Implementing Effective Marketing Strategies for Start-ups

QUALITIES AND VALUES
EXPLORING DIFFERENT
LEADERSHIP APPROACHES
GROW YOUR BUSINESS
IMPLEMENTING EFFECTIVE
MARKETING STRATEGIES
FOR START-UPS
VOL 03
ISSUE 01
2022
www.insightssuccess.in
SK (Senthil Kumar)
Founder and CEO
The Professional IT Solutions and Service Provider
I T E Z
Global Solutions Pvt Ltd
ACH EVERS
BUSINESS
Making A Diﬀerence 2022

Editor’s Note
business achieves its triumph when it serves
Asociety to its best ability. It is led by a
compassionate leader who believes in personal,
organisational, and social transformation more than profits.
The pandemic highlighted this factor, testing the very
mettle of which business leaders are made. That grit is
called resilience, and such leaders can be termed as
business achievers making a positive difference to the
industry, society, community, and the country they serve.
What emerged out of the destruction of the pandemic is
resilient leadership. From information technology to reality
and consultancy to financial service providers, these leading
companies provided a much-needed impetus of renewed
hope and enthusiasm to the industry while offering their
TRIUMPHANT
BUSINESS
TRANSFORMING
THE FUTURE

continuous services to varied local and global clientele and
consumers.
Adapting to the changing times, these businesses have
adopted advanced technologies, revamped their business
processes, transformed their operational strategies and
prepared themselves to face any unforeseen futures.
But the one major factor they focused on which made them
resilient throughout the pandemic was their consumer-
centric approach. This approach made them reach the users
irrespective of the users’ demographics.
They combined digital tech with the human touch to give
access to those conﬁned to their homes or restricted to their
remote locations. There are many such stories of many such
triumphant businesses transforming the present and the
future of society.
Insights Success celebrates these achievers’ stories through
its latest edition of Business Achievers Making a Diﬀerence
– 2022.
Read on to acquaint yourself with these future-ready
business entities entirely. Also given are the opinion articles
on emerging industry trends from our in-house editorial
team for your reading.
Enjoy!
Abhishek Joshi
Deputy Editor
abhishek.joshi@insightssuccess.com

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A r t i c l e
08
I T E Z
Global Solutions Pvt Ltd
QUALITIES AND VALUES
EXPLORING DIFFERENT
LEADERSHIP APPROACHES
GROW YOUR BUSINESS
IMPLEMENTING EFFECTIVE
MARKETING STRATEGIES
FOR START-UPS

C
O
N
T
E
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Shweta Srivastava
Adept Leadership Personality
AMAMA
The Glittering Jewelry
Sharing its Story
Dr Nitesh Kumar
Building Addresses
Synonymous with Happiness
16
28
24
Vijith Sivadasan
Looping-in Digital
Immortality to Businesses
36
Pro-Consulting Solutions
Trailblazing Triumphant
Business Management
40

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Management Brief
Company Name
Amama Jewelry
Amama specializes in handcrafted jewellery and curates unique
jewellery pieces from diﬀerent parts of the world.
Nikita Gupta,
Founder
Codelattice
Codelattice provides exceptional business agility by connecting
applications, data, and people. All its products and solutions are built to
scale, suitable for startups to enterprises.
Itez Global Solutions
Private Limited
ITEZ Global Solutions Private Limited was conceptualized and
formed in 2018 to provide end to end IT solutions for enterprises and
consumers.
Senthil Kumar,
Founder and CEO
Paul Merchants Ltd
Paul Merchants' mission is to focus on achieving complete customer
satisfaction by oﬀering a wide range of services of highest quality.
Shweta Srivastava,
CTO
Emami Realty Ltd
Charting a dynamic growth path over the years, Emami has
successfully established itself as a global brand with Indian values.
Nitish Kumar,
Managing Director
and CEO
ACH EVERS
BUSINESS
Pro-Consulting Solutions
Pro-Consulting Solutions have been assisting leading law practice set-
ups (focussing on corporate, litigation, IPR, tax, Compliance) in
strategising their operational, management and talent needs, assisting
them with bespoke solutions.
Vijith Sivadasan,
MD and Co-founder
Vivek Das,
Founder

C
O
V
E
R
S
T
O
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Y
Our motto is
"Your requirement,
our responsibility"
and we strive to
live up to it by
providing exceptional
customer service

SK (Senthil Kumar)
Founder and CEO

You can always spot a professional leader apart in
the crowd.
It is not only their dressing style, attitude, conduct,
personality, aura, but their innate nature that gets connected
with your inner sense, and instantly you know that you are
looking at a leader.
Information Technology is one such industry, where for
expert services and complete solutions, you always need
genuine professionals because only they will bring that
positive difference to your IT-dependent business.
So, when we were looking for 'Business Achievers Making
a Difference – 2022', we came across Mr. Senthil Kumar
(SK), Founder & CEO of ITEZ Global Solutions Pvt
Ltd. We knew that we had met a real professional leader.
Making of The Leadership
A master of computer applications and a post-graduate
diploma holder from ISBR Business School, SK has over
15 years of versatile experience in the fields ranging from
sales, management, and planning to implementing strategies
for multi-lingual regions across the nation.
Along with ITEZ, he is also the founder of SYSK
Innovations Pvt Ltd, and Re-cart - the latest talk of the town
business in Bengaluru. He was also the founder of ASM
Info and Venture Information Technology, along with
carrying out many leadership roles - from mid management
to CEO level in the past.
When we asked him about his vision and mission, SK said
that he wants ITEZ to become the leading IT solutions
provider pan India, and that their goal is to make a positive
difference in client's businesses by providing an excellent
experience to them.
He informed us that ITEZ was conceptualized and formed
in 2018 as an extension of this vision and mission to
provide end-to-end IT solutions for enterprises and
consumers.
"To enhance the capabilities of enterprise process and
security structure, we offer customized and complete IT
solutions for enterprises of all sizes and verticals. We work
with everyone, from start-ups to industry biggies, so our
understanding of enterprise IT challenges is wide and
deep," he said.
"Our core team has 15+ years of cumulative experience in
IT sales, solutions and services. This experience makes ours
a technically sound team, which is fully-equipped to take
care of all of your product and service requirements," he
added.
"We give door-to-door service, as well as we have adapted
ourselves with updated technology to meet the ongoing
demands in the market. Our contracts help save
maintenance costs and reduce the breakdown time," he
added further.
He also said that when it comes to safety from unexpected
failures and repairs, they are the customer's preferred choice
because they offer 24*7*365 days' support. Their services
are highly reliable and planned as per the client's products.
And also, they offer it to those clients who are using
competitor's products.
Believe in your team
because when people
are financially-invested,
they want a return. But,
when people are
emotionally-invested,
they want to contribute
ACH EVERS
BUSINESS

The company's motto is - Your
requirement, our responsibility.
"And we strive to live up to it by
providing exceptional customer
service," he proclaimed.
"We have partnered with several
OEM's such as Hewlett-Packard,
Lenovo, Dell, and Acer to
provide authentic IT products to
our customers. We also deal with
Rentals, and we are working on
our E-Commerce department,
which we will be launching this
year," he revealed.
Rise of a Professional
SK has very humanistic thoughts
regarding topics like company
culture, celebrations, people,
clients, and vendors.
He said, "When it comes to our
company's culture, we believe in
two things, that is, 'We walk the
talk' – we speak about being a
team and a family. We believe in
it wholeheartedly, and 'Action
speaks louder than words' - once
you get to know my team, you
will not feel like it is just a
company but more like a
professional family. You will get
more than what you expected if
you are a person working in
ITEZ."
On celebrations, he said, "Our
culture is unity in diversity, as we
celebrate the small eﬀorts to the
biggest ones. We don't exclude
the losses as they are the biggest
teaching force for my team, to
move towards their goals, no
matter how many times they fail
or make a mistake. Therefore,
here at ITEZ, every day is a
festival to celebrate each other's
failures and achievements."

We walk the
talk and our
action speaks
louder than
words

The company prides in having optimistic and focused
people who always love taking up challenges, finding ways
to enter newer markets, creating a new client base, and
reaching impossible heights. The company welcomes new
ideas and suggestions and encourages its employees to
work as a team and not as an individual.
He had very promising words for his clients like,
"Providing our customer with the best of products and
services at a reasonable price, is something that makes our
customers only avail products and services from us. And at
the end of the day, both our clients and we are happy.”
ITEZ keeps all its documents up-to-date, which makes the
vendors to not only buy and sell products and services to
the company, but also builds trust. "Just as they supported
us during the pandemic, we'll keep supporting them too,"
assured SK.
ITEZ's key aspects are its Clients and Vendors. They are
more of a family than just a business; hence they are the
company's strength as well as weakness. The company
takes pride in knowing that it supported its clients and
vendors even during the pandemic.
Leader Meets the Challenges
During the initial weeks and months of the COVID-19
crisis in the country, it was very difficult to stay afloat as the
economy was crumbling. No one could predict that the year
which was supposed to bring good news ended up being a
year of struggles.
SK accepted that it was a challenge to help his people
navigate the demands and supply of the products and
services requested by the clients and vendors during the
pandemic. But his team said that 'this time shall pass too'.
So, they met the uncertainty and overcame it together as a
team and, most importantly, as a family.
He reminiscences that the pandemic time was a learning
experience. "During COVID-19, we carried
laptops/desktops manually to our third-floor office, that too
through the stairs and then did the packaging and delivering
all by ourselves. And now, post COVID-19, we are proud
that we have opened three new offices and grown to heights
that were unimaginable. We have expanded our office,
which has many departments like service team, logistics
team, enterprise team, rental team, etc.”
He believes that COVID-19 is a blessing in disguise for him
and his team, as it made him and his company the way he
envisioned it to be, or more than what he had envisioned. In
merely two years, the company reached the Top-18-List in
the industry. This is exponential growth for a start-up like
ITEZ that started and survived due to the efforts of just four
of them during the pandemic.”
Leader Beats the Challenges
When probed about how they handled the challenges, he
said, "The challenges created by the pandemic were not
easy to handle, especially for the businesses that were
trying to reopen. Whenever many micro and small
businesses felt a sense of urgency to get their business back
to the normal as soon as possible, there were new
guidelines and revised practices laid down by the
government, which we strictly followed."
And for beating those challenges, he said that they took
special permissions to work from office during the
lockdown, following all the norms to work from the office
and sharing up-to-date, relevant information about COVID-
19 symptoms and disease prevention.
He said that their main focus was an organized, safe
environment for working. They purchased medical supplies
and equipment, like antibacterial products and
thermometers. They also self-monitored their employees'
health, and regularly disinfected their workplaces.
They further ensured that all their employees were
vaccinated and wore masks at all times. They even arranged
for passes for the employees commuting by motorbikes,
and pick-and-drop facilities for the employees who used to
travel by bus.
ITEZ also officially aligned with vendors who could not
avail passes for delivering products to the client's place, as a
delivery partner so that those vendors could survive the
pandemic.
They also made sure that the employees commuting from
office to home and vice versa followed the same safety
measures at home by constantly communicating with them.
The Pro Leader's Tech Vision
SK's tech vision is futuristic. According to him, AI's need is
recognized by all the businesses today for their business

growth. However, many of them never move beyond the
experimental phase, when it comes to fully using AI's
potential.
As per his experience over the years, the definition and
concept of AI have evolved significantly. He describes it as
a simulating experiment in human reasoning abilities with
the help of advanced computer systems, which can learn
and reason, interpret, and make decisions similar to
humans.
He says that AI, which was already there, had been
suddenly propelled by the pandemic so much that our future
anticipation of many years became a reality in few months.
And according to him, the behavioural change it brought is
tremendous.
"But to grasp the future impact of machine learning, and the
role AI could play in our futuristic society, we must first
focus on the technology at the heart of this revolutionary
automation renaissance," he opines.
Words of Wisdom
"Be curious because curiosity is what makes you see things
that others do not," SK advises and adds Albert Einstein's
quote - "I'm neither especially clever nor especially gifted. I
am only very, very curious." Adding his thought to it, he
says, "So, let the curiosity within you soar to greater
heights.”
According to him, "One should be aware that there are
obstacles everywhere. Sometimes they are in the form of
people. Sometimes they are in the form of stupidity. They
are all hard to accept, and they can kill motivation. It takes
someone with the passion, maturity, optimism to get past
that."
About his motivation, he says, "As a leader and a business
owner, motivation for me, comes from working with people
on things that I care for. So, don't be intimidated by what
you don't know or by the fear of failure. We make a living
by what we get and we make a life by what we give.
Therefore, believe in yourself and your abilities but don't
make it a reason for your downfall. Because, if leadership
serves only the leader in the short term, it will look good,
but later on in the long run it will fail, as ego-satisfaction,
financial gain, and status can all be valuable tools for a
leader, but if they become the only motivations, they will
eventually destroy a leader."
He reasons it with a philosophy that you are truly leading
only when service for a common good is the primary
purpose. "Believe in your team because when people are
financially-invested, they want a return. But, when people
are emotionally-invested, they want to contribute".
The Professional Leader's Future Mission
SK feels that irrespective of whichever business one is in,
one has to deliver the best value to their customers and
vendors to succeed in the long run, especially during times
like the pandemic. "If you can not precisely identify what
value you add and deliver on it, it is going to be hard to sell
your products or services in the future," he says. "But I
don't mean that one should be doing charitable work to add
value to the world or to your customers. Simply speaking,
one needs to understand how their future strategy adds
value to all the stakeholders. As without the value
component, it is harder to sustain success."
Therefore, ITEZ's aim is to reach out to tier-3 and tier-4
cities, and provide them solutions and services. "Why
should only big cities enjoy these benefits provided by us?"
he argues.
The company believes in being a cost-efficient brand, rather
than just being a luxury brand. For them, their client
requirements are their responsibility, and they try to make
sure to always provide them with the best, as they are the
ones who have made the brand that ITEZ is today.
Therefore, ITEZ has tied up with many OEM's, due to
which they can provide their clients with the best of their
products and services at an affordable price range.
Here at ITEZ, every day is a
festival to celebrate each
other's failure and
achievements

The Glittering Jewelry Sharing its Story
A M A M A
TM
mama means Amma in Telugu, which is how
ANikita addresses her grandmother, who currently is
in her 80s. Amama, the brand, is curating the best
of jewelry from every part of the world and trying to invoke
every feeling that comes when you see or hear about
jewelry.
Every woman is very close to the jewelry they own and
even more to the ones that are inherited. The brand Amama
and all its designs are inspired by the Founder & CEO
Nikita Gupta’s grandmother, from whom she inherited a
lot of silver jewelry, which are now priceless.
Amama, the brand, tells stories of people who buy jewelry
and people who make it. Every piece that Nikita sells is
very close to her heart as buying is done personally from all
the globe-trotting. Connoisseurs will find pieces from all
over the world that describe a particular culture or country.
All that Sparkles is Amama
Thus, Amama’s outstanding inspiration was equipped from
the heirloom jewelry Nikita inherited. The prominent goal
is to have ‘all you need’ under one roof!
Nikita always wanted to build a brand that withholds
lightweight and aesthetic jewelry. Established in 2017,
Amama represents a new definition for handcrafted
statement jewelry collections and is also a one-stop brand
for everyone and anyone who admires jewelry.
Many celebrities and influencers have worn Amama’s
intricately designed pieces. Such as Alia Bhatt, Madhuri
Dixit, Richa Chadha, Yami Gautam, Masaba Gupta, Riya
Kapoor, Neena Gupta, Nora Fatehi, and popular influencers
and bloggers such as That Boho Girl. Komal Pandey,
Masoom Minawala, and Kusha Kapila have also adorned
the pieces in their unique ways.
One roof for all the Jewelry Brands
Amama is not just the representation of their buyers but
also those who carve and reinvent the aspirations of Amama
with their intricate designs and hard work.
Amama constantly strives to reincarnate the essence of
traditional and western jewelry in the metamorphoses of
threadwork and embroidery. “Adda” work has been the
inception of Amama. With the surface ornamentation of
pearls and metalwork, a new version of accessories has
been explored and brought to existence once again.
16 | March 2022 | www.insightssuccess.in

Amama
represents a new
deﬁnition for
handcrafted
statement jewelry
collections and is
also a one-stop
brand for
everyone and
anyone who
admires jewelry
“
“
Business Achievers Making a Difference- 2022

With the vital aspect and mindset, Amama believes in
aspiring into a marketplace for jewelry in the upcoming
years, at the very latest!
Starring through the Pandemic Darkness
The pandemic has brought a lot of destruction, but
somehow, it has also benefited the people who occupied the
most from it.
According to Nikita, the fashion industry has faced a severe
change, like the production line was stuck, and due to this,
workers who had petty jobs and income have suffered the
most. Over that, these conditions have directly affected the
health of many companies as well.
“We took this chance and explored every inch of these
situations to our competence which has benefitted us
immensely,” Nikita shines her smile.
Social Branding
During this pandemic, Nikita had to sustain operations and
ensure the safety of her team at the same time, but she
managed it and got Amama in this race for the long run.
Social media platforms have been the most beneficial
element for each and every company during these
challenging times, and her brand has utilised every aspect
for her firm’s growth. Other than social media, it had grown
around the offline mode by experimenting with new
imagination with the help of her customers and the karigars
(the artisans)!
Shining on the Horizon
According to Nikita’s personal opinion, present situations,
and future changes, bringing up and hype about these AI
and ML technologies would be a great option. These will be
the basic needs and requirements of every company in the
upcoming times.
As an established industry leader, Nikita’s sole advice to the
budding entrepreneurs and enthusiasts aspiring to venture
into this industry in these situations is to look after every
step and balance the process very efficiently to have a
prosperous brand future.
Amama’s further plan, for the time being, is to focus on the
development of brand value amongst the people and
earning most of it. Moreover, the vision is brightly
strengthened as the brand believes in achieving more and
possessing a stronghold in the market as an excellent roof
for all the jewels.
A M A M A
TM

Post-pandemic demand for business leaders is
outnumbering the supply. Those corporate entities
that survived the onslaught of the last two years
have recognised a critical factor behind their survival. The
leadership they have developed or got.
Though similar in the outcome or result of successfully
pulling their respective organisations out of turbulent
waters, these leaders differ in their leadership styles or
approaches.
‘Heroic’ approach of overtly masculine leaders, admired as
the man arriving at the last moment to save the day, is
outdated. An exemplar has replaced him with a more
collaborative approach.
Similarly, traditional leadership approaches such as
autocratic, charismatic, and transactional have been things
of the past. They have been dethroned by the appreciative,
collaborative or participatory, transformational, servant,
situational, and value-based leadership approaches.
Exploring
Different
Approaches
Leadership
Appreciative Leadership
Simple yet profound, this leadership focuses on what is
working and building and expanding upon it further. This
approach is the opposite of finding a failing strategy and
spending time rectifying it.
This style is a very rational and positive process that
believes in human potential and turns it into a positive
power by valuing energy, enthusiasm, confidence, and
performance.
The philosophy behind this style is that of appreciative
inquiry, where the leader pays close attention to the right
qualities in an individual and accentuates them towards a
positive developmental goal.
The individual is encouraged for having different views,
perspectives, and qualities. The best is thus, discovered and
developed through social construction.
Simply, appreciative leaders concentrate on successful past
experiences and learn to develop those benefits further.

Qualities and Values

Collaborative or Participatory Leadership
This leadership approach stems from the need of
collaborative organisations. The founding principle of such
a leadership style is shared management and power. It is
opposite to the control and direction from the top authority.
Along with management and power, there is self-
accountability, self-reflection, clarity of purpose in
developing resources, mutual trust and cooperation, and
shared responsibility.
Here, novel constructive functioning models are developed
by the leader, who encourages active engagement of all the
participants in collaboratively working and solving
problems together.
Thus, the processes are democratic in nature. Instead of a
top-down hierarchical approach, leaders employ the
participation of all the stakeholders, including employees,
from planning to decision-making activities.
Transformational Leadership
These leaders are transformers of individuals, groups, and
institutions. They can recognise their own, others’, and
organisational values. Their own values guide, drive and
shape their decisions and actions.
Instead of holding power like a central authority, it is
distributed amongst others to empower them into future
leaders. While other leaders focus on identifying the best in
an organisation to accomplish results, transformational
leaders concentrate on ethics, morals, needs, principles, and
values of the people who makes any organisation.
Typical characteristics of a transformational leader are
charisma (idealised influence), personalised consideration,
inspiring motivation, and intellectual stimulus. They are a
type of role model who inspires others to become leaders.
They connect an individual’s identity to that of the team’s
identity and link it to that of the firm’s identity. Thus, the
outcome is the making of critical thinkers and innovators.
Servant Leadership
These leaders have a natural feeling of first serving others.
Then it is followed by an inclination to lead. They are
entirely opposite to the leader first approach, where the
aspiration is to acquire more power or assuage materialistic
rewards.
Instead, they focus on building better business
organisations, ultimately creating a caring and equitable
world. Thus, their highest priority is the community’s
needs, growth, and wellbeing.
Many studies over the years have shown that companies
with servant leaders are better performers yielding higher
profits.
Situational Leadership
Recognising the failure of the ‘command and control
approach, Paul Hersey, a behavioural scientist, and Ken
Blanchard, a best-selling author cum business consultant,
developed a new model called situational leadership.
In this approach, instead of fitting one leadership style to
every situation, the leadership style is adjusted as per the
changing situation demands.
Here, situational leaders consider every situation on its
merit and then decide their approach to finding out the
process which best suits the situation.
Or in other words, this framework allows leaders to match
others’ performance needs with their own behaviour.
It is further explained by ‘The Centre For Leadership
Studies as the ability of the leader to analyse any
individual’s preparedness to complete any particular task.
Adapting a behaviour based on the analysis.
Communicating the influencing approach is acceptable and
understandable by the followers, leading to a collectively
enhanced performance.
Value-Based Leadership
These leaders are clear about organisational core values,
mission, and visions. Thus, they encourage their followers
to adhere to and act according to these pre-established
criteria.
The focus is more on purpose and the company’s long-term
goal rather than any metric. Thus, value-based leaders
emphasise the core-organisational values and follow the
principles themselves and walk the talk, setting an example
for others.
Future of Leadership
The futuristic corporate world will demand more of these
modern leadership approaches to guide the business
industry towards a more inclusive, holistic, and sustainable
tomorrow and the day after tomorrow.
- Gaurav PR Wankhade


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Dr Nitesh
Kumar
How happy will you be if your
dream of a home will exhibit
your values and be built by
those whose every interaction will be
based on quality, transparency, focus
on you, and a commitment to delivery?
And what more if this commitment
will be brought to you with the
promise of a better future and living
and an assurance of principles of
excellence and positive sustainability.
When the Insights Success team met
Dr Nitesh Kumar, MD CEO of
Emami Realty Ltd., for its edition of
‘Business Achievers Making a
Difference- 2022,’ he gave us that
promise and assurance.
“My professional journey spans three
decades. I joined Emami Realty Ltd. in
Nov 2018, and it has been a splendid
journey so far. After I joined, we not
only completed all the ongoing
projects but also had the pleasure of
launching a few more projects, namely
Emami Aastha at Joka, Kolkata – a
premium bungalow township; Emami
Business Bay, a state-of-the-art
business hub; and Emami Nature, a
100-acre plotted township project at
Jhansi with many more to come,” Dr
Nitesh Kumar asserts.
And he says that this would not have
been possible without his excellent
team and the strong support of the
promoters of the Emami Group.
Emami, the Synonym of Happiness
Emami Realty Ltd, the real estate arm
of Emami Group, was incorporated in
2006. But till mid-2010, the Company
dealt with a few projects only. From
2010 onwards, the actual acceleration
started with the vast land banks –
already available with the company –
that were to be monetised and gained
momentum in various parts of the
country.
Despite being a real estate player,
Emami Realty bears the advantage of
being a part of a rich legacy of the
Emami Group which is best known for
its flagship presence in the customer-
centric FMCG background.
Emami’s motto of customer
satisfaction as its foremost objective
transpired into Emami Realty’s
offerings and services, as well.
The Reality Check
According to Nitesh Kumar, the Indian
real estate sector has been facing a
tough time for the last few years. The
ongoing COVID-19 outbreak
adversely impacted the overall
economy and pushed real estate
development to its all-time lowest. The
COVID-19 crisis was felt by most of
the developers, who either stalled their
projects or postponed their new
launches.
However, Emami Realty launched a
100-acre township in Jhansi during this
phase last year, and this year, the
company launched two more projects
in Kolkata. Although there were some
initial setbacks in terms of sales and
cash flow, Kumar says that they
managed to tide over these difficulties
to ensure that slowly but surely, the
issues were resolved to bring back
normalcy.
The real estate situation post-COVID
has surprised all data analysts. Now
Building Addresses Synonymous with Happiness

Customer
satisfaction
is our
foremost
objective
that its progress is way better than
projected, Emami Realty took
advantage of this situation and
launched Emami Aastha, Emami
Business Bay, and Emami Nature.
Knocking the Pandemic Down
To emerge from the passive eﬀects of
the pandemic, Kumar says that they
tried to mobilise their resources to
commence construction work at full
pace and generated employment
opportunities after the lockdown ban
was lifted.
The current COVID crisis also helped
their customers invest with the best
realty brands that have gained their
trust over the years and would stick to
their committed timelines. For
sustainable sales, they launched a
special lockdown scheme during the
lockdown period and a knockdown
scheme after this period got over.
Dr Nitesh Kumar
MD CEO

The Tech-Mate
Dr Nitesh Kumar says that Indian real
estate has a long way to go when it
comes to AI adoption, but it is certain
to grow with the right technology. The
pandemic forced everyone to change
how they work and think.
One of the immediate effects that he
observed was a significant move
towards online transactions and
internet searches, increased use of VR
and AR to conduct virtual tours of
properties, and technologies like
drones and AI.
He thinks that AI and ML can help in
digital marketing, virtual
walkthroughs, and lead generation on
the sales front. In the planning process,
AI can also give more precise insights.
The Joyful Advice
When it comes to advising the budding
entrepreneurs and enthusiasts aspiring
to venture into the realty industry, he
firmly believes that success is linked to
the best business practices at all levels
of the pyramid. The Emami Group has
always catered to all the different strata
of our society over the years.
At this moment, he can say that as one
focuses on growing as a person, the
more enjoyable all their learning and
business experience will be.
Featuring The Realty
Dr Nitish Kumar says that his major
focus is to maintain the best standards,
from devising innovative methods to
dismantling paradigms and shifting
mindsets, completing all their diverse
projects.
As a result, his whole company scales
up to the next level of performance and
growth and gives the brand the value it
has achieved. Emami Realty Ltd. is
committed to making the brand
synonymous with quality and
innovation.
He chooses to strengthen and foster a
strong sense of team spirit among his
employees, ensure the highest quality
standards across projects, and exhibit
customer-centric values. Every
interaction is based on quality,
transparency, customer focus with a
commitment to service delivery.
He concludes with immense pride that
the group has cultivated a mutually
beneficial relationship with all their
business associates over the years.

Behind every successful
business, there stands a
successful leader with a
precise mindset. This mindset is just as
important as hitting sales objectives
and producing sustainable business
models.
Every business leader has unique
abilities and traits to ensure a
successful business. These leaders
work exceptionally hard with prompt
leadership approaches to solve
problems for their customers,
overcome operational obstacles, and
thrive in the industry.
Also, these leaders comprehend a
particular skillset to manage their
organizations. They ensure smart
working principles to increase the
organization's efficiency and
productivity.
One such successful business leader is
Shweta Srivastava, CTO, Paul
Merchants. She holds expertise in
strategic approach, mandated to
develop and drive IT Strategy, IT
business partnering, project delivery,
support, training, and building and
developing strong IT teams aligned
with the business.
In an interview with Insights Success,
Ms Shweta sheds light on her journey
as a business achiever making a
difference by working towards
enabling her organization in its digital
transformation journey with the
adoption of new-age tech tools.
Please tell us about your professional
journey at Paul Merchants.
With 20+ years of experience in
strategic and technology execution, I
am continuously working towards
enabling my organization in its digital
transformation journey with the
adoption of new-age tech tools.
Presently working with Paul Merchants
Limited group of companies, I am
taking on the role of CTO for Paul
Merchants Finance (P) Ltd., in addition
to heading the technology vertical for
all group companies.
I am managing the IT transformation
processes to accelerate growth and
business objectives, with information
technology emerging as an enabler in
business. My comprehensive
experience includes Technology and
Technical Management under Prince
Two and ITSM (ITIL) best practices.
I have helped transform the business
through the right technology adoption.
My continuous effort is towards
optimizing IT cost and business
processes in alignment with
compliance guidelines.
Additionally, I helped ensure
regulatory compliances, RBI Audits, IT
Audits, and statutory IT obligations,
including IT Security Compliances. To
achieve the same, I have continuously
worked closely with the legal
department for executing legal
agreements with technology
vendors/partners as well as regulatory
bodies. Mandated to develop and drive
IT Strategy, IT Business Partnering,
Project Delivery, Support, Training,
and Building and Developing strong IT
teams aligned with the business.
I have spearheaded the setup of PPI
business for the company that involved
setting up necessary automation
systems and applications, server and
network infrastructure, processes
mandated by RBI for governance,
monitoring, and risk management. I
have been actively participating in
collaborating with government
authorities like RBI, NPCI, etc., as
well as banks for enabling desired
Shweta
Srivastava
Adept Leadership Personality

services to support the operations.
My key strength lies in:
• IT Strategy and Roadmap
development
• Analytics
• Risks and Compliances
• Business Partnering creating
synergies to achieve business
growth – Sales and Marketing,
Finance, Operations etc
• Business Intelligence
• Mobile Computing
• Cloud Computing
• IT Innovations and
Implementation of several
business-oriented applications
• Projects Management
• Techno-commercial Operations
• IT Audits and Compliance
• Service Delivery
• UI/UX/CX oriented innovations
• Business Continuity Planning and
Management
• IT Infrastructure and Security
Policies and Standards
• Vendor Management
• IT Budget
Forecasting/Management
• Contract Management and SLA
Management
‘
‘
We aim to reach
the remotest
locations of the
country to
make the rural
population digitally
aware and
empowered
‘
‘
Shweta Srivastava,
CTO, Paul Merchants

Tell us more about Paul Merchants,
its vision, and the key aspects of its
stronghold in the Digital Payment
Industry.
Paul Merchants Ltd is a Public Limited
Company with our scripts listed on the
Bombay Stock Exchange. We hold
licenses issued by the Reserve Bank of
India to act as Authorized Dealer
Category II and is a prominent Sub-
Agent of EBIX Money Express (P) Ltd
for providing inbound International
Money Transfer services.
Further, PML is an IATA accredited
Travel Agency. For our quality systems
and processes, we are ISO 9001:2015
certified by the United Registrar of
Systems. We have been serving
customers for the last two and a half
decades. PML has an interest in
various fields and offers numerous
services, such as – Money Transfer,
Foreign Exchange, Travel, Insurance,
and Allied Financial Products.
Paul Merchants Finance Pvt. Ltd.
(hereinafter referred to as PMFPL), a
wholly owned subsidiary of Paul
Merchants Ltd., was founded in the
year 2010 and aimed to serve
customers with fast and easy loan
services. PMFPL is a non-banking
financial company by virtue of License
No. N-06.00596 issued by the Reserve
Bank of India. PMFPL is also a
licensed entity for issuing PPI in the
form of Wallets and Prepaid Cards.
PMFPL also has a corporate agency
license from IRDA and is authorized to
sell insurance policies. PMFPL
provides hand-crafted loan solutions
specially made to complement our
motto 'easy to avail and easy to pay.'
With PMFPL's smart gold loan service,
an individual can suffice one's financial
requirement against gold in an easy
and hassle-free manner.
From a business leadership
perspective, what is your opinion on
the impact of the COVID-19
pandemic on the Digital Payments
Industry?
COVID-19 has thrown a lot of
challenging situations in front of each
enterprise and especially the ones for
which we could never practically be
prepared.
Like every other enterprise, we have
also survived and explored multiple
avenues with limited possibilities.
Nearly all industries are majorly
impacted along with the global
economy. At the same time, the
positive side of it is that a lot of
industries have seen a boom in the past
two years, especially Digital Payments
and Information Technology.
Luckily, I work in both domains, IT in
BFSI, and we were able to innovate a
lot of solutions and support business in
all possible ways to sustain and ensure
business continuity. The digital
payment industry has seen a major
revolution, and we are riding on the
same wave.
What efforts did you take during the
pandemic to sustain operations and
ensure the safety of your team at the
same time?
To sustain our operations during the
pandemic, we extensively worked
towards the digitization of all customer
service-related areas. We supported
businesses to reach customers through
cloud telephony and other digital
media.
We developed digital platforms to offer
products and services to our end
customers. We extended Web and
Mobile platforms for our existing
customers to get seamless support on
the services being availed.
What is your opinion on the
necessity for companies to align their
offerings with technologies like AI
and ML?
While the new buzzwords in the
industry are AI/ML, I strongly believe
that every solution and decision for
adopting a technology should be driven
by well-thought business use cases.
One should do a cost-benefit analysis
before making any such decision.
It is extremely overwhelming to keep
innovating and adopting innovative
technologies, but there should be a
direct contribution to the Top line and
Bottom line.
As an established industry leader,
what would be your advice to the
budding entrepreneurs and
enthusiasts aspiring to venture into
the Digital Payments Industry?
The Digital Payment industry is
extremely interesting and dynamic.
Anyone planning to make a career in
this domain is bound to see a lot of
success, provided you are open to
continuous learning.
It is not just technology enhancement;
it is, in fact, a combination of
business/revenue model analysis,
financial viability, compliance, and
sustainability which is interesting to
understand and implement.
How do you envision further
strengthening Paul Merchant's
stronghold in 2022 and beyond?
As the ecosystem is evolving every
day, our company is also progressive in
terms of staying abreast with the latest
trends and is working aggressively to
deliver the products and services
admirably adapted to the current
trends.
We are planning to launch a lot of new
products that are digital in nature and
would impact the lives of not only Tier
One and Two cities.

Grow Your Business
As rightly quoted by Beth Comstock the American
business executive former vice chairman General
Electric, selling is all about effective
communication. Marketing thus is an art as well as a
science of communicating the products or services
effectively to our target audience good enough to encourage
them to choose our product offering.
In this modern digital age of information exchange, every
company or entrepreneur is seen communicating in one way
or the other. Regardless of the market scenario, pandemic or
the recession, every business enterprise needs sale to
sustain and grow. Marketing communication is therefore the
vital arm of every business.
The successful companies since the past few decades have
one point in common. That is effective marketing strategies.
Effective marketing includes creation of right message,
communication through the right medium and addressing
the right target audience in minimum possible time.
Marketing mediums have evolved over time driving the
marketers for a customized and focused efforts that include
primarily the three key factors of
Ÿ Message creation or Design creation.
Ÿ Media strategy or planning for effective reach.
Ÿ Marketing or Promotional efforts.
The success of any business lies in good number of sales
generated from the wide marketing efforts conducted.
Marketing is applying the communication strategy for high
reach, good visibility and encouraging inquiry generation.
Every entrepreneur needs to generate good number of
“You can’t sell anything
if you can’t tell anything.”
– Beth Comstock

Implementing
Effective
Marketing Strategies
for

businesses leads or inquiries to increase the probabilities of
sale. Let’s identify various effective marketing strategies
which have been effective in increasing the brand
awareness and inquiry generation.
Ÿ Website Design: Websites are digital platforms of
corporate business identity that provide a huge resource
of information in various forms of data, videos,
photographs or even links. They create the reliable
identity and develop credibility of the business.
Ÿ SEO: Search Engine Optimization as it is technical
linking of the website content to the most searched
‘look-out’ questions in Google, known as the keywords.
They relate to meta tags in a very systematic and
discreet manner. The google systems when scan the
website will identify it as recent, relevant hence position
it in the google search ranking. This SEO effort is an
organic method done manually which helps to generate
natural hits or visits to our website leading to number of
inquiries.
Ÿ SMM: Social Media Marketing includes the planned
promotion of the company products or services through
numerous message formats of design posts, blog content
posts, video clips, polls, lucky draws or any simple
contest. It also involves cross-marketing promotions by
commenting or replying with solutions offered by our
products.
Ÿ Captive Media: Exhibitions and Events are niche
centres of trade activities where the specific industry-
related businesses come together for business
opportunities. This is a focused limited yet very
effective medium of marketing where the products are
displayed with live demos, direct interaction with
customers generating a decent number of genuine
inquiries and subsequently business conversion. A wide
variety of print collaterals like business cards, leaflets
and giveaways are used as marketing tools for smart and
impactful presentations.
Ÿ Direct Marketing: This traditional marketing approach
is still the most preferred and widely used as it gives
good control over the process, collection of genuine
databases, market research and effective sales. The
executives procure database of the customers, approach
through tele calling and close sales through one-on-one
presentation meetings.
Ÿ Sponsorships: Participation in various well-known
events in sports, social cause, cultural or educational
seminars through sponsorships, gives the company a
decent exposure to the event audience. It also helps to
give a positive image to the business brand.
Ÿ Mass Media: Advertising in the mass media of
newspapers, radio, Television, online portals, virtual
expos, Hoardings, local promotional activities give a
massive reach to the message.
Ÿ Mobile Applications: Mobile apps are commonly seen
and used in many day-to-day transactions. The limited
cost applications have a tremendous potential of easily
being downloaded and used by the customers. This
humble and non-invasive marketing platform helps
build and connect with customers and develop a good
association through regular personalized interactions.
The marketing strategy of planning the right media mix to
communicate effectively to the target audiences within the
available budget is essential. In a step-up approach where
communication begins in a very subtle manner is gradually
increased to a higher growing intensity while in the step-
down approach a big wide communication blast or coverage
is made in most of the marketing mediums which gradually
are scheduled for a steady reduction in the pace and scope.
While adopting any kind of marketing strategy proper
market research is essential to understand the potential, the
customer spread and the depth of the selected geographical
area. Based on the research analysis, a marketing strategy
can be formed with the logic of creating effective and
result-oriented communication.

Looping-in Digital Immortality to Businesses
Vijith Sivadasan
Codelattice will
continue to work on
the bleeding
edge technology
and develop products
that may reshape
businesses
‘‘
‘
‘

What is the difference between a product and a
project?
The biggest difference is in approach and execution. In a
project, the focus is inward, finding solutions and systems,
building, what to work on, etc. But in a product, the focus is
entirely on the customer; what to deliver and why?
Similarly, in a project, the execution is done by following a
plan, where the mantra is ‘on time, on budget, on scope.’
But in a product, the execution is done to deliver value to
the consumer. The sweet spot is feasible, valuable, and
desirable at the cross-section.
At Codelattice Digital Solutions Pvt Ltd, the Co-founder,
Vijith Sivadasan, and his team work on products and not
on projects, looping-in digital immortality to your
businesses.
In an interview with Insights Success, for its latest edition
of ‘Business Achievers Making a Difference – 2022’, Mr
Sivadasan talks about this client-centric approach and its
product-oriented execution-style. This method concentrates
on building value, continuous evolution, and incremental
loops of plan-do-check-act.
Following are the highlights of this interview:
Give us a brief overview of your professional journey at
Codelattice.
I found a passion for technology in my school days when I
would lose track of time coding. So, in my early twenties, I
set out to build a technology company with two of my
friends to see what astounding feats we could accomplish
with technology. That's how Codelattice came into being.
This was in 2009, and I was working full-time with Infosys.
We started as an IT service company, and the culture of
learning and excellence has always been central to
Codelattice. However, a couple of years ago, we pivoted
our trajectory to focus on homegrown intellectual properties
and products that make routine business processes more
organized.
I have been leading the company from the USA while
working full-time with giant multinational corporations
such as Infosys, AON, Northwestern Mutual, and GE
Healthcare.
We started Codelattice from one office in Calicut and
currently operate in eight countries, including the US,
Canada, Singapore, and the Netherlands. In addition, we
have off-shore development centres in India and the
Republic of Macedonia.
Recently, one of our old allies Orange Interactive - a
twenty-year-old technology company in UAE, has merged
with our global brand umbrella and rebranded itself as
Codelattice Dubai.
In 2018, I left my corporate job to pursue my
entrepreneurial ambitions. It has been an adventurous, fun-
filled journey so far, and we are just getting started. We are
all set to step up with a newer, better version of Codelattice
with our products.
Tell us more about Codelattice, its vision, and the
critical aspects of its stronghold on the industry you are
catering.
We are a technology company that believes in constant
metamorphosis through intentional learning. Ever since the
inception of Codelattice, we have always worked on the
most advanced technology stack. The intent is to keep
questioning the existing way of doing things and find better
ways to solve problems with technology. I always make
better quality, better-coded software available to customers
at a lower price.
Creativity and a customer-centric approach is one aspect of
the business. We want to be an employee-first company,
ensuring the growth and well-being of our team. The goal is
to leave a positive impact - on our customers and our
employees. Technology expertise has been our stronghold.
A couple of years ago, we pivoted from a service-oriented
company to a product company. We hope to provide
products that transform routine business processes and
reach businesses all around the globe.
From a business leadership perspective, what is your
opinion on the impact of the COVID-19 pandemic on
your industry?
COVID has hastened the technological advancement and
automation that will change the world as we know it today.
I see an inevitable change in the adoption of technical
upgrades and an impetus to technology-driven businesses.
In this sense, the pandemic has ushered in a technology-
driven era. It would help the world get better, one business
at a time.
What efforts did you take during the pandemic to
sustain operations and ensure the safety of your team at
the same time?
Since the inception of Codelattice in 2009, we have been a
cloud-born company, with our teams working remotely

across the globe. We do have offices; however, it is the
choice of our employees whether to go to the office or work
from home. So, when the pandemic hit and the world went
on 'work from home' mode, it did not significantly change
our operations.
We built an intranet software called 'Collate,' which serves
as a digital office and holds all necessary contacts, files,
apps, news, updates, etc. Collate was the reason our teams
could collaborate so seamlessly. We have made it
configurable so that other businesses can also take
advantage of this product. It is available at
www.collate.live.
What is your opinion on the necessity for companies to
align their offerings with technologies like AI and ML?
Whether we are ready for it or not, AI is the future of
business, and those that don't jump on the bandwagon will
most likely face failure. AI technologies provide a
competitive advantage being rapidly adopted across
industries worldwide to innovate business and operating
models. Artificial intelligence and machine learning have
shown the best results in increasing efficiency by taking
over repetitive work that overwhelms employees and takes
up most of their time. The best path to building more
intelligent organizations is to blend technology-enabled
insights with a sophisticated understanding of human
judgment, reasoning, and choice. Business executives must
be inquisitive, forward-thinking, and action-oriented to
avoid missing out on potential competitive opportunities.
As an established industry leader, what would be your
advice to the budding entrepreneurs and enthusiasts
aspiring to venture into the industry you are catering?
This is a great time to do business. Entrepreneurship has
never been celebrated this way before. But you must choose
to be an entrepreneur for the right reasons and be aware of
what hardships may come along the way.
Pursue something you love. Things seem to come together
when you are doing just that. As a business owner, you have
to wear many hats. Never be intimidated by hiring people
more intelligent than you and having skill sets you don't
possess.
There is no single template to become a successful
entrepreneur. But there are specific necessary attributes,
such as passion, vision, and resilience.
If you want people to join your quest and follow you, you
need to believe in your vision and where you are going.
As an IT service
company, the culture
of learning and
excellence has
always been central
to Codelattice
‘‘
‘
‘
Business Achievers Making a Difference- 2022

Codelattice's strategic approach and subject matter expertise have helped us tackle a
variety of complex technological challenges. They work well as a team and customize
their approach to fit their client's unique needs and culture, rather than trying to enforce a
rigid process for their projects. They also value the customer's relationship with their
suppliers, which is reflected in their professional interactions. The bottom line is that they
make social media marketing easier and help their clients get better visibility and
penetration. Grand Mart has a very professional business relationship with Codelattice
Team which benefits both. And I do recommend them.”
~Sreejesh Unni | Manager – Sales Marketing
– Grand Mart Group, Doha, Qatar
What is the role of IT in improving small-scale
industries and social organizations?
Technology has a real impact on most industries and all
aspects of the economy. Small business owners can
leverage limited capital in smarter, more effective ways
with the help of technology. With the ability to instantly
connect, share information and get feedback, up-to-date
information is available for businesses, regardless of a
person's location. Compared with traditional business, new
technologies facilitate increased interactivity, flexibility,
cheap business transactions, and improve interconnection
with business partners and customers.
Technology gives small business owners and their
employees the option of global collaboration. I am glad to
be serving in a sector that is constantly upgrading and
helping our civilization massively.
While the path to get there may change, you need to have a
very clear picture in your head as to what you want to build
and be able to share it with others.
As with anything worthwhile in life, there will be failures
along the way. However, it would help get up and get back
in the game.
How do you envision further strengthening Codelattice's
stronghold in 2022 and beyond?
We seem to be on the brink of a technology boom.
Codelattice will continue to work on the bleeding edge
technology and develop products that may reshape
businesses. The responsibility of forwarding thinking rests
with the key decision-makers of the companies. We will
continue to train aspiring engineers who are interested in
upskilling. We are looking to develop competencies and
partnerships to convert potential opportunities to actual
business benefits. Our products are well-diversified and
quite innovative.
Codelattice is surely the best in what they do, and we say this from our personal
experience. When we were facing a lot of troubles with our website, we decided to put
our trust in Codelattice, and they saved our day! Their development support team came to
our rescue and resolved the issues rather deftly. We appreciate the effort that they put in
to study all the aspects of an existing project and resolve them while keeping us updated
on the progress of the same.”
~Deepesh Mambatta | Founder, Business Head, HireStaar.com

PRO-CONSULTING
SOLUTIONS Trailblazing Triumphant Business Management
When you invest in people to transform them into
professionals, you automatically enhance your
visibility and presence, ensuring further
outreach.
And when you invest in best business practices of analyzing
and assisting people in improving themselves, your people’s
performance triumphantly manages your business. Because
success is a journey together, cherishing the happy
memories of achieving milestones passing by in rapid
continuous succession.
At Pro-Consulting Solutions, Dr Vivek Das, Co-founder,
and Principal (Law Firm Management Strategy) shift
your focus from anonymity to people, from absence to
presence, and from inefficiency to performance. They
provide professional bespoke consulting adding value to
your business management.
Dr Das is speaking as the ‘Business Achievers Making a
Difference- 2022’, an edition of Insights Success. Excerpts
of his expert interview facilitate realistically executable
solutions for the triumph of your business.
Please give us a brief overview of your professional
tenure at Pro-Consulting.
As a law firm management professional, I have founded
Pro-Consulting Solutions in July 2020.
Before setting up Pro-Consulting, I have worked as a core
team member of another leading management consulting
company for eleven (11) years in developing visibility and
practice development, events, and media verticals, after
moving out from the top law firm in India (erstwhile
AMSS).
For seventeen (17) years, I have extensively worked with
the senior leadership, partners, and practice groups of
leading Indian law firms, assisting them in areas pertaining
to branding and market visibility, internal communications,
business development and network management, talent
management and strategic growth.
I have serviced some of the best brands in legal, software,
telecommunication, hospitality, healthcare, and retail
businesses.
Tell us more about Pro-Consulting, its vision, and the
key aspects of its stronghold on the industry you are
catering to.
Pro-Consulting Solutions is a law firm management
consulting organisation assisting companies, law firms and
other legal practitioners with:
• Talent acquisition: Manpower strategy, talent sourcing
and hiring
• Law practice management: including performance
analysis, growth strategy, compensation benchmarking,
appraisals and drafting and implementing
HR/IT/operational policies
• Visibility and brand awareness: developing an outreach
strategy, creation of brand identity elements, building a
web presence, media placements, networking and
industrial relations management, content marketing,
social media optimization and online-offline event
support
• Practice development: Strategy and plan for expanding
practices and to other sectors or jurisdictions, including
building relations with global firms, database creation,
prospect identification and engagement, effort mapping
and analysis
• Growth strategy and business performance: Advisory
and implementation of tailor-made campaigns
Our Vision –
We yearn to be the most trusted and respected consulting
organisation in India, catering to a global clientele while
continuing to make a difference by professionalizing legal
Business Achievers Making a Difference - 2022

and other professional set-ups and helping them achieve
their business objectives.
For the last fifteen years, I have worked with various legal
practices assisting them in professionalizing their set-ups –
putting processes, devising, and finalizing a strategy for
branding, visibility, practice development, hiring and
growth, and further working towards their successful
implementation.
As a pioneer in the law firm management domain, I have so
far worked for more than four-hundred law firms in India,
collaborated with NDTV, ET Now, WION (Zee) for media
partnerships for law-based series with curated content and
contributed to organizing some of the marquees thought
leadership events in India.
Besides catering to a diverse clientele, we have been
honored with the following recognitions for our work and
expertise,
•
• India’s Top 10 Emerging Consultancy Start-Ups 2021
by Insights Success
• Best Consulting Company of the Year 2021 at the
Time2Leap National Awards-MSME Edition for its
outstanding accomplishments in the field of Business
,
,
,
, Dr Vivek Das,
Co-founder, and Principal
(Law Firm Management Strategy)
and Law Firm Management Consulting presented by
Shri Pratap Chandra Sarangi (the then Hon’ble
Minister of State MSME, Govt. of India)
• Indian Achiever’s Awards 2021 for being a Young
Entrepreneur in recognition of Outstanding
Professional Achievement and Contribution in Nation
Building
• Company of the Year 2021 by The CEO Story 2021 for
its admirable growth and differentiating factors
• One of the Top 30 Most Admired Companies by
Insights Success 2021
From a business leadership perspective, what is your
opinion on the impact of the COVID-19 pandemic on
the industry you are catering to?
COVID-19 significantly impacted people-intensive sectors,
particularly ours – management consulting as it requires a
lot of personal interaction with clients, deliberating and
discussing issues almost daily.
As a pioneer in the
law firm management
domain, Pro-Consulting
Solutions have so far
worked for more than
four-hundred law
firms in India

We all had to migrate to a virtual model of operation –
requiring us to adapt to dependence on virtual calls, longer
hours of operations, and build adequate infrastructure to
ensure seamless interaction. Though the higher client
engagement was heartening, the delayed cash flows and
new mandates with fixed costs mounting up kept testing.
However, as the lockdown norms were eased and business
activities slowly started, things are now shaping up, albeit
slowly. Our office operations have resumed (of course
following all safety protocols), and the clients’ physical
meetings have begun too.
My general assessment is that there has been an uptick in
business activities across sectors. The situation has
improved over the last few months, and things are looking
upwards and onwards.
What efforts did you take during the pandemic to
sustain operations and ensure the safety of your team at
the same time?
We started during the ongoing pandemic, and hence,
everything had to be organized very remotely. Setting up a
befitting IT Infrastructure, approaching clients and
convincing them for more e-interactions were a learning
experience for us. It surely helped us think out-of-the-box
and evolve our products to suit the requirements of our
clients.
During the lockdowns, we all were working from home,
and all our work-related data had to be made accessible
through secured cloud servers, and the clients’ and team
interactions were held on virtual modes.
We further encouraged our employees and their families to
get vaccinated and provided all the requisite assistance
when a couple of our colleagues were recovering from
COVID-19. With lockdowns being eased and the situation
improving, we have switched to a hybrid mode of working.
What is your opinion on the necessity for companies to
align their offerings with technologies like AI and ML?
AI and ML are already transforming the consulting domain,
particularly the legal sector, which was unthinkable. The
growing acceptance from the business support professionals
is a testimony of its growing success.
AI is finding its feet owing to the increasing need for
market intelligence, data processing, database, and
document management, authenticating documents,
managing client-related information, and even transcribing
communications, amongst many other things.
Even for our clients – who are majorly law firms,
embracing AI has helped them with better due diligence,
authenticating evidence, effective contract management,
analyzing outcomes of cases, document analysis etc.
It is helping them in cutting down costs, time, and effort,
and reducing biases, thereby increasing accuracy. So yes, I
definitely see aligning offerings with AI and ML will be the
way forward across sectors.
As an established industry leader, what would be your
advice to the budding entrepreneurs and enthusiasts
aspiring to venture into the industry you are catering
to?
My advice to budding entrepreneurs is to be sure of their
decision to enter this field and be prepared to invest a few
years dedicatedly. Things may not go your way initially,
given that in the consulting domain, experience, reputation,
and perseverance counts a lot. Having a plan B is essential,
but not giving enough time to any career option may not
help either.
Education, professional affiliations, and working
relationships in the industry are key differentiators.
Therefore, one needs to have a thought-through strategy as
well as the investment of time before yearning to become a
successful consultant.
‘To me, a successful law firm management professional is
someone who is approachable, trusted, and respected for
their advice. Understanding the problem clearly will lead to
its effective resolution.’
How do you envision further strengthening Pro-
Consulting’s stronghold in 2022 and beyond?
The tenacity of the vaccination drives and ramping up of
medical infrastructure has given the businesses confidence
and impetus. It is encouraging to see the tremendous
response and upward shift in the momentum with business
activities increasing.
It is equally heartening to see that the growing competition
has also led to the evolution of multi-skilled resources
innovation in how organizations market themselves,
package their products and decide on their pricing.
Embracing technology has been the key factor for the
growth and success of every organisation in the last two
years.
The above factors and technology integration across
functions and processes have really helped us expand our
service offerings. We see an excellent future for technology-
based solutions in our sector. We have already started
integrating technology in our solutions to reduce the
dependence and intervention of people to the extent
possible.

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