All
right we come back to the conventional. I have got a break out
of convention.
I want to congratulate the Indian Society for advertisers, momentum,
the sponsors Tatas and others for having put together this conference.
I think it is important and very pertinent you subject of Global
Brand out of India. When I was asked, many weeks ago, month
ago actually to consider working with you at this conference,
I was really, really turned on. And I asked, what is that I
could contribute to this conference. And I was told that I should
talk about the ideas in my book ‘Remaking India, one country,
one destiny’. I wondered as I was talking to him, you
are talking about building Global Brands out of India, what
is ‘Remaking India, one country, one destiny’ got
to do with it. He said ‘You think about it’ and
I did and then Momentum called me, ‘look, here is the
format for meeting and the subject that we have broadly in mind’
and the documents he has sent me is very intruding. It has the
title; it was an early document I suppose, of the design of
the conference, Reversing the Alexander effect. I was again
turned on and intrigued. The subject given to me is Leadership
with a Global mindset. So it is the Global mindset, it is the
leadership in that context and it is about creation, about creating
leadership. I think I must
go back to Alexander. He was the young man about 16 years
old. And he was, let me go back a moment and come back with
Alexander then, when he was 16 years old, in a small place
called Macedonia which was not even the city states of Athens
and Greece which was shining in those years, 3 to 400 BCs
and beyond Athens and Greece lay the mightiest empire in the
world the Empire of Persians beyond which lay Alexander’s
dream. For the young man, so much to cross, wanted to get
to India. I guess that why he was saying, reversing the Alexander
effect. This man at the age of 16, this is what he said to
his Secretary General, his tutor, who then wrote his biography,
Alexander’s biography, he said the Gods dream in the
heart of men. Dreams, desires and aspirations that are often
much bigger than they are. And the greatness of a man corresponds
to that painful discrepancy between the goal he sets for himself
and the strength that nature granted him when he came into
the world. In other words, ‘I have a dream and at this
moment I am not capable of realizing that dream’. So
there is discrepancy which is painful only because it won’t
let go of your dream. If you let go of your dream, there is
no discrepancy and there is no pain anymore. To hold on to
that pain, that discrepancy, then to do something about it.
So that is the story. And I will fill the theme in of the
source of leadership, as I go on to, sharing lot of thoughts
with you.
I was young person in Tatas, sent
out in the mid 60s about 30/40 years back, when Tatas were
invited to set up their first operation out side India, it
is was in Singapore. So I went with 2 directors of Tata’s
sons. They got an allowance of 10.1/2 pounds a day, for six
days. We could not stay longer, no week ends. And I got 9.1/2
pounds a day. So I was in Singapore to create a new project
with these 2 directors. And I found my people at my level
is it Tatas, is that a name is that a word, what is that mean.
To the youngest person who has joined in India with a strongest
brand name, it was a complete shock. Slap on the face. Cold
water on the head. I and we were unknown. Not for my directors,
they were talking to Brooke and Swee, Heep and Hue, those
people knew who Tatas were. 20 years later and those 20 years
were eventful years for me certainly in my organization, Telco
which is now Tata Motors, where we were able to establish
in a country around Singapore and around India, we can establish
the brad of Tatas in our vehicle. I would say with proud,
we would in our neighboring countries Singapore, Malaysia,
we were able to sell within a short period of 2 years products,
trucks with a Tata brand on them at a price higher than the
prices of American trucks and higher than the prices of Japanese
trucks, even though our specifications on paper were less
than theirs. We built a confidence in this brand, a trust
for which truck owners endorse our opinion; they want durability,
reliability and trust, paid more money and that. So there
was some experience now how do you build this brand again
with new audience, I had the benefit of the brand in India
which was affected on me when I was in here but here how do
you take the brand name across. 20 years later, in mid 80s,
the government of India along with this industry had its ambition,
we need to build global brand, take them out of India. We
need to get them seen in, respected in Europe and United States
and we would as government, willing to support building the
brand of India and only where the brand of India can be built
with the Indian products which are bought, used and seen,
in those countries. Which products today, they said, which
organization today has any hope of having a product which
is visible and have some experience of taking this product
out of this country. So naturally one of the 2 organizations
they asked was Telco and they say we will pay money and they
did, at that time a million dollar to a consultant from America,
to help us think improve, what would take us to sell our products
to Unites States of America and I went with those people and
our team. We went across to US; we already had design, what
the product would be. And we sell the product today. Design,
what it would be and we took it to various parts of Unites
States and the focusing we didn’t, the American company
did. They had potential customers in groups, Texas, California
and east coast. I must tell you, the first part of each of
those groups was delightful because they will ask people,
what are your needs, they wanted something they could trust,
something which was durable, something which was reliable
etc, it was went on. And also must be elegant, it also must
be whatever it was and then they will unveil the model of
our product hoos and haas was terrific and they will ask how
much would you pay for such a product, you know what a GM
costs and what the Ford costs. And issues of froes and corns
and they would come with a price which was frightening and
then that fellow will gently say everytime, this product will
be coming from India. And then, in 19870, looking around,
shuffling around, some one said, do they make these things
in India, I didn’t think there is industry in India.
They were talking, this was the perception there. It struck
us that we would have to take another route. Now what we realized
is, we were apparently able to engineer and design a product
but the perception in the consumer of our ability to deliver
was not there. so 2 years later, a year later, I with my colleague
in R&D with Tata Motors, arranged a meeting with the global
management team of General Motors, the technical team of General
Motors, in their head quarters in Warren Michigan, Washington
at which we said to them, ‘Gentlemen, you are the biggest
company in the world but you know you have a problem. The
market is requiring more and more products because you have
Japanese competitors you have German competitors and your
own competitors. The number of products that you will have
to put out in the market to compete in every segment is becoming
so large. In fact the truth is, as you know, since then to
today be double; the same size of market in America the number
of model being sold is double. Also we said that the life
of the product each of them as you put out is going to be
less. So you will have to develop these products at a lower
cost so that you can recover your development cost of your
product in good time. And we in India can design, develop
and engineer a product for you at 1/3 your cost. These were
engineers that took that seriously. But again, from India?
This is going even further, when you could say you can assemble
the product and sell, do you mean to say you can help us in
design; you could help me in making the tool, American company?
The meeting ended with, the Chairman of the meeting seems
to be young man, if I have to give a price of audacity to
anybody, and I will give it to you.
Yah, it was a dream, the mordacious dream but we realized
that we had something that might be going for us.
Here is the world today and in this
world the American world the Japanese world the European world
the Developed world that big companies are there, they are
competing for their own markets and new markets. In this world,
in our company, Boston consulting group and other consulting
companies, we find that every board of companies in those
countries, must have a China Flag and today they must also
have Indian flag why, because as you heard in the previous
session, China and India with a 1 billion people each are
potential group markets. The more consumers shall buy so they
must have the strategy to sell in India sell to India and
china. Lately though, last year some of them have become a
little concerned because Indian companies are having best
to sell in their markets. And they wonder what is going on
here? This is not supposed to happen those are under developed
countries to whom, we give technology we take their money
to help them do something. How can they come here, it is like
a member. India when Alexander came here was a big country
and big empire. Then how could this young man on a horse come
here with 2 of his solders. So we have helped his lines I
put together, to study to look at each challenger the attackers
from the rapidly developing economies of the world, China,
India, Brazil, Eastern Europe and South East Asia. Very systematically
to look at starting with very first 3000 companies in these
countries, to look at each one of them, had already begun
to achieve some presence outside their country therefore becoming
more global and doing it in a way that one could see some
strength in continuing with that journey for becoming even
larger and more global. And we came down to then 100 companies
which passed the test to be now described as attackers from
the rapidly developed economies. India is one of them. But
I want to show you, what the results shown. Firstly, there
were 100 such companies as I said, out of them 44 are from
China, 21 are from India and the remaining 35 are distributed
over other 9/10 countries. So it is China and India. 40 of
those Chinese companies are government companies, 4 of them
are private and one of whom is pure Hong Kong Company. Out
of 21 Indian companies 20 are private companies and one, 21st
is ONGC, a public listed but government, largely government
owned company. See this difference in the character of the
2 economies, you can see it yourself. How do these companies
do in terms of profits, in terms of phase of growth? See this
chart here. This chart shows the total share holder return
produced by companies over the period from 99 till now. The
black line is the share holder return produced by the SNP
500, the biggest company in Europe and America which is about
flat over these years. Which is why, of course those companies
are looking for markets, the growing markets, emerging markets.
Over all in the emerging markets, the total share holder returns
being produced as it shown here was an increase of 160%, the
white line. These 100 companies, the rapidly developing economy
attackers, produced a return of 170%, 168% so these are really
comparative companies out of these emerging markets. And amongst
them, CD Engine 201%, yes even more comparative than the rapidly
developing economy attackers. There is something about the
mind set about the global leaders that we could pick up to
go with that. By the way the 100% RDE, rapidly developing
emerging attackers, are growing at some 30%, sorry, 24% per
year, very large growth. And the larger part of that growth
every year is out side their home country. In the case of
India the growth every year of these 21 companies is 30% per
year. So the Indian companies are growing faster, hard sharper,
more competitive and more profitability than the rest.
I will be looking to these 21 companies, we found was leaving
ONGC aside, it goes out side to secure resources, raw material
resources. The other 20, almost all, by and large, companies
who are taking Indian engineering design, new product abilities,
they were brought mass production capabilities. They were
not economies of scale but economies of scope that they were
taking into these countries to do that. But how did this come
about? It came because a long time ago in the 50s and 60s,
we heard about those regulations which were made and imposed
on us. There were unintendedly some good benefits for us.
Firstly the British colonized us and prevented industry but
they taught us English language. 2ndly in the early days,
as I said, we wanted to build the commanding heights big institutions
for higher education, big steel plants, protecting domestic
industries, forcing it to do everything itself. Not allowing
it to, as I said, go bouncing go get the resources that you
need it technology and other things for yourself so freely.
So the built capabilities in Indian companies to do things
in depth, the sort of thing one mention to General Motors
in Wardon. And the 3rd thing you will be surprised, that we
felt went wrong, it was population. Just see what has turned
out. Industrialization of the world began 200 years ago, 250
years ago with the use of steam engine and then in petroleum
engine, everything productive in factories and industries.
And those engines required fuel and then fuel is oil and when
the countries are using this oil for growth, USA, Japan and
UK ran out of fuel and where to go, they went to middle east
and other places who providing the fuel, earned a lot for
themselves and those who used that wealth sensibly are doing
very well.
We are now in the service economy
in the world, all the rich countries with lot of money, very
few people work in the manufacturing, very few people work
in agriculture. Those economies are supposed to be service
economy and not knowledge economy. The fuel required for the
service and knowledge economy is what, is people. No longer
the thing in the ground and so if you project now, this is
the projection till 2020, where will they be this fuel, the
fuel of people young people, trainable people in the world,
there are 3 colors, the red or the color of the countries
which will have a short fall of working age people in relation
to their economic size, all short Germany, Japan, UK, France,
Spain, United States, Australia, Russia even China, one child
policy, you pay the price later. They are running short and
will be short.
Yellow and Green, green is only one
country India which will have a surplus of 47 million young
people, employable people trainable people in relation to
the size of our economy and here is the fuel that we could
be using and began to use the fuel of both of out companies
and our economy in the world.
So Ladies and Gentlemen, when we
talk about Brand of India you have been hearing, we look at
picture and said, the Brand of India has to be its people.
And people in terms of creativity, their skill, ability to
do things, many things, and new things. Quickly have a low
cost. This is not a scale. Our brand of people is not solders,
it is not single line factory workers, and it is more creative
designers, engineers and people as we have in IT industry.
Doctors, professors, as so on, artists, we heard earlier.
Designers of cloths, movies and we get recognized for that
and income for that also. So we got to now build India and
now strategies for India with this strength, which means leading
people actually. I am now going to come now therefore the
question of Leadership but before I get to that, I want to
show you something else which is extremely important. We are
feeling very proud in China and in India and we will be big
sells,
2 or 3 largest economies in the world in the year 2050, ok,
there are 2 charts here, the 1st chart show the usual pattern
as countries grown their GDPs, their income per capita has
always grown. This is in the history of economic development.
And thus the US is the largest economy and also perhaps very
large per capita income as you see in the left hand chart.
Japan follows and Germany, UK etc. But for the first time,
in human economic in the history, 2 of the 3 largest economies
in GDP will remain poor economy and India as you see, the
circle which is not colored will be a very poor country over
all actually, even though our GDP will be very large, per
capita will be, still a poor country. Very important implication,
which discussed earlier, one is the market of India will not
buy the same project or at the same prices. That will be sold
in those richer countries. No.2 is, as said earlier, since
we are going to have brain, whole pool of employable people,
trainable people and they will be earning little which our
chart shows, they will be low cost also, so the cost of people
should not raise in India. And so, something we could discuss
this time during questions, how come people in Bangalore,
engineering industries in India are complaining that they
can’t set people at the right place. The people are
there, just have to go to right places train them help them,
our cost can’t go up on the people side if we do that.
The 3rd thing is however, the business models require to sell
into India are going to be different to the business models
that have been successful in the richer countries of the world.
The environment growth, I want to caution here that the physical
environment growth is not going support the growth of China
and India. If we keep going from 8% to 10% India and for China
I projected as 10 and 12%, within 15/20 years as calculated
that the amount of water, soil, forest product and air that
we will need for China and India, alone will be equal to entire
planet, we have to have another planet to be able to support
the growth of these 2 countries and the world. So Gentlemen
and Ladies, we cannot just blindly copy the technologies and
the approaches to management of the countries from outside
that we are copying today and saying that is practice. And
expect that we will be able to grow to 2050 to the size mentioned
there; we will run into a road block as you begin to, in many
resources. You run into very serious road block in about 20
years time and 25 at the very most. So leadership is about
discovering new way of doing things not following the way
others have been going. So who is a leader, happened to be
a leader in the global world? I have one definition after
much search. This is the debate we have been having at the
momentum earlier. And I heard Peter Drucker person who has
written best books and 10 qualities of a good leader, best
seller in America 1992, on a platform with 5 CEOs of American
and European countries who are getting global. I was thinking
of this question how do the build leaders with a global mind
set? Jafer said something and this person who gave this book
with 10 points and then this panel was asked, what are your
quotes, they all said, you know, just formulate descriptions
and the techniques against each of the 10 so called qualities,
really doesn’t create leaders. What Drucker was saying
was really correct, what Drucker said was, the quality, that
the spirit that is in the heart of leadership and the rest
is then learnt like Alexander said. So here is the definition
of the leader. A leader, he or she who takes the first step,
towards that which he or she deeply cares about in ways that
others very well wish to follow. It is about action, it is
about taking steps not just talking, it is about caring for
a cause or something bigger a dream and aspiration towards
that which he or she deeply cares about and especially in
the global context about ways in which others everywhere wish
to follow. Why would they follow just because they feel respected,
they feel understood, they feel they your dream and you know
their dream and so they shall follow you. So the ability to
listen and understand if people who are not like you, who
can’t grow up the way you did, either because they were
in another country or because in our own country they did
not grow up like that. It is going to being leaders in the
new global world with that mind set. So there is 3 dimensions
to that globality, one is obvious one which we talk about
which was in the picture of the globe and geographically being
in many places conquering many places. The 2nd dimension of
globality is about the globe itself. It is about respecting
the whole system of environment, the basic resource on which
we grow our companies and our economy. And the 3rd dimension
of globality is respecting and touching people wherever they
are. Alexander thought the world was flat. We for many years
have believed that the world has been round. Thomas Freedman
said, actually once again the world is flat when Thomas Freedman
was here to launch his book in India because Bangalore where
he started, when he said that, there was a person from India
who said, ‘Mr. Freedman, just because people in Bangalore
able to saw people in America and understand each other, doesn’t
mean the whole world is flat. May be these people in these
campuses in Bangalore don’t know what is going on in
the slum across the road and certainly not in the village,
outside Bangalore. But there is a long way to go yet before
the world is flattened in terms of connection and understanding
in between people, still a very wrong word and we don’t
know the person on the other side.
Ladies and Gentlemen, Thank you very much. |