Perfect Relations Digital recently shared their inputs on social media trends at MDI.They were the knowledge partners in the event conducted by the management school
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