akshara

ISSUE 19 AUGUST 2011

NEWSLETTER

BRAND
INDIA
Brand India stands for creativity,
versatility and adaptability. Creativity,
because it is full of ideas, of art, of
music, of colorful traditional costumes
and new ways of doing things.
Versatility because it mixes the old
with the new, treasures history but
looks to the future, preserves art and
culture but explores the unexplored
and undiscovered areas. It is
traditional yet modern, cultural but
progressive, poor and rich. From
fashion to tourism, to technology, it is
making a name for itself.
Adaptability because Indians by far
are one of the most adaptable people
on earth. They can face adversities
and enjoy luxuries. They can labour
and enjoy the fruits of labour likewise!
India has definitely emerged and we
have surely arrived.
 BRAND INDIA
India has emerged and has emerged stronger on the Tata`s win in the battle to acquire Corus has made India
world map. India was unperturbed and unshaken during proud in the global forum. Tata Motors Rs 1-lakh car is now
the global financial meltdown, and drew accolades and the cynosure of all eyes. Since February 2000, the group
admiration from all over the world. Its stable legal system has acquired 27 companies, both in India and overseas, in
and a well regulated financial sector coupled with the business deals worth Rs 16,000 crore. It all started with the
timely vigilance of the Reserve Bank of India is to be acquisition of UK`s Tetley for Rs 1, 870 crore.
applauded for this. Today she stands, tall, graceful and
The Aditya Birla Group is a dominant player in all of the
poised, at the threshold of change shaping its own as well
sectors in which it operates. In May 2007, Novelis became
as the economy of the world.
a Hindalco subsidiary with the completion of the
India has the fastest growing population of workers and acquisition process. The transaction makes Hindalco the
consumers. 28% of the population of India is living in world`s largest aluminium rolling company and one of the
urban areas and it is estimated that by the year 2021, biggest producers of primary aluminium in Asia, as well as
it will increase to 40%. India also has a young population being India`s leading copper producer. Hindalco recently
with 60% of the youth under 30 years of age. Hence, acquired two captive copper mines in Australia - Nifty and
the purchasing power of the Indian consumer will Mt. Gordon.
continue to rise.
The Mahindra Group is a leader in such diverse businesses
The service sector continues to contribute 60% to India’s as automobiles, engines, telecom software, holidays, rural
GDP. India today is a preferred destination for investment finance, telecom software, engineering and stamping and
having one of the world’s rapidly growing markets and steel too. M&M entered the challenging North African
today Indian products and services are recognized for market by launching the all-new Scorpio SUV and its single
their quality all over the world. cab and double cab pick-up variants in Morocco.

Development of infrastructure, like the metro, is changing Wipro is the world`s largest independent R&D services
the life of the average Indian. Infrastructure developments provider. It has spent Rs 1,707.2 crore acquiring 23
in rural India will further contribute to emerging India and companies over the past six years. Wipro is among the top
will be a reason for a boom in the infrastructure sector. 3 offshore BPO service providers in the world. Recently,
Skills of engineering and technology in India compete with Wipro bought Singapore`s consumer products company
the best in the world, which will make the Indian Unza for $246 million.
construction industry continue to see a surge!
Ranbaxy, the country`s largest pharmaceutical company,
India has the world’s cheapest car and the lowest tariffs exports its products to 125 countries with operations in
on cell phones. The Indian entrepreneur is rising with 46 and manufacturing facilities in 7 countries. Ranbaxy is
confidence and some of the companies have created ranked among the top-10 generic companies worldwide.
laurels, and this surely a sign of a bright future of the Ranbaxy recently acquired Terapia, the largest
country. independent generic company in Romania, for $324
million.
Some of the companies that have branded India are :
L&T is emerging as a knowledge-based Indian
Reliance Industries, founded by the late Dhirubhai Ambani
multinational. L&T has many firsts to its credit. It built the
in the 1966, has more than 3 million shareholders.
Asia`s highest viaduct, for the Konkan Railway; the world`s
Reliance Group`s annual revenues have crossed $22
longest product splitter; the world`s longest cross country
billion. Reliance enjoys global leadership in its businesses,
conveyor; the world`s largest continuous catalyst
being the largest polyester yarn and fibre producer in the
regeneration reactor. Also, L&T achieved a remarkable feat
world and among the top five to ten producers in the
of building an international-class football stadium in just
world in major petrochemical products. The Group exports
260 days.
products worth $7 billion to more than 100 countries in
the world. Oil and Natural Gas Corporation Limited (ONGC India) is
considered Asia's best Oil & Gas company. It ranks as the
Infosys is one of the largest IT companies in India with
2nd biggest E&P company (and 1st in terms of profits), as
more than 75,000 employees worldwide,. Founded on July
per the Platts Energy Business Technology (EBT) Survey
2, 1981, In 2006, Infy became the first Indian company to
2004. It ranks 24th among Global Energy Companies by
make it to Nasdaq-100. It took 23 years for Infosys to cross
Market Capitalization in PFC Energy 50 (December 2004).
$1 billion of annual business. On April 14, 2006, they
ONGC was ranked 17th till March 2004, before the shares
created history again by crossing the $2 billion mark in just
prices dropped marginally for external reasons.
23 months.
 AURORA’S BUSINESS SCHOOL

FROM THE DIRECTOR'S DESK FROM THE EDITOR'S DESK

This issue of our newsletter focuses on a Free India and its The country seems to be rejoicing the various festivals
journey in the past 64 years. Though we have been a free together. Our 65th Independence day brings along with it
nation and celebrate freedom, the thought which comes again other important festivals; Ramzan, Raksha Bandhan and
and again to my mind is “are we really free’ can we really call Ganesh Chaturthi.
ourselves a free nation.
The patriotic songs reverberating through the streets, the
The most important word that we use here is “WE” which itself excited shouts and laughter of the old and the young alike,
is controversial. How many of us really go beyond the ‘’I” to be displaying enthusiasm and a spirit of patriotism, the decorative
concerned about the “WE”? We are so self centered and self flags all over the place dancing with the breeze and the
engrossed that we just do not think of upliftment of anyone Tricolor swaying in dignity and pride over buildings offices and
else, so much so that we shamelessly turn a blind eye to a man schools, reiterating once again in our minds that we are a free
bleeding to death on the road side. nation, and that we have got this freedom after a long bloody
We are bound by our limits, we are chained in our selfishness, struggle and that we need to value and treasure this and work
we are tightened by our fears and we are imprisoned by our towards preserving the sanctity and the meaning of freedom.
negativities and superstitions, yet we call ourselves free. The uniqueness of India especially Hyderabad, lies in its
The rich have become richer and the poor poorer. We don't diversity. At one side we have the festivities of Ramzan, the
think twice before spending Rs 75.00 for a coffee, which we streets lighted up and numerous stalls of Hyderabad Haleem
can get even for Rs 5.00. But we want branded products and and other specialties spread out at stalls set up at every nook
we don't care if people elsewhere are hunting for grains of rice and corner, and people of all religions relishing them together,
in trash bins. and on the other hand we have colourful kiosks selling Rakhis-
which though a thin tiny thread, is strong enough to
Places in India are unknown to us, but we have world tours strengthen a bond between a brother and a sister, a bond
to our credit. We go gaga a over any other architecture of the which does not restrict itself to one community or one
world, but don’t admire the marvels of Hampi, Ajanta, Ellora, religion, but surpasses the boundaries of religions and
or Tamilnadu. communities encompassing a mutual feeling of love, of
trust and of respect.
It takes a foreign celebrity to publicize our ethnic creations,
our handicrafts and our silks, until then we are ignorant of its True to the spirit of Indian diversity, the festival of Ramzan and
beauty. Ganesh Chaturthi which fall one after the other this year,
Once in a year we celebrate our Independence Day and hoist create yet another excuse to spread the feeling of harmony,
a national Flag, and after that India or being an Indian mean peace and brotherhood by celebrating the festivals in unison.
little to us. Have we really contributed anything to develop the
May the myriad of festivals of India continue to strengthen the
nation, to elevate the down trodden, to eliminate the gap
love that exists amongst us, and may we continue to inspire
between the haves and the have nots?
and amaze the world at large.
Until we depart from the “I” and come to the “WE”, until every
child gets education, until every family in the country gets
three decent meals a day, until every Indian has a smile on his
face, freedom will cease to have any significance.

Editor Chief Student Editor

Asha Singh Murtuza Abbas
Assistant Professor Student Editors
ABS Aanchal Bagga
Regina S
Rinku Makhani
Arun Aloysius

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NEWSLETTER AURORA’S BUSINESS SCHOOL

Torch Bearer

n d i a - Sabaah Sheikh (33)

Proprietor, Illuminati, that produces handmade candles

i d s O fI Starting capacity : 500 pieces a month

e B i zK e C ut Present production : 1 lakh pieces a month

T h i n g T h SNEAK PEEK

Ma k Sheikh started the business 13 years ago. She is based in

New Delhi and has no formal training in candle making.
She believes that you learn from your failures so you
should never let failure discouraged you.

Geetanjali Salons Safe Drive Home

Sumit Israni (30) Ankur Vaid[28], Saurabh Shah (29)
Owner and Chief Stylist of Geetanjali Salons, New delhi Co-owners of Party Hard Drivers that offers chauffeur
Seed capital: Rs 7 lakh services
Current worth: Rs 20 crore Seed capital : Rs 5 lakh
SNEAK PEEK Turnover : Rs 60 lakh
Israni Started his first parlour at 17 in New Delhi.He SNEAK PEEK
received his basic hairdressing training from Jean Louis These B.Com graduates started their venture Party Hard
david in Paris. Drivers in Mumbai in December 2007.
His mantra is to be passionate about your work and follow They believe in setting a goal and being focused to it and,
the never - give-up attitude. most importantly, having faith in your work.

On the Job Cushy Comfort

Nitin Deveshwar (31) Gaurav Kapoor (32)
CMD of ESMS India and Esource India, an online Director, RK Impex Pvt Ltd and Founder of Nakalchee
recruitment firm Bandar, A linen company
Seed capital: Rs 2 lakh Seed Capital : Rs 6 lakh
Turnover: Rs 40 crore Turnover : Rs 1.5 crore
SNEAK PEEK SNEAK PEEK
Deveshwar is a B.Com graduate who started his business Kapoor started his company seven years back. The factory
in 2003. The company is based in New Delhi. is based in Noida. He is a business management graduate.
He believes that hard work and sincerity cannot be He believes in hard work and planning short, medium and
replaced so one must strive towards putting in their best. long term goals and work towards achieving them.

Ruling the Virtual World Artificial Intelligence

Vishal Gondal (34) Prabind Kumar Singh (30)
Founder and CEO of Indiagames, that develops mobile CEO of Iberry Solutions Pvt Ltd, that manufactures
and computer games Laptops meant for e-learning
Seed capital:Rs 3.5 crore Seed capital : Rs 6 crore
Growth: In multiples of crores Turnover : Rs 100 crore
SNEAK PEEK SNEAK PEEK
Gondal started work at 16 in Mumbai. He has received no An engineer, singh started the company in 2006. It is
formal education in computers. based in New Delhi and the corporate office is in Assam.
His mantra is to believe in creativity and try to improve on He believes that one should try to be around honest
it, this way you are only competing with yourself and the people, because it will reflect in the work you do.
probability to succeed is higher.

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NEWSLETTER AURORA’S BUSINESS SCHOOL

Top Scorers Fat Cat

Araddhana Mahna (33), Nidhi Modi (29) Aditya Kaura (35)
Managing Director and Executive Director of Manya Epo Founder of Leapstart, that offers a Physical Education
Private Ltd, that prepares student for entrance in offshore Curriculum for School Children
business schools Seed capital : Rs 4 crore
Seed capital : Rs 75 lakh Expected turnover : Rs 6 crore
Turnover : Rs 25 crore SNEAK PEEK
SNEAK PEEK Kaura Started the company in 2010 in Bangalore. He has
Manya EPO (Education Process outsourcing) was set up in completed his masters in business administration.
2003. It is headquartered in New Delhi and has its presence He believes that there are many ups and downs in life
across india. but one must hang on if one feels that he/ she is on the
They believe that one who aspires to be successful must right path.
have a passion in life. Being a quick decision -maker is a
business advantage.

Entry by Invitation Only

Spice Route Sandy Khurana (35)
Rahul Khanna (28), Kabir Suri (30) Director, the Entertainment Design Company (EDC), that
offer invitation cards for every occasion
Co- owners of Mamagoto Restaurant in New Delhi
Growth: 30 percent over the last year
Seed capital : Rs 1.8 crore
SNEAK PEEK
Growth : 20 percent
Khurana started the business from New Delhi when he
SNEAK PEEK
was 25 . He has not receive dany formal education or
Suri and Khanna have been involved in every step of the training in printing and design
making of the restaurant and feel it's important to be hands
The EDC believes in innovation and creates bespoke
on all the time. This is a peoples business that requires
invitation cards that for all occasions
patience and work.
Started in January 2010, mamagoto is located in New Delhi.

Sporty Men
Nandan Kamath (33), Hakimuddin S. Habibulla (32)
Lawyer Outsourced
Founders of Gosports Foundation, A not-for-profit sports
Ashish Arun (25) management organization
Managing Partner at Offshore Research Partners (ORP), SNEAK PEEK
that provide legal process outsourcing services
Kamath specialised in law while Habibulla studied
Seed capital : Rs 4 lakh engineering. They started GoSpots foundation two
Growth : 500 percent years back.
SNEAK PEEK They believe start-ups are often riddled with challenges
Arun is a law graduate from the National University of but ones a success it can be immensely satisfying and
Juridical Sciences, Kolkata. The organisation started in rewarding.
October 2009 and is based in Kolkatta.
He believes that there is a new lesson to be learnt each
day at work.
Green Child
Manik Thapar (29)
Net Growth Founder and CEO of Ecowise, a waste management and
recycling service provider
Suhas Gopinath (24)
Seed capital: Rs 1 crore
CEO and President of Globals Inc, An it service provider
Impact: Rapidly expanding and very profitable
Seed capital: Less than Rs 22,500
SNEAK PEEK
Year on year growth rate : 120 percent
Thapar at the age of 23 completed his MBA and started a
SNEAK PEEK
waste management business venture in Noida
Gopinath set up the company 10 years back in California.
He didn't let any social pressures hold him back and he
He has complete a diploma in public leadership.
feels their is a lack of knowledge in this field among
He believes that one should always pursue their dream people at large
with passion and vision while having the fire in their belly
to excel.
Shabnam Quazi, Assistant Professor, ABS
Courtesy: India Today-Aspire

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NEWSLETTER AURORA’S BUSINESS SCHOOL

MEMOIRS OF THE MONTH

August 6th - Hiroshima Day At Ann Arbor, Prahalad met Gary Hamel, then a young
international business student. Their collaboration ultimately
Atomic bombings of Hiroshima and
resulted in the bestselling, Competing for the Future (1994). In his
Nagasaki
recent book (written with Venkat Ramaswamy),
During the final stages of World War II
CK Prahalad is a professor, researcher, speaker, author and
in 1945, the United States conducted
prominent consultant. Business Week has called him “a brilliant
two atomic bombings against the
teacher at the University of Michigan” and also described him as
cities of Hiroshima and Nagasaki in
“maybe the most influential thinker on business strategy today.”
Japan, the first on August 6, 1945 and
He has won numerous awards. The most recent include the
the second on August 9, 1945. These
McKinsey Prize three times, the SMR-PWC award, and the ANBAR
two events are the only use of nuclear
Electronic Citation of Excellence.
weapons in war to date.
A prominent world-class guru, Professor Prahalad has consulted
For six months before the atomic bombings, the United States
with the world's foremost companies, such as Ahlstrom, AT&T,
intensely fire-bombed 67 Japanese cities. Together with the
Cargill, Citicorp, Eastman Chemical, Kodak, Oracle, Philips,
United Kingdom and the Republic of China, the United States
Quantum, Revlon, Steelcase, and Unilever.
called for a surrender of Japan in the Potsdam Declaration on July
26, 1945. The Japanese government ignored this ultimatum. By He serves on the Board of Directors of NCR Corporation,
executive order of President Harry S. Truman, the U.S. dropped Hindustan Lever Limited and the World Resources Institute and
the nuclear weapon "Little Boy" on the city of Hiroshima on services on the Board of Directors of NCR Corporation, Hindustan
Monday, August 6, 1945, followed by the detonation of "Fat Man" Lever Limited and the World Resources Institute.
over Nagasaki on August 9. His latest book, ‘The Fortune at the Bottom of the Pyramid:
Within the first two to four months of the bombings, the acute Eradicating Poverty Through Profits’, proves that the future will
effects killed 90,000–166,000 people in Hiroshima and develop from serving the poor
60,000–80,000 in Nagasaki, with roughly half of the deaths in Books by C.K. Prahalad
each city occurring on the first day. The Hiroshima prefectural
• The fortune at the bottom of the Pyramid (August 25, 2004)
health department estimates that, of the people who died on the
day of the explosion, 60% died from flash or flame burns, 30% • Competing for the future (Co-authored with Gary Hamel)
from falling debris and 10% from other causes. • The Future of Competition: Co-Creating Unique Value with
In a US estimate of the total immediate and short term cause of Customers(2004 - co-authored with Venkat Ramaswamy)
death, 15–20% died from radiation sickness, 20–30% from flash • In search of excellence
burns, and 50–60% from other injuries, compounded by illness. • Multinational Mission: Balancing Local Demands and Global
In both cities, most of the dead were civilians. Vision (1987)
Six days after the detonation over Nagasaki, on August 15, Japan C.K. Prahalad is also the author of numerous award-winning
announced its surrender to the Allied Powers, signing the articles. Harvard Business Review awarded the McKinsey Prize to
Instrument of Surrender on September 2, officially ending the him three times for the following articles:-
Pacific War and therefore World War II. Germany had signed its • "The End of Corporate Imperialism", co-authored with
Instrument of Surrender on May 7, ending the war in Europe. The Kenneth Lieberthal (1998)
bombings led, in part, to post-war Japan's adopting Three Non-
• "The Core Competence of the Corporation", co-authored
Nuclear Principles, forbidding the nation from nuclear
with Gary Hamel (1990)
armament.
• "Strategic Intent", also co-authored with Gary Hamel (1989)
The role of the bombings in Japan's surrender and the U.S.'s
• "The New Frontier of Experience Innovation" published in
ethical justification for them, as well as their strategic
Sloan Management Review won the SMR-PWC award for the
importance, is still debated.
best paper published in 2003
- Soma Giri, PGDM II Year, ABS
• "Weak Signals vs. Strong Paradigms", published in the Journal
of Marketing Research (1995) was awarded the 1997 ANBAR
Electronic Citation of Excellence
August 8th - Birthday of CK Prahlad
• "The Dominant Logic: A New Linkage between Diversity and
Coimbatore Krishnrao -- CK -- Prahalad was Performance" (1986), co-authored with Richard Bettis, was
born on August 8th 1941, in the town of selected the Best Article published in the Strategic
Coimbatore in Tamil Nadu. He studied Management Journal for the period 1980-88
physics at the University of Madras (now
• "The Role of Core Competencies in the Corporation" (1993)
Chenai).He worked as a manager in a branch
received the 1994 Maurice Holland Award as the Best Paper
of the Union Carbide battery company, before continuing his
published in Research Technology Management in 1993
education in the United States, and earning a PhD from Harvard.
• A Strategy for Growth: The Role of Core Competence in the
He has taught in India and America, eventually joining the faculty
Corporation" won the European Foundation for
of the University of Michigan's Business School, where he holds
Management Award in 1993
the Harvey C Fruehauf chair of Business Administration.
- Srivalli, Research Associate, ABS

06 Issue 19 August 2011

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NEWSLETTER AURORA’S BUSINESS SCHOOL

MEMOIRS OF THE MONTH

August 15th - Independence Day National Sports Day Celebrations
On the eve of India’s independence, Sports persons celebrate this day in a sportive way. On this day
Pandit Jawaharlal Nehru famous the President of India gives National Sports Awards to great
speech “Tryst with Destiny” marked players who have done extraordinary feats to make the country
the beginning of a free India with proud in the last year. This is Rajiv Gandhi Khel Ratna Award.
words symbolizing hope and triumph. Contributions of good sportsmen are acknowledged on this day.
Neophyte sportsmen get benefited from the talks of senior
India got its independence from the clutches of British rule on
sportsmen.
15th August 1947. It was this day when India’s tricolor flag was
unfolded by Pandit Nehru on the barricades of the Red Fort at
Delhi. Each and every patriotic soul watched with excitement and What is Ramzan / Ramadan?
paid tribute to thousands of martyrs who sacrificed their lives for
India’s freedom. Ramzan is the ninth month
according to Islamic Lunar
The Independence Day of India is a moment of delight and
calendar. Ramzan (written
grandeur but to achieve it the nation had to put up a long battle
as Ramadan) is derived
for over two centuries against the British Empire.
from the Arabic root word
Flag-hoisting ceremonies are executed all over India by state 'ramida' or 'arramad' that
governments. However, the chief event is conducted in the means intense scorching
capital city of India, New Delhi where the Prime Minister of India heat and dryness,
unfurls the tricolor at the barricades of Red Fort which receives a especially of the ground.
salutation of 21 guns, and addresses the nation with his speech. Ramadan is so called to indicate the heating sensation in the
The Prime Minister’s speech holds major importance as it pays stomach as a result of thirst. Others said it is so called because
tribute to the great souls who sacrificed their lives for nation’s Ramadan scorches out the sins as it burns the ground. Some said
independence and reveals the achievements of the nation during it is so called because the hearts and souls are more readily
the past year beside discussing significant issues and proposing receptive to the admonition and remembrance of Allah during
steps for further growth. Ramadan, as the sand and stones are receptive to the sun's heat.

A vibrant parade exhibiting India’s cultural multiplicity, The month of Ramadan lasts for 29 or 30 days depending on the
emblematic portrayals of the nation’s developments in science sighting of the moon.
and technology, a collaborative parade of India’s armed Ramadan is the month in which the Quran was revealed. The
competencies by the three forces and patriotic skits and dramas Quran clearly says "O you who believe! Fasting is prescribed to
by school children are an integral part of the Independence Day you as it was prescribed to those before you, that you many learn
festivities. piety and righteousness" - Al Baqarah, 2:183.
- Chanakya K, PGDM II Year, ABS During Ramadan the people who fast are not allowed to eat or
drink anything (including water) from dawn to after sunset. Also
one has to restrain other body parts, which may render the fast
August 29th - National Sports day worthless despite the main factor of hunger and thirst; so the
India celebrates National Sports Day every tongue, for instance, must avoid backbiting, slander, and lies; the
year on 29th August. The day is celebrated eyes should avoid looking into things considered by the Lawgiver
to commemorate the great, legendary as unlawful; the ears must stop from listening to conversation,
hockey player, Major Dhyan Chand Singh. words, songs, and lyrics that spoil the spirit of fasting; and finally
29th August is the birthday of Shri Dhyan restraining of the heart, and mind from indulging, themselves in
Chand who made India proud by his other things besides zikr of Allah (remembrance of Allah).
extraordinary sporting skills. Let us know Charity is one of the extremely recommended acts during fasting.
more about Shri Dhyan Chand and Muslims are required to give minimum of 2.5% of their annual
Celebrations of national sports day. savings as charity to poor and needy people. Also there are
Dhyan Chand Singh: The Legendary various sayings of the prophet where he has said that any charity
made in Ramadan is multiplied up to 70 times. If some people are
Shri Dhyan Chand was born on 29th August 1905 in Allahabad, poor and cannot afford to give money then even a smile is an act
Uttar Pradesh. He was introduced to hockey at the age of 14. At of charity.
the age of 16 he was inducted into the Punjab regiment and soon
got good mentors for his career. Some people think that one month of fasting is too much while
others feel that its only one month where they can get their sins
Dhyan Chand displayed amazing skills and was named as “Hockey forgiven and get their rewards increased. May Allah bless us all
Wizard”. and forgive all our sins and make us good Muslims and good
He was awarded India’s third highest civilian honor, the Padma human beings.
Bhushan in 1956. He died of liver cancer on 3rd December, 1979. - Shabnam Quazi, Assistant Professor, ABS
In honor of Shri Singh the Indian Postal Service issued a postage
stamp and a stadium at New Delhi is named Dhyan Chand
National Stadium after his passing away.

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NEWSLETTER AURORA’S BUSINESS SCHOOL

VIEWS AND REVIEWS

Biz world by Ravi Handa and Avinash Maurya is all about business awareness. The book provides
information on companies, their history, founder, taglines, etc. For every company, there is an
interesting trivia along with facts. Apart from a section devoted to company and its details, there is a
section on books. This segment lists out books on business and economics. There is also another list of
books on companies. This is an interesting list to watch out for, if you are interested in knowing the story
of the company. For example, if you are interested in knowing about chocolate manufacturing company
Hershey, you need to check out the book 'Built on Chocolate' and 'Emperors of Chocolate'. Like this,
there are a series of books listed on companies. The names of the author are also mentioned along.

Under the taglines segment, different companies are categorized according to their respective
industry. Each company's tagline is then listed out. The book also details out the abbreviations on
business and economics. This will be useful for people who want to know what some acronyms
stand for.

The most interesting segment in the book is etymologies. It gives brief information on how the
companies names were formed.

The book lists outs commonly used words in business and explains them as well. There is a quizzing corner with different set
of questions.

Overall, the book is recommended for anyone who is interested in knowing about companies, their history and growth, and interesting
trivia to enhance their business knowledge. However, the book cannot be called as a complete business awareness guide as it claims to
be. The book is good enough to get an insight into the business world and get an overall perspective about the corporate world.
This book could be used for people who are interested in corporate quizzing.
- Kishore Kumar N, PGDM-II Year, ABS

The White Tiger by Aravind Adiga. It's probably safe to say you can't go a week these days without
reading at least one article talking about the economies of China or India. It seems there is someone in
some business section of some newspaper always willing to write another breathless installment in the
rise of the East as economic powers. The majority of the writers seem torn between their amazement
that countries like India and China can actually have an economy, citing them as examples of how great
the Free Market is.

What most of these articles fail to mention is the cost being paid for these great economic miracles. In
China the majority of the labour being supplied to fuel the motor of the economy is as close to slave
labour as you can get and still be paid for your work. People work long hours for little pay in conditions
that would close plants in North America in a second. These are merely technicalities; nothing for us to
worry about. It's not like we live there.

India has become the call centre to the world it seems. Whenever you phone a company for technical
support these days, no matter what country you're calling from, you're likely to end up talking to
someone in Mumbai or Bangalore. Call centres and a burgeoning IT class doesn’t hide the inequities
that still exist in Indian society or that huge numbers of people still live in poverty so abject that we wouldn't even begin to comprehend
its depth.

The only place you're liable to read about the reality of life in India today is on the pages of one of the many books making their way out of
India to the shelves of book stores in North America. Joining those ranks is The White Tiger, written by first time novelist Aravind Adiga,
published by Simon & Schuster, and just recently released in North America. In his book, Adiga not only peels back the gloss of the
economic miracle to expose the rot beneath, he instructs us in the means by which a small minority of the population are able to
subjugate the majority.

A white tiger is the rarest creature in the jungle, only coming along once in every generation. When Balram Halwai was still able to attend
the excuse for a school in his village, he was singled out by a school inspector as being the white tiger of his contemporaries for being able
to read and write when nobody else could. The inspector promised that Balram would be given a scholarship to attend a proper school
so he could fulfill his potential. Unfortunately, fate had other plans. His family were forced to pull him out of school to help pay off their
debt to their landlord.

- M.Shyam Bharadwaj, DM-06-068

08 Issue 19 August 2011

akshara
NEWSLETTER AURORA’S BUSINESS SCHOOL

EVENTS@ABS
Dr D.D.Mukherjee offered quite a few valuable suggestions to the
students telling them the importance of ‘Ethics’ in corporate. He
also told the students that Business does not mean money, but
more than anything else business is ethics. He also pointed out
that lack of ethics in business is the real cause of recession and
economic slowdown, and as future managers the students need
to bear this in mind.
Dr Ravi Paturi Director ABS, spoke about the important activities
Induction-2011 of the college and the course structure, and highlighted the special
features of ABS which distinguishes it from other B-Schools.
Prof. NV Ramana and Prof. Gopu Venkataswamy Senior faculty of
ABS also spoke on the occasion and provided some use full tips to
the students.
Aurora’s Business School conducted ‘Anubooti’ This Induction programme continued for 4 days with various
the induction program for the fresher’s of PGDM activities. In the guest lecture Dr Bapuji, a naturopath briefed the
students about health and hygiene and how to maintain a balance
2011-2013. The Guest of honor for the day was between work and a healthy life and provided tips to lead a stress
Dr D.D.Mukherjee, Sr. Faculty, IDBI Staff College. free life. The Induction programme continued with similar such
The program commenced with lighting the lamp, events for 4 days and culminated with a grand finale of selecting
Mr. and Ms Fresher from the freshers and Mr. and Ms ABS from
after which the guest as well as the Director ABS, the seniors. All the students participated in the events making it a
Dr Ravi Paturi and Prof. N V Ramana addressed huge success and memorable one.
the students. - Shabnam Quazi, Assistant Professor, ABS

Issue 19 August 2011 09

akshara
NEWSLETTER Independence Day Celebrations at ABS
The 65th Independence Day was celebrated with pomp and gaiety at sake of power and people who are honest and sons of the soil who can
ABS by organizing various extracurricular activities which went on for even lay down their lives for the sake of their mother land. The moral
a week and culminated with the hoisting of the triolour. This event of the skit was, ultimately it is truth which wins over evil, the
was well participated by both, the students as well as the staff. dishonest get finally thrown out by the people who have become
Dr Ravi Paturi, Director ABS, hoisted the national Tricolor and later aware and strong now and the true honest leader wins the elections.
addressed the students. His speech was indeed thought provoking, Prizes were distributed to the students who won in the painting,
and retrospective, asking if we were really free, in the true sense of sketching singing and speech competition conducted throughout the
the word, though we have been celebrating Independence Day for the week in the college. Sports prizes were also distributed to students
past 64 years. who were winners in different sports activities like snooker, table
The celebrations also included tennis, chess, foosball, carrom
songs and speeches and a skit board etc.
performed by the first year The Awards for Excellence were
students. The skit beautifully also given to students who
portrayed in a humorous way, excelled in various categories
the different types of people and which also included
who fight for the positions, “The Star of ABS” which was
people who are corrupt and bagged by Mr. P. Soma Giri
can go to any extreme for the of second year.

Issue 19 August 2011

Issue 19 August 2011
akshara AURORA’S BUSINESS SCHOOL

BEING HUMANE
A visit to the Blind Women's Hostel

On the auspicious occasion of our 65th Independence Day, the students of PGDM-I visited the blind womens hostel in Shalivahana
Nagar, Dilsukhnagar .During their stay at the hostel ,competitions like Debate,Singing , Chess and other cultural activities were organized
to bring out the talent within them. Also, the students of ABS contributed 20 tubelights for the hostel premises. Imitation jewellery,
purses and t-shirts were awarded to the winners of the various events conducted .
- Charan, PGDM I Year, ABS

BOOK SHELF

Managing My Values by Ken Blanchard, Michael O’Connor and Jim Ballard

This book is an excellent book which highlights the various ways and reasons for the success of a company. The
book tries to bring out the central theme that the perspective business leaders has just started to understand the
fact that the success of a company depends on the success of the stakeholders such as the owners, employees,
customers and neighbouring communities of the company. It also emphasizes that the success of a company in
longer terms will depend on the company culture based on values. Basically it revolves around the pros and cons
of the value based organization. It’s a great book on motivation because it would help you to get self encouraged
for your business.

Why we do what we do: understanding self-motivation by Edward L. Deci, Richard Flaste

This book is an attempt by Deci and Flaste to bring out the abstract of becoming successful in the endeavours with
the support of motivation. This book is an insightful and provocative meditation on how people can become more
genuinely engaged and successful in pursuing their goals, in every sphere of life whether in school, in workplace
or in a relationship. This book will give you an insight of the cons of the authoritarian motivation and gives a new
dimension to motivation.

The Tipping Point by Malcolm Gladwell

It’s a book about change. In particular, it’s a book that presents a new way of understanding why change so often
happens as quickly and as unexpectedly as it does. The Tipping Point emphasizes that ideas and behaviour and
messages and products sometimes behave just like outbreaks of infectious disease. They are social epidemics.
The Tipping Point is an examination of the social epidemics that surround us. This book is an excellent insight to
self motivation the reverse way.

12 Issue 19 August 2011

akshara
NEWSLETTER AURORA’S BUSINESS SCHOOL

LITERARY CORNER (STUDENT ARTICLES)

Advertisement is a wastefull expenditure!

Is Advertisement for any organization, industry, products etc.
The advertisement is a medium that makes the people aware
of any particular product and company. The expenditure on
advertisement is just crossing its limits. In order to have publicity,
companies spend huge sums of money.
Is advertising necessary to make people aware of the products
or can an organization sell without advertisements?
If all those above organizations sell or products of good quality,
they need not spend huge amount on advertisement. A good
product will surely reach the people even without any publicity.
When the he Oscar award winner, the music magician A.R.
Rahman, composed music for the first time first time for the movie
“Roja” he was not a known personality. His music created such a India @ 64 -
sensation in the musical world, that today even before he comes
out with a new album, people all over the world become aware
Are We Really Independent?
of it. Rahman does not publicize his music. Rahman has branded
Indian history reveals to us the rich cultural
himself and whatever he creates becomes a brand and people go
heritage and the economic prosperity which India
crazy after that.
witnessed before the advent of the British. After
Politicians, in order to achieve power, advertise by bribing great battles and struggles, India achieved its
people, providing them with liquor, organizing road shows, public Independence; which had cost India the lives of
meetings, displaying banners, cutouts etc.. They spend innumerable valiant martyrs. After Independence,
exorbitantly, and waste people’s money for their own benefits. India has grown from strength to strength. India at
A true leader, who is concerned about the people, attracts people present boasts of being the largest democracy in
by his acts and deeds and become popular. He will be known and
the world. India has become a nuclear
respected by people and elected without any publicity.
superpower and has prodigious military forces.
Abraham Lincoln, the former American President was never India has also developed a strong infrastructural
known by anyone before becoming a president. But he became base after Independence earning a good repute
president of U.S., as he was the peoples leader one who interacts on the world stage. An eminent personality said
with people in solving their problems. that “We no longer discuss the future of India, we
The advertisements trap people and leave them totally confused say, the future is India”. But even after so much
and they fail to take a right decision or make aright choice. development one question still haunts every
Advertisements should be done in a limit and government should Indian, “Are we really Independent?”
take a right action on the promotions and publicity. Instead of
Are we Independent from the shackles of the caste
wasting huge sums on advertisements the same amount can be
system? Are we free from social evils? Does every
spent on the welfare of the poor and the needy, providing them
with the minimum basic needs like food, clothing and shelter,
Indian earn enough income to fulfill his basic
social welfare programmes. The MNCs should concentrate upon needs for survival? These are a few questions
developing the nation by some which every Indian needs to introspect. If we
good and genuine deeds rather carefully observe the environment and mindset of
than by cheating the people the people at the time of independence and in
with false and misleading the present day scenario, there hasn't been a lot of
advertisements. change. It is we, the youth, who have to change it
- Satya Prasad Kadali,
and bury this typical “Chalta hain” attitude. It is
PGDM I year, ABS our duty now to strive for a stronger, better and
healthier India. This will not happen in a day, it will
take a lot of perseverance, determination and
hard work. We, the youth should take it both, as a
responsibility and a challenge to transform India
into an INDIA ENVISAGED BY THE GREAT
FREEDOM FIGHTERS not so long ago.
- Murtaza Abbas, PGDM I Year, ABS

Issue 19 August 2011 13

akshara AURORA’S BUSINESS SCHOOL

Why do we do
The information bombardment impacts human mind and due to its origin, nature of deposit or purpose of allocation.
touch upon a number of mental shortcuts (judgmental This is the reason why people generally tend to over-spend
heuristics), which is often adopted by clients, while taking when they are using plastic instead of cash.How the
financial decisions. what we do with our money? practitioner helps a client to overcome his attachment
towards mental accounting. One way is to advice the client
Judgmental Heuristics is a tool in daily decision making.
to consider that all funds accruing to him have direct
We assume / presume a lot of things whenever we
bearing to his work. The other way is to base all expenditure
communicate with other people or with our environment.
decisions only pre-fixed objective criterions only.
We do so based on our previous experiences in similar
circumstances. For example, when we get out of bed each Conclusion
morning, we don’t check over the edge of the bed whether
“We have met the enemy and he is us.”
the floor is there to step on. Simply we take it for granted
- ogo
that the floor is where we have left it last night. Now these
assumptions / presuppositions make our life lot simpler. Consumer behavior from the marketing world and financial
The heuristics or mental shortcuts are a manifestation of economics has brought together an exciting area of
these assumptions / presumptions. research “behavioral finance”. Analysts have been treating
financial markets as an aggregate of statistical observations,
Here are a few heuristics, which people adopt for financial
technical and fundamental analysis. Behavioral Finance has
decision making process.
opened up new vista in finding an alternative view of why
Mental Accounting do we do; what we do with our money?
People often separate decisions that should, in principle, be These behavioral syndromes are to be characterized as
combined. As an example, we see many people have preferences and should be reflected in the overall Financial
separate budget for household and entertainment. At Planning process. The practitioners should accommodate
home, which falls under the food budget, they will eat basic mental shortcuts by developing strategies that can be
fish and not lobsters because that are too expensive. At a aligned with investors’ specific goals and needs.
restaurant, which is under an entertainment budget, they Practitioners who fail to accommodate investor
will order lobsters and not fish. If instead they eat lobsters at preferences into their Financial Planning processes are
home and fish at restaurant, they would be saving a lot of ignoring the criteria by which the client’s will judge their
money. final performance.
Another classic example is the mortgage market, where an Statman viewed that Financial Planners ought to think of
investor is happy to pay Rs. 100 interest to save Rs. 30 tax: themselves as financial physicians. They should follow the
ignoring that the net transaction is an actual outflow of Rs. pattern of the physician: Ask, listen, diagnose, educate, and
70 (Rs. 100 - Rs. 30) or a client, who is holding low return treat. Financial Planners who act as financial physicians
savings account balance while retaining high cost credit combine the science of finance & securities with the ability
card debt. Here he is putting more emphasis on the money to empathize with and guide clients - thinking not only
at bank (which is providing him with pseudo sense of relief) about statistical risk and return as propagated in traditional
while stressing less on the money he is loosing in interest on investment models but about investors’ individuality,
his credit card loan. characterized by their fear, love, greed, aspiration and
mistakes, which exists in human reality.
Mental accounting arises when a person treats a sum of
money differently from an equivalent amount of money - Ch Vishnuvardhan, PGDM I year, ABS

Redefining Indian spirituality in 21st Century

India is a strange country! When you live in India, you want to get out of it as fast as possible. And when you are out, you want to
get back in- as if you are missing something.
What is it? The sights and sounds? The festivals and colours? The myriad cultures, religions and communities? The races, faces or
the mystic land representing one of the first cradles of civilisation, long before any other society labelled themselves developed,
progressive and civilized.
India is a land where the quest to live life as per someone's spiritual beliefs is a constant ongoing process. The journey is a way to
reach complete harmony and 'Nirvana'; so as to finally dissolve into the Universe after his/her end and get 'Mukti'; from the
constant circle of Life and Death for a worldly 'Being';. In fact, India's first King in the true sense, Chandragupta Maurya, and
Asoka's grandfather ,whose empire stretched from the present day Afghanistan, Pakistan, India and Mynamar died by fasting
himself to death in a small cave. That was his way of achieving salvation when he gave up his throne towards the end of his life
and became an ascetic under a Jain saint Bhadrabahu.
Courtesy The Times of India
- Pushpak Mohan, PGDM I Year, ABS

14 Issue 19 August 2011

akshara
NEWSLETTER AURORA’S BUSINESS SCHOOL

Pristine Andaman And Nicobar Islands

The Unexplored India by the settlement of convicts,
Moplas, some criminal tribes
People of our country talk and desire
from Central and United
to visit the beautiful islands around
Provinces, refugees from
the world, admire the natural
erstwhile East Pakistan, Burma
creativity of god in different
and Sri Lanka as well as ex-
countries but never look in what
servicemen.
India has got. Andaman and Nicobar
Islands is one such example of In these islands people of all faiths
ignorance. I personally have - Hindus, Muslims, Christians,
experienced the beauty and gift of Sikhs etc., and of all languages like
nature endowed on the Indian soils. Hindi, Bengali, Malayalam, Tamil,
Telugu, Punjabi, Nicobari etc., live
Floating in splendid isolation, cast of
together in complete peace and
the Indian mainland is the
harmony. Inter-religion and inter-
archipelago of 572 emerald islands,
regional marriages are common.
islets and rocks known as Andaman & Nicobar Islands. This
This amazing racial and cultural mix is correctly described as
Union Territory is stretched over an area of more than 700 Km.
Mini-India.
from north to south with 36 inhabited islands. Once a hill range
extending from Burma (Myanmar) to Indonesia, these Forests are the green extend over gold of the islands. The
undulating islands are covered with dense forests and endless reserved and protected forests extend over 86% area of the
variety of exotic flowers and birds. The topography of the islands territory and the forest cover is more than 92 %. About 50 % of
is hilly and abounds in evergreen forests. The sandy beaches on the forests has been set aside as Tribal Reserves, National Parks
the edge of meandering coastline are fringed with coconut- and Wildlife Sanctuaries, which are inviolate. Luxuriant
palms that sway to the rhythm of the sea. The sea around the mangroves, perhaps the richest in the world, occupy nearly II. 5
islands offer excellent scope for water sports. The rare flora and % of the territory. More than 150 plant and animals species are
fauna, underwater marine life and corals, with crystal clear endemic in nature. Mahatma Gandhi Marine National Park is
water and mangrove-lined creeks, offer a dream-view of the rare rich in corals, varieties of colored fishes, sea turtles etc., besides
gifts of nature. The clean and wide roads, free of filth as well as other marine life. It is a birds paradise - more than 271 varieties
unpolluted fresh air attract any nature-lover, who seek absolute of birds inhabit the idyllic landscape, out of which 39 are
peace and tranquility in the lap of mother nature. Adventure endemic. Megapode, Swiftlet, Hornbill and Nicobar Pigeon are
tourism like trekking, island camping, snorkeling, scuba diving some of the specialties of the Andaman & Nicobar Islands.
etc., are the real attractions.
Apart from the natural beauty, Andamans also hold historic mile
Mythologicaly, the name Andaman was presumed to be derived stones like the cellular jail museum, the viper island (jail for
from Hanuman, who was known to the Malays as Handuman. women in the 1930s), etc. the islands also possess the only live
Since Prehistoric times, these islands were the home of volcano of India known as the Barren Island, which erupted post
aboriginal tribes. The tribes of, the Andaman group of islands are tsunami. These islands also contain the mud volcanoes in the
the Great Andamanese, Onges, Jarawas, and Sentinatese, all of dense forests of Andamans. These are some of the significant
Negrito origin, while the tribes of Nicobars are the Nicobarese places of which people are unaware of even today. A visit to
and Shompens, both of Mongoloid stock. The first settlement by these islands is a memorable lifetime experience. I was luckily
the British took place in 1789, which was later abandoned in blessed with this experience and will always cherish the sweet
1796. The second settlement was basically a penal settlement, memories.
taken up in 1858, after the First War of Independence, followed - Anchal Bagga, PGDM I year, ABS

Happy Returns ABSians

PGDM II YEAR PGDM I YEAR
August 1st - Rohit Tiwari August 25th - Siddharth C
August 1st - Saleema Jasani August 25th - Shravan Kumar
August 4th - Santhosh
August 8th - Shashi Mohan Kothari Faculty
August 9th - Gowthami, Gowri K August 10th - Mr Dwarkanath
August 17th - Dinesh Gampa August 15th - Kalyan Chakravarthy
August 18th - Vishnuwardhan Reddy

Issue 19 August 2011 15

 Where Would We Be
MY VIEWS ON
Without Online Social Networking
INDUCTION PROGRAM
The first day of my PGDM program started with
the Induction program "Anubhooti". The inaugural
function commenced with a prayer song to invoke
Lord Ganesha. After which the Director of ABS,
Dr. Ravi Paturi briefed us about what a business
school should provide to its students and how the
students need to utilize the resources. The speech
was really informative. Dr DD Mukherjee was the
guest of Honor for the day and he shared some of
his valuable thoughts with the freshers. He said
that business is not just about money, work but
also includes a huge part of ethics and values to be
followed which helps an individual to be great
person and a better businessman. Prof. Gopu,
senior faculty of ABS also spoke about the
versatility which one needs when one wants to be
Have you ever thought about where we would all be without all part of an organization. He said that there comes a
the various social marketing and social networking websites in phases in ones career when one has to deal or
everyone’s lives? How would businesses interact with their experience every field of business be it marketing
community? What would people do most of the day in front of or finance or banking or operations, which is very
their computers? Do you think quality of life would be different? true and relevant in today's world.
It would definitely get people out of the house a bit more. Anubhooti was a power packed event filled with
Online Social Networking relates to formation of a circuit or a knowledge and fun activities and was a fabulous
chain of friends, family or partners who use variety of tools to start for all the freshers. Then there was an
interact with each other or share their views in accordance to interactive session carried on by the seniors which
different aspects. was fun. We came to know one thing that there are
seniors who are there to support and help us when
A proper definition of Online Social Networking can be given by needed which was a relief to us being beginners.
"a community of people who share a common link and thus
connect to each other through their social interests, social We were also given a guest lecture by Dr. Bapuji
media or any other needs and thus bond together using social which was an awesome experience. He discussed
networking sites and portal service." about healthy and stress less life. His rapport with
us and the way he freely expressed what was in his
The growth of Online Social Networking has also come up to the heart and mind was laudable and was truly one of
fact that it lends a strong platform for an individual to come out the best lectures I have attended. There was also a
with personal views in a nurtured global way of approach. Mr. and Ms. Fresher competition for the first years
Life would certainly be different with Twitter, MySpace and Face and Mr. and Ms.ABS competition for the II years
book. Social marketing and social networking websites have held on 6th of August which was a merry event.
created a way for businesses and people to meet others much Everyone enjoyed in all the rounds conducted for
quicker than ever. Face to face networking events are slowly the competition right from the ramp walk to the
being replaced with these sites. Think about how many question and answer round which was the
companies and organizations have spawned just over the last deciding round.
five years with the emergence of social marketing. It is amazing Overall the Induction program and the freshers'
just how much it has changed life for many people. In the life event was a good way of making the freshers feel
cycle of this type of communication it is really only a drop in the like they have become a part of ABS... And we have
bucket and there is no telling where it is heading. To be able to now become Aurorians and have started our
react and respond to large groups of people real time from your journey to become successful managers and most
phone regardless of where you are. You can be on the back of a importantly successful human beings.
camel in the desert and let people on Twitter know. The power of
communication has really changed. It is important to know that - Regina, PGDM I Year, ABS
even though these websites are mammoth and worth billions of
dollars they are still in their infancy stages. What would happen if
Twitter and Facebook just disappear? Most likely something
new would take their place. The connection and desire for
people to let everyone know what they are doing at any given
moment of the day is certainly growing. People definitely
want more.
- Kinjal Shah, PGDM II Year, ABS

16 Issue 19 August 2011

 PLASTIC BAN.. Is it Actually helping??
The government of India had been announcing It is better to "Nip the evil in the bud". To prevent the
about the plastic ban since July 26th and environment form further deteriorating and to
implemented "strictly" from august first..! fight the global warming issue we need to stop
What does the word ban mean? To prohibit, the manufacture of plastic and use eco
especially by official decree. The question friendly materials like paper, cotton, canvas
that crops up is... Is the ban actually made bags!
followed? Is it helping towards saving the
“There is a sufficiency in the world for
e nv i ro n m e nta l s i t u at i o n s g l o b a l
man’s need but not for man’s greed.”-
warming? No!
Mahatma Gandhi.
Seems like Plastic ban has turned out to be
“The earth, the air, the land and the water
more beneficial a high profit business to
are not am inheritance from our fore fathers
the plastic manufacturers and the super
but on loan from our children. So we have to
markets like Spencer’s, Big bazaar, More and
handover to them at least as it was handed over
so on..! This implementation is not going
to us.”-Mahatma Gandhi.
anywhere since the richer strata of economy whose
consumption is more don't mind shedding an extra 5 It is better to realize these facts and act accordingly if not
rupees to avail the bag facility and the poorer strata do not go to dooms day can even be tomorrow!!
supermarkets for purchases and their consumption is also lesser.
In order to genuinely eradicate plastic usage the government
should order the supermarkets and plastic manufacturers to
produce and sell paper bags and cotton bags rather than asking
them to sell plastic bags at a higher rate. In this economy where
there is a frequent fluctuation in prices of varied commodities
from vegetables to petrol, etc one has to realize that paying for
bags doesn't make a difference to people since they are used to
withstanding inflation.
There are some companies who have changed their commodity
packaging into tetra packs cardboards etc. This can be taken up by
other companies as well which are still packing their products like
milk biscuits grains cool drinks etc, in plastic covers. Handmade
paper bags not only reduce 70% pollution but it also helps in
saving trees as it uses non-wood raw materials which can also be - Regina, PGDM I Year, ABS
used as one of the best alternatives.

Puzzle 1:-
Quiz :- Four men want to cross a bridge. They all begin on the same side. It is night,
1. Name the marketing legend who and they have only one flashlight with them. At most two men can cross
first coined the word Privatisation the bridge at a time, and any party, who crosses, either one or two people,
in his book "The age of must have the flashlight with them. The flashlight must be walked back
discontinuity"? and forth: it cannot be thrown, etc. Each man walks at a different speed.
2. This world famous direct A pair must walk together at the speed of the slower man. Man 1 need 1
marketing company was founded minute to cross the bridge, man 2 needs 2 minutes, man 3 needs 5
by Rich Devos and Jay Van Andel minutes, and man 4 needs 10 minutes. For example, if man 1 and man 3
in 1959. Name it? walk across together, they need 5 minutes.
3. What's the term used for adding The question: - How can all four men cross the bridge in 17 minutes?
nonessential features to make a
product more appealing than it is? Puzzle 2:-
4. Which company coined the term There are three boxes. One is labelled "APPLES" another is labelled
"Born Global" firms in the year "ORANGES". The last one is labelled "APPLES AND ORANGES". You know
1993? that each is labelled incorrectly. You may ask me to pick one fruit from one
5. Name the personality who coined box which you choose.
the term 'Marketing Myopia'? How can you label the boxes correctly?
Answers will be given in the next issue

Issue 19 August 2011 17

 Leaders Are Born and Not Made
Sunil Bharti Mittal Devnagri: were finally approved by the
(born 23 October 1957) is an Government in 1994 and he
Indian telecom mogul, launched services in Delhi in
philanthropist and the founder, 1995, when Bharti Cellular
chairman and Group CEO Limited (BCL) was formed to offer
ofBharti Enterprises. The US$7.2 cellular services under the brand
billion turnover company runs name AirTel. Within a few years
India's largest GSM-based Bharti became the first telecom
mobile phone service and company to cross the 2-million
world's fifth largest wireless mobile subscriber mark. Bharti
company with over 190 million also brought down the STD/ISD
customers across 19 countries in cellular rates in India under brand
Asia and Africa. name 'Indiaone'. IndiaOne was
India’s first private national as well as the international long-
Entrepreneurial ventures distance service provider, and, thus, became a major factor
in Bharti's success by providing services cheaply.
A first generation entrepreneur, Mittal started his first
business in April 1976 at the age of 18, with a capital In November 2006, he struck a joint venture deal with Wal-
investment of Rs 20,000 (U$500) borrowed from his father. Mart, the US retail giant, to start a number of retail stores
His first business was to make crankshafts for local bicycle across India.
manufacturers.
In July 2006, he attracted many key executives from Reliance
In 1980, he along with his brothers Rakesh, Rajan started an ADAG, NIS Sparta and created Bharti Comtel.
Import Enterprise named Bharti Overseas Trading
In May 2008, it emerged that Sunil Bharti Mittal was
Corporation. He sold his bicycle parts and yarn factories and
exploring the possibility of buying the MTN Group, a South
moved to Mumbai.
Africa-based telecommunications company with coverage in
In 1981, he purchased importing licences from exporting 21 countries in Africa and the Middle East. The Financial
companies in Punjab. He then imported thousands of Suzuki Times reported that Bharti was considering offering US$45
Motors's portable electric-power generators from Japan. billion for a 100% stake in MTN, which would be the largest
The importing of generators was suddenly banned by the overseas acquisition ever by an Indian firm. However, both
then Indian Government and just two licences to sides emphasize the tentative nature of the talks, while The
manufacture generators in India were issued to two Economist magazine noted, "If anything, Bharti would be
companies. marrying up," as MTN has more subscribers, higher
revenues and broader geographic coverage. However, the
In 1984, he started assembling push-button phones in India,
talks fell apart as MTN group tried to reverse the
which he earlier used to import from a Taiwan company,
negotiations by making Bharti almost a subsidiary of the new
Kingtel, replacing the old fashioned, bulky rotary phones
company.
that were in use in the country then. Bharti Telecom Limited
(BTL) was incorporated and entered into a technical tie up In May 2009, Bharti Airtel again confirmed that it was in talks
with Siemens AG of Germany for manufacture of electronic with MTN and the companies agreed to discuss the potential
push button phones. By the early 1990s, Mittal was making transaction exclusively by 31 July 2009. Bharti Airtel said in a
fax machines, cordless phones and other telecom gear. statement "Bharti Airtel Ltd. is pleased to announce that it
Mittal says, "In 1983, the government imposed a ban on the has renewed its effort for a significant partnership with MTN
import of gensets. I was out of business overnight. Group".
Everything I was doing came to a screeching halt. I was in
Talks eventually ended without agreement, some sources
trouble. The question then was: what should I do next?
stating that this was due to opposition from the South
Then, opportunity came calling. While in Taiwan, I noticed
African government.
the popularity of the push-button phone -- something which
India hadn't seen then. We were still using those rotary dials Personal life
with no speed dials or redials. I sensed my chance and
embraced the telecom business. I started marketing Mittal resides in Delhi. He is married and has three children.
telephones, answering/fax machines under the brand name He is superstitious about the number 23, as he was born on
Beetel and the company picked up really fast.". He named his the 23rd and also got married on the 23rd day of the month.
first push-button phones as 'Mitbro'. He also stops eating meat before any big adventure.
In 1992, he successfully bid for one of the four mobile phone Philanthropy
network licences auctioned in India One of the conditions for
the Delhi cellular license was that the bidder have some Mittal has also been working towards educating India
experience as a telecom operator. So, Mittal clinched a deal through the Bharti Foundation. The foundation has
with the French telecom group Vivendi. established over 200 schools on its 2009 list of the world's
top 25 philanthropists.
He was one of the first Indian entrepreneurs to identify the
mobile telecom business as a major growth area. His plans - Soma Giri, PGDM II Year, ABS

18 Issue 19 August 2011

 LITERARY CORNER (FACULTY ARTICLES)

India’s Ironies
Rice and wheat rot in the granaries while 237.7 million people go hungry; but SIM cards come for free. The contrast is stark.
We have more mobiles than toilets. And, the ambulance takes more time to arrive than the pizza boy. All this and more, that’s
Incredible India for you. Read on to find out why we are a bundle of contradictions.
F
Car loans are cheaper than educational loans
F
Food grain rot as people die of hunger
F
High – end luxury cars are plenty, but where are the roads?
F
Sex is everywhere except, where it should be
F
Pizza arrives in 30 minutes, the ambulance doesn’t
F
Indigenous war vehicles were made long before the simple car
F
Family size has shrunk, but the number of homes increases
F
The champion of austerity on currency notes
F
We worship goddesses and doom our daughters
F
Indians need permits to visit Arunachal , the Chinese allow Arunachalis entry without visa
F
Individuals are hounded by loan recovery agents, defaulting firms are treated with kid gloves
F
The public pays to keep terrorist Ajmal Kasab safe, secure and well- nourished
F
Obesity and malnutrition are both on the rise
F
Trollies for air passengers, paid coolies for railway travelers
F
There are more mobile phones than toilets in rural and urban areas
- Dr Prasanna Kumari, Associate Dean, Academics, ABS
Courtesy India Today

Spirituality Brings Strength to Women under Stress

"The term spirituality in its existential sense refers to a feeling of meaning
and purpose--what we do while we're here."

Higher satisfaction, lower stress

Spirituality is a relatively new field of study among educators and psychologists.
Some medical studies have investigated its role in resistance to stress-related
diseases.
Her dissertation research at Duquesne University PA focused on two core
questions: How does spirituality relate to happiness and stress? Do women and
men differ in how they use spirituality to help cope with stress?
Bertram surveyed more than 30 women and a comparable number of men who were Pennsylvania superintendents or other
school administrators. Questions on the survey fell into three categories: spirituality and religion, life satisfaction and work-
related stress.
Results were unequivocal, showing a very strong correlation between the three variables. “The higher the level of spirituality,
the lower the level of stress. The higher the level of spirituality, the higher the level of satisfaction,” she said.
Religion had similar results, though the people who ranked high on religion in her study weren’t all the same as those who
ranked high on spirituality. The two aren’t the same. Spirituality is personal. Religion is linked to practices, traditions and an
organized community.
Even more surprising, she found no statistically significant difference between genders. Like many, she’d expected women to
indicate a stronger level of spirituality than men. Perhaps women talk about it more, at least when they’re away from work.

Issue 19 August 2011 19

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