Perfect relations at delphique 2010 compendium on social media discussion

Management Development Institute, Gurgaon

Delphique 2010

20-21 NOVEMBER

INDIA INC.

THE PATH TO TREAD

IN THE NEW DECADE

DELPHIQUE 2010

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

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

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

.

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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.

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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

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 G.K. Agarwal

Professor Gita Bajaj

Professor Kanwal Kapil

Professor Radha Sharma

Professor Rohit Prasad

Professor S Chaterjee

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.

DELPHIQUE 2010


Our Sponsors

Title Sponsor

Associate Sponsors

Online Media Partner Web Partner

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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

DELPHIQUE 2010


Inauguration

The 14th

annual National Management Convention of

Management Development Institute, Gurgaon,

Delphique 2010 was auspiciously inaugurated on the

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

Fellowship Program, Kiavalya Education Foundation,

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

also spoke about customer satisfaction and the constant

need for companies to revise their strategies to adapt to

the ever-changing consumer dynamics.

Prof. B. A. Metri, dean, MDI spoke about the growth of

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.

Research Panels

Communications panel

Knowledge Partner

Discussion Topic: Social Media Campaigns –

Uncovering design intricacies

Social Media is scaling new heights in India. Many

companies are focusing on the use of Social media for

tangible and intangible benefits. The core objectives for

a company to employ social media campaigns may

include increasing awareness, generating leads,

increasing sales / market share, managing crises and

image, changing consumer perceptions and influencing

consumer behaviour.

These trends give rise to issues concerning the Why,

What, Where, When, Who and How of Social Media,

that need addressing.

As a part of their research, the students tried to answer

some of these questions, including the behavioral

drivers of social media participation and the ingredients

of successful social media campaigns, relevant to the

Indian culture and context.

The panelists‟ experiences and points of view on these

topics built the students‟ understanding of the subject

through a blend of theory and practice.

The emerging issues and paradigms of Social Media,

which need implementation know-how to churn into an

empirical base of knowledge, include the behavioral

drivers of social media participation, the key factors of

social media campaigns that use these drivers to ensure

success and the extent to which culture, region and

gender determine behavior and success factors.

There is a whole gamut of issues, challenges and

opportunities, facts and fiction in Social Media even

beyond what the students studied, that are key to the

effectiveness of Social media campaigns and that the

students gained a better understanding of, through the

opinions of the panelists.

Faculty mentor

Prof. Gita Bajaj

Prof. Gita Bajaj is Associate

Professor and Chairperson,

Corporate Communications at

MDI Gurgaon. She has

completed GCPCL at Harvard

Business School and is an HBS Affiliate. She is a

prolific writer and along with a colleague, she was

bestowed the Gold Medal for writing the Best Case in

India in the ISB IVEY Case Writing Competition, 2010.

She was a member of the Ministry of HRD‟s Committee

for Negotiating the Education Sector under the WTO

regime. She is also on the Board of Studies, All India

Management Association – Centre for Management

Education.

Prof. Bajaj has been training managers of various

organizations including Cairn Energy, Eli Lilly, Hero

Honda, ABB, Roche Pharma, Nestle‟ India, IBM

Daksh, Coca Cola, Birlasoft and HP.

She teaches Managerial Communications, Negotiation

Skills and Case Writing at MDI Gurgaon. She has also

taught at IIM Calcutta and to executive participants of

University of Maryland. Her research interest area is

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Crisis Communications and impact of new media on

Communication. She has to her credit more than 200

articles published in national news papers and many

published teaching cases.

Prior to joining MDI, Prof. Bajaj worked in the industry

for almost 12 years. Some of the organizations that she

was associated with include The Hindustan Times, The

Pioneer, and NIEPA. Her assignment with the

Hindustan Times was as the Editor of HT Horizons and

HT Careers.

Panelists

Mr. Aman Gupta

Mr. Aman Gupta is the Chief

Executive Officer of Imprimis Life

PR, one of the leading PR and

communications firms in India. It

offers services ranging from media

relations, crisis and reputation management, training,

market research, public affairs and communications.

He has more than ten years of experience in strategic

communications and media across a wide spectrum of

industries. His professional experience includes

communications around product positioning and market

development as well as national media campaigns and

media training. He has developed and implemented a

continent-wide media and market program for more

than 50 clients including names like – IIFT, GEMS

Educations, Edexcel Learning, ISB, ICFP, Educomp etc.

Mr. Gupta holds a postgraduate degree in business

management, with a focus on marketing and brand

building, from the International Management Institute in

New Delhi. He is a frequent contributor to leading

national and international journals. He was awarded a

fellowship by TED, the leading conglomeration of the

top 500 people from technology, entertainment and

design. He is also the founding associate member of

Baird‟s CMC, the global conglomerate of senior

communications and public policy advisors networked

across the world.

Mr. Chiragh Cherian

Mr. Chiragh Cherian is a young

and energetic individual who has

best used his learnings from

various spheres where it‟s needed

most today, the Internet. He has

also had the privilege to work in

various industries and currently

heads the Digital PR practice at India's largest public

relations firm, Perfect Relations.

Prior to his tenure with perfect relations, Mr. Cherian

has had an extensive experience in marketing at

Europe‟s largest Asian TV network, Zee network.

During his career with Zee, his quick ability to absorb

and implement gave him opportunities to explore other

career options such as events and PR. He was a key

person to organize, market and PR large scale annual

events such as the Zee carnival and the Zee cine awards

across Europe. His contribution assisted in the channel‟s

continued growth and in maintaining the channel‟s

leadership position.

Apart from this, in his initial days Mr. Cherian has also

had experience in Sales and Advertising. His innate

ability to meaningfully combine and apply his learnings

from various cultures and professions to a measurable

outcome in this new and upcoming field of digital PR is

well recognized not only by his colleagues but all the

various industries he has served in his short period with

Perfect Relations.

Mr. Deepak Mukarji

Mr. Deepak Mukarji, Country

Head of Corporate Affairs for

the Shell Group of Companies

in India, is a seasoned

professional with over 26 years

of experience in creating the

space for business to grow in

India.

As a communications and management leader with

various multinational organizations, he has nurtured the

license to operate by driving strategic positioning of

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issues across industry profiles. He has strong credentials

in corporate image and expectation management with

key stakeholders and decision influencers including the

government, civic society, institutional vested interests

and media.

The industries Mr. Mukarji has worked in include

engineering, publishing, chemicals, the United Nations,

telecommunications, insurance and energy. The brands

he has worked with include JWT, DuPont, the United

Nations, Bell Labs (Lucent Technologies), MetLife and

Shell.

An erstwhile theater personality with over 350 stage

performances, 2 television serials & 1 television film, he

is also a published business writer in various

newspapers and has written an article on PR for

Encyclopaedia Britannica. He has lectured at various

management schools and has attended business

leadership programs at IMD in Switzerland and Henley

Management College in UK. He has authored a book of

short stories and is working on a novel while living in

Gurgaon with his wife and son.

Mr. Gaurav Mishra

Mr. Gaurav Mishra helps global

brands benefit from Social

Squared, the intersection of social,

as in connecting people, and social,

as in benefiting the society, as

Director of Digital and Social

Media at MS&L Group Asia.

He has studied at IIM Bangalore, held senior marketing

roles at the Tata Group, taught social media at

Georgetown University as the 2008-09 Yahoo! Fellow,

launched crowd-sourced election monitoring platform

Vote Report India and co-founded social media agency

2020 Social.

Mr. Mishra is frequently invited to guest lecture at

business schools, speak at conferences and lead

workshops. He is also frequently invited by Indian and

international media, including the Wall Street Journal,

Forbes, Business Week, CNN, BBC and CBS to

participate in panel discussions, write articles, comment

on stories and contribute op-eds. He advises several

non-profits and startups formally or informally, both on

the product and the strategy side.

His blog, Gauravonomics.com, has been voted as the

Best Business Blog in India by Indibloggies, and is

among the top 150 advertising and marketing blogs

worldwide, as per AdAge Power 150.

Mr. Mishra has written several book chapters, including

for the acclaimed book, “The Age of Conversation”, and

is now working on his first novel.

Ms. Meena Vaidyanathan

Ms. Meena Vaidyanathan is a

consultant on business

development and strategy,

focusing primarily on social

enterprises. She has contributed

in creating significant brand

impact through focused

customer programmes, online

marketing, media visibility, and

innovative marketing strategies over the past 17 years.

She is presently working with Dialogue Social

Enterprise as a Director for Development creating a

global programme to build awareness on the importance

of trust, empathy and respecting human diversity while

empowering people with disabilities. She has worked in

Monsanto, Honeywell and HCL Technologies in the

past, before she turned a full-time social entrepreneur.

Ms. Vaidyanathan has worked closely with business

schools like Harvard and INSEAD on several case

studies and played a key role in the conceptualization,

production and marketing of the book Employee First

Customer Second published by Harvard Business

School Publishing.

She is also a partner in Niiti Consulting, a consulting

company seeking to be a change agent for society, by

supporting organizations that aim to create a strong

social impact by providing local sustainable solutions

around business strategy, marketing and execution

support.

Ms. Vaidyanathan is a Biotechnologist by training and

holds a Post Graduate Diploma in Business

Management with a specialization in Marketing. She

DELPHIQUE 2010


teaches occasionally in business schools on effective

business communication, brand management and crisis

communication. She is a voracious reader, enthusiastic

traveller, singer and an occasional blogger.

Student Research Outcome

1. Segmenting can be done on the basis of gender.

Using social influence and flow experience

related communication we can tap the male

community because these two constructs are not

visible for females in their social media

behaviour.

2. A social media website or campaign should be

perceived as enjoyable as well as useful.

Although there is subjectivity in the definition of

what is enjoyable, one factor which can predict

usefulness is how easy it is to use it.

3. Do not restrict the user‟s ability to navigate within

a social networking website or campaign; rather

play the role of a facilitator. Eg. Photo tagging or

designing/customizing your dream car in an

automobile company‟s page.

4. In general we find that majority of the people

have a low network size. A social media

campaign focused on enjoyment would be best

served by going in for a mass broadcast. However

a social media campaign which delivers value for

the social media users should be more focused

towards individuals having a high network size.

Eg. Book reviews from popular reviewers

5. Communication in social media should be an

integrated effort; it should not be focused on only

one medium. People with multiple accounts may

not use all those accounts with the same

frequency. Hence, it is better to have a multiple

pronged communication reinforcing the message

of the campaign in most popular social media

websites.

Following are the factors that have been identified as

very important for the success of social media

campaigns. Their presence increases the probability of

the success of the campaign manifold. They have been

ranked in the order of their importance for the success:

1. Making sure that they do not spam the followers

2. Listening

3. Maintained by Humans

4. Innovation

5. Integrating offline marketing

6. Building relationships with followers

7. Using blogs and following other people‟s blogs

8. Branding social media presence with company's

logo and other promotional information

9. Humor

10. Launching a micro campaign before going for

costly campaign

11. Being consistent with update schedules

12. Using freebies like e-books, free products and

white papers

13. Not Selling

14. Sharing company events

15. Having a limited presence

Panel Discussion

Mr. Gaurav Mishra spoke about the Pepsi Refresh campaign

and that a lot of fresh perspective is required with each

campaign. He also spoke about the growth of Social media

from a niche medium to a mass medium. He spoke of the

importance of traditional media, the social media and the

paradigm shift in the usage of these media, a value

proposition shift.

Mr. Deepak Mukarji spoke about the relevance of Social

media in various sectors. He spoke about the challenge of

taking social media to the traditional people who do not use

3G or GPRS enabled phones and companies whose

operations favour more traditional paradigms. He in

particular spoke about how Anand Mahindra took customer

satisfaction to another level by use of twitter.

Mr. Aman Gupta focused on the importance of innovation.

He also spoke about getting influenced by the feedback

acquaintances share about various movies, shows etc. He

focused on the concept of bait where the consumer sees the

benefit that he gets from any campaign and is attracted only

then.

Ms. Meena Vaidyanathan spoke about designing a social

media campaign with key features being ease of use,

defined segmentation and use of employers as ambassadors.

She also spoke about specific sites to research on like

innovators.com by the students of Cambridge. During her

talk, she talked about Social Media Campaigning specifics

and tangibles that could be used to quantify and increases

the effectiveness of such campaigns.

Research Team

Aakanksha Jain

Aman Garg

Anshul Gupta

Jaban Jyoti Phukan

Lokesh Harnal

Madhvi Marathe

Payal Aggarwal

Raghoo Puri

Rahul Kaushal

Rahul Sharma

Swati Bhadada

DELPHIQUE 2010


Entrepreneurship Panel Knowledge Partner

Discussion Topic: Social Entrepreneurship in India

Transforming ideas into economic opportunities is the

crux of entrepreneurship. The role of entrepreneurship

and an entrepreneurial culture in economic and social

development has often been underestimated. Over the

years, social entrepreneurs have acted as the change

agents for society, seizing opportunities, improving

systems, inventing new approaches and creating

solutions to change society for the better. Whatever the

definition of entrepreneurship, it is closely associated

with change, creativity, knowledge, innovation and

flexibility-factors that are important sources of

competitiveness in an increasingly globalizing world

economy.

These trends give rise to many issues surrounding Social

Entrepreneurship, that need addressing.

For the environmentally and economically sustainable

growth of the country, the role of social entrepreneurs

and entrepreneurship is of paramount importance.

Creating solutions to change society for the better and

challenging the status quo would increase our

competitiveness in an increasingly globalizing world

economy.

Faculty Mentor

Prof. Rohit Prasad

Prof. Rohit Prasad was VP of

Strategic Initiatives at Xansa, a $

700 M BPO and IT services

company before joining MDI as an

Associate Professor in Economics.

He has also been a senior IT

executive for companies in the US and India looking

after large offshore engagements¸ Corporate Knowledge

Management¸ and Internal Communications. He has

handled the implementation of the Balanced Scorecard in

two organizations and has served clients in North

America¸ Europe¸ and Australasia. He has also taught at

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

monetary policy choices of the government in the

context of a monetary equilibrium. He writes regularly

on Economics in the financial press. Professor Prasad‟s

educational qualifications include BA (Hons.)¸

Economics St. Stephen‟s College¸ Delhi University,

MA¸ Economics¸ Centre for Economic Studies and

Planning¸ JNU¸ Ph.D. Economics (with specialization in

game theory)¸ SUNY Stony Brook

Panelists

Mr. Ashwin Raghuraman

Mr. Ashwin Raghuraman is

currently the Vice President at the

India Innovation Fund, an early

stage venture capital fund

promoted by NASSCOM. He is

responsible for initiating deal

flows, fundraising, evaluating

start-ups for investment and

supporting portfolio companies in the technology sector.

In his earlier role at NASSCOM, he was responsible for

creating the India Innovation Fund. He managed the

Innovation Initiative at NASSCOM and was instrumental

in creating a Special Interest Group on Embedded

Systems, an Auto Component-Information Technology

cluster. He also led the NASSCOM Innovation Awards

program, which recognized the most innovative

companies in the ICT sector. Mr. Ashwin played

business and operational roles at Wipro Technologies

and Maersk, Singapore, prior to this. Mr. Ashwin has

been a member of the SIP-EIT committee to evaluate

start-ups for providing funding for International patent

and the CII committee on Security and Imaging. By

education, he holds degrees in Engineering and Masters

in Business Studies. He was an active sportsperson and

now avidly follows Arsenal in the English Premier

League

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Mr. Anoop Kaul

Mr. Anoop Kaul, based in Delhi,

is the National Head of Financial

Inclusion of BASIX Group which

works in the Livelihood Promotion

space. A post graduate from the

Delhi School of Economics he

worked with the State Bank of

India for 35 years before joining BASIX in 2007. While

in State Bank he held senior level positions in the State

of Gujarat, West Bengal, Delhi and Andhra Pradesh and

Bank‟s Central Office and seen all aspects of Banking

and Financial Sector. Later he was on deputation to GE

Capital at Delhi where he worked as Chief Financial

Officer in SBI Credit Card joint venture. In BASIX, he

was the Chairman of the Rajasthan Livelihood

Promotion Initiative under which 4.1 million BPL

families were enrolled for Financial Inclusion in just 45

days, a global record. He is a Director on the Board of

Basix Academy for Building Lifelong Employability [B-

ABLE] as well as a Member of the Governing Council of

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.

Mr. Sanjay Kapoor

Mr. Sanjay Kapoor is currently

working with NEN as a

Consultant since April, 2010

looking after Entrepreneurship

Development of 30 leading

Management, Engineering,

Vocational and Arts/ Science

Institutions in Delhi NCR region,

working closely with and supporting young

entrepreneurs. He has been an entrepreneur for 14 years

with expertise in Franchising and managing Small

Businesses. He has run franchisees of 3 International

companies in the domains of Computer Education with

NIIT Ltd, Computer Troubleshooting with Computer

Troubleshooters, USA and Immigration with WWICS,

India for a total of 12 years. He did his MS in

Consultancy Management from BITS – Pilani and did

Bachelors in engineering and telecom from BMS

College of engineering.

DELPHIQUE 2010


Panel Discussion

The panel discussion focussed on entrepreneurship

in the coming generation which would work towards

solving social problems such as hunger, poverty etc and

how that would help a country like India grow.

All the panelists also pointed out the difference

between entrepreneurship and social entrepreneurship

and reminded the audience that the role of the social

entrepreneur did not imply his foregoing of profits.

The discussion also touched upon the changes in

the core values of an organization as it grows in size and

about the difficulties in tracing the trajectory of social

enterprise, as it grows in size.

All the panellists shared their viewpoints and their

experiences and talked about how the work they had

been doing in their respective fields had helped create

employment and benefited the society.

A discussion was also done about the difficulties

faced by social entrepreneurs in setting up their business

ventures and the regulatory issues that need to be

addressed

Mr. Anoop Kaul talked about the role of

Microfinancing and the work done by Basix India

limited in this space. He pointed about the role of MFI‟s

in fostering the growth of education and small

entrepreneurs in the hinterlands of India.

Mr. Ashwin Raghuraman talked about the role of

India Innovation Fund and its role in promoting product

orientation in the Indian IT industry. He also talked

about the difficulties faced by entrepreneurs in getting

the seed funding for their projects. He explained the role

of technology in helping create jobs for the society. He

talked about the digital divide and serving the people at

the bottom of the pyramid.

Mr. Anupam Jalote dwelled about the social

impact of a purely technical project such as a powerplant

and went on to relate that to projects having core values

that benefit the society. He talked about the role of

electricity and power on demand for the people residing

in the villages and how it can improve the productivity

and efficiency.

Mr. Sanjay Kapoor apprised the audience about the

role played by NEN in fostering entrepreneurship. He

talked about the various initiatives of NEN and the

impact of the same. In particular he talked about the role

of NEN in the education sector.

The role of government in facilitating the rise of

social enterprises was discussed at length by the

panelists. The discussion emphasised about the role of

government as the biggest provider of capital and how

the government is helping to create awareness about

social issues.

The discussion also touched upon the role of

microfinance institutes and the role of the kind of money

invested in the businesses and how it dictates the growth

path followed by social enterprises.

Prof.Rohit Prasad and the other panelists talked

about the role of academia in helping to hasten the

growth of this nascent industry. Academia and studies

can help validate the models of the entrepreneurs and

lead to more such sustainable models.

DELPHIQUE 2010


Finance Panel Knowledge Partner

Discussion topic: Role of financial markets in

developing India - Key Challenges and opportunities

Indian economy is one of the fastest growing

economies in the world, backed by physical and

financial infrastructure. The issues of capital allocation,

financial inclusion, infrastructure funding and

regulations are the challenges before the financial

environment of the country. Development of financial

markets presents an opportunity to overcome these

challenges. Indian markets are currently in

development phase. Only equity market has

significantly developed and has expanded in terms of

participants and volumes. Indian growth story has

brought this increased interest in equities. This has led

to increased interest to find new avenues of

investments. This creates a necessity to build other

financial markets in India. Financial inclusion is the road

ahead which involves innovations, refinement of

regulations and visionary time and fund investments.

Financial innovation can also help to develop the

markets by providing easier access to cheap capital and

this will in turn help to grow the economy. The need

for new investment opportunities in India is helping to

increase the depth of capital, money, for-ex and

commodity markets.

This research identifies the key success factors of global

markets and the strategies that India can implement to

further the development of Indian financial markets.

The study gives an analysis of these strategies and

issues that India will face in their implementation. It

analyses the challenges faced by Indian markets and

opportunities that India can capitalize on.

Faculty Mentor:

Prof. Sandeep Goel

Prof. Sandeep Goel is an Assistant

Professor in the domain of Finance

at MDI. He started his teaching

career with the University of Delhi

and has about eleven years of

teaching and research experience. His special areas of

teaching and research interests are Financial Reporting

and Analysis¸ Management Accounting and Control,

Corporate Finance¸ Corporate Governance and Earnings

Management. Dr. Goel did his Honours in Commerce

from Shri Ram College of Commerce¸ University of

Delhi. He then got his Master’s degree in Commerce

with specialization in Finance from Department of

Commerce¸ University of Delhi. He earned his doctorate

in Finance on ‘Management of Finance in Public Sector

Enterprises

Panelists:

Mr. C. S. Mohapatra

Mr. C S Mohapatra is an officer of

the Indian Economic Service of

1986 batch and is currently

Director in the Capital Markets

Division of the Ministry of

Finance of the Government of

India. He handles Secondary

Market and International

Cooperation. Apart from the wide experience spanning

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

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Economics from the London School of Economics and

Political Science and is presently engaged in his doctoral

research at the Centre for Economic Studies and

Planning in Jawaharlal Nehru University. He also has a

Masters degree in Analytical & Applied Economics from

Utkal University and holds an M.Phil from Punjab

University. He is a member of the Secondary Market

Advisory Committee of SEBI.

Mr. Lakshminarayanan Ramlingam

Mr. Lakshminarayanan

Ramalingam is a delivery director

in BFS, Cognizant. He has been

working at Cognizant for 11 years,

moving between various roles,

starting as a Senior Business

Analyst and moving into account

management and finally to delivery management,

where he has been working for 6 years now. Prior to

joining Cognizant, Mr. Ramalingam worked for Infosys

for a year and for a boutique Product Company for a

couple of years.

Mr. Ramalingam holds an Engineering degree from Birla

Institute of Technology and Science, Pilani and a PGDM

from IIM Lucknow. Mr. Ramalingam holds the

distinction of receiving the PGP Chairman’s medal for

standing 3rd in his academic batch.

Mr. Mohit Bhatia

Mr. Mohit has professional

experience of over 15 years in

the Financial Services Industry.

His educational background

comprises a BE (Mechanical

Engineering) and an MBA-

Finance. He started his career

at Kirloskar Pneumatic Co Ltd in 1992 and worked there

till 1994 after which he pursued his MBA from

Management Development Institute (MDI) Gurgaon.

After completion of his MBA in 1996 he has worked

with three of India’s leading mutual fund companies in

areas of Equity & Fixed Income Research and Sales &

Marketing. Before joining Axis Bank in his current role

as Zonal Wealth Head – North India, he briefly worked

with Anand Rathi Financial Services as a Senior Vice

President in the Private Wealth Management division –

Delhi.

Mr. Vivek Mathur

Mr. Vivek Mathur is a Senior

Group Vice President of ICRA

Limited and member of

rating committee of the

company. He holds a

Bachelor’s Degree in

Commerce from University of Delhi and Chartered

Accountant from The Institute of Chartered

Accountants of India. Mr. Mathur has an aggregate

work experience of 19 years, out of which he has been

associated with ICRA for a period of over 15 years.

Student Research Outcome:

For debt market, all countries studied in the research

have a bouquet of debt instruments of various periods

varying from a few weeks to a couple of years in both

the government backed and privately backed

instruments. In India, policymakers face challenges in

developing these markets by focusing on areas like

effective market mechanism, robust trading platform,

simple listing norms and development of market for

debt securitization.

For Indian forex market, there have been major

positives like the introduction of currency futures for

USD, EUR, GBP and Yen against the Rupee. However,

the excessive foreign inflows into Indian assets, has

been a cause of worry for the Indian authorities as that

has led to rapid appreciation of Rupee which in turn

translates into decreased competitiveness for Indian

exports in the world markets.

In India, corporate bond market is in its infancy both in

terms of the market participation and the structure

required for efficient price discovery. Public offering of

bonds being expensive, time consuming and procedure

oriented, corporates have been finding it easier to

either borrow from banks or make a private placement

of their bonds. Though there has been slow

development in revitalizing the bond market, newer

challenges face the country.

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The opportunities for financial inclusion that India can

utilize revolve around IT-enabled financial inclusion. It is

essential for doorstep banking as IT solutions enable

large transactions like processing, credit scoring, credit

record & follow up etc. It can significantly alter the

cost, distance and access equation for poor people.

Mobile network operators need to be at the forefront,

creating the “roads” on which new products and

services can travel. Now, exchanges are looking into

using mobiles to reach the rural areas. The major issue

that India will face is Obsession with certainty. Lack of

communication, language barriers and low literacy

levels, Lack of awareness about financial services and

products, complicated procedures, Lack of legal identity

are further hurdles in the way.

Panel Discussion

Prof. Sandeep Goyal opened the panel discussion by

thanking the other panelists for attending the

Delphique Finance Panel discussion. He highlighted the

importance of financial shenanigans and governance in

today’s world with an example highlighting the need of

corporate governance.

Mr. Lakshminarayanan Ramalingam followed up by

questioning the need to control FIIs in India. He

continued with the need for fundamental innovation in

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

Markets than ever before and the decision to increase

limits on investments in bonds showcases that India is

confident about these investments.

Mr. Vivek Mathur opened the discussion by

appreciating the work of the research panel and the

relevance of the topics discussed in Indian context. He

continued by mentioning the difference between

growth oriented investment and speculative

investment and what India can learn from China in

terms of infrastructure development. Thus he pointed

means to channelize investments in India through

individual savings and international investors instead of

banks which creates asset-liability mismatch.

Mr. C. S. Mohapatra started by congratulating the

research team for bringing out brilliant research

highlights. He mentioned that his insights were purely

his opinion and personal views. He talked about

aspects like the importance of NSDL, the ease of

entering the Indian Capital Markets, the sovereign

credit ratings of India and the Financial Sector

Legislative Reform Council. He continued by

highlighting the role of Credit Rating Agencies in

developing the Indian Financial Markets, especially the

Debt Market. He concluded with the need of forming

regulatory bodies for catering to financial conflicts of

interests.

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Research Team

Ankur Bharadwaj

Chintan Singh

Debajyoti Mitra

Gaurav Tripathi

Manu Krishna Saxena

Milind Agrawal

Pratyush Mishra

Raghav Nanda

Rajat Maheshwari

Varun Shah

Human Resources Panel Knowledge Partner:

Discussion Topic: Human Capital Management Models

in the Service Industry

Organizations have come to realize over the years that

improving technology and cutting costs enhance

performance only up to a point. To move beyond that

point, the organization‟s people are its most important

resources. In the end everything an organization does

depends on people. To get the best out of people the

organization must offer a healthy work climate where

they can us their knowledge skills and abilities fully

with organizational goals. There is where HR managers

play a crucial role – that of bridging gaps between

employee and organizational requirements by adopting

appropriate HR policies strategies and practices. Human

capital management is about optimizing the performance

and capabilities of management and employees

Human Capital Management can be defined as an

integrated effort to manage and develop human

capabilities to achieve significantly higher levels of

performance. Intellectual capital can be classified as

organizational capital (institutionalized knowledge

possessed by an organization), human capital

(knowledge, skills, abilities and capacity to develop and

innovate possessed by people) and social capital (the

structures, networks and procedures enabling people to

acquire develop intellectual capital).

The students‟ research brought forth the theoretical

aspects as well as the models and systems practices in

the industry, the various drivers of human capital

management were identified and the research was

carried out in the basis of these drivers.

The panelists‟ experiences and points of view on these

topics built the students‟ understanding of the subject

through a blend of theory and practice.

Faculty Mentor:

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

board of several national and international journals. She

is a passionate researcher and has received the AIMS

international “outstanding management researcher

award”. She has also received the faculty award at MDI.

She has published 9 books. She has also undertaken

training and consulting in various verticals of Human

Resources. Some of her assignments have been

sponsored by the UNICEF and the World Bank

Panelists

Mr. Amit Jagga

Mr. Amit Jagga is responsible for

managing the HR function for

IBM Global Process Services –

NCR and Chandigarh. He has been

working with IBM for the last 10

years. A seasoned HR Professional

with experience in multiple roles

within business, recruitment and

HR. He has a Bachelors Degree in Business with

specialization in HR and has done Executive PG Course

in HRM from XLRI. He has also been a part of an

Accelerated Advanced Management Program from IBM

in collaboration with Harvard University.

Mr. Daljeet Singh

Mr. Daljeet Singh is the president –

strategy & organizational

development of Fortis Health Care

Limited. Prior to his current role,

Mr. Singh was the Chief Executive

Officer of Fortis Health Care Ltd.

Before joining FHL, he was the

Director in charge of HR,

manufacturing, and external relations with ICI India ltd.

with a proven track record of growing diverse

businesses through his leadership. His key achievements

have been in the field of developing progressive HR

DELPHIQUE 2010


strategies, and ensuring their implementation,

organizational restructuring, building a high

performance culture and leading teams to deliver

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

with various leading public and

private organisations. He was the

director on board of various

companies of the Dalmia group,

General Manager – HR of Usha

International and Chief Personnel Division of IDPL. Mr

Ahuja is an expert in Industrial relations environment,

developing people based competence strategy. Under his

supervision, Napino Auto and Electronics has been

conferred with a certificate of commendation for best

practices in HR in CII HR conclave 2010. Mr Ahuja

takes keen interest in management education and has

been a visiting faculty at MDI, LBSIM New Delhi, LBS

Bareiley, and Amity Institute of Management. He has

presented papers in international conferences and

authored several books on management.

Dr. Maninder Khalsa

Dr. Maninder Khalsa has

professional experience of over

19 years in customer service &

sales operations and managing

learning & development and

over 13 years of experience in

HRD & Learning &

Development consulting. He

has been performing at national

role for last 9 years. He has also been a speaker at

various conferences including “Power Industry–National

Training Policy.” He has done a Ph.D. in Business

Administration from AMU, an advanced course in

„HRD and Research Methodology‟ and holds a PGDBM

from IMT, Ghaziabad. He has worked with a number of

companies such as WTTIL, Aircel, Bharti Airtel, Godrej

Nelco, among others.

Mr. Shiv Chandra

Mr. Shiv Chandra is working with

Aon Hewitt

Student Research Outcomes

1. The HR Managers emphasized that Systems

pertaining to Leadership Practices are well defined but

employee surveys show otherwise.

2. Employees feel that career development

programs were not adequate.

3. Information systems pertaining to knowledge

systems have been rated low consistently by HR

Managers and employees.

4. Average HCM scores of firms in the BSFI

sector higher than the scores of IT/ITES companies

5. None of the drivers achieved a Maturity Level

of 4.

6. Although all organizations laid a lot of emphasis

on trainings, the employees feel that the trainings were

not well-defined and effective.

7. Various different practices are followed across

companies in the service sector however most of them

are common for all of them.

8. Some of the issues faced In the service industry

are:

a. Attrition - McKinsey Associate Partner, Supriyo

Sinha said that nearly 63,000 employees of public-sector

banks will retire from the service over the next three

years and banks will have to devise ways to overcome

this challenge.

b. Talent Management - India meets only 15-20%

of the demand for Knowledge Process Outsourcing. By

2009, there will be a shortage of at least 3, 00,000

professional in outsourcing in India.

c. Training and Development - $126 Billion Spent

on Employee Learning and Development in 2009. "The

findings in our latest State of the Industry Report clearly

demonstrate that executives and business leaders know

their investments in employee learning and development

are keys to survival, recovery, and future growth”

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d. Employee Engagement - Employee engagement

is the most important driver for Talent retention.

9. 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. There are two roles that

HR has. The functional role, which deals with expertise

and the team role which is not clearly defined. There are

three things that happen in an organization. Alignment,

the process of execution, and the process of renewal. An

interesting definition of the role of an organization

is:”To survive in perpetuity”.

10. The role of an HR manager is to create an

ecosystem where the leadership can do its job. The HR

manager must facilitate leaders to be able to perform

their role. From the research findings, it was seen that

the business leaders have scored highly, HR managers

have not. There is too much emphasis on systems and

initiatives. They have become the end in themselves

rather than the means.

Panel Discussion

The discussion started out with Prof. Radha Sharma

acknowledging the presentation of the research team.

She then gave her thoughts on the findings and some

comments for further discussion by the panel. She

mentioned how the importance of human capital was

first recognized in history by Adam Smith. From the

1960s onwards, beginning of the knowledge era, land,

labor etc. have been replaced by human capital as the

primary factor in wealth creation.

The next to speak was Mr. Shiv Chandra of Hewitt. He

said that all the issues highlighted by the research are

very relevant today. He commented that the

methodology adopted had a prime focus on models of

Human Capital. As important as it is to understand

models, it is equally important to be able to implement

them. He said that one failing of the HR professional is

that that he tries to jargonize, make things that are

simple, esoteric. What the research findings show is that

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.

Prof. Radha Sharma commented that there is a

difference between Industry and academia and both have

their roles in development of the profession.

Mr. Amit Jagga of IBM was the next speaker. He gave a

very interesting example where he quantified into rupee

amounts the cost that attrition has to an organization.

According to him, 30% of profits were compromised as

a loss due to attrition. Another example that he gave was

the quantum of applicants that a large IT firm such as

IBM needs to reach in order to meet growth needs. One

cannot have a gate keeping mentality when doing such

mass recruiting. The discussion then turned to how this

function of HR is akin to supply chain management,

when the massive inflow and outflow of Human

resource is involved. This reaises the question is attrition

really an HR problem? Is it the CEO‟s problem? It is an

issue of leadership and HR has an important role to play.

Mr. Jagga gave an analogy of an „emotional‟ bank

account of an employee. The employee has a mental

balance with the firm. If it is positive, he is happy

working there, if it is negative, it is a cause for concern.

Mr Daljit Singh was the next speaker. He said there are

two roles that HR has. The functional role, which deals

with expertise and the team role which is not clearly

defined. There are three things that happen in an

organization. Alignment, the process of execution, and

the process of renewal. An interesting definition of the

role of an organization is:”To survive in perpetuity”. He

took the example of the Tata group. Mr. Singh said that

the HR manager must have his finger on the pulse of the

organization.

The next speaker was Mr. Maninder Khalsa. He said that

the role of an HR manager is to create an ecosystem

where the leadership can do its job. The HR manager

must facilitate leaders to be able to perform their role.

From the research findings, he pointed out the business

leaders have scored highly, HR managers have not. He

said there is too much emphasis on systems and

initiatives. They have become the end in themselves

rather than the means.

DELPHIQUE 2010


Research Team

Hemanth

K.R.Ramakrishnan

Kanika Kakkar

Kartik Gupta

Parul Malik

Piyush

Prerna Mathur

Roshni Arora

Ruchira Pandey

Sachin Batra

Sohil Hemnani

Swathi Pasumarti

Tushar

IT Panel

Knowledge Partner:

Discussion Topic: Outline and Application of next

generation CRM

There are various pieces of CRM we currently

understand – 360 degree view of customers, integrated

marketing communication, Above the line & Below the

line channels to interact with the customer, org-wide IT

systems (SAP, CRM software) etc are some pieces of

this definition today. While these really help

organizations focus their energies, it seems we are

nearing the inflection point where the returns from

these start diminishing, given that these have now

become ubiquitous. Hence, there arises the need to

understand the future CRM drivers.

The research included identification of the future

drivers of CRM and then the various methods of

capturing sentiments along with their inherent

advantages and limitations, thus arriving upon a market

segmentation methodology for better customer

servicing. The discussion focused upon the future and

current challenges/ limitations facing the evolution of

CRM to next level and the future of the CRM – from

technology as well as marketing perspective The growth

drivers for the CRM in future was discussed, with

particular emphasis on social CRM, focusing on the

moral and ethical aspects of using information from

sources galore

The subject of focus in the discussion was how to go

about finding new avenues of reaching out to

customers so as to gain competitive advantage

throughout the value chain of an organization.

Furthermore, the discussion also focused on how to

harness the full capability of the ever emerging

technology, since the technology, along with its

benefits, also brings quite many challenges with itself.

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

joining MDI he has worked with

IPM as Deputy Director and IMT

Ghaziabad as Assistant Professor.

He has worked in various companies such as Chemtrol

technologies¸ L&T and Cipla handling product and

brand management functions. He has been active in

academics for last 13 years where he taught various

courses such as Marketing Management¸ Brand

Management¸ and Consumer Behavior. Dr. Kapil is

actively involved in executive education¸ consulting and

research. Apart from writing three books he has also

published research papers and case studies in various

international and national journals of repute. Dr.

Kanwal Kapil holds PhD and MBA in marketing.

Panelists:

Mr. Murthy Chebiyyam

Mr. Murthy Chebiyyam is

currently the program director

of services Quality at IBM

Research India. He has 29 years

of experience in Electronic

Components/ Hardware

Systems, Reliability and Quality

Assurance, S/W Project

management and Quality Assurance, Total Quality

Management (TQM), Six Sigma, Business risk

management, Knowledge Management, Information

Security Management, Disaster Recovery & Business

Continuity Management, Customer SAT Management.,

and Services Value management. He has been defining

and driving Service Quality & Service Value research

agenda for IBM India Research lab. He has also been

influencing the impact of service quality/ value on

contract growth, client loyalty & global reference

ability in a B2B contracts.

DELPHIQUE 2010


Mr. Ravi Pratap Singh

Mr. Ravi Pratap Singh is

President, Nucleus School of

Banking Technology (NSBT)

which is a new division of

Nucleus Software Exports

Ltd., started by Mr Singh

himself. Prior to this, he had

a long stint as President,

Global Delivery at Nucleus Software. His entire career

was spent designing, developing & delivering software

solutions for global Banking and Financial Services

leaders like Citibank, Bank of America, ICICI Bank, HDFC

Bank, SBI, Standard Chartered and many others. He

started his career 25 years back with Nucleus Software

as a summer trainee and grew to head its operations

quickly. He headed the delivery operations for more

than a decade before moving to the new venture. He

did his graduation in Economics from SRCC, Delhi

before doing his Post Graduation in Computer

Applications.

Mr. Sudeep Goswami

Mr. Sudeep Goswami is the

Senior Manager – Analytics

at Dell International

Service. He has been in this

position for over 4 years.

He is currently leading the

Commercial and Services

marketing Analytics team at Dell Global Analytics. He

has led and successfully executed several key strategic

projects for Dell, in the areas of Supply Chain, customer

experience and alternate hiring channels. Previously, he

was a consultant at Satyam Computer Services Ltd.,

where he worked for nearly 2 years. He has also worked

with Britannia and Infosys. He holds a PGDM

(marketing) from IIM B and is a Ceramic engineering

graduate from IT BHU.

Mr. Venkatesh Sarvasiddhi

Mr. Venkatesh Sarvasiddhi is currently the head of

Student Skills & Employability Initiatives at Microsoft

Corporation, India. His primary responsibility is to

engage with the Student

community across India

understand their

requirements and create a

strong and sustainable

engagement framework for

Microsoft India to empower

the Education community

with programs like Students to Business Programs for

Skilling & Employability, Student & Faculty Trainings

and certifications and also to drive the Corporate Social

Responsibility engagements like Digital Literacy

Certifications at one India level. He was awarded the

prestigious Microsoft Gold Star Award for the year 2009

by the Chairman Microsoft India for his outstanding

contribution in setting up of India community council

(ICC) with INETA & CULMINUS. He was also featured as

one of the Frontrunners and the Youngest AVP of

Corporate India at the age of 26, by Business India 23rd

March 2008 edition.

Student Research Outcomes:

The findings can be classified into 3 broad categories:

1. Identification of drivers of Next Generation CRM

2. Capturing Sentiments – Methodology, Tools

3. Suggesting Segmentation Methodology using the

Sentiment Analysis Outputs

The initial phase involved identifying the drivers for

next generation CRM and research findings clearly

pointed to Social Media as one of the major drivers.

Social media is the platform where majority of the

consumer-company and consumer-consumer

interactions are happening and this trend will be

gaining more momentum in future.

These developments have made companies give serious

thought to the development of a social media strategy

as a way to leverage the strength of the medium. Dell

Social Media Strategy had been discussed and the

merits of listening methodology of Dell were seen.

Based on the parameters of the research as set by the

research partner, the research team concentrated on

looking at Sentiment Analysis as one of the ways to

leverage power of Social Media. As part of this,

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Sentiments were defined in the context of research and

then the methods to capture the expressed sentiments

were identified.

In the next stage of the research, the segmentation

methodologies currently being used to effectively use

the outputs of sentiment analysis were researched and

an in-depth analysis carried out on the applications,

strengths and limitations of the existing segmentation

methodologies. The existing segmentation method was

found to be insufficient in capturing the sentiments in

an effective manner through application of the

methodology for various alternative scenarios. This

finding made it necessary to come up with improved

segmentations methodology.

An extensive research was conducted and intense

brainstorming sessions were conducted by the team to

come up with an alternative segmentation

methodology. This methodology was a multi

dimensional segmentation model and it was mapped in

a way so as to be applicable for a diverse range of

situations. This methodology was built with an inherent

flexibility which allowed it to be applicable for every

situation. The improved methodology needed one to

have data on the same consumer for multiple

parameters which is difficult but is being made possible

as the social media evolves. Companies are investing

huge amounts of money so as to get the data on

multiple parameters and this methodology is a good

way to benefit from the investments made.The

limitations of the segmentation methodology suggested

had been discussed. One of the limitations stemmed

from the limitation of sentiments analysis itself.

Sentiments being a psychological parameter had a

limited area of application.

Panel Discussion: The discussed was moderated by Prof Kanwal Kapil. He

gave his view points on the limitations posed by

sentiment analysis tools and also the moral and ethical

implications of capturing sentiments. He also talked

about the important concepts of Customer lifetime

value and customer referral value and their practical

usage.

Mr. Sudeep Goswami talked about the social media

strategies adopted by Dell. He said that Dell being the

second biggest eRetailer after Amazon, it is important

for Dell to understand the sentiments expressed by its

customers. He opined that due of the growing

importance of the future drivers of CRM like social

media, it is important to have the entire product

development steps based on customer feedback. Mr.

Goswami talked about how Dell’s products are

designed based on customer feedback. He talked about

an incident where Dell’s B2B client’s employees were

chatting on their intranet that they don’t like gray

colour laptop and how Dell incorporated such

comments.

Mr. K P Sharma talked about how listening to social

media has helped Dell. He said that every week around

10 million users call Dell and that 30% of them are

recorded by Call clinic Tools for analysis. He also talked

out how capturing sentiments helped in understanding

the drawbacks of Dell’s unsuccessful products by giving

an example of Dell’s DVD Drives. Only after the

feedback from customers were they able to understand

that temperature was one of the failure points. He also

compared the social media usage patterns of China and

India and said that data gathered from Social Media in

China is much higher than that of India.

Mr. M Chebbiyam brought in the technology

perspective of CRM. He identified three major success

factors for CRM. Firstly, he said that we should target

agent proficiency where the calls are transferred based

on either the language spoken by the caller or the

criticality of the issue. He talked about the concept of

agent “buddy” where an agent can assist customer

transactions. Secondly, he said that it is important to

manage the call volume effectively. Finally, it is

important to make customer happy and relaxed -

sentiment analysis can play a major role. He said that

same sentiments can be expressed in same/different

languages depending on different regions and also that

different methods of CRM must be used for different

verticals. He concluded by saying that the outcome of

Technology should be to enable company for better

decision making.

DELPHIQUE 2010


Mr. V Sarvasiddhi discussed about the social media

engagement plan at Microsoft. He said that earlier

Microsoft used to rely on research done by Gartner and

Forrester but now it has created its own blog

department. It now launches its products to the top 150

technology bloggers identified by the blog department.

Microsoft also invites such bloggers to their major

events so that they have better knowledge about their

products. Microsoft also conducts Tweeter contest

where 5 persons with maximum tweets are selected

and they can ask questions directly to Steve Ballmer.

Mr. Sarvasiddhi also said that this trend cannot be

stopped and that it will continue growing. Hence,

leveraging technology is also very important.

Mr. Ravi Pratap Singh focussed on the CRM strategies

of the Banking Sector. He said that the biggest

challenge in banking is to provide a single view to the

customer. Other challenges include identifying unique

customers and reliability of the data. He said that banks

still thrive on transactional data even when customer

dissatisfaction happens before they even start their

transaction. Ex: Opening an account and getting all the

rights. Speaking of technology, he said that it should

assist a company in effective data mining that can be

considered for better outcome (decision making). He

also said that Social Media is still not used for profiling

of customers because of lack of information. He

concluded by saying that though many tools are

available to capture and analyse the sentiments, only

those tools should be used which are in perfect

alignment with the overall strategy of the company.

Research Team:

Abhinav Dakalia

Anil Choudhury

Debmalya

Esha Sharma

Piyushi Sobti

Preetam Biswas

Raghunath Ganti

Shantanu Verma

Sushma T

Tarun Dudeja

Vivek Jain

DELPHIQUE 2010


Marketing panel Knowledge Partner

Discussion topic: Marketing strategies for apparel

brands to gain market share in tier-2/3 cities

Currently India is at the maturity stage of the organized apparel market with increasing spending power and foreign and domestic players have already crowded the tier 1 market. Hence apparel brands performing well in tier-1 cities need to see beyond and tap growing opportunities in tier 2 and tier 3 cities. The research was done for Madura - Fashion and Lifestyle - A Division of Aditya Birla Nuvo Limited to determine marketing strategies (marketing mix) for apparel brands to gain market share in tier-2/3 cities who are currently doing good in Tier-1 cities (focus of medium apparel brand like Peter England). The research consisted of :-

Understanding of consumer (across different variables)

Understanding the competition/local brands Drivers and nondrivers of apparel in these

markets Ways to leverage its market share and gaining

preference Cluttered presence or exclusivity - Right

strategy

Faculty Mentor

Prof. J. N. Godinho

Prof. J N Godinho is an

Associate Professor in the field

of Marketing at MDI. He has an

Industry experience of 29 years

spanning 15 years in the

marketing of fashion textiles, 9

years in international marketing and 5 years in

managing the operations of medium sized Export

Oriented Units. His areas of interest include Strategic

Marketing¸ Brand Management¸ Sales and Distribution

Management¸ and International Marketing. Professor

Godinho is a PGDBM from Indian Institute of

Management¸ Ahmedabad (Batch of 1974) with

specialization in Marketing and BSc (Physics) from the

University of Madras

Panelists

Mr. Amit Sahni

Mr. Amit Sahni is the Group

Business Director – IMRB

International. He is responsible

for Bharti Airtel account for their

Mobility, International and DTH

Retail Research. He has worked

with clients in the domain of

telecom, DTH, FMCG, Retail and Media. His areas of

expertise include market research, brand management

and sales/marketing. Prior to joining IMRB in 2007, he

was working with Vardhman Textiles for around 8

years. He has received letter of appreciation from GM-

Marketing of Bharti Airtel Ltd for preparing Retail

Effectiveness Model. He has done his MBA (marketing)

and BA (Economic honours) from Punjab University,

Patiala.

Mr. Kedar Apshankar

Mr. Kedar Apshankar is currently

working as CEO of Peter England

segment in Madura Garments.

He holds an MBA from SIBM,

Pune and did his graduation in

Mechanical Engineering. He has

been with Madura Garments for

6 years now and has set up several major brands. Prior

to joining Madura, he was with Britannia Industries for

10 Years where is he was actively involved in launching

new brands and developing flagship brands. He

achieved the Best National Young Manager award in

2005 given by AIMA.

DELPHIQUE 2010


Mr. Mrityunjay Kumar

Mr. Mrityunjay Kumar is the

national head of retail and Sales

at ITC Ltd - Lifestyle & Retail

Business Division. He has been

in this position for over 8 years.

He was previously the Division

manager, Sales Operations at

ITC Ltd for 2 years. He did his MBA in Sales and

Marketing form Kurukshetra University.

Mr. Nitin Mohan

Mr. Nitin Mohan is the Director

of Blackberrys, the manufacturer

– retailer of men’s formal wear.

Nitin Mohan is a commerce

graduate from Delhi University,

followed by a post graduation

degree from NIFT. He specializes

in Garment Manufacturing Technology. Nitin, in the

capacity of a director is responsible for production, new

product development, R&D, design; entire back end

operations.

Within the span of 18 years he, along with Mr. Nikhil

Mohan, has taken the brand to all states of India.

Research Outcome

The company should increase the variety in the casuals

segment: Elements especially in tier 3 cities. The variety

exists but is not reaching there. Elite should also be

made available since there’s a large population that

buys from metros and tier 2 cities. Facility to stitch

again should be made available in tier 3 since many

people still believe local brands fit better. Though heavy

discounts are a norm in the segment, this strategy

should not be adopted as it affects the quality

perception adversely. A seasonal 15-20% discount can

be given. This brings the price comparable to other

brands because 600 with 20% is 480 and that is what

other brands are selling. Discounts like up to don’t work

well customers. They want a clear idea of the discount

available inside. It goes well with the brands image of

being the honest shirt. The communications should be

targeted towards the men. The objective should be

make the customer aware of a brand which has high

Quality, good Fitting, great Variety .Also make them

aware of inside brands so that like elite especially for

tier 2 cities where awareness of inside brands was

especially low.TV still is the prime source of

information. Hoardings leading to stores in tier 3 are

important since decision on which store to go are made

after reaching the market. There’s a preference for

multi brand stores and it will be best to keep the entire

range of Madura Garment’s brands in one store

(specifically for tier 2 cities) so as not to lose the

customer to higher or lower price points. For tier 3

cities Exclusive stores are still the way to go because PE

has a USP for office going public. The location of the

above talked about store would be best suited in a

centrally placed mall/shopping centre. A separate

section can be introduced displaying the fresh stock

Panel Discussion

Mr. Kedar Apshankar first raised the point that we

should first find out whether we have fully saturated

the potential of tier- 1 markets before entering tier- 2

and tier-3 markets. He highlighted the point that

national ready to wear apparel market was very small in

number. So there is a huge growth opportunity over

here. He also gave an insight about the mindset of

consumers who don’t know about their needs and what

exactly do they want. Awareness drives the apparel

industry so companies should focus on increasing

awareness among consumers. He also raised the point

that we are the youngest country in the world so

casuals are going to be in great demand. He also

acknowledged that aspirational level in tier- 2 and tier-

3 cities were very high.

Nitin Mohan also said about increasing awareness of

consumers about the brand.

Mrityunjay Kumar raised the point that a brand faces a

lot of challenges as consumer preferences changes

from region to region . He said that the requirement in

South are different from that in North, East and West.

So creating a complete package for the entire country is

very difficult for the brand.

Amit Sahni raise the point that brands cannot miss out

the tier-2 and tier-3 cities as the aspiration level and

DELPHIQUE 2010


confidence in brands of the consumers was very high in

these areas. The retailers are also expanding to tier-2

and tier-3 cities as the return on investment was very

high.

Research Team

Anuj Mahajan

Ayushi Agarwal

Deep Patel

Jasjeet Singh

Kanika Narang

Rachna Agarwal

Rahul Jain

Rohit Agarwal

Saaransh Malani

Sharad Deep

Tanika Gupta

Operations Panel Knowledge Partner

Discussion Topic: Cloud Computing: The answer to

supply chain problems

By 2012, research firm IDC estimates that $7.7 billion

will be spent worldwide on cloud services, but the lion’s

share of it will go to ERP and CRM cloud services

providers, not to supply chain management. Supply

chain cloud solutions lag the marketplace, but there are

signs now that initial enterprise anxiety about

outsourcing supply chains is starting to fade. There are

two aspects to the benefits of cloud computing models

for manufacturing and logistics organizations:

1. To remove the internal costs associated with

running the IT infrastructure.

2. The benefit of augmented visibility across

organizational boundaries, particularly if a 3rd

party is involved.

Here are some of the current supply chain problems

that companies are fighting: Support of the community

collaboration, Re-projecting forecast, Workflow

visibility. There is a widespread agreement that this is

an area particularly well matched to current cloud

provider strengths. A typical cloud supply chain solution

already has the entire infrastructure in place to solve all

the above listed issues with lowest possible costs.

Panelists

Mr. Ashish Mehta

Mr. Ashish Mehla is

Senior Director, Global

Business Analysis

Practices at Keane. With

15+ years of experience,

he has proven industry leadership in building and

leading Business Analysis & IT Consulting organization

along with the expertise in Strategic Management,

Business Development and Quality. Being a certified six

sigma black belt, he has leveraged various tools and

techniques to enhance the business analysis delivery

capabilities. He has invented highly effective System

Testing methodology to automate the identification of

System Test Cases from requirements resulting in 60%

cost reduction and optimizing the test coverage. He has

managed highly complex business analysis assignments

in the areas of Business Process Mapping /

Reengineering, Application Portfolio Management,

Forward Engineering, Reengineering and Reverse

Engineering. He holds a Bachelor of Engineering in

Computer Science and an MBA

Dr. Gopal Pingali

Dr. Gopal Pingali is

currently the Program

Director for IBM Cloud

Center of Excellence and

Collaboratory for Service

Science. In this joint role

role between IBM's Global Technology Services (GTS)

business and IBM Research, he has a dual role of

serving as the global leader of the GTS Cloud Center of

Excellence, an organization of technical experts with

the mission of driving adoption and enablement of IBM

Cloud offerings, as well as being the senior lead for the

Research Collaboratory for Service Science, established

in association with the Indian School of Business (ISB) at

Hyderabad. He has obtained his Ph.D. in Computer

Science and Engineering from the University of

Michigan in 1993, worked at Bell Labs in Murray Hill, NJ

from 1994 to 2001 when he joined the IBM T.J. Watson

Research Center at

Hawthorne, New York.

Mr. Prashant Agnihotri

Mr. Prashant Agnihotri is

currently head of

GSM/EDGE Product and

Solutions Management

Global at Nokia Siemens

Network. Fifteen Years of

Diverse experience in Telecommunications and IT

DELPHIQUE 2010


ranging from leading extremely large Multiple Billion

Euro Large Global Business, leading Product Solutions

and applications sales to managing Telco network

evolution, expansions, network rollout needs. He holds

a diploma in management from FORE School of

Management and has done his engineering from YMCA

Institute of Engineering.

Mr. Tej Nirmal Singh

Mr. Tej Nirmal Singh is

highly committed and

flexible business

professional, having 23

years of Hands on

experience in the area of

Supply Chain & Projects.

Experience encompasses the areas on Production,

Planning, Inventory Management, Material

Management, Procurement, Logistics, Imports-Exports

& Projects. He has worked in various Industries ranging

from Automobile, Consumer Durables, Fashion

accessories, Consultancy & Telecom. Currently he is

heading the Supply Chain for Ericsson - Region India

(RINA), responsible for complete supply chain for 5

countries in the region.


Cloud computing is definitely the next big thing;

however it yet needs a lot of awareness in the industry.

The current concerns circle around security issues as

well as lack of standard practices in the industry. There

is also a concern about shifting to different

technologies which is both time consuming as well as

an expensive affair. Cloud computing provides huge

potential in SMEs due to the cost reduction it provides.

However there is a lack of awareness and also standard

industry practices needed to tap this market. Cloud

computing is definitely helpful in removing supply chain

bottlenecks through real time data and standardized

interfaces across the entire supply chain, however

process shift and the ensuing training is a huge concern

for large companies. There is also no one solution to all

supply chain problems. There is a definite need of

customization especially at the SaaS level to cater to

varying needs of customers. Cloud computing can also

be used in the public domain to streamline national

supply chains like the Public Distribution System.

Various vendors are eyeing this space for showcasing

the benefits of cloud computing.

Panel Discussion

Tej Nirmal Singh: On speaking on viability of

collaboration through cloud computing, Mr.Singh made

a point about small operators being prevelant in India

supply chain and the difficulty in getting real time data

from such nodes.

Prashant Agnihotri: When point came on how cloud

computing is going to impact common man, he agreed

that ‘Yes, cloud computing is the future’. Belonging to

telecom industry, he stressed on cost cutting in the

industry for end to end delivery solutions. He stressed

on a point that companies should shed their inertia and

adopt the technology. Though he agreed on the

security concerns over data transfer through public

clouds, but he was very much positive on taking risks

and challenges for integration of departments across

the company- be it marketing, sales, operations, design

or finance.

Ashish Mehta who was beautifully moderating the

discussion made an interesting point about data of UID

available and its possible utilities by various

government bodies to provide quick & innovative

service to citizen.

On asking about challenges to adopt cloud computing,

Mr.Singh again picked up micro players like small shop

owners who would be required to upload data on

cloud. He raised issues like training of these people to

make them competent to use cloud, cost involved and

acceptability at that level. But taking the example of

telecom penetration and 3G entering our world, he

expressed sheer optimism on these changes taking

place very fast.

DELPHIQUE 2010


Research Team

Akshat Gupta

Anirav Sen

Ankur Sharma

Anshul Sehgal

Aviral Chandra

Hareet Arora

Harman Baweja

Kumar Niraj Mohan

Manan Nagori

Pooja Shirkhande

Simron Sharma

DELPHIQUE 2010


Strategy Panel Knowledge Partner:

Discussion topic: Role of Digital Channel in the

changing Insurance marketplace in India

India has a very huge potential for Insurance sector and

therefore it is necessary to not just reach out to the

urban population but to also reach out to the bottom of

pyramid which comprises of people living in rural areas,

villages, mid tier cities and towns. The panel

concentrated on the need to increase the pie available

to insurance companies by tapping the rural market,

providing customized and simple to understand

products.

The panel intended to focus on the need for insurance

companies to evolve their business models and

constantly innovate by providing new products targeted

to new customer segments. In addition to this, the

panel also delved upon how digital channels would be

utilized in the complete value chain rather than only for

pre-sales activities, thereby providing increased

customer satisfaction.

Given the current regulations related to Insurance

sector, it was important for the panel to focus upon

understanding the need to relax the norms to further

develop the opportunities in the digital space in order

to remove the inertia preventing the insurance

companies to adopt digital channels fully.

The importance of increased awareness about

insurance and building trust among the customers was

researched upon. Given the increasing importance of

digital channels as a medium of communication, the

panel also discussed the role of digital channels to

spread awareness and how companies can use these

channels to augment and supplement the traditional

channels, thus providing a holistic perspective to the

discussion.

Faculty Mentor:

Prof. G.K.Agarwal

Prof. G K Agarwal is a Professor in

the field of Strategic Management

at MDI. He is the Chairperson In-

Company Programmes for Public

Sector. He has been conferred

AIMA Fellowship and given HR

Leadership Award by Employer Branding 2007-08 and

was listed among 40 Most Powerful HR Professionals in

India (2008) by Fun & joy at Work¸ Mumbai. Professor

Agarwal’s educational qualifications include B.Tech.

(Mechanical Engineering)¸ I.I.T.¸ Kanpur and

M.S.(Industrial & Management Engineering)¸ M.S.U.¸

USA

Panelists

Mr.Anurag Dua

Mr. Anurag works with the

Consulting practice of PwC

India. He has been with the

Firm for the past 7 years. He

is primarily supports the

Financial Services clients in

the area of information

technology strategy and implementation, covering

areas such as enterprise architecture, portals, business

process management, content management,

knowledge management etc.

Mr. Shalabh Saxena

Mr. Shalabh Saxena is currently

the Senior VP – Sales strategy

and Business Development at

Canara HSBC Life. His job

involves business planning,

exploring new avenues for sales

and new tie ups, etc. He has

been working in this position

for over a year. Prior to this, he was the senior VP –

DELPHIQUE 2010


Customer service and branch operations for a period of

over two years. He has also worked as the National

head, sales planning for ING, and as Standard

Chartered’s Regional Head (North), Assets.

Mr. Yashish Dahiya

Mr Dahiya is the Co-founder

and CEO of

Policybazaar.com, India's

largest financial services

comparison site. Prior to this,

he has been the Co-Founder

& CEO at First Europa,

Managing Director at

Ebookers Plc and Consultant at Bain & Company. He is

an alumnus of IIM-A and IIT-D. He also did a 1-year MBA

from INSEAD.

Student Research Outcome:

The research conducted by the students led to the

following inferences-

Preferred Channels: Initial Policy Purchase: Most

customers prefer buying initial policies from agents,

followed by banks and the internet. Mobile technology

is yet to catch the imagination of customers with

respect to insurance policy sales.

Preferred Channels: Premium Payments - internet

emerged as the most preferred channel for premium

payments, followed by banks and agents.

Channel Associations: Convenience is the most

important factor for mobiles and agents, while safety

ranks first with respect to banks.

Reasons for falling out of the Insurance Net:

Respondents claim to miss premium payments due to

lack of time. Most respondents were comfortable using

technology to make premium payments, while a

majority also said that if reminded regularly, they would

never miss making a premium payment.

Digital Channel: Stakeholder Analysis

1. Insurance Company

Analysis: The proportion of insurance purchases/

renewals online via insurers’ websites will increase.

Digital Marketing will reduce the churn and there will

be a reduction in administration and claims settlement

costs. For example, better data analysis may improve

risk selection, while the detection of insurance fraud

and tighter control by partner companies can help to

reduce claims costs.

2. IRDA:

Analysis: It will help ensure fair treatment to

policyholders through reliable information and prevent

fraud and other malpractices through digital signature

and other privacy encryption. It will also facilitate

awareness and growth of consumers by providing

information on their policies, obtain price quotes on

possible new policies, or submit claims and increase

productivity and provide ease and simplification of

processes. IRDA will be able to track the activities of

Insurers as they happen.

3. Customers:

Analysis: It will ensure increased opportunity to

compare policies through online visibility and help

minimize time and costs while buying insurance or

paying for premium. Reduction of paper work involved

in claims and efficient grievance handling and customer

care services will also be facilitated through this.

Recommendations

Improving Channel Effectiveness: Channel

effectiveness can be achieved through the use of

multi-distribution channel to exploit the natural

synergies among the networks.

Increasing Market Penetration

o Cross-sell or up-sell opportunities: Use of

technologies like SaaS. Internet can also be

used to identify needs of the customer

based on tracking the type of insurance

products one is looking for (analytics and

data mining can be used). Online channels

allow an insurance company to react

quickly to ever changing market conditions.

o Promotion and branding: Internet acts as

an open channel to reach out to non-

customers as well along with the

customers. There is a need to gain market

information by collecting customer

information and gauging market sentiment

through use of analytics to monitor

DELPHIQUE 2010


customer traffic and reactions on social

channels for the company. In addition,

there is also the necessity to get customer

perspective; discuss common interests and

relationship building.

Improving the website utilization: Directory Listing

and search engine listing of the website. Links and

back-links to the website. Chat room posts and

presence in social media. RSS feeds, newsletter,

briefs on insurance sector are some of the

recommendations.

Tapping UID: Improved payment systems and more

accurate computation of Actuarial risk. Increased

customization and establishment of identity. UID

will finally help reach the bottom of the pyramid

and tap the untapped potential of the insurance

industry.

Panel Discussion

Professor G.K.Aggarwal started the discussion by re-

emphasizing the relevance of the discussion topic and

inviting Mr. Saxena to voice his opinions and

experiences regarding the research presentation. Mr.

Saxena set the tone of the discussion by highlighting

the expectations from the digital channels in the field of

insurance. He pointed out that digital channels do not

have the same role to play across all aspects of

insurance; rather they have to be implemented

differently and have different functions to perform with

respect to life, general and health insurance. He opined

that for implementation to become prevalent, it is very

important for digital channels to deliver scale and

constant cash flow to the insurance companies. He also

pointed out that it is very easy to reach out to the

urban population – but that comprises of just a small

percentage of the population. This poses a great

requirement to reach out to the bottom of the pyramid

- 65% of people living in villages and rural areas. With a

low insurance penetration and inability of the insurance

providers to reach out to this segment, the role of

digital channels is critical.

Mr. Ashish Dahiya expressed the opinion that the

biggest challenge today is that insurance companies are

reluctant to employ digital channels to sell insurance to

the customers. They are still dependent on their

traditional agent channels for lead generation and sales

of policies. If the insurance companies fail to recognize

the potential of digital channels, they would be unable

to make inroads in the market – urban or rural. Mr.

Saxena voiced his disagreement by highlighting the fact

that more and more insurance providers are

recognizing the difficulty of reaching out to the mass

without digital channels and that they are actively

looking out for feasible, effective solutions to do so.

Mr. Anurag Dua stated that internet is not the only

digital channel that can enable this penetration. With

mobile penetration being much higher than internet

penetration, m-commerce would play a critical role in

defining the digital insurance space. Digital channels are

not meant to replace the traditional channels; rather

they should be used to supplement the existing

traditional modes, which can be achieved by

empowering the agents with digital channels. This

strategy would result in reaching the bottom of the

pyramid as well as increased market penetration. He

also touched upon the inertia of insurance companies

to adopt digital channels and include them along with

their traditional channels.

Moving forward, the panel discussed that unlike

developed countries, where insurance is planned holds

importance, in India it is low on priority and considered

secondary in their expenditure plan. One of the

challenges that was identified by the panel was that

some of the insurance offerings are quite complex

which require face-to-face interactions with the

agent/company and such aspects cannot be covered by

digital channels. The panelists proposed that in order to

reduce the trust deficit on digital media, the agents

should be given technology to access all products of all

the insurance providers with the same commission.

There should be regulations in place so that this

technology enablement is not restricted to any one or

few insurance providers. There should be overall

technology enablement throughout the value chain and

not just for pre-sales lead generation.

Research team:

Adithya N

Gaurav Anand

Ingit Tibrewal

Jalad Mukerjee

Lakshmi G

Mohit Tyagi

Priyata Modi

Shrikanth SNR Rayasam

Shubhi Gupta

Sumit Agarwal

Umang Choudhary

Vishwas Saxena

Social Responsibility Panel Knowledge Partner

Discussion Topic: Politics in the food industry of India

When one talks of the problems regarding food in India,

it can be divided into 3 broad categories:

Food Poverty

Food Security

Food Safety

Food Poverty deals with a sizeable chunk of population

not being able to afford healthy and nutritionally

adequate food. Food Security means there being enough

food available for the entire population. Food Safety is a

new issue that has come up where the concern is

whether the food is safe for regular consumption.

Government of India has subsidized fertilizers and

pesticides to increase food production and tried to

establish food security. Yet India faces glaring food

shortages. It has been proven that organic food is much

safer than its scientific counterpart, yet farmers are not

ready to produce it and even when it is produced, the

consumer does not accept it and doubts its authenticity.

What creates these gaps? Why is so much stress laid on

intensive farming even when it has been proven that

pesticides poison our food?

Is there a need of introduction of GM crops or is it just

another way to render us helpless and dependent on

modern corporates. How has the farmer, who is

supposed to be a producer, been affected by

consumerism?

The students‟ research tried to find out the degree of

awareness of the average Indian about these issues and

their willingness to bring about change. They suggested

the measures that could be taken by the producers, the

sellers and the consumers to ensure that the food that

India consumes is safe.

The panelists‟ experience and points of view on the

topic built the students‟ understanding on the subject.

Faculty Mentor

Prof. Ashok Kapoor

Prof. Ashok Kapoor has over

32 years of professional

experience in industry and

academia. He has a Bachelors

in Mechanical Engineering

from BITS, Pilani and a

Masters in Management

Studies with Distinctions from

the same Institute.

Professor Kapoor‟s industry experience includes

companies of very high repute such as Voltas Ltd.,

Eicher Ltd., Sankey Wheels Ltd. (GKW Group),

Shalimar Paints Ltd., and Sahara India Group in the

areas of Corporate Communications, Marketing,

Marketing Services, Training, Corporate Strategy and

New Projects . Prof. Kapoor is very active in Social

Service and runs a trust named Stmarg which works in

the area of Social Entrepreneurship, Value Based

Education, Health Related Projects and Generating

Resources for other NGOs. He has been an Honorary

Consultant to Parivar Seva Sansthan (Marie Stopes

International, India), Sehgal Family Foundation and

India Quality Foundation.

Panelists

Mr. Ajay Kanchan

Mr. Ajay Kanchan is a versatile

professional with 29 years of

experience in active journalism,

corporate communication,

development sector and is a

United Nations film director.

The turning point in his life

came when maverick filmmaker

Mahesh Bhatt spotted a storyteller in him and

encouraged him to go behind the camera. Their very

first venture “The Calamity That Was” was an eye

DELPHIQUE 2010


opening film on the Super Cyclone in Orissa that

exposed the callousness in dealing with disasters in

India. His latest film “Poison on the Platter”, on the

impact of GM foods on human health and environment

has made the biotech industries run for cover and has

sensitized people about the perils of unnatural foods.

The film succeeded in getting across the message to the

public at large and in making everyone think about the

issue. Mr. Kanchan has a Masters degree in Sociology

and Population Studies.

Mr. Bhaskar Goswami

Trained in agriculture

economics, Mr. Bhaskar

Goswami is an agriculture

and trade policy analyst

associated with the Forum for

Biotechnology & Food

Security, India. Over the last

17 years, he has worked with

various national and

international bodies covering domestic and international

policies that affect agriculture. He works closely with

farm movements and NGOs across countries on

promoting sustainable agriculture, and writes

extensively on agriculture and trade issues in the media,

highlighting links between biotechnology, agriculture

and food policies, trade policies, IPRs, poverty, and the

implications of the free trade paradigm on developing

countries.

Mr. Yudhvir Singh

Mr. Yudhvir Singh is a

farmers‟ leader from

Delhi. He belongs to the

farmers‟ organization

called Bhartiya Kisan

Union (BKU), which is a

national movement of

farmers spread mostly

across north and central India. He is also the co-

coordinator of the international peasants‟ movement

called La Via Campesina. La Via Campesina is the

international movement of small and medium farmers,

landless people, fisherfolk, indigenous people, women

and rural youth. La via Campesina struggles for food

sovereignty and farmers‟ rights.


The research on politics in the food industry was a

research directed towards the understanding of the

policies and practices of government, corporate and

individuals pertaining to the food industry. The research

divided the issue along 3 lines

1. Food Security

2. Food Safety

3. Food Poverty

Primary research conducted by interviewing families in

Gurgaon indicated a certain degree of awareness about

food safety – including GM food, organic produce etc.

However, a large proportion of the sample was still

hesitant to purchase organic food due to extremely high

prices, low immediate availability and lack of a proper

certification facility – to label organic food as indeed

organic food.

The secondary research was a fact finding mission to

ascertain the ground situation regarding food production,

storage and distribution of food grains, farmer suicides,

the frameworks of the government policies and

legislation such as the Food Security Bill, Food Safety

and Standards Act etc. It also looked in detail at the

controversy surrounding the launch of BT Brinjal in

India – a review of the statements, justifications and

literature from either side of the dais.

This was followed by the analysis and extrapolations of

the insights gained from the research above. The

effectiveness and the need for government steps relating

to farmer loan waiver, fertilizer subsidies – particularly

on Urea etc. were determined. Even the much reveled-

about „Green Revolution‟ – its need, its timing, its

impact – was questioned as part of this analysis. The

present status of farmers in Punjab, which was the

epicenter of the revolution was studied – which noted

their dissatisfaction with the low yield and productivity ,

low marginal returns on investments and the

deterioration of the natural bio-diversity of the region

due to use of chemical fertilizers and pesticides.

The recommendations emphasized the need for better

legislation – and more importantly better execution of

the legislations to ensure adequate nutritious food to

DELPHIQUE 2010


everyone. The research threw the spotlight on the fact

that food production was not the core of the problem –

but transportation and storage were. The issue was one

of food poverty.

In light of renewed emphasis on Green Revolution in

India – the recommendations focused on the Non

Pesticide Movement being undertaken. In Andhra,

organic farming practices being successfully employed

by Bhaskar Save and the seed initiative by Navdanya -

initiatives which were economically, socially and

environmentally sustainable.

Panel Discussion

The discussion was moderated by Prof. Ashok Kapoor.

He laid emphasis on students being socially responsible

as they are the future leaders who can influence

decisions of future generations. He gave insights from

shastras and told about the classification of food as

satvik, rajasik and tamasik and stresses that we as

consumers should understand the different types so that

we can take decisions about the quality of food we eat.

He also laid emphasis on water, and its importance and

the shortage of water for the coming generations.

Mr. Yudhvir Singh gave his insights about the problems

which farmers are facing which are majorly due to lack

of political will of the government. The major problem

according to him is not the agricultural production,

which is sufficient to feed whole of India, but the

purchasing power of people. Agricultural produce is

rotting in the storage facilities of the government, and

people are dying of hunger. This is due to the wrong

policies. Farmers are not given the adequate minimum

support price for the produce to support their living,

which forces them on a suicidal path. He also talked

about the American and European model of farming and

the direct subsidy given to farmers there, which gives

them huge competitive advantage. He also raised

questions about the quality of GM crops which are still

not properly tested and do not have verified results.

Mr. Bhaskar Goswami gave the technical details about

the agriculture trade and a global perspective. He talked

about the cartelization of a small number of big private

companies which control the seeds, fertilizers and the

produce. In India, bulk food produce is controlled by

government which claims to not having funds to

distribute the produce to poor. He talked about the

speculation of prices in the commodity market which led

to artificially high prices and a situation of shortage of

food in year 2008-09. Some companies which are not

associated with the food cycle in any way were trading

in large volumes and were instrumental in high prices.

He also talked about the policies which are against the

farmers and promote corporatization of agriculture

which is leaving farmers workless and forcing them to

migrate to the cities. He also discussed about the role of

US in regulating the world produce.

Mr. Ajay Kanchan‟s film, “Poison on the platter” was

screened by the research team, which was a

documentary about the GM crops and its effects. It

showed the realities about the GM crops and the ill

effects it generated on the agriculture produce and

human body. Mr. Kanchan talked about the decreasing

quality of food available in the market and consumer

having no choice to select. He gave his insights about

the GM crops and told that after the introduction of BT

cotton in US in year 1996, the production fell each year

till 2002. And the very same year in 2002, India adopted

BT cotton. This resulted in decrease in production. What

were the reasons India choose to adopt a failed

technology? The promises of GM foods of quality and

large production were not met and still India adopted it.

He concluded by illustrating how the west is moving

toward organic farming and India is using a failed

technology by going for GM food.

DELPHIQUE 2010


Research Team

Mohit Gulyani

Nikhil Singhal

Rinshul Pruthi

Rohit Sharma

Shreyas Parvate

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Valedictory The Valedictory function for DELPHIQUE 2010 was

privileged to have Mr. Sanjeev Agarwal, Founder and

CEO, Daksh and currently, Managing Director, Helion

Ventures Pvt. Ltd. (a VC firm) as the Chief Guest. The

other distinguished guests at the function included

Prof. Vinod K. Gupta - Director, MDI, Gurgaon, Prof. B.

A. Metri - Dean (PG Programmes), MDI, Gurgaon and

Prof. Neelu Bhullar - Chairperson (Student Affairs), MDI,

Gurgaon.

The Director expressed his deep sense of satisfaction

conceding that DELPHIQUE 2010 had, in its 14th year,

amassed new heights and that its successful

organization and execution was indeed a proud

moment for the institute. He congratulated students for

the quality of the research work done and commended

all the research teams for the insightful, commendable,

deeper understanding of nuances of business that it

had brought forth. He praised DELPHIQUE for its ability

to bring more than 50 top corporate leaders over this

period of 2 days which had led to bountiful exchange of

ideas. The audience was also appropriately praised for

the thought – provoking questions they put forward. He

also commended DELPHIQUE’s increased focus on

entrepreneurship in line with the vision of the institute.

Sir also extended his full support and co-operation for a

bigger and better DELPHIQUE next year with the aim of

making it a prime event among B-schools.

Mr. Sanjeev Agarwal, in his speech, commended

DELPHIQUE as testimony of MDI’s closeness with the

industry and on trying to ignite the spirit of

entrepreneurship among the student community. He

urged students to take up the challenge of

entrepreneurship without being in awe of the

challenges and risks fraught with such a decision. In a

lighter vein he remarked that if he has been able to

make his mark as an entrepreneur then it would also be

possible for others. He exhorted students to follow

their calling in life and to be brave enough not to follow

the beaten path, which would definitely make them

successful. He shared with us the story of how he

turned into an entrepreneur and how his prior

experience on grassroots management, having an

adequate sense for the bottom of the pyramid and end-

to-end project management helped him in good stead

in this respect.

He emphasized the importance of grasping the

essentials of all the different management verticals like

finance, marketing and HR if one hopes to be a

successful entrepreneur. He also highlighted the role of

decentralization and empowerment of people play

while a company tries to scale up. While giving us his

perspective on the factors which would play a decisive

role in the coming years, he mentioned several factors

like globalization, increased use of technology,

increased consumer empowerment and timely

utilization of opportunities lurking at the bottom of the

pyramid.

The Valedictory function concluded with the Joint

Secretary, Delphique, thanking our Director, Dean and

Chairperson (Student Affairs), on behalf of the entire

team, for their unflinching support and whole-hearted

co-operation over the past 2 days in making the event a

success. We also had a vote of thanks for Mr. Sanjeev

Agarwal for taking time from his busy schedule to grace

the event as its Chief Guest and sharing his valuable

insights with the students and urging them to follow

their dreams.

DELPHIQUE 2010


Media Coverage

Tribuneindia.com Dated: 25 November 2010

DELPHIQUE 2010


mbauniverse.com Dated: 22 November 2010

DELPHIQUE 2010


indiaeducationdiary.in Dated: 22 November 2010

DELPHIQUE 2010


IndianExpress.com Dated: 20 November 2010

DELPHIQUE 2010


DELPHIQUE 2010


Feedback from Panelists

“Commendable effort; keep at it. Continue to embed your knowledge in the real world”

-Mr. Daljit Singh,President Strategy, Fortis

“Great effort by team and objective research reflecting real world and open to learning”

-Dr. Maninder Khalsa,Head Talent Development & Nurturing, Viom Networks

“The presentation was extremely good. The study group knew what they have done and did

a comprehensive and intellectual work and need to be complemented”

-Mr. K.K. Ahuja, CEO Napino & Electronics

“Extremely topical and insightful presentation and discussion. All the best! Look forward to

more such interactions”

-Mr. Shiv Chandra, Aon Hewitt

“Great program. I was impressed by the way it was organized”

-Mr. Amit Jagga, Location HR Leader, NCR&Chandigarh, IBM

“I am very happy that in an esteemed institution like yours there is so much interest being

taken in social enterprise. Congratulations organizers of Delphique for this. I would request

MDI to look at policies/regulations in social sector & trigger reforms. By being located in

Capital they should be able to work”

-Mr. Anup Kaul, Senior Advisor Livlihoods,Basix

“Great organization. What impressed me were the quality of questions asked by the

audience and the nature of topics. Well done!”

-Mr. Ashwin Raghuraman,Vice President,India Innovation Fund

“Loved the fact that MDI wants to expose its students to the world of social entrepreneurs.

Bright students. Good questions. Well organized. Congratulations!”

-Mr. Anupam Jalote,CEO,Greenoil

“Wonderful program – Delphique. Students should walk the talk now – go out and do

something and tell us about it. Thanks.”

-Mr. Sanjay Kapoor, Consultant, NEN

“Wonderful experience. Good presentation. Very nicely moderated session. Great bunch of

students”

-Mr. Sudeep Goswami, Dell

“Very interesting experience to be part of the panel. I learnt a lot with interaction with

other members and students.”

-Mr. Murli Chetoyyami

“Excellent work done by students. I learnt a lot out of the presentation as well. I feel that

the panellists that were brought together was very good”

-Mr. R.P Singh, NSBT, Nucleus Software

DELPHIQUE 2010


“Excellent work and really impressed with detailing. Excitement and hunger to do more. I

would love to work with MDI for more association.”

-Mr. N.P Sharma, Dell Director

“Good work done by students. Great experience”

-Mr. Venkatesh S, Head-Student Skills & Employability, Microsoft India

“Very good research. Good organization”

-Mr. Yashish Daheja, CEO, Policy Bazaar

“Excellent work and really impressed with detailing. Excitement and hunger to do more. I

would love to work with MDI for more association.”

-Mr. N.P Sharma, Dell Director

“Insightful work. Good secondary research”

-Mr. Pratik Gupta,Senior Consultant,PWC

“Had fun. Keep it up”

-Mr. Gaurav Mishra, Director of Digital and Social Marketing,MSL Group Asia

“Amazing Report!! Excellent job”

-Ms. Tinky N

“Good, well organized. Keep it up”

-Mr. Prashant Agnihotri, Head of GSM, Nokia Siemens

“I would compliment and congratulate you on doing such an excellent job organizing

Delphique. The dedication and passion of the students really stood out. I am impressed by

both the research work presented and the commitment to every detail in running the

conference. Keep it up!”

-Dr. Gopal Pingali,Prog Director,Global Centre for Cloud Coputing, IBM

“Excellent research using the secondary data and that too in just few weeks!! You have

taken the “HAPPENING DOMAIN” for your research. WOW!! Thanks a ton for your invitation

and hospitality which was ‘Planned’ so well. All the best”

-Mr. Tej Nirmal Singh, Head SCM, Ericsson

“I very much appreciate the research efforts and the sincerity in organizing this quality

discussion. It was of immense pleasure to interact with the team of budding researchers

who had almost brought all the issues of finance. I wish the students, organizers & teachers

of MDI all success in such endeavour ”

-Mr. C.S. Mohapatra, Director, Capital Markets

DELPHIQUE 2010


Photo Gallery

DELPHIQUE 2010


Team Delphique

Pooja Shrikhande

Hitesh Yeolekar

Swathi Pasumarthi

Rohan Kumar

Tarun Dudeja

Sachin Batra

Vishwas Saxena

Deep Patel

Sushma T

Madhur Kathpal

Nikhil Singhal

Deepika Mangla

Swati Bhadada

Shauvik Chakraborty

Abhishek Singh

Rahul Sharma

Kandarp Suchak

Piyush Aren

Parul Malik

Tanika Gupta

Vineet Singh

Ritesh nagpal

Urvashi Agarwal

Annapoorni CS

Himani Kansara

Jayneelsinh Jadeja

Pranshu Agarwal

DELPHIQUE 2010


Contact Us

Event website: www.mdidelphique.com

College website: www.mdi.ac.in

Secretary

Harmanjeet Singh Baweja +91-9560102468 [email protected]

Joint Secretary

Rohit Agarwal +91-7838451879 [email protected]