Q&A Arindam Chaudhuri, Management Guru

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ECONOMIST, professor, writer Arindam Chaudhuri, 40, has concluded his selfhelp series on management. Sitting cosily in a brilliant blue office smacking of success, Prof. Chaudhuri talks to Janani Ganesan about his latest book Cult that he has co-authored with A Sandeep, strategic management professor at IIPM

Excerpts From An Interview

What is Cult about?
It is for the CEOs. Count Your Chickens Before They Hatch was the first book on management. Thorns to Competition was the second one for mid-level managers. Cult completes the tool kit. I call it leadership and business strategy ruthlessly redefined. At this level, goody-goody things don’t work.

So if one reads all the three books, are they likely to become successful leaders?
I wrote believing that people will benefit. Not to fool them.

The cover page of Cult reads: “Fire the guy who suggests CSR, don’t have a woman CEO, and don’t invest in R&D”. Could you explain this?
We have redefined 36 key issues that CEOs have to face. Women can be good CEOs, but research shows that announ cing a woman CEO has led to 664 percent more stock market price erosion than announcing a male CEO. This book is from a shareholder’s wealth maximisation perspective. It has nothing to do with what I personally think. Women do better in targetled roles. But at a CEO level, it is open-ended. It is not a nine-to-five job and women have many other responsibilities. As for CSR, many companies worldwide have started dumping it. It erodes profits and shareholders’ wealth. Do CSR only for publicity. It is the government’s job to do good for the society. What a businessman can do is create more jobs. As for R&D, companies that invest the most in R&D get the least returns.

So why do management books sell like hot cakes?
Because there are a lot of individuals who feel like they haven’t achieved much.

People don’t like to be preached to. What is the tone that you adopt in your books?
I use a lot of examples. I don’t say anything directly.

Is there any Indian author that you like?
Indians don’t write. Only semi-successful people write books. A multibillionaire never does, nor does he allow anybody else to write on him.

Have you read Suhel Seth’s Get To The Top?
No.

How did you manage to write at this pace? Thorns to Competition came out just three months ago.
I have been writing these books for a few years now. I write books simultaneously.

What is your take on India’s FDI policy?
It is inevitable. India chose the FDI route. There are countries which did not go this route, like South Korea. Twenty years ago, we had a choice. We could have decided to make Indian products world class and then open up the market. But now, let’s capture the Indian market first and beat Wal-Mart at their game. Once someone pointed out that in the Forbes list of billionaires, there are many Indians, but in the Fortune list of 100 top brands, there is not one Indian brand. He asked me, “How do you guys become billionaires without making brands?” Nincompoops have become billionaires here, and if Wal- Mart beats them, I will be happy. Indian companies don’t understand marketing or branding. They only understand bribing.

You are a fan of Ernesto Che Guevara, but you still embrace the corporate life and promote it. Isn’t there a clash?
Corporations are ruling our lives, and I am a part of that. While my previous book explains how to survive in the corporate jungle, it also says that we need to be aware that we are forced to function as irrational beings.

Janani Ganesan is a Trainee Correspondent with Tehelka.
janani@tehelka.com

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Fashion or nudity?

A new fashion trend ends up offending Chavakkad elderly

The youth perceive it as a new trend in fashion, the oldies find it to be offensive and vulgar. Sometimes this happens with certain new fashion trends. And it happens all across the world and not only in India. But it's also true that sometimes some people's perception– which forms the basis of their appreciation or opposition to a certain trend– verges on the ludicrous.

Some elderly people in Chavakkad in Thrissur district of Kerala are objecting to youngsters wearing low-rise jeans that exposes their undergarments. This, they think, is obscenity.

As anyone would know, low-rise jeans is a rage worldwide these days and youngsters are wearing them as the latest fashion statement. But for conservative people of Chavakkad this fashion trend is tantamount to obscenity.

Even the local police think so. So they took the complaints very seriously and started hunting for the 'crazy' adolescents. It should be kept in mind that Thrissur is often hailed as Kerala’s cultural capital. And the famous Guruvayoor Srikrishna temple is just stone’s throw away from Chavakkad. Although the low-rise jeans trend has been around for a few years now, youngsters in Chavakkad have only adopted it recently. When the trend spread, the public, especially women and school authorities, declared it a public nuisance and complained to the police.

“Women, school authorities and general public have filed so many complaints against this trend. Youths wear ultra low-rise jeans and do not tuck-in their shirts, which are usually short. So while boarding a bus or holding on to the overhead railing, their inner wear is exposed. This amounts to indecency,” says Chavakkad SI Abdul Muneer.

Having received many such complaints, the police swung into action and started looking for boys and girls wearing low-rise jeans. Although most of the boys were let off lightly after a warning, the police detained a few and imposed a fine of Rs100 on each of them. On the first day, more than 50 persons were fined while they were hanging around bus stops.

Police say that most of the “fanatically fashionable” youth are not very well educated and most of them come from low-income families.

Shylan, famous young poet and author of three books has different views on the issue though. “Fashion is youth’s right. It changes from time to time. Low-rise jeans is not a Chavakkad fashion only. It is an international trend which is followed in most parts of Kerala. Youths of northern Kerala are fashionable too irrespective of their income or social status. We see more men’s shops in Malappuram and Kozhikode districts than in other parts of the state.

“Although these districts are backward in education and economy in comparisons with certain other districts like Ernakulam, they spend more money on fashion. It is desirable to see these trends as mere fashion. So, we should refrain from taking it as an anti-social or immoral gesture,” he puts forth.

Paradigm Shifts Gay Rights: Happy and Gay days ahead…

"Thorns to Competition" amongst the top 10 best sellers of the week.

The Delhi High Court’s revision of Section 377 was one of the strongest portents of progressive India. Deepak Kashyap, Masters in Psychology from Bristol University and practicing counselor for homosexuals in Mumbai, explains how the law has helped to make the world a better place to live in.

Being a psychologist by profession, I’ve seen how the new ruling changed the lives of homosexuals. Now, many gays come out and seek help. Previously, there weren’t very many who would do so despite facing various forms of hostility. Besides, we as counselors or psychologists could not reach out to them either, because the law did not permit us to do so. So, the High Court’s decision has unquestionably been beneficial to this community.

On the question whether or not the law has helped change the mindset of people, I would say not, since I have been involved with gay rights for years, and I still don’t see much change there. However, this is not to deny the fact that our society is beginning to accept homosexuals. Taking my personal experience into account, I had always been open about the fact that I’m gay; years ago, gays were only seen as fancy items where people would give us that unusual stare, but now I see that it’s much more easy and comfortable to be a part of this society. I’d also add that it takes a long, long while for an existing culture to change. Complete acceptance of homosexuality would require a culture change, which will take time.

The level of acceptance also varies from city to city. For example, in cities like Mumbai, Delhi, and Pune etc people are a lot more open minded and have a higher level of acceptance. The other cities would take roughly 10-15 more years to accept the law and accept homosexuals as normal beings.

On the future of gay rights, the legal issues are still pending at the Supreme Court. I wouldn’t be able to tell exactly why it’s taking so long, but here are some leads. The last time this case was brought forth, there were 16 organisations challenging the High Court’s decision. And out of those sixteen, 99 per cent were religious organisations. It’s very strange actually; before the government came in, there was religion owning our bodies and before that there were the kings owning our bodies. The question is whether my body belongs to the state, to the religious heads or to myself. My body belongs to me and I have the right to express my bodily desires the way I want to unless I’m hurting someone. I’m pretty sure that the Supreme Court will decide in favour of legalising homosexuality. We have a constitution which guarantees dignity to every citizen and the same must be our right too. There will very soon be a time when homosexuals will stay comfortably along with everyone in the society, not only in some cities but in all parts of our country.

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De-Educate the Children: How countries distort facts in their school textbooks

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Recently, a leading media house reported that even after four long decades since the 1971 Indo-Pak war, schools in Pakistan (for grades 9 and 10) still continue to teach their students conspiracy theories involving India, Russia and US, misrepresenting their role in creating Bangladesh, at the same time ignoring the issues related to Pakistan Army's violence (rapes and murder against the Mukti Bahini and the genocide of Bengalis) on people in the erstwhile East Pakistan. Apparently, the topic of "role of Hindu teachers" in the fall of East Pakistan is also covered.

This practice of using controversial and politically motivated syllabi is not only confined to Pakistan, but is rampant across the globe. As recent as in May 2010, students of Texas schools were being taught “how American ideals benefit the world but organisations such as the UN could be a threat to personal freedom.” Those schools also were deliberately ensuring that icons like Thomas Jefferson and their contributions were not included in the teachings. For the uninitiated, Jefferson was the first one to talk about the separation of church from the State. Even Japan draws up a similar tale. Government approved Japanese history secondary school textbooks do not mention anything about the deeds of the Empire of Japan during WWII. As per a Japanese textbook, “Japan liberated South East Asia from its western colonists when invaded during Second World War.” South Koreans have protested such statements in the past.
Likewise, four years back, the Texas based Vedic Foundation and the American 'Hindu Education Foundation' filed a complaint to California's Curriculum Commission about sixth grade history textbooks alleging that the portrayal of Indian history and Hinduism in the books was biased against Hinduism itself. The foundation demanded that the portrayal be revised according to the views of Hinduism and Indian history shared by most Hindus and Indians.

On the contrary, the action taken by a Saudi-funded Islamic school is an example for other nations to replicate. Three years back, a Saudi-funded Islamic school removed controversial passages from school textbooks, which allegedly branded other faiths as being "worthless".
History text books have been the most sought-after battleground. From distorting facts in order to give a better image of their nation and sidelining their brutality over people to tweaking the history for either degrading or upgrading a special class of society, education in modern era is being used as a tool for inducing customised perception among pupils.
However, with Internet, social networking sites and other knowledge portals, it’s really tough for these curriculum designers to hide the truth for long. Distortion of historical facts, done either deliberately or out of ignorance, results in adverse effects on society. If Germans were not to teach happenings in the Nazi era, Americans the Hiroshima and Nagasaki, Brits their atrocities in India, their own populace would not attain the intellectual maturity required for global interactions and leadership.

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SOCIALLY RESPONSIBLE ADVERTISING

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Business is marketing and marketing is a lot about advertising। Not just our business vision, but our advertising also should be responsible. After all, it pays to be responsible. Last month, Nivea For Men launched an advertisement for its cream, which showed a short haired, black model tossing the head of a black man with an Afro-American hair and beard. That head represented his ‘before- Nivea self’. The ad ended with the caption, “Look Like You Give A Damn…. Re-Civilize Yourself”. The ad did not go down well with the viewers as it alluded that Afro-Americans were not civilized, and people decided to not buy Nivea if it believed in such racist stuff. Nivea realized its irresponsible behaviour and quickly posted an apology on its Facebook page and withdrew the advertisement.

Advertising is a potent tool and needs to be used very carefully. Cadbury too tread on the danger line when the ad for its ‘Bliss’ range of dark chocolates ran into slight trouble this year. The chocolate bars were promoted with a strapline, “Move over Naomi, there is a new diva in town”. The black model Naomi Campbell did not take it too well and said she found it insulting, hurtful and racist. The ads were pulled out and Cadbury had to apologize to Naomi.

A little bit of sensitivity goes a long way in building a strong brand reputation. With competition increasing and with the consumer confused about product quality, these are the cues on the basis of which a consumer builds a perception about your product. Marketers should be careful about their image.

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THORNS TO COMPETITION: A book that presents a set of competition-beating strategies to sell a product

Arindam and Rajita Chaudhuri’s latest book ‘Thorns to competition’

THORNS TO COMPETITION is a book that presents a set of competition-beating strategies to sell a product. It showcases the selling mantra of the 21st century through the acronym T-H-O-R-N-S.

TARGET IT RIGHT | HIT WHERE IT HURTS | OBSESS WITH IT| REINVENT IT | NAIL IT | SELL IT

Contents:
1. THORNS TO COMPETITION
2. TARGET IT RIGHT
3. HIT WHERE IT HURTS
4. OBSESS ABOUT THEM
5. REINVENT IT
6. NAIL IT
7. SELL IT
8. STATUTORY WARNING

Product Details:
Paperback: 324 Pages, Language: English
ISBN-10: 81-259-5194-6
ISBN-13: 978-81-259-5194-0
Price: Rs.395.00
Published by: Vikas Publishing House Pvt. Ltd.

Appreciation
“I have always been a big believer of advertising and marketing as it is the final frontier between making a great product and creating a stickiness with the consumer. It’s about information and informing. Arindam and Rajita Chaudhuri’s book actually spells it out in the clearest, yet tongue-in-cheek manner that is possible. It takes a complex aspect of business and makes it extremely simple. This itself is perhaps the best advertising peg for the book. As always, a very enlightening, lucid and well-informed read. Don’t give it a miss, and all the best to Arindam and Rajita.”

Shahrukh Khan

“Two thumbs up for this lovely piece of work by Arindam and Rajita Chaudhuri. They are two excellent marketing brains. Their magazine 4Ps Business & Marketing is my favourite marketing magazine; their books – Power Brands and Star Brands – are two of my favourite brand books ever. And now this gem of a book will show business and marketers a whole new way of looking at marketing – the Thorns To Competition way. The best part of the book is, while it talks of aggression, it continuously reminds us of the ethical requisites of marketing, advertising and selling!”

Alyque Padamsee

Authors

Prof. Arindam Chaudhuri
Prof. Arindam Chaudhuri is a Management Thought Leader & Teacher, Entrepreneur, Public Speaker, Author, Economist and three times National Awardwinning Film-Maker.

He is the Honorary Director of the IIPM Think Tank at IIPM, ranked as one of India’s topmost B-Schools (No.1 in Intellectual Impact, No.1 in Global Exposure and No.5 in Placements as well as Overall, amongst all B-Schools in India).

He is the author of Planning India, as well as the best-sellers Count Your Chickens Before They Hatch, The Great Indian Dream (co-authored with Dr. Malay Chaudhuri) and Discover The Diamond In You. His public seminars on Leadership are a rage, with thousand attending them. He teaches Leadership & National Economic Planning at IIPM.

Prof. Rajita Chaudhuri

Prof. Rajita Chaudhuri is the Dean – Center for Enterprise Management at The Indian Institute of Planning and Management, New Delhi. Prof. Chaudhuri is also a regular and well-acclaimed columnist of 4Ps Business and Marketing magazine.

She also heads Planman Marcom – an integrated communications, advertising and promotions company. Prof. Chaudhuri has trained over ten thousand senior executives and professionals through her workshops and has helped organisations create efficiencies in enhancing proficiency in their businesses. She has also written a book on advertising titled ‘Orangutan as your Brand Ambassador’.

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Mr. S. Sridhar delivering the BL Club lecture at IIPM on 'Indian agriculture is giving way to high-value business'

IIPM Mumbai Campus

Banking on farms: Mr. S. Sridhar, Competence Development Facilitator, ING Vysya Bank Ltd, delivering the BL Club lecture at the Indian Institute of Plantation Management (IIPM).

Indian agriculture is undergoing rapid transformation and low volume agriculture is giving way to high-value agri-business.

Indian banks are increasingly focusing across the supply chain and hence, youngsters, whether they become part of the banking system or just remain as customers, will be partnering the growth of the country, explained Mr S. Sridhar, Competence Development Facilitator, ING Vysya Bank Ltd.

Delivering the Business Line Club lecture on “Role of banking in agricultural sector” sponsored by Syndicate Bank for the students of Indian Institute of Plantation Management (IIPM), he remarked that banks must churn out products to meet the needs of various components of the supply chain and that would be the simplest approach to address various challenges faced by banks at present in agriculture lending.

Milestones

Speaking about some of the milestones reached by Indian agriculture sector, he said that the sharp rise in foodgrain production during India's Green Revolution of the 1960s enabled the country to achieve self-sufficiency in foodgrains and stave off the threat of famine.

“Till late 50s, India was a starving nation and we were asking international agencies for food aid. However, the Green Revolution changed all that. This was followed by the White Revolution (milk) and the Pink Revolution (onions).

“Agricultural intensification in the 70s to 80s saw a decline in food prices and reduced rural poverty. However, for financial institutions, agriculture sector was not a priority sector and they were giving loans when farmers never needed it. All this changed when in 1982, NABARD was set up to facilitate credit flow for promotion and development of agriculture,” he said.

Mr Sridhar provided information to students on some of the special products launched by banks in the past including the Kisan Credit Card (KCC) which proved to be “game changers.”

He further said that KCC provided adequate and timely support to the farmers for their short-term credit needs for cultivation of crops.

“A host of positive changes are powering the agriculture growth and there will be a significant growth in non-urban credit and hence, be part of this growth story,” Mr Sridhar added.

‘SyndYuva' and ‘SyndVidya', the two products of Syndicate Bank for the youth, were introduced to the students. Dr V. G. Dhanakumar, Director, IIPM, welcomed the gathering and introduced the guests.

Dr S. John Mano Raj, Chairperson (post-graduate programme), was present.

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Arindam Chaudhuri`s production "Do Dooni Char" won National Award for the best Hindi film and he said: "I feel lucky. Awards are an added incentive."

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From Arbaaz Khan and Arindam Chaudhuri to Anant Mahadevan and Aishwarya Narkar, they all said that receiving a National Film Award from President Pratiba Patil Friday was a "fantastic moment".

Dadasaheb Phalke award winner veteran Tamil filmmaker Balachander said it is never too late to get an award.

"I feel happy. I`m asked whether the award has come late, and I don`t think it`s ever late to get an award. Whenever it comes, it is an honour. I am inspired to do more films," he said the director of hits like "Ek Duuje Ke Liye" and "Sindhu Bhairavi".

Hindi blockbuster "Dabangg" starring Salman Khan won the best popular film award.

"It feels great and it has been a fantastic journey," Arbaaz told IANS when asked to describe the journey of his debut production "Dabangg" from box office hits to popular awards to national awards.

Arindam Chaudhuri`s production "Do Dooni Char" won the best Hindi film award and he said: "I feel lucky. Awards are an added incentive."

"We have just bought the rights of a book called `Lashkar`. It`s a best seller and I hope the film will also be a best seller. Nothing has been finalised yet, we have just started scripting," added the producer whose "The Last Lear" and "Faltu" had won national awards in different categories.

Actress Aishwarya Narkar, who is currently seen in Star Plus show "Dor" as protagonist Avni`s mother, produced "Champions", which won the best film on social issues award.

"Child labour and child education are an important issues. Government is making efforts to erase child labour but as a citizen of our country we should also do something. And that is the reason I decided to produce the film," she told IANS.

Anant Mahadevan, who has completed 30 years in showbiz, said that it had been long and tough journey and finally he got national award for his film "Mee Sindhutai Sapkal", a biopic on Sindhutai Sapkal, known as the mother of orphans.

"The degree of cinematic success I have received with `Mee Sindhutai Sapkal` is great, but the greatest has yet to come. Now I am planning to make a film on Gaur Hari Dastan, a freedom fighter," he said.

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B-Schools now offer a much wider range of courses, which facilitate career specialisation right from the first step

IIPM Mumbai Campus

Academic options and corporate futures

The path to a focused management career is a much easier one to tread these days. With B-Schools increasingly providing industry-specific courses at the degree and post-graduate diploma level, students can now look at such a specialisation right from day one of their management education.

This also enables them to make the transition from the halls of academia to the conference rooms in their preferred industry organisation that much sooner. Unlike the past, there is no need to first do a general course, start working and then do a specialised course side-by-side.

As each new career opportunity presents itself, B-Schools have come up with relevant courses that not only help in bridging the manpower gap, but also actually offer a curriculum that meets industry needs beyond just the basic recruitment criteria.

There are courses in spheres like Services Management, Pharmaceuticals Management, Capital Markets, Actuarial Science, Technology and Retail Management, Wealth Management, Global Mergers and Acquisitions, Foreign Trade Policy and Derivatives, which enable the management aspirants to take advantage of emerging opportunities. With such a vast range of options on offer from BSchools - and this is just the tip of the iceberg so to speak - the future of management students seems very bright indeed.

The most important thing is that industry and academia have not only managed to shrug off the past but are also working together to build a better future for students. The course curriculum and internships are being designed to mirror the real corporate world as much as possible and healthy ties with the corporate world to ensure students have exposure to current trends and challenges, in light of emerging career opportunities Initiatives such as live projects, summer internships, real life case studies, guest lectures by industry professionals, seminars, workshops and industrial visits enable management institute to provide essential practical exposure to the students. Establishing industry partnerships in conventional as well as sunrise sectors enables candidates to work on short-term and long-term projects.

B-Schools in India are increasingly benchmarking themselves and their courses against the best in the world. There is a rising emphasis on management education in the current scenario, with a minimum level of management courses has become essential for employment and/or career growth in most fields given the extremely competitive workplace environment. Interestingly, instead of being complacent, most B-Schools are upping the ante by benchmarking themselves against the best in India, followed by Asia and finally the world.

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IIPM: Leading consistently on multiple fronts

IIPM Mumbai Campus

The Indian Institute of Planning and Management (IIPM) has scored consistently high in this year survey. Not only has it retained its place in the overall top ten rankings with an eighth position (advancing one level higher as compared to last year's survey) but it is also topping the entire list when it comes to international exposure. IIPM also features in the top twelve list across the remaining parameters when it comes to curriculum (11th position), intellectual impact (9th position), image of the institute (6th position), placement (11th position), industry interaction (6th position), infrastructure (8th position) and the potential to network (12th position).

IIPM has so far claimed the superiority of its Entrepreneur-ship program neither by the size of its campus, nor by the entry level salary of its passouts, but by its qualitatively superior and intellectually stimulating academic program. The IIPM course is a 22 month, 1944 hour course which includes in depth studies of national economic processes and ways to regulate its parameters to achieve higher growth rate of GDP ensuring higher growth of market segments within the national economy as well as higher growth of income of all sections of the people, including those who are below the poverty line.

IIPM's Entrepreneurship program also develops certain entrepreneurial qualities in program participants. These helps to remove aversion to calculated risk taking, imbued with ambition beyond normal career growth. Personal ambition in tune with social vision makes an entrepreneur reach out beyond boundaries again and again. Work remains no work, but hobby. Failures are looked upon as inevitable intermediate stages to success.

The IIPM programme further includes a compulsory specialisation in Marketing- wherein all the 20 plus papers of Marketing are compulsory for all students. Additionally students chose another elective like Finance or H.R. etc. This stems from the firm conviction that IIPM holds that business is marketing.

What perhaps is the most difficult part of the IIPM progaramme to be explained in words is the tremendous change in personality and life on the whole the IIPM course brings about thanks to its special focus on Executive Communication which is a 4 credit per trimester course running throughout the course duration. As a part of this course students typically have to participate compulsorily in more than 40 competitive debates and extempores under the eagle eyes of IIPMs world-class communication faculty members. The end result is a supremely confident and extremely smart personality which can speak from any public platform fearlessly.

IIPM also offers a unique Global Opportunity and Threat Analysis (GOTA) program, through which students are taken abroad for a period of 10-20 days, wherein the students get to attend lecture sessions at leading academic institutions and organisations like World Trade Organisation, United Nations, World Bank, Credit Suisse, Nestle, etc. This allows them to widen their horizon in understanding various forces of globalisation through experiential learning.

Further, under the Global Outreach Program, IIPM invites distinguished faculties from leading global institutions like Harvard, Wharton, Columbia, Chicago, Yale, London School of Economics, Oxford, Cambridge, IMD Lausanne, INSEAD, etc., to come down to India to interact with IIPM students.

The IIPM programme is today regarded as the only course with a wider coverage than MBA courses taught anywhere else in the world because of its integration with National Economic Planning and a compulsory Marketing Specialization making it the most intellectually stimulating course in India. In the light of globalization, IIPM aims to create a new generation of entrepreneurial managers, who can face with confidence emerging challenges of international markets, while remaining committed to remove massive poverty masses within a generation.

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Arindam Chaudhuri said, Indian market has a distinct identity

Management Guru Arindam Chaudhuri Dean Business School IIPM

Domino's asked "Hungry Kya" and McDonald's appealed to the Indian palate by abandoning beef and introducing aloo tikki burgers - examples to prove that the Indian market has a distinct identity and even global brands must modify their selling strategy, says management educator and writer Arindam Chaudhuri.

Companies must understand the cultural sensitivities of a market and identity needs of a consumer in emerging economies like India, China and rest of the developing world to sell their products and stay ahead of competition, Prof. Chaudhuri said.

"Western markets models don't always work here. Organisations are more aggressive in the west; they can use comparative marketing (comparing one product with another). But to create an understanding about a product and market it in India, a multinational firm often has to modify its strategy, campaign and, if necessary, innovate the product to suit the Indian market and culture," Prof Arindam told IANS.

IIPM Prof. Arindam Chaudhuri and his wife Rajita Chaudhuri have explored competition in the Indian market with examples and ways to trounce rivals with an effective mix of advertising, campaigning and aggression in a new book, "Thorns to Competition". The book will arrive in bookstores by the end of this month.

The management honcho cited campaigns for brands like Surf, Domino's and McDonald's to explain "Indianisation of global marketing strategies".

"The global campaign of the detergent brand was very nicely modified to bring the family scene in India while the Italian pizza brand introduced Hinglish (with its slogan 'Hungry Kya') to appeal to Indians. McDonald's has introduced veg burgers for India and do not sell beef burgers here. In McDonald's case, it is not the campaign that the company runs, but the products they serve determine its success," Chaudhuri said.

Several global companies have been forced to come to India and look at the country differently," he said. "The Indian market has a distinct identity," Arindam said.

Arindam Chaudhuri, who manages the Planman Group and the IIPM, a popular management school with branches across the country and abroad, is the author of two books, "The Great Indian Dream" and "Count Your Chickens Before They Hatch".

"In India, family values are very strong - with closer leaning towards the family. It is an ethos. Showing happy families have always worked. We appreciate human emotions more than animated emotions- the western stereotype," Chaudhuri said.

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IIPM is a prominent B school, honoured different individuals from the the world of literature and journalism at its campus in Kolkata on Tuesday.

As part of the honouring, the Surama Chowdhury Memorial Award 2011 will be conferred to three Bagladeshi intellectuals – Akhtar Ur Jamal Ilyas , Emabdul haq Milan ,Selina Hossain besides one Indian Prafulla Roy at the 3rd Bangladesh Book Fair at Dhaka, Moloy Chadhuri , Director, IIPM said.

Along with this seven more awards were given away in varied fields like healthcare, film making and sports.

Most of the awards carried a gold medal and Rs 1 lakh as cash.

“These awards convey the philosophy of the institute. We want to reach out to the students and the masses across the nation by appreciating the effort of people who have contributed extensively in their respectiver fields,” he said.

At the award event on Tuesday, Bengali poet Sankha Ghosh was felicitated with IIPM – Gour Kishore GHosh Memorial Award.

Bengali poet Joy Goswami was honoured with Michael Madhusudan Dutta Memorial Award.

For journalism, Ratindev Sengupta of Bartaman Bengali newspaper was awarded with IIPM-Barun Sengupta Memorial Award while the editor of The Statesman, Ravindra Kumar, was felicitated with IIPM-Award for Excellence in Journalism for his contribution as columnist and journalist.

Phani Gopal Bhattacharya received Excellence in Healthcare award.

IIPM-Satyajit Ray award was given to Anjan Das.

Former Indian Football captain Baichung Bhutia was named for the IIPM Award for excellence in football, but he was absent.

He will receive the award on Sept.1 from the campus of IIPM here.

What is E-PAT?

IIPM Mumbai Campus

IIPM's Admission test E-PAT stands for Entrepreneurship & Planning Admission Test is based upon a written test, group discussion and inter view. Unlike CAT, IIPM’s admission test E-PAT is based more on parameters pertaining to EQ ( Emotional Quotient) and overall personality mapping since it has been globally obser ved that high IQ often takes a backseat to high EQ when it comes to Entrepreneurship, Management and dealing with human beings. Thus, the total scores of the written test, group discussion and personal inter view are compiled together to compose the final score. Success in E-PAT is more likely to make you a better future leader than success in any other examination focused primarily on IQ. E-PAT is conducted throughout India in more than 15 centres.

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Spam Emails: An Emerging Problem

Management Guru Arindam Chaudhuri Dean Business School IIPM

Are spam-mails gaining the upper hand in our war against them?
Unsolicited bulk e-mail has not only become a part of regular e-mails, but has also emerged as a nerve-wracking problem for businesses and individuals alike. As per a conservative estimate, spam accounts for nearly 83 per cent of all e-mail traffic. It is estimated to cost around $10 billion to American business firms. The objectives of sending spam has also increased along with the increase in frequency of the same. From pornographic solicitations to plain fishing, account holders are bombarded with all kinds of spam for different objectives.

Are we losing the war against spam email? A report by Commtouch Software Ltd released on Jan 2010 said that more than 183 billion spam emails are generated everyday.

Strangely, much spam is also politically motivated. SonicWall estimated that the number of spam that had mentioned a political figure/issue in their subject row crossed the mark of 5 billion in a period of one month during Nov'08 American Presidential Elections. Accounts were flooded with spam declaring to contain “Obama Sex Video!!!” and it was astonishingly generated from “infonews@obama.com.” The email further read as “Sensation!!! US Senator for Illinois Barack Obama in 2007 travelled to Ukraine and had sex action with many Ukrainian girls! You may view this private porno in a flash video. Download and view now. Please send this news to your friends! Obama, it’s not the right choice!!!” But then, as expected, the email had no sex video but a Trojan virus that got downloaded during the process. Even during the Bush-Cheney campaign, bulk spam was generated with a link back to the official campaign site georgewbush.com and another link pointing to an anti-Kerry ad that alleged him being "wrong on defence." A Conservative group grassfire.org sent more than 300,000 e-mails with a link to an online ad where John Kerry and Ted Kennedy were shown as "opponents to conservative values." Similar tactics were also used by an anti-Bush liberal group (moveon.org).

Spam is denting bottom-lines considerably. According to a study conducted in 2009 by Nucleus Research Inc., managing spam costs American corporations more than $70 billion annually and leads to productivity loss of around $700 per employee per year. There is an urgent need for a universal solution regarding spam. Apart from the above mentioned productivity and cash loss, it easily dents profiles of individuals and even causes indirect loss in international trade. While at the individual level, there is little that can be done, and while email portals like Google, Yahoo, MSN can help in blocking these spam emails, unless nations come together in organising a coordinated action against spam sending entities and in shutting them down, we'll lose the fight!

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Anna Hazare Jan Lokpak Bill Vs Government Lokpal Bill

Given below is a comparison of the provisions of the Lokpal Bill as proposed by the Union government and civil society organisations.

Prime Minister's Office

Govt: Complete exemption of PM

Team Anna: PM can be investigated with permission of seven member Lokpal bench.


MPs

Govt: Include MPs but exclude their conduct in Parliament (their powers to speak and vote)

Team Anna: MPs' conduct in Parliament should be included


Judiciary

Govt: Exempt judiciary; to include it in judicial accountability bill

Team Anna: Include higher judiciary within the Lokpal


Lower bureaucracy

Govt: Included only group `A' officials (officials of the rank of deputy secretary and above)

Team Anna: Wants all government employees included


Merger with CBI and CVC

Govt: Wants to keep them separate, only a 11-member agency

Team Anna: Wants CBI and CVC merged with the Lokpal


Selection

Govt: Wants to set up a selection committee including PM, leaders of both Houses of Parliament, leaders of Opposition of both Houses, Speaker, cabinet secretariat, two SC judges

Team Anna: Proposes setting up of a search committee of five judges that would shortlist names to be sent to the selection committee. The selection committee would include two SC judges, two HC judges, PM, home minister, CEC and CAG


Removal

Govt: Only government can move a petition to the court to remove the Lokpal

Team Anna: Any citizen can move the court


Lokayuktas in states

Govt: State governments opposed to Lokayuktas so only one agency will function at the Centre

Team Anna: Lokpal at the Centre and Lokayuktas in states should function, also district officials


Grievance redressal

Govt: Disciplinary action will be taken if deadlines on citizens' charter are not met

Team Anna: Monetary fines should be levied for violating deadlines on citizens' charter


Inquiry process

Govt: Accused should get a hearing before the Lokpal registers a FIR

Team Anna: Court should hear the accused after the case has been filed


Power

Govt: Only high level corruption will be looked at

Team Anna: All corruption should be tackled

Jan Lokpal Bill

*The Lokayukta can only impose financial penalties for complaints found to be false.

*There is no such bar on the Lokpal's powers.

*The Lokpal will have to complete its investigation within one year & the subsequent trail will have to over in another year.

*Loss caused to government due to corruption will be recovered from all those proved guilty.

Anna Hazare: We will keep fighting till Jan Lokpal Bill is passed

IIPM Mumbai Campus

Anna Hazare's fast demanding a strong Lokpal entered the fifth day on Saturday with his team saying they were ready to talk to the government but no such communication channels have been opened.

Hazare came to the podium at around 10am as supporters started pouring in Ramlila Maidan where he launched his protest yesterday after coming out of Tihar Jail.

The 73-year-old anti-corruption crusader alleged the funds in government treasuries were being threatened not by thieves but from those guard it and the country is being threatened by these traitors.

"Why should we fight? The funds in government treasuries are ours. The treasuries are not threatened by thieves but by those who guard it. The country is not betrayed by enemies but by these traitors," the Gandhian said.

He said he has lost three-and-half kg in the last four days. "I feel a little weak. But there is nothing to worry about it. The fight will go on till we get a strong Lokpal," Hazare said in his brief address to the gathering.

His close associates Arvind Kejriwal and Manish Sisodia said the team was ready to talk to the government on the issue of Lokpal Bill but no one has approached them.

"We are ready to talk to the government but there is no communication from their side. Where should we go to talk and whom should we talk to?" Kejriwal and Sisodia said.

Hazare had yesterday raised the political stakes by giving a deadline to the government to pass the Jan Lokpal Bill by August 30 failing which he would continue his fast "till my last breath".

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Anti-corruption crusader Anna Hazare addresses supporters at Ramlila Ground

After three days in jail, anti-corruption crusader Anna Hazare reached Ramlila Maidan and addressed thousands of supporters urging them to continue the fight for a strong Lokpal Bill.

Anna was received by cheering crowds, many of who had been waiting for days.

Earlier in the day, just past the Tihar Jail gates he addressed the crowd outside , raising his hand to the air and shouting "Victory to Mother India" and declaring the fight against corruption would continue whether he was "alive or not" before slowly winding his way in a truck decorated with flags through massive crowds.

Looking fit, the 73-year old Gandhian who is on day four of his hunger strike, urged his supporters outside jail to make sure that the torch of the movement against corruption is not extinguished. He said that India gained freedom in 1947, but the freedom movement had actually begun long time back meaning that the march to end corruption will be a long drawn one.

"We got freedom in 1947. Now the second freedom struggle has begun on August 16. A revolution has started. The fight against corruption will continue whether I am alive or not," he said as the hundreds of supporters waiting for him since early morning cheered and clapped.

Anna said, "After 64 years of independence, we still haven't achieved complete freedom."

"The fight is far from over, it has just begun," he added.

Many supporters had been there overnight and some had offered prayers to the god. Others chanted "the whole country is Anna".

Greeted by rains, the procession made slow progress as Anna waved to his supporters on his way towards Rajghat where he paid obeisance to Mahatma Gandhi before proceeding to Amar Jawan Jyoti at the India Gate and from there to the Ramlila ground, the protest venue.

Hazare supporters accompanied the procession waving the tricolour while he accepted greetings from people gathered on either side of the road in West Delhi.

The improvised vehicle had a huge umbrella to protect Hazare and his close aides from the pounding rain. Apart from walking along with Hazare's vehicle, the supporters followed him on bikes, jeeps and cars.

The procession affected vehicular traffic in and around the Tihar Jail premises including in Janakpuri, Mayapuri and Hari Nagar in West Delhi.

The tireless Hazare was greeted by the supporters with garlands and bouquets at various intersections en-route his procession which was marked by chants of 'Anna' and "Vande Mataram".

Children, housewives and others were seen standing on their balconies and rooftops to have a glimpse of Hazare and the procession.

Thousands of people, many of them school children, waited at Ramlila Ground despite rains to support Anna Hazare.

With the many tricolours, patriotic songs playing in the background and loud slogans and the sun playing hide and seek, it was like a carnival at the sprawling ground in central Delhi where Hazare will continue his fast that began Tuesday.

There were hundreds of school children in the crowd, some who had bunked their classes to come out in support of the 74-year-old Hazare.

"I have come here to support Annaji and we will get the civil society version of Lokpal bill passed come what may," said Prateek Babar, a student of Rajkiya Sarvodya Vidhyalaya School in west Delhi.

As it started pouring heavily, some people started dancing.

"When the government could not stop us, this downpour is nothing. I am here to witness history in the making," said Rehan Singh, a Class 9 student who had a tricolour painted on his face.

Authorities looked worried though.

"The marquee put up at the Ramlila ground is not waterproof. The ground is already wet. If it rains more, it will be difficult to handle," said Deputy Mayor Anil Sharma.

Anna's exit from jail today, took place after two days of hard negotiations with the government and the two sides agreeing that Hazare will undertake a fast for 15 days at the Ramlila Ground subject to certain conditions.

Hazare got from Delhi Police the spacious Ramlila Ground for his fast instead of the smaller J P Park.

Significantly, Team Hazare made it clear that his fast would not be a fast-unto-death and he will be on hunger strike only till his health permits.

73-year-old Hazare, in a video shot inside Tihar Jail, said the protests by "all my brothers and sisters, the elderly and the children" is giving him a "new energy" for his fast.

He said people were fed up of corruption and the government should not take long to bring a strong Lokpal Bill.

Hazare, who is on the third day of his fast inside Tihar jail, also said he is not "tired" at all.

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We support Anna Hazare's efforts to eradicate the corruption

IIPM Mumbai Campus

Coming out in support of Anna Hazare, Indian-Americans have appealed to the Indian government to take serious steps to curb the menace of corruption in the country.

"We NRIs want to remove corruption out of India. We support Anna Hazare's efforts to eradicate the corruption, pass Lokpal Bill and declare black money as national assets," said Dnyanoba Kendre, a yoga teacher from Pennsylvania.

Of all the protests in India in recent times, this is the most legitimate and at the grass root-level, that can change the fate of the country, said Rangarajan, a student from the University of Maryland.

Another student, Umang Agarawal, said they are emailing Supreme Court en mass directly to take suo motu action and save the nation.

"More than Indians fighting against corruption, it seems government is fighting against people who are fighting against corruption. This is going to be one of the watershed moments of Indian history," said Vibhash Jha, a PhD student at the University of Maryland.

Indian-Americans from in and around Washington for the third day held a demonstration in front of the Indian embassy here. Similar events in support of Hazare are being reported from various parts of the country as well.

A large number of Indian-Americans held a similar protest demonstration outside the Indian Consulate in Houston.

"We NRI in Houston feel connected to the movement in India and are expressing support in several forms like Facebook, Twitter, Google, websites in addition to their presence in local gatherings around apartment club houses, public parks and other community places," said Raghava R Solipuram.

Shocked and saddened by the arrest of Hazare and his supporters, Non-Resident Indians for Secular and Harmonious India (NRI-SAHI) said Indian-Americans support the demand of Team Anna to bring every one under the Jan Lok Pal Bill.

"We demand the government of India keep its promise and promulgate an effective Anti-Corruption Bill," NRI-SAHI said.

In a statement, Atlanta-based US Hindu Alliance strongly condemned the measures taken by the Indian government against the peaceful and democratic anti-corruption movement led by Hazare.

"The right to speak freely and the right to protest peacefully have been earned by the people of India after a prolonged struggle which involved the sacrifices of millions of its people.

"Hindus around the world cannot remain silent spectators when the government snatches away the fruits of India's freedom movement and attempts to create a political environment which has all the hallmarks of a police state," it said.

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7 crore IIPM Rabindranath Tagore International Prize was won by Ramapada Chowdhuri and six others

IIPM Mumbai Campus

Nobel Laureate Mohan Munasinge and Lord Meghnad Desai came down to hand over the first edition of the 7 crore IIPM Rabindranath Tagore International Prize which was won by Ramapada Chowdhuri and six others.

Mohan Munasinghe and Lord Meghnad Desai along with IIPM’s Founder Director Dr Malay Chaudhuri and Dr NR Chatterjee handed over the first Rabindranath Tagore International Prize to Author Ramapada Chowdhuri for his classic work ‘Banpalashir Padabali’.

Dr Malay Chaudhuri announced, “We want to break the western monopoly on awards. The award is being primarily instituted in the field of People Centric Economics/ People Centric Management/ Literature/ Peace as an alternative to the Nobel Prize since it has been observed that economists, of the likes of Maurice Dobb, Oskar Lange and Joan Robinson, and authors from the developing world have been deprived of due recognition by the capitalist Western world.”

The first edition of the award was won jointly by Rmapada Chowdhury along with six authors posthumously i.e. Sarat Chandra Chattopadhyay, Bibhutibhushan Bandopadhyay, Manik Bandopadhyay, Tarashankar Bandopadhyay, Jibanananda Das and Ashapurna Devi.

IIPM is setting up Foundations of Rs 1,00,00,000 each in their memory. Excellence in literature at a regional / national level will be awarded from the income generated from them.

With the Rabindranath Tagore Memorial International Prize and an array of prestigious prizes instituted by IIPM in past like Manavata Vikas Award, Surama Chaudhuri Memorial International Award IIPM looks set to alter the international awards landscape for good. Further elaborating the reason to launch such a huge award, Dr. Chaudhuri explained, “This award has been instituted as a move to take away the West’s exclusive power to decide what is good in literature, art and peace efforts. The Nobel Prize for literature/economics has not always gone to great writers/economists. The Peace Prize has been, in recent times, given to people who have committed genocide. Therefore, the idea is to institute an award comparable with the Nobel Prize as a public demonstration of our opposition to the Western monopoly on awards for excellence in various fields. I see a shift from the Atlantic to the Pacific. It is happening in economics and planning. Why shouldn’t it also happen in the domain of awards? Our effort is to push an initiative based on that superstructure. We want to decisively intervene in the process of deciding on awards and thereby having a say on what is worth appreciating and emulating.”

The Nobel Prize for literature this year will fetch the winner 1.08 million euros. Last year, the amount was 1 million euros. IIPM wanted to match that and make a real impact. IIPM’s Surama Chaudhuri Memorial International Award for Literature and Journalism is accompanied by an amount of $100,000. Indeed the prize moneys are big but does it really make the award as big?

Dr. Chaudhuri was candid about it as he said, “Well, I do not believe that money alone can decide the worth of an award. An award acquires prestige if it is consistently given to deserving people. This prestige is built over time. If our selection is proper and research based, the awards will be coveted by people all over the world over a period of the next few decades.” The coming years will surely decide if IIPM's initiatives will become globally as big as the Nobel, for now its time to celebrate the fact that an Indian has had the courage to institute a prize as big as the Nobel in value. In a country with the highest number of billionaires, that it comes from an educationist is another aspect to cheer about.

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