Break through innovations in India

Presented by Neelam Reshamwala@ MMTCSPL

Mastermind Credo for Human Resource• We Will Always Ensure That Each Member Of Our Team Is Happy And Leading

A Progressive And Well Balanced Life. We Will Ensure That Each One Of Them Learn And Grow In Life And For That We Will Provide All The Necessary

Resources And Tools. We Will Also Create Platforms Where They Can Share And Exchange Their Knowledge With Other Members Of The Society And The

Organization.

• We Are Committed To Provide Them Transparent And Easy Systems And Process To Fulfill Their Tasks Effectively And Also To Provide Them Healthy And

Clean Work Environment And Infrastructure.

Objective:

• To know the dynamics of break through innovations

• To discuss the case study of innovations

Introduction

• When we talk about innovations which company comes to your mind?

Orbit Shifting Innovation• Orbit-shifting innovation happens due to transformation.

• At the heart of an Orbit-shifting innovation is the breakthrough that creates a new orbit and achieves a transformative impact.

• Having and idea doesn’t make you innovative.

• Eg: Arla Foods

Achievements…

• Entered market as number 1 with 172,000 copies on 19th Dec 1996

• Chandigarh- 69,000 copies on its launch day in 2000

• Haryana- 271,000 copies in 2000

• Ahmedabad- 452,000 copies on its launch day creating the world record in 2003

• In 15 months expanded in Gujarat

• Punjab- 11.5 lakh copies in 2006

• Won the Business Innovation award by Marico Innovation foundation.

Dainik Bhaskar- No. 1 from Day one

• In 1996, 40 yrs old Bhopal based newspaper group Dainik Bhaskar

had circulation of 350, 000 copies/day.

• By 2004- grown more than 1000% to 3.5 million

• Today dainik bhaskar has collective circulation of 4.4 million

• Dainik Bhaskar, Divya Bhashar, Saurashtra Samachar, Prabhat Kiran,

Business Bhaskar, Divya Marathi, DB star, and DNA

Challenges Faced

• Vernacular language

• Newspaper business is a game of slow growth

• People don’t change their newspaper reading habits

How they Did it?

• Understanding the dynamics of the industry

• Radical innovator enters

• 1992- 1995, undisputed newspaper in MP

• Stepping out of Comfort zone

• Aiming at being no. 2 from the start

• A hugely painful process

Meeting the challenge head on..• Every industry has entry barrier and its growth barrier.

• Understanding the readership patterns in the city.

• Personalizing the newspaper

• Setting up a team for survey

• Emergence of idea during survey

• 2 fears of consumers and how to overcome it

• Surveyors profile

Continued…

• Overcoming the 2nd fear

• Launched Jaipur city with 172,347 copies being no. 1 from day one.

• With heads on they went with launch after launch in Chandigarh,

Haryana, Ahmedabad, Gujarat, being no.1 each time.

Chandigarh Launch…• Launching Hindi newspaper was impossible

• Contacted 220,000 household

• Misconception of Hindi newspaper

• Making Chandigarhi newspaper

• English language Tribune was replaced by Hinglish Dainik with 69,000 copies at the

launch

• Radical innovators do a step ahead

• Eg blue ocean strategy

Mechanics of Dainik Bhaskar Survey..

• Build up their own team of part timers from scratch

• People gathered from Colleges and word of mouth

• Stating the benefits of job

• Certificate of appreciation

• Providing trainings to surveyor

• Making 20 productive calls/ day

Summing Up..

• Takes 9 to 11 months to reach leadership position in launch after

launch

• Change in the shift of dynamics of the industry

• Broke the “impossible to break morning habit” paradigm overnight.

• Present in 14 states with 58 editions

Qualities Displayed

• Dreaming Big, aspiring big

• Taking risk

• Stepping out of comfort zone

• Understanding the consumer

Bibliography

• Book Making Breakthrough Innovations in India By

Porus Munshi (Innovation Consultant)

• Wikipedia (Internet)

Thank you