The Undedicated Sonnet

I sat the stump alone crying, crying,

The wooden remnant dead of sanguine axe;

I clawed at eyes aggrieved drying, drying,

My freshly streaming tears like flowing wax.

I clenched my fists as though hiding, hiding,

A secret borne of love and hateful spite;

But the leaves lay dead and gliding, gliding

On winds that speeded through the fateful night.

I’d longed to leave the tree spreading, spreading

So slowly ‘gainst the wind that fluttered leaf

And branch thus tasting and dreading, dreading

The children leaving wood to gasps and grief.

And dead and dead are now meeting, meeting

While the leaves rustled their greeting, greeting.

This post is submitted by Ramchandar Ravi, a student of PGDM IIM Indore

Does sustainability mean going backwards?

I spoke with conviction that without a feasible model that generates enough money, there is  hardly a soul who would like to invest themselves whole heartedly into the pursuit of sustainability, and this explained the lack of talent in this field despite good intentions.

What we have been brought up to do is follow small practices in our everyday life, the 4Rs wherever possible. However, when I was given a picture of what complete sustainability looks like, it freaked me out. It meant going back through the ages and living on hand-me-downs for your entire life. It meant living without producing any waste at all. Whatever comes out of the earth should go right back into it.

This is the picture that Padam Shri Ms Janak Palta McGilligan conjured in my mind as I spoke with her between her sessions and throughout her talk at IRIS 2016. I have been firmly advocating the sustainable development goals since the day they got adopted by the UN, however this made me stop and think about if I was sufficiently dedicated to the cause. I realised I wasn’t.

The question isn’t whether you stand for sustainability. It is how much are you ready to give up for it.

I never waste electricity or water, even for a second, sometimes to the annoyance of my friends who have no regard for nature. I stare at people if they litter – until they feel embarrassed enough to find a dustbin. I fight with my parents if they begin to throw something out of the car window – since 5th grade when I learnt it is bad at school. Our house was the first one to stop bursting crackers in the entire colony when I was in 6th grade and participated in a painting competition that was based on this theme. I hesitate to throw anything away until I am certain it cannot be used anymore. I am highly mindful of what I buy to an extent that my mom considers it necessary to shop with me so that I can have some comforts we can afford.  Is this enough? I don’t think it is.

I am stuck in the path of negotiation where the only limits are those I put. Sometimes I try to argue myself out of the dilemma thinking that the world and the markets will adjust themselves to a state where humans still manage to sustain. This is nothing but self serving logic though and I understand this is not how things work. I am easily taken by any argument that proclaims apocalypse unless we adopt certain practices. However going the full way is too much. Our civilization as a whole has worked towards creating a comfortable environment and if we do not take full advantage of it, then it would be disrespectful to their genius.

Having said that, it is also not right if we are partial to our comforts when we take advantage of our progress. We should be humbled by nature – because we now understand its bounty much better than our ancestors. It is thus the pursuit of knowledge that I advocate more than anything else.

How much do I wish to give up for sustainability? Nothing at all. Sustainability needs to be sustainable in itself – not a communist concept which fails when it strikes against basic human nature. Nevertheless, if your nature is so noble, as was of the great person I had the pleasure of meeting, I wish I could be more like you. Your ideas add to the pool of knowledge that we are ever hungry for. For the rest, strike your own informed balances.

The opinions expressed in this post are those of Hiral Arora, an IPM IIM Indore student. They do not reflect the ideas of the institute in any way.

Leadership Lessons from the Army

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  1. Sir, we see that the Indian Army is not very active on social media. Why is that, and is it going to change?

 

The Army personnel have to be mindful of the machinations of antinational elements and our adversaries to exploit this platform to their advantage. Therefore, while realizing the importance of social media, the Army has allowed the use the social media albeit with some caveats and restrictions.

 

  1. Sir, the Army has a pyramidal structure of hierarchy just like a lot of corporates do. Why, then, are political conflicts considerably less in the Army as compared to large corporates?

 

The absence of any conflict is essentially due to the fact that Indian Army is a value based organization. Owing to restricted vacancies in each rank, a number of outstanding officers get left out, which is indeed very painful not only for the officers and their families but even for the organization. However, Army has been working assiduously to ensure lateral absorption of these officers into central armed police forces and other agencies of the government. They all are worth their weight in gold as they are disciplined and endowed with all essential attributes, skills and values that any effective leader must possess. You would have seen that all our officers who have joined the Corporate Sector are excelling.

 

  1. As we know sir, disciplining the self and senses is much harder for a corporate than for a member of the Indian Army simply because of the difference in setup and environment. As future corporate leaders, can you give us students some advice for the same?

 

Discipline hinges on the positive conditioning of the mind, whereby an individual is subconsciously spurred to always choose the harder right instead of the easier wrong. It helps resist reckless impulses that take average people astray. It requires building your ‘will power’ and transforming yourself into a valued personality whose conduct is governed always by the time tested values of Integrity, Loyalty, Duty, Respect, Selfless Serve and Moral Courage. The values can only be imbibed in earnest if they are consciously lived and practiced. Do spare 20 minutes before going to bed every night to introspect on what all you have done during the day and identify your strengths and weaknesses. While revitalizing your strengths, work diligently on eradicating your weaknesses. It requires unflinching commitment and you have to find time to improve yourself virtually on daily basis. Integrity will make you do what is legally and morally correct and, along with other values, it will help you mould yourself into a disciplined and worthy member of a team, whose behaviour and conduct is flawless at all times.

  1. Sir, given the changing political landscape in the country, the youth especially is apprehensive when it comes to joining the Indian Army. Given that India is one of the youngest nations in the world and that our youth is an indispensable asset for our nation’s security, especially in these unsafe times, what can we do to change it?

 

The Indian Army, given its glorious heritage and enduring traditions, is not just a profession; it is a way of life! It provides great opportunities to those ‘who have it in them’ and are inclined to ‘live a life less-ordinary’. For those who feel that money alone will give them happiness in life, then surely they are knocking at the wrong door. This elite organisation gives you inter-alia, an exceptional lifelong pride and a quality of life that is matchless and priceless.

It’s an organisation where you are nurtured to be a leader of distinction. A leader, who leads by personal example and works whole time to create a team of Tigers and Tigresses, who are taught to never ever give up and ensure success at all costs. Failure is not an option for an Indian soldier. That is why Indian Army is rated amongst the best the world over. I am certain that with my talk, many of you would have got inspired by the unique heritage of this celebrated organisation and will consider joining it after your studies. Remember, the Indian Army remains committed to the personal growth of all its personnel and provides ample opportunities for their all round development. An opportunity is even provided to upgrade your civil qualifications by availing two years paid study leave. Some even get an opportunity to serve abroad besides attending courses of instructions in foreign institutions.

I am certain that the awareness drive being undertaken by the Army will make a dent over a period of time and finally be instrumental in repositioning the military service as a preferred choice for the youth of our country.

This interview has been taken by Darsheeka Singh, a first year PGP Student

Islas de la munecas

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Photos by Cindy Vasco

I thought it was just another boat party but I was not aware of the adventures that awaited me at the canals of Xochimilco, also known as the xochimilco trajineras because of the canoes that take people for a ride. The place is filled with tourists, mariachi bands, and lush floating gardens.

However, wait for sometime and you will see the adjacent island with severed limbs and cracked heads of severely weathered dolls.

Welcome to la Isla de la munecas, the island of the dolls.

The legend is about one man, a lost relationship, and a dead girl’s doll.

Hundreds of photographers and thrill seekers travel to this haunted island of dolls every year, but it was never meant to be a tourist attraction.

It all started with Julian Santana Barrera, a reclusive Mexican man who found a doll floating at the same area where he had found the dead body of a drowned girl some days ago. To honor the girls spirit and save himself from further tragedy, Julian started hanging more dolls.

Julian was apparently haunted by the spirit of the girl and started hanging more dolls in order to get rid of the spirit. He soon realized that the dolls themselves were possessed by spirits when they started blinking their eyes and moving their heads. He continued hanging dolls all over the place. Apparently, he was marked by the fact that he was not able to save the little girl’s life.

After 50 years of collecting and hanging dolls, Julian was found drowned at the same spot where the girl died.

Yet la Isla de las Muñecas lives on. Locals tend to the island, while travelers from around the world seek out the site. Some even arrive with new dolls to hang in the trees, continuing Don Julian’s eerie tradition.

Stories from Mexico, brought to you by Niloy Jain, IIM Indore IPM-5 participant on student exchange. Stay tuned for more adventure! 

Entrepreneurship Series – Right2Vote

An interview with Neeraj Gutgutia ( IIMI Alumnus), the founder and CEO of “Right2Vote Infotech Pvt. Ltd.”

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Here is what he has shared with us :

Interviewer: How was your stay at IIM Indore as a student?
Neeraj: It was a great learning experience. Apart from studies you get to do many things and manage them well.

Interviewer: So were you involved in any club or committees?
Neeraj: Yes, I was a part of media committee in first year. Then in second year being a part of media committee, we came up with the college magazine I-Mag (known as Management Canvas presently). We also initiated entrepreneurship and consulting society in the college with the name of E&C.

Interviewer: You worked with Reliance and then with Hiranandani group. How was the experience?
Neeraj: After working with Reliance for 4 years, I got a chance to work with Hiranandani group. They needed a guy with Gas Project and Finance experience. As I worked in Gas sector with reliance and I was a CA and MBA, so they asked me if I would like to join and lead it.

Interviewer: Then how did you move towards entrepreneurship?
Neeraj: I always wanted to start up on my own, even before MBA but didn’t actually know how to go about it. Then at Hiranandi, I got to lead the project. It gave me exposure, confidence, everything you could ask for. I also starting saving money as I had a mental mapping that I need to start soon.

Interviewer: What was the thought while leaving such an interesting job at Hiranandani?
Neeraj: Actually, while leaving, I wasn’t too sure of what I wanted but had a rough idea on what to do. O had this “Right2Vote” in my mind. I wasn’t sure whether I could do the Technology part of it.

Interviewer: You also started “Guts Unlimited”, so what was the idea behind that company?
Neeraj: Just after leaving my job, I was very interested in start-ups , so wanted to start investing in them. “Guts Unlimited” basically was into advising and investing in the start-ups, helping them set up the whole system. As a backup to make revenue and financial support, “Guts” is still running but my major focus is “Right2Vote”.

Interviewer: When did the idea of “Right2Vote” come first into your mind and what was the reason behind it?
Neeraj: During 2014 election, I was working with Prashant Kishore, helping in the election management. I was also pitching people to come out and vote. But it was difficult for some due to various reasons like they were travelling, meetings at office etc. So I thought if there was an App where you could vote from anywhere, then people will vote for sure. And that was where it all started. I researched a lot and it was such a obvious thing, that everything is going online then why not voting.

Interviewer: What is the vision and mission of the company?
Neeraj: “When the 2019 election happen, that should happen on our platform”, this is the target we are aiming at. Our mission is to at least target 10 corporates to use the app for shareholders’ voting, etc so that our revenues start rolling in and also sign up big corporates which will also enhance or credibility.

Interviewer: What would you say about the present start up Ecosystem in India?
Neeraj: In last 2 to 4 years, the trend is really picking up. There is a lot of scope. In India still the ticket size is very small. The risk people are taking are not big enough. The Tech start-ups are the high risk and high gain, they are the ones which are in maximum number today. We have to boost the ticket size here in India. Also as a start-up, hiring people is very tough. Giving a good salary along with good office and confidence in the company is becoming a heavy task.

Interviewer: What has been the learning till now in this journey of entrepreneur which you would like to share with students?
Neeraj: There has been many highs and lows till now. During job I got a fixed salary but now it is a challenging task. Sometimes my family and others judge me and have a lot of doubt on my success. There is a lot of opportunity cost involved here but we have to keep moving on and believe in our idea.

Interviewer: So what would you like to tell to the budding entrepreneurs here at IIM Indore?
Neeraj: You should be well prepared before entering into the start-up idea. You should be financially stable, have support of the family. Also, the main focus should be on executing the idea. That is the most important part. Plan for at least 2 to 3 years ahead.line-dividerHope you gained an insight on how the journey unfolds from being a student to an entrepreneur.

A step forward was all what I needed

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“Mirror mirror on the wall, who’s the bravest of them all?” – And the answer, as expected, wasn’t that impressive! I knew it. I knew it from the start.

This was my second week at Austin, during the five weeks International Immersion Program at the McCombs Business School (University of Texas) that IIM Indore offers to the EPGP participants. However, I knew that something had gone wrong. I felt a sense of sudden transformation from within, a sense of insecurity and vulnerability that increasingly heightened my dependence on my fellow mates. From the feisty girl that I used to be, I had somehow lost all my high spirits and would hardly step out of my room!

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But this was not how I wanted to see myself. Being born and brought up in a very traditional family, I definitely have a very clear view of what is “good” and what is not. Yet, I was never told to be a subdued person who would just stay indoors. I interacted with people, laughed and giggled through life. Naturally something was hurting now!

Told myself, this jinx needs to be broken. The time showed 10.30 am on a Saturday morning. It was already late, quite late- since I require about a couple of hours to get all decked up. And that’s a must when I’m going out!

 

Anyway, the ordeal of happiness was finally over, and it was a super Saturday noon – with a bright and warm Sun welcoming Austin. I knew that I couldn’t afford to miss the chance. Quickly flipped through the Transit app and decided that the Aquarium would be my destination. The next bus timing showed 20 minutes to go and the walk to the bus stop was barely a 5 minute one. So, I had enough time.

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Reached the bus stop and started awaiting the bus. The vehicle arrived on time and I checked the destination route. The driver wasn’t aware and asked me to help him find the right stop for me. Poor me, I knew nothing at all! But I decided to put up a brave front. It was as ridiculous as an illiterate man attempting to educate another! I had to live with that as I’ve an Indian accent and it was quite possible that my words were not being well comprehended by a Native American guy. Anyway, the journey began and started matching the stop names from my app in anticipation of being ascertained that I’ve embarked on the right track.

Nothing seemed to match though and to be candid I started getting goose bumps thinking that I’d probably get lost in America! Suddenly some wisdom dawned on me and I thought I better check on the direction to which the bus is traversing. And guess what, it was just the opposite of what I intended to board!

The driver very politely got me down at the next stop, suggesting how I should reach the desired destination. It was freaking hot and I started waiting for the chariot to my destination. The chariot arrived at the designated hour and after the long wait in the scorching Sun, the driver’s polite greeting literally seemed as though Lord Krishna had descended and was assuring me with his iconic “Tathastu” that I would reach my destination safe and sound. The bus was not much crowded and I went and occupied my all time favorite ‘aisle seat’.

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Soon after an aged man came along and sat beside me. I’m usually quite stoic and refrain from eavesdropping into other people’s business. However, lofty ideals do get shattered at times; after all to err is human!

Couldn’t believe what I heard!!! This man was apparently talking to a lady whom he addressed quite respectfully. He was stating his apprehension over being treated in a regal style and some unknown people paying for his super luxurious stay at a hotel. He was repeatedly mentioning that he’s very perplexed as to what made him get all the royal treatment that he was getting and he’d no clue who was sponsoring his food and accommodation.

I kept looking straight but my ears were all up and eyebrows all risen. His plight seemed analogous to that of a creature who denies sumptuous meal in anticipation of getting butchered. And I say that with all the due respect. My instant reaction was to change my seat, as things seemed heavily fishy out there. I was just attempting to locate a good alternative when my chariot came to an unexpected halt. I saw two stout men entering and the entire bus became pin drop silent for a while. After a pause it struck me that they were the well celebrated US State Troopers and instantly my heart missed a beat.

 

This article was written by Sreemoyee Saha, an EPGP participant at IIM Indore.

THE DAY I WENT KAYAKING

There are some things we feel are far too big for us to care about. They seem irresolvable – distant – not our problem.

But they could very well be!

Today was a tiring day, we went snorkelling and kayaking (and the best part was the open bar on the boat!). We finally headed back to our hostel to relax for a while, perhaps just lounge in the balcony.

I think I dozed off for a while because I didn’t even realise when Roger came and sat down next to me. He smirked in my direction, I must have fallen asleep with my mouth hanging open again. He offered me a can of beer and a cigarette (which I obviously refused, lol).

Roger had served in the US Military for 30 years before he took voluntary retirement. He had no one. No mom, no dad, no cousins, no wife, no kids. No friends either.

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Roger is gay.

He had always lived a life of loneliness. He discovered his sexuality very late in life, at a time when people did not know that gay people existed. He was sent to a mental correction facility for treatment. He was never married. He never had the right to marry anyone (Thanks, Obama). Now at 61, he longs for company, a partner who he can talk to. Someone who can just sit with him and watch the sunset. He is lonely.

I beg you to look in his eyes. Does this look like a face of a lonely man? It looks to me like a face of a happy man, someone who has had many laughs, his face wrinkled with signs of happiness. He does not deserve to be alone. Any one would be lucky to have him as his partner. He looks like popoye goddammit! He is so young at heart, I sometimes don’t remember he is thrice as old as me. I want to be his friend.

Roger has been receiving his monthly pension and living in Mexico for the past month. He spends his days drinking beer and smoking cigarettes. Sometimes drugs come to the rescue.

He says, everyone in America hates every other person. There is so much hatred and sadness in the society, that an individualistic culture just burns a man up. There is no one to share an emotion with. People are too engrossed within themselves and everyone carries a fucking gun. Why do you need a gun?!

He  told me to be careful when in Mexico and just call him in case I need anything. He’s a good man.

What are the chances of running into a man like this, on your foreign exchange stint? The same as BEING that man.

Now that we all have met Roger, this problem is not so distant anymore.

 

 

Learn all about Mexico from the eyes of Niloy Jain, 5th year IPM Student currently on his student exchange program. He is enthusiastic about travelling and photography and he writes amazing diaries! Hiral Arora, reporting live from a facebook chatbox.

Mercenaries of Art

by Jasmine Kaur

Prevaricators
Heretics
Radicals
Forsooth, even these labels fall short
For these mercenaries of art
Are complicit to a different crime every day

Intransigently transient
Switching tastes sporadically
For fear of over-familiarity with one
Switching choices, opinions, stances
Whenever their conscience bids them to
For in their heads, to make an uninformed choice
Would be worse than not making one at all

And that is what pits them at the opposite end
Of the war with the rest of the world
A war which they haven’t waged but are forced to partake in
A war waged by a society that regards
Stability of thought and consistency in devotion as virtues
And all else? Seditious. Reprehensible.
“Artistic”, they say with contempt
Spitting out the word as though it be a wretched disease

It does not belong here
The makers do not belong
These artists. They do not belong, they say
In our kingdom, our land, our territory
In the kingdom that they have created inside their heads
And that is their greatest folly
For do they not realize that laws do not apply
To those who do not know how to live inside walls?
Lines have no meaning for them
For these creators of art can make their own
And those are far, far more beautiful

These mercenaries of art
Are warriors of a different ilk
Ostracized for their beliefs, their ways
Their little oddities that made them so different from the others
Only result in bringing them closer to each other

For they paint the world in a myriad of colors
Writers, Painters, Sculptors, Singers, Dancers, Scientists
All artists in their own right
For it is their creations
Their words, their canvases that shall adorn the walls
Their symphonies that shall echo through them
Their art that shall live on in the kingdom
Long after they have been turned away from it

In conversation with Mr. Parag Jain, Chief Marketing Officer, Jugnoo.

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Aishwarya Saraswat: Hello Welcome to IIM Indore. We are happy to have you here with us.

Parag Jain: Thank You! As it happens, Indore is one of the biggest cities for Jugnoo in terms of daily transactions.

A: There are other competitors as well like Ola, Uber and Tuk Tuk. How does Jugnoo make sure that it keeps pace with the fierce competition?

P: Luckily as far as Indore is concerned, we are the pioneers. We launched before the others and are far ahead of them in terms of number of rides. There is a critical mass that needs to be reached in every city in terms of supply and demand and as long as you are able to do that, it becomes really difficult for another competitor to come and topple you. If people are confident that this brand can get me out of the jam because I have heard about it from a lot of people then they are sure to keep using this service.
There are two factors that we closely track, one is efficiency and the other is reliability. Efficiency for us is how many rides can a driver get while he is on duty. Drivers usually take 5-6 rides in a day and are free for the rest of the day. We are working towards increasing the efficiency from 30% to say 60% by giving the driver, say 10 extra rides translating into more savings for him. That way the customer is happy because he doesn’t feel cheated as they don’t have to haggle with the auto drivers like they had to do earlier. So we are working on the efficiency factor on the auto driver side and on the reliability factor on the customer side.

A: How do you zero in on the cities that Jugnoo targets?

P: Presently, we are present in 40 plus cities. We divide the markets into-Growth, mature and Seed cities. Indore happens to be a mature city which means our efficiency and reliability matrix is pretty good here. As far as choosing the cities is concerned it is driven by a lot of factors. Since inception, we have targeted tier-2 and tier-3 cities and have grown up from there. Tier-1 cities came as an afterthought because of the prevalent competition there.
We don’t have hundreds of millions of dollars like Uber and Ola so we don’t want to get caught in the cross fires and want to avoid them as far as possible.

A: How did Jugnoo come up with this idea of changing the way the Autorickshaws work in India?

P: I would say it happened more by accident. We realized that the Indian market isn’t cut out for foreign models like that of LIFT. While exploring the market, we saw this huge gap in the autorickshaw market. To put that in numbers, 3 crore auto rides happen every day in India which is 20 times the number of the taxi rides. 50 lakh auto rickshaws exist in the country. Inspite of this huge demand, the efficiency isn’t there. A typical auto rickshaw driver takes 6 rides a day and hardly saves anything after all the expenses. The idea was that if we can maybe double the number of rides he is doing so that the savings would not just double but increase exponentially because the basic expenses he incurs remain the same. So we started exploring this possibility and launched out of Chandigarh. The technology part kept evolving and as the demand continued to increase we expanded into other cities. Most of it was try often fail fast. At one point, we launched across 25 cities in a span of 3 months. Since the beginning we have stayed really lean. The analytics team has worked really hard since the very beginning in all the aspects, everything was based on the numbers, we kept seeing what was ticking and what was not and evolved in that process.

A: Well the journey till now surely sounds interesting! Moving forward, where do you want to see Jugnoo five years from now?

P: In terms of vision while we want to continue growing in the A to B space. At this time, we are doing 40,000 transactions every day which is not very significant so we are just too small and the journey has just begun and we want to grow in this auto hailing space. We have also realized that this is not the only thing that we are going to do, we have also forayed into hyper local delivery services using the same supply base and user base from Jugnoo by launching our new brand DODO. It has been running in three cities and Indore is up next. The auto rickshaw as an asset is the densest asset in the country which essentially means that if a request comes from a restaurant for delivery, the probability that our auto rickshaw is in the vicinity would be the highest. We feel that once we reach a certain kind of a scale with regard to these deliveries, we will be able to prove that auto rickshaws can be the most economical form doing A2B transport.

A: Before signing off, what message would you like to give to the budding entrepreneurs in India? What is it that drives you and what should they be doing to get it right as an entrepreneur?

P: Solve a real problem, nothing beats that! Don’t get carried away by the funding and try to run it like a business wherein you don’t go into the burn game wherein you are spending ten times more than what you are earning. So keep your pace slower.
The life of an entrepreneur is hard! Nine out of ten startups fail. Summer, the founder of Jugnoo might as well have done twenty different things before Jugnoo clicked. But yeah, if you are solving a real and are on it for a good period of time then be rest assured that you would be able to crack it.

Digital Marketing Insights from SOTC’s Tushar Gagawe

Tushar Gagawe, General Manager at SOTC Travel Services. He delivered an enlightening guest lecture on the topic – ‘Marketing in Different Sectors’. He discussed about various business models and also the importance of identifying customer needs and taking a targeted approach. Mr. Gagawe shared his success mantra with students, which is to ‘Iterate, Validate & Launch Again’. He concluded the lecture by sharing his learnings over the years with the students and urged the future marketers in the audience to ‘Own the customer’.

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Apoorva: Digital Marketing is very quick in today’s scenario.Then why is it hard to break even in this area?

TG: Because its a deal driven channel; it is easy to enter and a lot of people are entering the market and a lot of people are funded. They are not discounting from the earned money, they are doing so from the funded money. So that becomes difficult to match with. Suppose you get 1 m and just to acquire one million of cash and just to acquire a customer, you will discount a lot of money.

Apoorva: So, although we drive sales through it we aren’t really making much headway?

TG: Yes, because you will only be burning money. therefore it’ll become difficult for a conventional player to get that kind of money into digital marketing. Because they will be investing their earned money. Whether it’s digital or not,ultimately you’ll have to meet the customers wishes.

Apoorva: My next question would be that since you mentioned that personalisation for each customer is necessary and conversely you also mentioned that only deep pocketed organisations can carry on such marketing strategies, is this a vicious circle?Is there no way for an organisation to come out of it?

TG: I’m saying that there is no formula. Atleast, not right now. I cannot say that we should stop offline and concentrate only on online marketing. We do not know if that is the right strategy. Hence, I keep reiterating that some companies have figured it out. Not all of them are hitting it in the dark. But most of the companies are still figuring in negatives even after figuring it out. So, they probably know where they want to go but it’s a long road.

Apoorva: Can you please elaborate on Customer Social Currency?

TG: By that I mean, everything the customer is bold enough to voice out. The current customer doesn’t shy away, he’s very selective and shy. The choices and moods at all.

Apoorva: Does that mean there is a decline in the unstated needs of the customer?

TG: It isn’t about that. When a customer is associating with a brand, it is very important for a brand to resonate with the customer’s social status. or social expression. Because cracking that will help us find out if a customer wants to associate with you or not. It depends on what you want to target.