. This, truly, has been a journey of a lifetime! Harmanjeet Singh Baweja Secretary, Delphique‟10 MDI, Gurgaon 5 | INDIA INC – THE PATH TO TREAD IN THE COMING DECADE
  • 6. DELPHIQUE 2010 Acknowledgements Success is never achieved alone. It is achieved only through the combination of team efforts and support and motivation of the people around them. For the success of Delphique 2010 , we would like to take this opportunity to thank each and every person who has contributed in making this event the success it was. We deeply appreciate the constant support given by the Director Sir, and thank him for encouraging us to go ahead with all our endeavors Any talk of encouragement is incomplete if we don‟t thank the Dean, Professor B.A. Metri. We can‟t thank him enough, for the interest he has shown in the event, and for being always ready to take time out for us. The guidance and wisdom of a lot more experienced person is invaluable while handling an event of such a huge magnitude. We thank Neelu Bhullar Madam for the concern and involvement she has shown towards the event. It‟s not untrue to say we would have had a tough time organizing this entire event without her knack for spotting loopholes and her meticulous planning. We would also like to thank all the faculty mentors who were always there for the students, constantly guiding and supporting them during their research. Professor Ashok Kapoor Professor Radha Sharma Professor G.K. Agarwal Professor Rohit Prasad Professor Gita Bajaj Professor S Chaterjee Professor Kanwal Kapil Professor Sandeep Goel We would also like to thank the panelists for having agreed to come over and share their insights regarding the functioning of corporate entities, and the sponsors for showing their complete trust in the institute. All these in conjunction with the effort of the students helped in the making the event a grand success. 6 | INDIA INC – THE PATH TO TREAD IN THE COMING DECADE
  • 7. DELPHIQUE 2010 Our Sponsors Title Sponsor Associate Sponsors Online Media Partner Web Partner 7 | INDIA INC – THE PATH TO TREAD IN THE COMING DECADE
  • 8. DELPHIQUE 2010 Our Knowledge partners Communications Panel: Perfect Relations Entrepreneurship: NEN Finance: ICRA HR: Hewitt Associates IT: Dell Marketing: Madura Fashion & Lifestyle Operations: Keane Strategy: PricewaterhouseCooper Ltd. Social Responsibility panel: Youth for Safe Food 8 | INDIA INC – THE PATH TO TREAD IN THE COMING DECADE
  • 9. DELPHIQUE 2010 Inauguration spoke to the students regarding his exciting journey, switching across three careers, from journalism and technology, and finally into working with NGOs. He inspired the students to explore various opportunities over the 2 years and understand their passion and pursue their career in an area where their heart really lies. He spoke about the need for the younger generation to get involved in solving significant national problems and deliver impact across the country. Mr. Anil Sethi, director and VP, SMB cloud sales services at Tata Consultancy Services, shared with the audience his experiences in the corporate world. He spoke in detail regarding the effects of globalization on the ways of the business world, and other emerging trends that could impact the world in a big way in the years to come. He The 14th annual National Management Convention of also spoke about customer satisfaction and the constant Management Development Institute, Gurgaon, need for companies to revise their strategies to adapt to Delphique 2010 was auspiciously inaugurated on the the ever-changing consumer dynamics. November 20, 2010. The occasion was graced by the esteemed presence of the Chief Guest, Mr. Anil Sethi, Vice President, TCS, the Guest of Honor, Mr. Vivek Sharma, Program Director, Gandhi Fellowship Program, Kiavalya Education Foundation, Prof. Vinod K Gupta, Director, MDI, Prof. B.A. Metri, Dean, MDI and Prof Neelu Bhullar, Student Affairs Chairperson, MDI. Mr. Anil Sethi is director and VP, SMB cloud sales services at Tata Consultancy Services, prior to which he has also been with Microsoft as the group director-OEM and also as VP, ASEAN/SA at IBM, Singapore. Mr. Vivek Sharma, Program Director at Gandhi Prof. B. A. Metri, dean, MDI spoke about the growth of Fellowship Program, Kiavalya Education Foundation, Delphique over the 13 years, and the way it has gradually evolved into its currently effective form, and its currently unique form in which the students are exposed to the various fields of management specialization. He also spoke regarding the immense learning that the students get by interacting with the corporates through this event. Prof Vinod K Gupta urged the students to be involved in events like Delphique to ensure their overall development and not to restrict them to academics alone. He asked the necessity for the students to develop a sense of corporate social responsibility. 9 | INDIA INC – THE PATH TO TREAD IN THE COMING DECADE
  • 10. Research Panels Communications panel Knowledge Partner Discussion Topic: Social Media Campaigns – The panelists‟ experiences and points of view on these Uncovering design intricacies topics built the students‟ understanding of the subject through a blend of theory and practice. Social Media is scaling new heights in India. Many companies are focusing on the use of Social media for The emerging issues and paradigms of Social Media, tangible and intangible benefits. The core objectives for which need implementation know-how to churn into an a company to employ social media campaigns may empirical base of knowledge, include the behavioral include increasing awareness, generating leads, drivers of social media participation, the key factors of increasing sales / market share, managing crises and social media campaigns that use these drivers to ensure image, changing consumer perceptions and influencing success and the extent to which culture, region and consumer behaviour. gender determine behavior and success factors. These trends give rise to issues concerning the Why, There is a whole gamut of issues, challenges and What, Where, When, Who and How of Social Media, opportunities, facts and fiction in Social Media even that need addressing. beyond what the students studied, that are key to the effectiveness of Social media campaigns and that the As a part of their research, the students tried to answer students gained a better understanding of, through the some of these questions, including the behavioral opinions of the panelists. drivers of social media participation and the ingredients of successful social media campaigns, relevant to the Indian culture and context. Faculty mentor for Negotiating the Education Sector under the WTO regime. She is also on the Board of Studies, All India Prof. Gita Bajaj Management Association – Centre for Management Education. Prof. Gita Bajaj is Associate Professor and Chairperson, Prof. Bajaj has been training managers of various Corporate Communications at organizations including Cairn Energy, Eli Lilly, Hero MDI Gurgaon. She has Honda, ABB, Roche Pharma, Nestle‟ India, IBM completed GCPCL at Harvard Daksh, Coca Cola, Birlasoft and HP. Business School and is an HBS Affiliate. She is a She teaches Managerial Communications, Negotiation prolific writer and along with a colleague, she was Skills and Case Writing at MDI Gurgaon. She has also bestowed the Gold Medal for writing the Best Case in taught at IIM Calcutta and to executive participants of India in the ISB IVEY Case Writing Competition, 2010. University of Maryland. Her research interest area is She was a member of the Ministry of HRD‟s Committee
  • 11. DELPHIQUE 2010 Crisis Communications and impact of new media on Mr. Chiragh Cherian Communication. She has to her credit more than 200 articles published in national news papers and many Mr. Chiragh Cherian is a young published teaching cases. and energetic individual who has best used his learnings from Prior to joining MDI, Prof. Bajaj worked in the industry various spheres where it‟s needed for almost 12 years. Some of the organizations that she most today, the Internet. He has was associated with include The Hindustan Times, The also had the privilege to work in Pioneer, and NIEPA. Her assignment with the various industries and currently Hindustan Times was as the Editor of HT Horizons and heads the Digital PR practice at India's largest public HT Careers. relations firm, Perfect Relations. Panelists Prior to his tenure with perfect relations, Mr. Cherian Mr. Aman Gupta has had an extensive experience in marketing at Europe‟s largest Asian TV network, Zee network. Mr. Aman Gupta is the Chief During his career with Zee, his quick ability to absorb Executive Officer of Imprimis Life and implement gave him opportunities to explore other PR, one of the leading PR and career options such as events and PR. He was a key communications firms in India. It person to organize, market and PR large scale annual offers services ranging from media events such as the Zee carnival and the Zee cine awards relations, crisis and reputation management, training, across Europe. His contribution assisted in the channel‟s market research, public affairs and communications. continued growth and in maintaining the channel‟s He has more than ten years of experience in strategic leadership position. communications and media across a wide spectrum of industries. His professional experience includes Apart from this, in his initial days Mr. Cherian has also communications around product positioning and market had experience in Sales and Advertising. His innate development as well as national media campaigns and ability to meaningfully combine and apply his learnings media training. He has developed and implemented a from various cultures and professions to a measurable continent-wide media and market program for more outcome in this new and upcoming field of digital PR is than 50 clients including names like – IIFT, GEMS well recognized not only by his colleagues but all the Educations, Edexcel Learning, ISB, ICFP, Educomp etc. various industries he has served in his short period with Mr. Gupta holds a postgraduate degree in business Perfect Relations. management, with a focus on marketing and brand Mr. Deepak Mukarji building, from the International Management Institute in New Delhi. He is a frequent contributor to leading Mr. Deepak Mukarji, Country national and international journals. He was awarded a Head of Corporate Affairs for fellowship by TED, the leading conglomeration of the the Shell Group of Companies top 500 people from technology, entertainment and in India, is a seasoned design. He is also the founding associate member of professional with over 26 years Baird‟s CMC, the global conglomerate of senior of experience in creating the communications and public policy advisors networked space for business to grow in across the world. India. As a communications and management leader with various multinational organizations, he has nurtured the license to operate by driving strategic positioning of 11 | INDIA INC – THE PATH TO TREAD IN THE COMING DECADE
  • 12. DELPHIQUE 2010 issues across industry profiles. He has strong credentials non-profits and startups formally or informally, both on in corporate image and expectation management with the product and the strategy side. key stakeholders and decision influencers including the government, civic society, institutional vested interests His blog, Gauravonomics.com, has been voted as the and media. Best Business Blog in India by Indibloggies, and is among the top 150 advertising and marketing blogs The industries Mr. Mukarji has worked in include worldwide, as per AdAge Power 150. engineering, publishing, chemicals, the United Nations, telecommunications, insurance and energy. The brands Mr. Mishra has written several book chapters, including he has worked with include JWT, DuPont, the United for the acclaimed book, “The Age of Conversation”, and Nations, Bell Labs (Lucent Technologies), MetLife and is now working on his first novel. Shell. Ms. Meena Vaidyanathan An erstwhile theater personality with over 350 stage Ms. Meena Vaidyanathan is a performances, 2 television serials & 1 television film, he consultant on business is also a published business writer in various development and strategy, newspapers and has written an article on PR for focusing primarily on social Encyclopaedia Britannica. He has lectured at various enterprises. She has contributed management schools and has attended business in creating significant brand leadership programs at IMD in Switzerland and Henley impact through focused Management College in UK. He has authored a book of customer programmes, online short stories and is working on a novel while living in marketing, media visibility, and Gurgaon with his wife and son. innovative marketing strategies over the past 17 years. Mr. Gaurav Mishra She is presently working with Dialogue Social Mr. Gaurav Mishra helps global Enterprise as a Director for Development creating a brands benefit from Social global programme to build awareness on the importance Squared, the intersection of social, of trust, empathy and respecting human diversity while as in connecting people, and social, empowering people with disabilities. She has worked in as in benefiting the society, as Monsanto, Honeywell and HCL Technologies in the Director of Digital and Social past, before she turned a full-time social entrepreneur. Media at MS&L Group Asia. Ms. Vaidyanathan has worked closely with business He has studied at IIM Bangalore, held senior marketing schools like Harvard and INSEAD on several case roles at the Tata Group, taught social media at studies and played a key role in the conceptualization, Georgetown University as the 2008-09 Yahoo! Fellow, production and marketing of the book Employee First launched crowd-sourced election monitoring platform Customer Second published by Harvard Business Vote Report India and co-founded social media agency School Publishing. 2020 Social. She is also a partner in Niiti Consulting, a consulting Mr. Mishra is frequently invited to guest lecture at company seeking to be a change agent for society, by business schools, speak at conferences and lead supporting organizations that aim to create a strong workshops. He is also frequently invited by Indian and social impact by providing local sustainable solutions international media, including the Wall Street Journal, around business strategy, marketing and execution Forbes, Business Week, CNN, BBC and CBS to support. participate in panel discussions, write articles, comment Ms. Vaidyanathan is a Biotechnologist by training and on stories and contribute op-eds. He advises several holds a Post Graduate Diploma in Business Management with a specialization in Marketing. She 12 | INDIA INC – THE PATH TO TREAD IN THE COMING DECADE
  • 13. DELPHIQUE 2010 teaches occasionally in business schools on effective 4. Innovation business communication, brand management and crisis 5. Integrating offline marketing communication. She is a voracious reader, enthusiastic 6. Building relationships with followers traveller, singer and an occasional blogger. 7. Using blogs and following other people‟s blogs 8. Branding social media presence with company's Student Research Outcome logo and other promotional information 9. Humor 1. Segmenting can be done on the basis of gender. 10. Launching a micro campaign before going for Using social influence and flow experience costly campaign related communication we can tap the male 11. Being consistent with update schedules community because these two constructs are not 12. Using freebies like e-books, free products and visible for females in their social media white papers behaviour. 13. Not Selling 2. A social media website or campaign should be 14. Sharing company events perceived as enjoyable as well as useful. 15. Having a limited presence Although there is subjectivity in the definition of what is enjoyable, one factor which can predict Panel Discussion usefulness is how easy it is to use it. 3. Do not restrict the user‟s ability to navigate within Mr. Gaurav Mishra spoke about the Pepsi Refresh campaign a social networking website or campaign; rather and that a lot of fresh perspective is required with each play the role of a facilitator. Eg. Photo tagging or campaign. He also spoke about the growth of Social media designing/customizing your dream car in an from a niche medium to a mass medium. He spoke of the automobile company‟s page. importance of traditional media, the social media and the 4. In general we find that majority of the people paradigm shift in the usage of these media, a value have a low network size. A social media proposition shift. campaign focused on enjoyment would be best served by going in for a mass broadcast. However Mr. Deepak Mukarji spoke about the relevance of Social a social media campaign which delivers value for media in various sectors. He spoke about the challenge of the social media users should be more focused taking social media to the traditional people who do not use towards individuals having a high network size. 3G or GPRS enabled phones and companies whose Eg. Book reviews from popular reviewers operations favour more traditional paradigms. He in 5. Communication in social media should be an particular spoke about how Anand Mahindra took customer integrated effort; it should not be focused on only satisfaction to another level by use of twitter. one medium. People with multiple accounts may Mr. Aman Gupta focused on the importance of innovation. not use all those accounts with the same He also spoke about getting influenced by the feedback frequency. Hence, it is better to have a multiple acquaintances share about various movies, shows etc. He pronged communication reinforcing the message focused on the concept of bait where the consumer sees the of the campaign in most popular social media benefit that he gets from any campaign and is attracted only websites. then. Following are the factors that have been identified as Ms. Meena Vaidyanathan spoke about designing a social very important for the success of social media media campaign with key features being ease of use, campaigns. Their presence increases the probability of defined segmentation and use of employers as ambassadors. the success of the campaign manifold. They have been She also spoke about specific sites to research on like ranked in the order of their importance for the success: innovators.com by the students of Cambridge. During her 1. Making sure that they do not spam the followers talk, she talked about Social Media Campaigning specifics 2. Listening and tangibles that could be used to quantify and increases 3. Maintained by Humans the effectiveness of such campaigns. 13 | INDIA INC – THE PATH TO TREAD IN THE COMING DECADE
  • 14. Research Team Aakanksha Jain Madhvi Marathe Aman Garg Payal Aggarwal Anshul Gupta Raghoo Puri Rahul Kaushal Jaban Jyoti Phukan Rahul Sharma Lokesh Harnal Swati Bhadada
  • 15. DELPHIQUE 2010 Entrepreneurship Panel America¸ Europe¸ and Australasia. He has also taught at Knowledge Partner SUNY Stony Brook from 1991-1997. His areas of interest include monetary theory¸ public policy¸ and practical applications of game theory to business. He presented papers at the International Conference on Game Theory at SUNY Stony Brook¸ 1996¸ and 2006. His thesis “Public Good and Macroeconomic Policy in A General Equilibrium Model” models the fiscal and Discussion Topic: Social Entrepreneurship in India monetary policy choices of the government in the context of a monetary equilibrium. He writes regularly Transforming ideas into economic opportunities is the on Economics in the financial press. Professor Prasad‟s crux of entrepreneurship. The role of entrepreneurship educational qualifications include BA (Hons.)¸ and an entrepreneurial culture in economic and social Economics St. Stephen‟s College¸ Delhi University, development has often been underestimated. Over the MA¸ Economics¸ Centre for Economic Studies and years, social entrepreneurs have acted as the change Planning¸ JNU¸ Ph.D. Economics (with specialization in agents for society, seizing opportunities, improving game theory)¸ SUNY Stony Brook systems, inventing new approaches and creating solutions to change society for the better. Whatever the Panelists definition of entrepreneurship, it is closely associated with change, creativity, knowledge, innovation and Mr. Ashwin Raghuraman flexibility-factors that are important sources of Mr. Ashwin Raghuraman is competitiveness in an increasingly globalizing world currently the Vice President at the economy. India Innovation Fund, an early stage venture capital fund These trends give rise to many issues surrounding Social promoted by NASSCOM. He is Entrepreneurship, that need addressing. responsible for initiating deal For the environmentally and economically sustainable flows, fundraising, evaluating growth of the country, the role of social entrepreneurs start-ups for investment and supporting portfolio companies in the technology sector. and entrepreneurship is of paramount importance. Creating solutions to change society for the better and In his earlier role at NASSCOM, he was responsible for challenging the status quo would increase our creating the India Innovation Fund. He managed the Innovation Initiative at NASSCOM and was instrumental competitiveness in an increasingly globalizing world economy. in creating a Special Interest Group on Embedded Systems, an Auto Component-Information Technology Faculty Mentor cluster. He also led the NASSCOM Innovation Awards program, which recognized the most innovative Prof. Rohit Prasad companies in the ICT sector. Mr. Ashwin played business and operational roles at Wipro Technologies Prof. Rohit Prasad was VP of and Maersk, Singapore, prior to this. Mr. Ashwin has Strategic Initiatives at Xansa, a $ been a member of the SIP-EIT committee to evaluate 700 M BPO and IT services start-ups for providing funding for International patent company before joining MDI as an and the CII committee on Security and Imaging. By Associate Professor in Economics. education, he holds degrees in Engineering and Masters He has also been a senior IT in Business Studies. He was an active sportsperson and executive for companies in the US and India looking now avidly follows Arsenal in the English Premier after large offshore engagements¸ Corporate Knowledge League Management¸ and Internal Communications. He has handled the implementation of the Balanced Scorecard in two organizations and has served clients in North 15 | INDIA INC – THE PATH TO TREAD IN THE COMING DECADE
  • 16. DELPHIQUE 2010 Mr. Anoop Kaul Mr. Anoop Kaul, based in Delhi, Mr. Sanjay Kapoor is the National Head of Financial Mr. Sanjay Kapoor is currently Inclusion of BASIX Group which working with NEN as a works in the Livelihood Promotion Consultant since April, 2010 space. A post graduate from the looking after Entrepreneurship Delhi School of Economics he Development of 30 leading worked with the State Bank of Management, Engineering, India for 35 years before joining BASIX in 2007. While Vocational and Arts/ Science in State Bank he held senior level positions in the State Institutions in Delhi NCR region, of Gujarat, West Bengal, Delhi and Andhra Pradesh and working closely with and supporting young Bank‟s Central Office and seen all aspects of Banking entrepreneurs. He has been an entrepreneur for 14 years and Financial Sector. Later he was on deputation to GE with expertise in Franchising and managing Small Capital at Delhi where he worked as Chief Financial Businesses. He has run franchisees of 3 International Officer in SBI Credit Card joint venture. In BASIX, he companies in the domains of Computer Education with was the Chairman of the Rajasthan Livelihood NIIT Ltd, Computer Troubleshooting with Computer Promotion Initiative under which 4.1 million BPL Troubleshooters, USA and Immigration with WWICS, families were enrolled for Financial Inclusion in just 45 India for a total of 12 years. He did his MS in days, a global record. He is a Director on the Board of Consultancy Management from BITS – Pilani and did Basix Academy for Building Lifelong Employability [B- Bachelors in engineering and telecom from BMS ABLE] as well as a Member of the Governing Council of College of engineering. BASIX Academy. He is on the Executive Committee of Bhartiya Samruddhi Finance Ltd., an NBFC and the flagship company of BASIX Group. Mr. Anupam Jalote Mr. Anupam Jalote is currently working as the Director – CEO of GreenOil Energy Sciences (Pvt.) Ltd., an entrepreneurial start up that he has promoted – for producing second generation biofuels and renewable electricity via the reforestation of wastelands in a unique, inclusive project. He is also a Partner in Jigyasa Consulting, a Singapore based consulting firm. He is a techno-commercial expert with over 22 year leadership experience in the fields of Telecom, Renewable Energy, Green House Gas Reduction / Clean Development Mechanism and Management Consulting. He has core competence and hands-on experience that enables him to advise organisations on Organisational Design, Business Process Reengineering. Mr. Anupam holds an MBA from Purdue University and is a graduate from Lucknow University with specialization in Statistics, Mathematics and Economics. He is a regular speaker at various business schools and media events. 16 | INDIA INC – THE PATH TO TREAD IN THE COMING DECADE
  • 17. DELPHIQUE 2010 Panel Discussion of technology in helping create jobs for the society. He The panel discussion focussed on entrepreneurship talked about the digital divide and serving the people at in the coming generation which would work towards the bottom of the pyramid. solving social problems such as hunger, poverty etc and Mr. Anupam Jalote dwelled about the social how that would help a country like India grow. impact of a purely technical project such as a powerplant All the panelists also pointed out the difference and went on to relate that to projects having core values between entrepreneurship and social entrepreneurship that benefit the society. He talked about the role of and reminded the audience that the role of the social electricity and power on demand for the people residing entrepreneur did not imply his foregoing of profits. in the villages and how it can improve the productivity The discussion also touched upon the changes in and efficiency. the core values of an organization as it grows in size and Mr. Sanjay Kapoor apprised the audience about the about the difficulties in tracing the trajectory of social role played by NEN in fostering entrepreneurship. He enterprise, as it grows in size. talked about the various initiatives of NEN and the All the panellists shared their viewpoints and their impact of the same. In particular he talked about the role experiences and talked about how the work they had of NEN in the education sector. been doing in their respective fields had helped create The role of government in facilitating the rise of employment and benefited the society. social enterprises was discussed at length by the A discussion was also done about the difficulties panelists. The discussion emphasised about the role of faced by social entrepreneurs in setting up their business government as the biggest provider of capital and how ventures and the regulatory issues that need to be the government is helping to create awareness about addressed social issues. Mr. Anoop Kaul talked about the role of The discussion also touched upon the role of Microfinancing and the work done by Basix India microfinance institutes and the role of the kind of money limited in this space. He pointed about the role of MFI‟s invested in the businesses and how it dictates the growth in fostering the growth of education and small path followed by social enterprises. entrepreneurs in the hinterlands of India. Prof.Rohit Prasad and the other panelists talked Mr. Ashwin Raghuraman talked about the role of about the role of academia in helping to hasten the India Innovation Fund and its role in promoting product growth of this nascent industry. Academia and studies orientation in the Indian IT industry. He also talked can help validate the models of the entrepreneurs and about the difficulties faced by entrepreneurs in getting lead to more such sustainable models. the seed funding for their projects. He explained the role 17 | INDIA INC – THE PATH TO TREAD IN THE COMING DECADE
  • 18. DELPHIQUE 2010 Finance Panel Knowledge Partner Discussion topic: Role of financial markets in Faculty Mentor: developing India - Key Challenges and opportunities Prof. Sandeep Goel Indian economy is one of the fastest growing Prof. Sandeep Goel is an Assistant economies in the world, backed by physical and Professor in the domain of Finance financial infrastructure. The issues of capital allocation, at MDI. He started his teaching financial inclusion, infrastructure funding and career with the University of Delhi regulations are the challenges before the financial and has about eleven years of environment of the country. Development of financial teaching and research experience. His special areas of markets presents an opportunity to overcome these teaching and research interests are Financial Reporting challenges. Indian markets are currently in and Analysis¸ Management Accounting and Control, development phase. Only equity market has Corporate Finance¸ Corporate Governance and Earnings significantly developed and has expanded in terms of Management. Dr. Goel did his Honours in Commerce participants and volumes. Indian growth story has from Shri Ram College of Commerce¸ University of brought this increased interest in equities. This has led Delhi. He then got his Master’s degree in Commerce to increased interest to find new avenues of with specialization in Finance from Department of investments. This creates a necessity to build other Commerce¸ University of Delhi. He earned his doctorate financial markets in India. Financial inclusion is the road in Finance on ‘Management of Finance in Public Sector ahead which involves innovations, refinement of Enterprises regulations and visionary time and fund investments. Financial innovation can also help to develop the Panelists: markets by providing easier access to cheap capital and this will in turn help to grow the economy. The need Mr. C. S. Mohapatra for new investment opportunities in India is helping to Mr. C S Mohapatra is an officer of increase the depth of capital, money, for-ex and the Indian Economic Service of commodity markets. 1986 batch and is currently This research identifies the key success factors of global Director in the Capital Markets markets and the strategies that India can implement to Division of the Ministry of further the development of Indian financial markets. Finance of the Government of The study gives an analysis of these strategies and India. He handles Secondary issues that India will face in their implementation. It Market and International analyses the challenges faced by Indian markets and Cooperation. Apart from the wide experience spanning opportunities that India can capitalize on. over 22 years in key positions in various Ministries/Departments of the Government of India, he has also taught Economics early in his career and was a Banker for some time. Mr. Mohapatra is an M.Sc in 18 | INDIA INC – THE PATH TO TREAD IN THE COMING DECADE
  • 19. DELPHIQUE 2010 Economics from the London School of Economics and President in the Private Wealth Management division – Political Science and is presently engaged in his doctoral Delhi. research at the Centre for Economic Studies and Planning in Jawaharlal Nehru University. He also has a Mr. Vivek Mathur Masters degree in Analytical & Applied Economics from Mr. Vivek Mathur is a Senior Utkal University and holds an M.Phil from Punjab Group Vice President of ICRA University. He is a member of the Secondary Market Limited and member of Advisory Committee of SEBI. rating committee of the company. He holds a Mr. Lakshminarayanan Ramlingam Bachelor’s Degree in Mr. Lakshminarayanan Commerce from University of Delhi and Chartered Ramalingam is a delivery director Accountant from The Institute of Chartered in BFS, Cognizant. He has been Accountants of India. Mr. Mathur has an aggregate working at Cognizant for 11 years, work experience of 19 years, out of which he has been moving between various roles, associated with ICRA for a period of over 15 years. starting as a Senior Business Analyst and moving into account management and finally to delivery management, Student Research Outcome: where he has been working for 6 years now. Prior to For debt market, all countries studied in the research joining Cognizant, Mr. Ramalingam worked for Infosys have a bouquet of debt instruments of various periods for a year and for a boutique Product Company for a varying from a few weeks to a couple of years in both couple of years. the government backed and privately backed Mr. Ramalingam holds an Engineering degree from Birla instruments. In India, policymakers face challenges in Institute of Technology and Science, Pilani and a PGDM developing these markets by focusing on areas like from IIM Lucknow. Mr. Ramalingam holds the effective market mechanism, robust trading platform, distinction of receiving the PGP Chairman’s medal for simple listing norms and development of market for standing 3rd in his academic batch. debt securitization. Mr. Mohit Bhatia For Indian forex market, there have been major Mr. Mohit has professional positives like the introduction of currency futures for experience of over 15 years in USD, EUR, GBP and Yen against the Rupee. However, the Financial Services Industry. the excessive foreign inflows into Indian assets, has His educational background been a cause of worry for the Indian authorities as that comprises a BE (Mechanical has led to rapid appreciation of Rupee which in turn Engineering) and an MBA- translates into decreased competitiveness for Indian Finance. He started his career exports in the world markets. at Kirloskar Pneumatic Co Ltd in 1992 and worked there In India, corporate bond market is in its infancy both in till 1994 after which he pursued his MBA from terms of the market participation and the structure Management Development Institute (MDI) Gurgaon. required for efficient price discovery. Public offering of After completion of his MBA in 1996 he has worked bonds being expensive, time consuming and procedure with three of India’s leading mutual fund companies in oriented, corporates have been finding it easier to areas of Equity & Fixed Income Research and Sales & either borrow from banks or make a private placement Marketing. Before joining Axis Bank in his current role of their bonds. Though there has been slow as Zonal Wealth Head – North India, he briefly worked development in revitalizing the bond market, newer with Anand Rathi Financial Services as a Senior Vice challenges face the country. 19 | INDIA INC – THE PATH TO TREAD IN THE COMING DECADE
  • 20. DELPHIQUE 2010 The opportunities for financial inclusion that India can Markets than ever before and the decision to increase utilize revolve around IT-enabled financial inclusion. It is limits on investments in bonds showcases that India is essential for doorstep banking as IT solutions enable confident about these investments. large transactions like processing, credit scoring, credit record & follow up etc. It can significantly alter the Mr. Vivek Mathur opened the discussion by cost, distance and access equation for poor people. appreciating the work of the research panel and the Mobile network operators need to be at the forefront, relevance of the topics discussed in Indian context. He creating the “roads” on which new products and continued by mentioning the difference between services can travel. Now, exchanges are looking into growth oriented investment and speculative investment and what India can learn from China in using mobiles to reach the rural areas. The major issue that India will face is Obsession with certainty. Lack of terms of infrastructure development. Thus he pointed communication, language barriers and low literacy means to channelize investments in India through levels, Lack of awareness about financial services and individual savings and international investors instead of products, complicated procedures, Lack of legal identity banks which creates asset-liability mismatch. are further hurdles in the way. Mr. C. S. Mohapatra started by congratulating the research team for bringing out brilliant research Panel Discussion highlights. He mentioned that his insights were purely Prof. Sandeep Goyal opened the panel discussion by his opinion and personal views. He talked about thanking the other panelists for attending the aspects like the importance of NSDL, the ease of Delphique Finance Panel discussion. He highlighted the entering the Indian Capital Markets, the sovereign importance of financial shenanigans and governance in credit ratings of India and the Financial Sector today’s world with an example highlighting the need of Legislative Reform Council. He continued by corporate governance. highlighting the role of Credit Rating Agencies in developing the Indian Financial Markets, especially the Mr. Lakshminarayanan Ramalingam followed up by Debt Market. He concluded with the need of forming questioning the need to control FIIs in India. He regulatory bodies for catering to financial conflicts of continued with the need for fundamental innovation in interests. financial products and the role of securitization in the market development context. He extended this need to the Indian debt market development its importance. Later in the discussion, he highlighted the differences with which markets in East and West have developed and underlined the transparency required in the system to develop the corporate debt market. Mr. Mohit Bhatia also talked about the need to develop the debt market by highlighting that National Stock Exchange (NSE) was envisaged for dealing in wholesale debt. About the issue of FIIs, he pointed the fact that International investors had more stickiness with Indian 20 | INDIA INC – THE PATH TO TREAD IN THE COMING DECADE
  • 21. DELPHIQUE 2010 Research Team Ankur Bharadwaj Milind Agrawal Chintan Singh Pratyush Mishra Debajyoti Mitra Raghav Nanda Gaurav Tripathi Rajat Maheshwari Manu Krishna Saxena Varun Shah 21 | INDIA INC – THE PATH TO TREAD IN THE COMING DECADE
  • 22. Faculty Mentor: Human Resources Panel Knowledge Partner: Prof. Radha Rani Sharma Prof. Radha Sharma has 3 decades of experience. She has been appointed as the ambassador for India for the world‟s most prestigious professional body – Academy of Management, USA. She has taught MBA courses at ESCP, Europe. She has received four gold medals for academic excellence. She is on the editorial Discussion Topic: Human Capital Management Models board of several national and international journals. She in the Service Industry is a passionate researcher and has received the AIMS Organizations have come to realize over the years that international “outstanding management researcher improving technology and cutting costs enhance award”. She has also received the faculty award at MDI. performance only up to a point. To move beyond that She has published 9 books. She has also undertaken point, the organization‟s people are its most important training and consulting in various verticals of Human resources. In the end everything an organization does Resources. Some of her assignments have been depends on people. To get the best out of people the sponsored by the UNICEF and the World Bank organization must offer a healthy work climate where Panelists they can us their knowledge skills and abilities fully with organizational goals. There is where HR managers Mr. Amit Jagga play a crucial role – that of bridging gaps between Mr. Amit Jagga is responsible for employee and organizational requirements by adopting managing the HR function for appropriate HR policies strategies and practices. Human IBM Global Process Services – capital management is about optimizing the performance NCR and Chandigarh. He has been and capabilities of management and employees working with IBM for the last 10 years. A seasoned HR Professional Human Capital Management can be defined as an with experience in multiple roles integrated effort to manage and develop human within business, recruitment and capabilities to achieve significantly higher levels of HR. He has a Bachelors Degree in Business with performance. Intellectual capital can be classified as specialization in HR and has done Executive PG Course organizational capital (institutionalized knowledge in HRM from XLRI. He has also been a part of an possessed by an organization), human capital Accelerated Advanced Management Program from IBM (knowledge, skills, abilities and capacity to develop and in collaboration with Harvard University. innovate possessed by people) and social capital (the structures, networks and procedures enabling people to Mr. Daljeet Singh acquire develop intellectual capital). Mr. Daljeet Singh is the president – The students‟ research brought forth the theoretical strategy & organizational aspects as well as the models and systems practices in development of Fortis Health Care the industry, the various drivers of human capital Limited. Prior to his current role, management were identified and the research was Mr. Singh was the Chief Executive carried out in the basis of these drivers. Officer of Fortis Health Care Ltd. Before joining FHL, he was the The panelists‟ experiences and points of view on these Director in charge of HR, topics built the students‟ understanding of the subject manufacturing, and external relations with ICI India ltd. through a blend of theory and practice. with a proven track record of growing diverse businesses through his leadership. His key achievements have been in the field of developing progressive HR
  • 23. DELPHIQUE 2010 strategies, and ensuring their implementation, Mr. Shiv Chandra organizational restructuring, building a high Mr. Shiv Chandra is working with performance culture and leading teams to deliver Aon Hewitt business values. He is a gold medalist from IIT Delhi and a commonwealth scholar to the senior management program at the Manchester Business School. Mr. KK Ahuja Mr. KK Ahuja is advisor and head operations, Napino Auto and electronics ltd. He has an experience of more than 40 years Student Research Outcomes with various leading public and private organisations. He was the 1. The HR Managers emphasized that Systems director on board of various pertaining to Leadership Practices are well defined but companies of the Dalmia group, employee surveys show otherwise. General Manager – HR of Usha 2. Employees feel that career development International and Chief Personnel Division of IDPL. Mr programs were not adequate. Ahuja is an expert in Industrial relations environment, 3. Information systems pertaining to knowledge developing people based competence strategy. Under his systems have been rated low consistently by HR supervision, Napino Auto and Electronics has been Managers and employees. conferred with a certificate of commendation for best 4. Average HCM scores of firms in the BSFI practices in HR in CII HR conclave 2010. Mr Ahuja sector higher than the scores of IT/ITES companies takes keen interest in management education and has 5. None of the drivers achieved a Maturity Level been a visiting faculty at MDI, LBSIM New Delhi, LBS of 4. Bareiley, and Amity Institute of Management. He has 6. Although all organizations laid a lot of emphasis presented papers in international conferences and on trainings, the employees feel that the trainings were authored several books on management. not well-defined and effective. 7. Various different practices are followed across Dr. Maninder Khalsa companies in the service sector however most of them Dr. Maninder Khalsa has are common for all of them. professional experience of over 8. Some of the issues faced In the service industry 19 years in customer service & are: sales operations and managing a. Attrition - McKinsey Associate Partner, Supriyo learning & development and Sinha said that nearly 63,000 employees of public-sector over 13 years of experience in banks will retire from the service over the next three HRD & Learning & years and banks will have to devise ways to overcome Development consulting. He this challenge. has been performing at national b. Talent Management - India meets only 15-20% role for last 9 years. He has also been a speaker at of the demand for Knowledge Process Outsourcing. By various conferences including “Power Industry–National 2009, there will be a shortage of at least 3, 00,000 Training Policy.” He has done a Ph.D. in Business professional in outsourcing in India. Administration from AMU, an advanced course in c. Training and Development - $126 Billion Spent „HRD and Research Methodology‟ and holds a PGDBM on Employee Learning and Development in 2009. "The from IMT, Ghaziabad. He has worked with a number of findings in our latest State of the Industry Report clearly companies such as WTTIL, Aircel, Bharti Airtel, Godrej demonstrate that executives and business leaders know Nelco, among others. their investments in employee learning and development are keys to survival, recovery, and future growth” 23 | INDIA INC – THE PATH TO TREAD IN THE COMING DECADE
  • 24. DELPHIQUE 2010 d. Employee Engagement - Employee engagement Prof. Radha Sharma commented that there is a is the most important driver for Talent retention. difference between Industry and academia and both have their roles in development of the profession. 9. From the employee angle, outcomes that HR desires are being achieved. Leadership development Mr. Amit Jagga of IBM was the next speaker. He gave a programs are not widely known of because a small very interesting example where he quantified into rupee number are exposed to them. There are two roles that amounts the cost that attrition has to an organization. HR has. The functional role, which deals with expertise According to him, 30% of profits were compromised as and the team role which is not clearly defined. There are a loss due to attrition. Another example that he gave was three things that happen in an organization. Alignment, the quantum of applicants that a large IT firm such as the process of execution, and the process of renewal. An IBM needs to reach in order to meet growth needs. One interesting definition of the role of an organization cannot have a gate keeping mentality when doing such is:”To survive in perpetuity”. mass recruiting. The discussion then turned to how this 10. The role of an HR manager is to create an function of HR is akin to supply chain management, ecosystem where the leadership can do its job. The HR when the massive inflow and outflow of Human manager must facilitate leaders to be able to perform resource is involved. This reaises the question is attrition their role. From the research findings, it was seen that really an HR problem? Is it the CEO‟s problem? It is an the business leaders have scored highly, HR managers issue of leadership and HR has an important role to play. have not. There is too much emphasis on systems and Mr. Jagga gave an analogy of an „emotional‟ bank initiatives. They have become the end in themselves account of an employee. The employee has a mental rather than the means. balance with the firm. If it is positive, he is happy Panel Discussion working there, if it is negative, it is a cause for concern. The discussion started out with Prof. Radha Sharma Mr Daljit Singh was the next speaker. He said there are two roles that HR has. The functional role, which deals acknowledging the presentation of the research team. She then gave her thoughts on the findings and some with expertise and the team role which is not clearly comments for further discussion by the panel. She defined. There are three things that happen in an mentioned how the importance of human capital was organization. Alignment, the process of execution, and first recognized in history by Adam Smith. From the the process of renewal. An interesting definition of the role of an organization is:”To survive in perpetuity”. He 1960s onwards, beginning of the knowledge era, land, labor etc. have been replaced by human capital as the took the example of the Tata group. Mr. Singh said that primary factor in wealth creation. the HR manager must have his finger on the pulse of the organization. The next to speak was Mr. Shiv Chandra of Hewitt. He said that all the issues highlighted by the research are The next speaker was Mr. Maninder Khalsa. He said that very relevant today. He commented that the the role of an HR manager is to create an ecosystem methodology adopted had a prime focus on models of where the leadership can do its job. The HR manager must facilitate leaders to be able to perform their role. Human Capital. As important as it is to understand models, it is equally important to be able to implement From the research findings, he pointed out the business them. He said that one failing of the HR professional is leaders have scored highly, HR managers have not. He that that he tries to jargonize, make things that are said there is too much emphasis on systems and initiatives. They have become the end in themselves simple, esoteric. What the research findings show is that rather than the means. on from the employee angle, outcomes that HR desires are being achieved. Leadership development programs are not widely known of because a small number are exposed to them. Mr. Chandra then gave his thoughts on workforce optimization, how to be proactive as an HR professional and what is the right amount of HR. 24 | INDIA INC – THE PATH TO TREAD IN THE COMING DECADE
  • 25. DELPHIQUE 2010 Research Team Hemanth Roshni Arora K.R.Ramakrishnan Ruchira Pandey Kanika Kakkar Sachin Batra Kartik Gupta Sohil Hemnani Parul Malik Swathi Pasumarti Piyush Tushar Prerna Mathur 25 | INDIA INC – THE PATH TO TREAD IN THE COMING DECADE
  • 26. IT Panel Knowledge Partner: Faculty Mentor Prof. Kanwal Kapil Prof. Kanwal Kapil is an Associate Professor in the field of Marketing and Chairperson Open- Programmes at MDI. Prior to Discussion Topic: Outline and Application of next joining MDI he has worked with generation CRM IPM as Deputy Director and IMT There are various pieces of CRM we currently Ghaziabad as Assistant Professor. understand – 360 degree view of customers, integrated He has worked in various companies such as Chemtrol marketing communication, Above the line & Below the technologies¸ L&T and Cipla handling product and line channels to interact with the customer, org-wide IT brand management functions. He has been active in systems (SAP, CRM software) etc are some pieces of academics for last 13 years where he taught various this definition today. While these really help courses such as Marketing Management¸ Brand organizations focus their energies, it seems we are Management¸ and Consumer Behavior. Dr. Kapil is nearing the inflection point where the returns from actively involved in executive education¸ consulting and these start diminishing, given that these have now research. Apart from writing three books he has also become ubiquitous. Hence, there arises the need to published research papers and case studies in various understand the future CRM drivers. international and national journals of repute. Dr. Kanwal Kapil holds PhD and MBA in marketing. The research included identification of the future drivers of CRM and then the various methods of Panelists: capturing sentiments along with their inherent advantages and limitations, thus arriving upon a market Mr. Murthy Chebiyyam segmentation methodology for better customer Mr. Murthy Chebiyyam is servicing. The discussion focused upon the future and currently the program director current challenges/ limitations facing the evolution of of services Quality at IBM CRM to next level and the future of the CRM – from Research India. He has 29 years technology as well as marketing perspective The growth of experience in Electronic drivers for the CRM in future was discussed, with Components/ Hardware particular emphasis on social CRM, focusing on the Systems, Reliability and Quality moral and ethical aspects of using information from Assurance, S/W Project sources galore management and Quality Assurance, Total Quality Management (TQM), Six Sigma, Business risk The subject of focus in the discussion was how to go management, Knowledge Management, Information about finding new avenues of reaching out to Security Management, Disaster Recovery & Business customers so as to gain competitive advantage Continuity Management, Customer SAT Management., throughout the value chain of an organization. and Services Value management. He has been defining Furthermore, the discussion also focused on how to and driving Service Quality & Service Value research harness the full capability of the ever emerging agenda for IBM India Research lab. He has also been technology, since the technology, along with its influencing the impact of service quality/ value on benefits, also brings quite many challenges with itself. contract growth, client loyalty & global reference ability in a B2B contracts.
  • 27. DELPHIQUE 2010 engage with the Student Mr. Ravi Pratap Singh community across India Mr. Ravi Pratap Singh is understand their President, Nucleus School of requirements and create a Banking Technology (NSBT) strong and sustainable which is a new division of engagement framework for Nucleus Software Exports Microsoft India to empower Ltd., started by Mr Singh the Education community himself. Prior to this, he had with programs like Students to Business Programs for a long stint as President, Skilling & Employability, Student & Faculty Trainings Global Delivery at Nucleus Software. His entire career and certifications and also to drive the Corporate Social was spent designing, developing & delivering software Responsibility engagements like Digital Literacy solutions for global Banking and Financial Services Certifications at one India level. He was awarded the leaders like Citibank, Bank of America, ICICI Bank, HDFC prestigious Microsoft Gold Star Award for the year 2009 Bank, SBI, Standard Chartered and many others. He by the Chairman Microsoft India for his outstanding started his career 25 years back with Nucleus Software contribution in setting up of India community council as a summer trainee and grew to head its operations (ICC) with INETA & CULMINUS. He was also featured as quickly. He headed the delivery operations for more one of the Frontrunners and the Youngest AVP of than a decade before moving to the new venture. He Corporate India at the age of 26, by Business India 23rd did his graduation in Economics from SRCC, Delhi March 2008 edition. before doing his Post Graduation in Computer Applications. Student Research Outcomes: Mr. Sudeep Goswami The findings can be classified into 3 broad categories: Mr. Sudeep Goswami is the 1. Identification of drivers of Next Generation CRM 2. Capturing Sentiments – Methodology, Tools Senior Manager – Analytics 3. Suggesting Segmentation Methodology using the at Dell International Service. He has been in this Sentiment Analysis Outputs position for over 4 years. The initial phase involved identifying the drivers for He is currently leading the next generation CRM and research findings clearly Commercial and Services pointed to Social Media as one of the major drivers. marketing Analytics team at Dell Global Analytics. He Social media is the platform where majority of the has led and successfully executed several key strategic consumer-company and consumer-consumer projects for Dell, in the areas of Supply Chain, customer interactions are happening and this trend will be experience and alternate hiring channels. Previously, he gaining more momentum in future. was a consultant at Satyam Computer Services Ltd., where he worked for nearly 2 years. He has also worked These developments have made companies give serious with Britannia and Infosys. He holds a PGDM thought to the development of a social media strategy (marketing) from IIM B and is a Ceramic engineering as a way to leverage the strength of the medium. Dell graduate from IT BHU. Social Media Strategy had been discussed and the merits of listening methodology of Dell were seen. Mr. Venkatesh Sarvasiddhi Based on the parameters of the research as set by the Mr. Venkatesh Sarvasiddhi is currently the head of research partner, the research team concentrated on Student Skills & Employability Initiatives at Microsoft looking at Sentiment Analysis as one of the ways to Corporation, India. His primary responsibility is to leverage power of Social Media. As part of this, 27 | INDIA INC – THE PATH TO TREAD IN THE COMING DECADE
  • 28. DELPHIQUE 2010 Sentiments were defined in the context of research and Mr. Sudeep Goswami talked about the social media then the methods to capture the expressed sentiments strategies adopted by Dell. He said that Dell being the were identified. second biggest eRetailer after Amazon, it is important for Dell to understand the sentiments expressed by its In the next stage of the research, the segmentation customers. He opined that due of the growing methodologies currently being used to effectively use importance of the future drivers of CRM like social the outputs of sentiment analysis were researched and media, it is important to have the entire product an in-depth analysis carried out on the applications, development steps based on customer feedback. Mr. strengths and limitations of the existing segmentation Goswami talked about how Dell’s products are methodologies. The existing segmentation method was designed based on customer feedback. He talked about found to be insufficient in capturing the sentiments in an incident where Dell’s B2B client’s employees were an effective manner through application of the chatting on their intranet that they don’t like gray methodology for various alternative scenarios. This colour laptop and how Dell incorporated such finding made it necessary to come up with improved comments. segmentations methodology. Mr. K P Sharma talked about how listening to social An extensive research was conducted and intense media has helped Dell. He said that every week around brainstorming sessions were conducted by the team to 10 million users call Dell and that 30% of them are come up with an alternative segmentation recorded by Call clinic Tools for analysis. He also talked methodology. This methodology was a multi out how capturing sentiments helped in understanding dimensional segmentation model and it was mapped in the drawbacks of Dell’s unsuccessful products by giving a way so as to be applicable for a diverse range of an example of Dell’s DVD Drives. Only after the situations. This methodology was built with an inherent feedback from customers were they able to understand flexibility which allowed it to be applicable for every that temperature was one of the failure points. He also situation. The improved methodology needed one to compared the social media usage patterns of China and have data on the same consumer for multiple India and said that data gathered from Social Media in parameters which is difficult but is being made possible China is much higher than that of India. as the social media evolves. Companies are investing huge amounts of money so as to get the data on Mr. M Chebbiyam brought in the technology multiple parameters and this methodology is a good perspective of CRM. He identified three major success way to benefit from the investments made.The factors for CRM. Firstly, he said that we should target limitations of the segmentation methodology suggested agent proficiency where the calls are transferred based had been discussed. One of the limitations stemmed on either the language spoken by the caller or the from the limitation of sentiments analysis itself. criticality of the issue. He talked about the concept of Sentiments being a psychological parameter had a agent “buddy” where an agent can assist customer limited area of application. transactions. Secondly, he said that it is important to Panel Discussion: manage the call volume effectively. Finally, it is The discussed was moderated by Prof Kanwal Kapil. He important to make customer happy and relaxed - gave his view points on the limitations posed by sentiment analysis can play a major role. He said that sentiment analysis tools and also the moral and ethical same sentiments can be expressed in same/different implications of capturing sentiments. He also talked languages depending on different regions and also that about the important concepts of Customer lifetime different methods of CRM must be used for different value and customer referral value and their practical verticals. He concluded by saying that the outcome of usage. Technology should be to enable company for better decision making. 28 | INDIA INC – THE PATH TO TREAD IN THE COMING DECADE
  • 29. DELPHIQUE 2010 Mr. V Sarvasiddhi discussed about the social media challenge in banking is to provide a single view to the engagement plan at Microsoft. He said that earlier customer. Other challenges include identifying unique Microsoft used to rely on research done by Gartner and customers and reliability of the data. He said that banks Forrester but now it has created its own blog still thrive on transactional data even when customer department. It now launches its products to the top 150 dissatisfaction happens before they even start their technology bloggers identified by the blog department. transaction. Ex: Opening an account and getting all the Microsoft also invites such bloggers to their major rights. Speaking of technology, he said that it should events so that they have better knowledge about their assist a company in effective data mining that can be products. Microsoft also conducts Tweeter contest considered for better outcome (decision making). He where 5 persons with maximum tweets are selected also said that Social Media is still not used for profiling and they can ask questions directly to Steve Ballmer. of customers because of lack of information. He Mr. Sarvasiddhi also said that this trend cannot be concluded by saying that though many tools are stopped and that it will continue growing. Hence, available to capture and analyse the sentiments, only leveraging technology is also very important. those tools should be used which are in perfect alignment with the overall strategy of the company. Mr. Ravi Pratap Singh focussed on the CRM strategies of the Banking Sector. He said that the biggest Research Team: Abhinav Dakalia Raghunath Ganti Anil Choudhury Shantanu Verma Debmalya Sushma T Esha Sharma Tarun Dudeja Piyushi Sobti Vivek Jain Preetam Biswas 29 | INDIA INC – THE PATH TO TREAD IN THE COMING DECADE