A Project Report on Business Transition in Reliance HR Services Submitted to Oriental Institute of Management Studies, Vashi, New Mumbai In partial

fulfillment of the requirements for the award of the degree of MASTER OF MANAGEMENT STUDIES Under the Guidance of Prof. Priya Sengupta By Ajesh Raj MMS-1261

Oriental Institute of Management Studies Vashi, New Mumbai 2012-14 Batch

DECLARATION
I, Mr.Ajesh Raj hereby declare that this report titled Business Transition in RHRS is a record of independent work carried out by me under the guidance and supervision of Prof. Priya Sengupta, towards the partial fulfillment of the requirements for the M.M.S degree course UNIVERSITY OF MUMBAI I further declare that this project is the result of my own effort and that it has not been submitted to any other university or institute for the award of a degree or diploma or any other similar title of recognition.

Ajesh Raj

ORIENTAL INSTITUTE OF MANAGEMENT VASHI

MASTER OF MANAGEMENT STUDIES (MMS) CERTIFICATE

This is to certify that Ajesh Raj (MMS-1261), is a bonafide student of Master of Management Studies course of the Institute (2012-14), affiliated to University of Mumbai. Project report on Business Transition in RHRS is prepared by him under the guidance of Prof. Priya Sengupta in partial fulfillment of the requirements for the award of the degree of Masters of Management Studies of University of Mumbai. Prof. Priya Sengupta Prof. P.K.Bandgar

Internal Guide

Director

ACKNOWLEDGMENT
I, Mr.Ajesh Raj have taken efforts in this project. However, it would not have been possible without the kind support and help of many individuals. I would like to extend my sincere thanks to all of them. I am highly indebted to Prof. Priya Sengupta for their guidance and constant supervision as well as for providing information regarding the project & also for their support in completing this project. I would also like to express my gratitude towards my parents & members of Oriental Institute of Management for their kind co-operation and encouragement which helped me in completion of this project. My thanks and appreciations also go to my colleague in developing the project and people who have willingly helped me out with their abilities.

Ajesh Raj

EXECUTIVE SUMMARY The research project is a result of understanding the functionality of a leading HR company that are providing manpower to Reliance Groups through innovation and constant hard work. This research project represents how a leading HR company took over the Sales division of Reliance Communication. This also highlights the struggle of RHRS while expanding their existing business. The project highlights the various activities that place simultaneously in the HR and Sales team of the organization. The project also highlights how the targets are assigned to the various employees and various other aspects of organization along with the revenue that has been generated for Reliance Communication after the postpaid division is taken over by RHRS. With new entrant in this field of business RHRS have struggled in the early stages of taking over the business but later on they understood the functionality of the business and helped Reliance Communication to lead the telecommunication market. RHRS was also aware of the fact that there are many other competitors in the market that are keeping track of the activities of Reliance Communication and looking for a loop hole in order to take over Reliance Communication. Hence, RHRS was fully responsible for the sales of postpaid business and they were supposed to keep the top position in the industry.

CONTENTS ______________________
PART A

SR. No.

CONTENT

Page No.

Industry Profile

8-10

Background and Inception of Company

11-12

Nature of The Business Carried

13

Vision of RHRS

13

Mission of RHRS

14

Core values of RHRS

15

Product & Services of RHRS

16-17

Area of Operations Competitors of RHRS McKinseys 7S Frame work

17

19

10

20-23

11

SWOT Analysis of RHRS

24

12

Learning Information

25-27

PART B

SR. No.

CONTENT

Page No.

Statement of the Problem

29

Objective of the Study

29

Scope of the Study

29

Methodology

30

Limitation of the Study

30

Analysis and Interpretation

31-53

Conclusion and Recommendation

54-55

Bibliography

56

Part A

1. INDUSTRY PROFILE-TELECOM Telecommunication is communication at a distance by technological means, particularly through electrical signals or electromagnetic waves. Early telecommunication technologies included visual signals, such as beacons, smoke signals, semaphore telegraphs, signal flags, and optical heliographs. Other examples of pre-modern telecommunications include audio messages such as coded drumbeats, lung-blown horns, and loud whistles. Electrical and electromagnetic telecommunication technologies include telegraph, telephone, and tele-

printer, networks, radio, microwave transmission, fiber optics, communications satellites and the Internet. A revolution in wireless telecommunications began in the 1900s with pioneering developments in radio communications by Nikola Tesla and Guglielmo Marconi. Marconi won the Nobel Prize in Physics in 1909 for his efforts. Other highly notable pioneering inventors and developers in the field of electrical and electronic telecommunications include

Charles and Samuel Morse (telegraph), Alexander Graham Bell (telephone),Edwin Armstrong, and Lee de Forest (radio), as well as John Logie Baird and Philo Farnsworth (television). The world's effective capacity to exchange information through two-way

telecommunication networks grew from 281 Petabytes of (optimally compressed) information in 1986, to 471 Petabytes in 1993, to 2.2 (optimally compressed) Exabyte in 2000, and to 65 (optimally compressed) Exabytes in 2007. This is the informational equivalent of two newspaper pages per person per day in 1986, and six entire newspapers per person per day by 2007.Given this growth, telecommunications play an increasingly important role in the world economy and the global telecommunications industry was about a $4.7 trillion sector in 2012. The Service revenue of the global telecommunications industry was estimated to be $1.5 trillion in 2010, corresponding to 2.4% of the worlds gross domestic product (GDP). Telecommunication has emerged as a key driver of economic and social development in an increasingly knowledge intensive global scenario. The sector offers prime support services needed for rapid growth and modernization of various sectors of the economy. Telecommunication services in India are rapidly growing, connecting people at an expanding rate which parallels India's expansive population. With services becoming more readily available, the consumer demand for connection is at its highest. Till March 2013, Indias total mobile subscriber
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base amounted to 867.80 million. Out of which India added 3.08 million subscribers including CDMA and GSM subscribers. As per the data from TRAI, the mobile subscriber bases in India have increased in an upward trend. Till February 2013 there were 861.66 million mobile users but increased to 867.80 million till the end of March 2013. As per the data released on 31st May, 2013 the total number of subscribers in India was 900.05 million with 870.20 million wireless and 29.85 wire line subscribers.

The above graph highlight that the number of mobile subscribers India is increasing on a month on month basis. The Growth rate for the month April to May was 0.34%. Private operators hold 88.18% of the wireless market share (based on subscriber base) where as BSNL and MTNL, the two PSU operators hold only 11.82% market share.

10

Some of the competitors along with their market share in India in this industry are: Bharti Airtel-21.79% Vodafone-17.78% Reliance-14.35% Idea-14.22% BSNL-11.27% Tata-7.50% Aircel-6.94% Unitech-3.68% Sistema-1.16% MTNL-0.55% Loop-0.33% Videocon-0.26% Quadrant-0.17%

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2.

COMPANY PROFILE

2.1 BACKGROUND & INCEPTION OF THE COMPANY Reliance HR Services (RHRS) is a human resources company formed by the Reliance Anil Dhirubhai Ambani Group (ADAG) in 2007. At the early stages, RHRS was only providing manpower to ADA Group by hiring talented and capable people in order to drive the business and bring revenue. A truly professional organization, RHRS has acquired comprehensive expertise and experience in its domain, and has thus broadened its range and repertoire of services by launching its permanent staffing services, catering to every position from the Executive level to the CEO level. In the process, RHRS has now established itself as a provider of end-to-end recruitment services. They have already been entrusted with mandates for very senior positions by a few of the Reliance ADAG constituents. RHRS had been engaged in recruiting and developing mission-critical customer-facing and customer-interactive manpower in sales, front-office and back-office. Today, RHRS proudly serve almost every group constituent under Reliance Communications, Reliance Capital, Reliance Infrastructure and Reliance Big Entertainment. RHRS is fully compliant with all statutory government norms and policies, and is a preferred partner to all RADAG constituents. With its core values defined as integrity, dignity, passion, teamwork, qualityorientation and growth for all stakeholders, RHRS has created its own unique identity in its chosen domain. With an unwavering adherence to its core values and backed by a nationwide team of highly qualified, skilled, motivated and committed core employees, RHRS is truly equipped today to fulfill its vision of ENRICHING ORGANISATIONS GLOBALLY, THROUGH INNOVATIVE HR SOLUTIONS. Earlier, RHRS was fully involved into the permanent staffing of people for various other group companies of RHRS but later on in 2012, September RHRS took over the sales part of Reliance Communication where they were supposed to deliver the same result that was earlier done by Reliance Communication.

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RELIANCE CAPITAL

RELIANCE COMMUNICATION

RELIANCE HR
SERVICES

PROVIDES MANPOWER

RELIANCE ENERGY

RELIANCE ENTERTAINMENT RELIANCE HEALTH

Now, RHRS was an organization that was responsible for the postpaid sales of wireless data card, CDMA, GSM mobile connections all over the India.

HR Services

Reliance HR Services
Postpaid Sales & Marketing

13

2.2 NATURE OF THE BUSINESS CARRIED Reliance HR Services is leading group of Reliance Anil Dhrubhai Ambani Group that is providing manpower to the various other groups of Reliance ADA Group and simultaneously handling the Postpaid Sales division of Reliance Communication all over the India. The HR division of the organization is completely looking out to the point that Reliance ADA Group should have the best manpower that brings in maximum revenue to the group. The organization is also concerned with the sales division that is responsible for the overall revenue that Reliance ADA Group will get throughout the year from its postpaid division. The complete postpaid operation of Reliance Communication is handled by Reliance HR Services. It involves the function of assigning monthly target to each employee and providing them with incentives if they have achieved the target that has been assigned. At the same time RHRS is also concerned with the customer retention, employee appraisal and training. They make sure that the customer base keep growing for postpaid division and at the same time the employees who are working hard to achieve it keep the appreciation for it. RHRS also take care of customer satisfaction and make sure that all the queries of the customers are resolved at one meet. 2.3 VISION OF RHRS Enriching Organizations, Globally, through Innovative HR Solution

14

2.4 MISSION: EXCELLENCE IN COMMUNICATION ARENA Meeting and exceeding Customer expectations with a segmented approach Establishing, re-engineering and automating Processes to make them customer centric, efficient and effective. Incessant offering of Products and Services that are value for money and excite customers To contribute towards community development and nation building. To be a responsible corporate citizen nurturing human values and concern for Society, the environment and above all, the people. To promote a work culture that fosters individual growth, team spirit and creativity to overcome challenges and attain goals. To encourage ideas, talent and value systems. To uphold the guiding principles of trust, integrity and transparency in all aspects of interactions and dealings. Incessant offering of Products and Services that are value for money and excite customers Building Reliance into an iconic Brand which is benchmarked by others and leads industry in Intention to Purchase and Loyalty Developing a professional Leadership team that inspires, nurtures talent and propagates RCOM Values by personal example.

15

2.5 CORE VALUES OF RHRS

Integrity

Passion

Dignity

RHRS Core Values

Quality Orientation Growth for all Shareholde rs Teamwork

16

2.6 PRODUCTS AND SERVICES

The products that are offered by RHRS are as follows: DATA o 1x(Slow Speed) o 3G(3rd Generation) o HSD(High Speed Data Card) VOICE o CDMA(Code Division Multiple Access) o GSM(Global Mobile Services) o HELLO

HR Services Hiring manpower for Reliance Group as well for RHRS Payroll management of the employees Induction & Orientation Employee Engagement Statutory and Compliances PF withdrawal/Transfer Post joining procedures Employee appraisal Full and Final Settlement Exit formalities

17

Sales Services Post paid Sales Handling the sales throughout the country Raising up the sales revenue for Reliance Communication Maintaining good customer base Keeping ahead of the competitors Meeting the daily target Customer satisfaction

2.7 AREA OF OPERATION RHRS as a group company of Reliance ADA group, it at present deals with recruitment as well as driving the sales division of Reliance Communication and bringing revenue. RHRS operates through their head office in Dhirubai Ambani Knowledge City (DAKC), Koperkhairne and handles the complete function from the head office. As part of the work RHRS also take participation in CSR activities that is must for every organization. The partner division of RHRS names NIS SPARTA is into training and development programs for Reliance employees and make sure that the employees are kept well trained according to the changing business needs. RHRS basically concentrated more into recruitment and sales division of Reliance group.

18

The below image show the operating offices in India:

19

2.8 COMPETITORS OF RHRS From recruitment point of view RHRS is not facing any competition from any one because RHRS is the only division in the Reliance group who is providing man power to various other groups under ADAG. For sales division there are many competitors for RHRS like Bharti Airtel, Vodafone, Idea etc. Some of the players in this competition are as follows:

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3. MCKINSEYS 7S FRA ME WORK

3.1 STRUCTURE The company has a well defined organizational structure that consists of Sales as well as HR verticals that help the organization to work in smooth way. The CEO of Reliance HR Services is Mr.Amitava Ghosh. The sales verticals of RHRS are divided into three main divisions i.e. Direct Sales Team (DST), Corporate Wireless Group (CWG) and Reliance Outlets (ROR). The DST is headed by Mr.Surojit Daw. The CWG vertical is headed by Mr. Shubankar Bhattacharya. And the ROR vertical is headed by Mr. Abhijit Bose. Reliance HR Services falls a top-down approach where the decisions are taken at the top level and then it is implied at all the levels of organization. Being a HR and Sales company Reliance HR Services have shown the hard work and passion in doing the work on time and always kept ahead of their competitors. The Customer Service sections of Reliance HR Services are shown below:

21

The various verticals in Reliance HR Services:

3.2 STRATEGY Since RHRS was a new entrant in the Sales division so they were suppose to keep the sales going when they handled the division. RHRS concentrated to keep the customer base high by providing them world class service at their best level. As an HR organization they continued to provide manpower to other group companies of ADA Group. Government policies regarding to HR and Sales division are assessed on a continues basis.

22

3.3 SKILLS The top level of RHRS is very much educated as well as trained in their respective business division from HR to Sales. With high level of market knowledge and understanding they were key players in the company. The employees hired by RHRS is highly experienced and well educated. They provided time to time training and development programs to their employees in order to keep pace with the industry and with the competitors. They launched various plans for the High End Customers who were valuable. They implemented Kaizen technique where they kept growing and improving themselves in every field at a steady speed. 3.4 STYLE The Management team in RHRS makes sure that employee feel relaxed and happy while they are working in RHRS. The HR team conducts weekend entertainment programs that make the employees feel relaxed from their work schedule. An employee will be not be productive if he strive to attain the goal/target. RHRS feels that employees should be treated well and it gives respect to the thought and ideas of employees and if they find it valuable they apply the same. 3.5 SYSTEM Reliance HR Services uses manual work to carry out the recruitment process but in the sales division they use daily MIS reports to track the daily sales and target that has been assigned by the respective vertical managers. They are planning to implement SAP to the entire system of RHRS.

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3.6 STAFF The staffs of Reliance HR Services are very much helpful and co-operative in the way of working and other aspects of business. RHRS keep their staff motivated by awards for the performance in the respective division. The employees at the Reliance Web Store are given sales incentive for their performance in terms of sales that they have done during a particular month. They give awards to the best sales employees during each month. 3.7 SHARED VALUES RHRS keep the following values in their mind while carrying out the work. To provide excellent man-power to Reliance Group. Hard work and dignity in achieving the target. Good service to customers Retaining the customers Increase in profit Simplicity in work done

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4. SWOT ANALYSIS OF RHRS

STRENGTH Good Marketing & Sales Employee Talented HR Team Hardworking Employees Good Advertising Celebrity Brand Ambassadors Ability to Attract customers with various plans

WEAKNESS Lack of Automated System Improper Database Handling Delay In Document Processing Price Competition Untapped rural MArket

SWOT Analysis
OPPORTUNITY Fast Expanding cellular market Latest and low cost technology Untapped market THREATS New entrant's low pricing offering Saturation point in basic telephony service Mobile number portability

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5. LEARNING INFORMATION

Business Transition
Meaning and Importance A requirement almost essential for any organization that wants to run a strategic sales and marketing plan is a sales force which is dynamized and fully oriented to the channel and its customers. Competition is brutal. There are more companies than ever working to win over your customers. To make matters worse, customers are more demanding. Today customers are highly cost-conscious and less loyal, and they have more places to buy equipments and services. If you dont give them what they want, theyll head straight for your competitors. This is where Customer Satisfaction plays an important role to meet the requirement of the customer and to provide them with good service which make them satisfied and simultaneously they will be loyal customer. To keep your customers coming back to you takes the dedicated efforts of every single person on your staff. You cant afford to have even one person in your company treat your customers with indifference. The bottom line is that the people in your company create your reputation and your brand. Everyone must consistently strive to provide customers a great experience with each and every encounter and in every aspect of the business process. Great brands are the result of consistently great customer experiences.

26

Customer Loyalty-Retention Customer loyalty and customer retention is the ultimate goal. You want your customer to continue to purchase, rent, or be serviced by your company, and you want them to spread the word to other equipment buyers. Retaining existing customers is far cheaper than acquiring new ones. Loyal customers create a positive feedback loop the more revenue you generate from a customer, the more funds your company can invest in marketing, new lines, technology, customer events, etc. Ultimately, these investments will help your companys sales efforts. How do you win new customers, gain their loyalty, and turn them into advocates when the whole world is circling like a pack of wolves around your customers? You and everyone in your company have to earn it. Everyones in Sales Every person who works for your company is a salesperson even if they arent responsible for selling or renting equipment. Customers are constantly evaluating your company. Anytime your customer has contact with someone in your company for any reason, its imperative that care and concern are demonstrated. Everyone on your staff must use the customer contact point to work hard to develop a strong relationship with the customer being served. Importance of Target Achievement As a Sales organization the company should make sure that they meet the target that has been set for them in order to stay ahead of the competition. Because lack of target achievement will make the competitor to cross over you because they may have achieved target better than you. So RHRS was always more dedicated to achieve the target that has been assigned to them on time so that they stay ahead of the competition.

27

Importance of SAP/ERP Since RHRS was into sourcing and recruiting manpower earlier so they were not in the need of any automated programs that keep them up to date and well organized. But as the business transformed heavily into sales there is a need for the same. Since there are much information that needs to be made available to many manager and many employees of the organization at a constant interval of time hence it is important to have an automated system that will help RHRS to overcome this problem. Sales-Service Excellence Establishing and sustaining a Sales-Service Excellence Culture can be a powerful weapon against your competition. In a Sales-Service Excellence Culture, everyone who works at your company consistently seeks out every opportunity to build strong relationships, exceed customer expectations, and provide a great experience before, during, and after the sale.

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Part-B

29

1.

GENERAL INTRODUCTION

1.1 STATEMENT OF THE PROBLE To understand how a leading HR organization of Reliance Group expanded their business and took over the sales part of the business. To understand the problems faced by RHRS while expanding their business to a new market of sales of post paid business and becoming the channel partner of Reliance Communication. 1.2 OBJECTIVE OF THE STUDY To understand the work that is been carried out in HR part of RHRS. To understand the work that is been carried out in Sales part of RHRS. To understand the impact that RHRS have made in the sale of postpaid business.

1.3 SCOPE OF THE STUDY To analyze the work carried out in HR and Sales division. To understand the problems faced by HR Organization while transforming into a Sales company. To understand the value of customer for an organization that is doing sales. To understand sales target given to the employees of RHRS to drive the business. To understand the incentive payout procedure.

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1.4 METHODOLOGY The project is carried out in five phases: To understand RHRS as an HR Organization that was earlier providing man-power to all the groups of ADA Groups. To understand the difficulties that RHRS faced during the time of business transition. To understand the various works that is carried out as part of sales division. To understand the impact that RHRS have made on Reliance Communication with respect to Customer Base. To understand overall business expansion done by RHRS in postpaid business.

1.5 LIMITATIONS OF THE STUDY The study mainly focus on the sales and little bit on HR point of view therefore the other areas within the organization are not been analyzed. The study is only limited to the postpaid sales of Reliance Communication. Due to lack of time the accuracy in the data and understanding of functionality is not accurate.

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1.6 ANALYSIS AND INTERPRETATION

PART 1: RELIANCE HR SERVICES AS HR ORGANIZATION Reliance HR Services is a group company of Reliance ADA Group that was formed in 2007 by Anil Ambani. The main aim to come up with this type of organization was to provide manpower to various other groups of Reliance in order to make the Organization the top. Other aspect was to have their own HR organization that will be dealing with providing manpower as a result Reliance doesnt have to consult any other firm or consultancy in order to get the required man power along with the skill and knowledge of that industry whether it is telecommunication, finanace, mutual funds, power or digital. So, RHRS was there to fulfill the need of Reliance ADA Group in terms of providing man power. Rakesh Malvia is the HR Head for RHRS who has a corporate knowledge of more than 15 years in HR related activities from recruitment to employee recognition programs etc. Paramita Chatterjee is the HR Manager is also a talented manager with good corporate knowledge in HR. She had earlier worked in ICICI bank as HR Head and has provided excellent result. The HR team in RHRS is very much dedicated towards their work and takes care of all the activities that take place in RHRS from HR point of view The employee is the most valuable asset of an organization and keeping employees happy will lead to growth and success for organization. RHRS takes care of the employee from the time the employee comes onboard to till the time the employee leaves the organization. The employees in RHRS is treated with great respect and the loyalty is also shown by the employees towards RHRS in the form of dedications towards work and brining more revenue every month, quarter and year. The success of RHRS at present is because of the strong employee base that they have and the care given by RHRS to their employees in return. The employee before joining in RHRS is just a

32

candidate or an employee of any other company/organization. RHRS never treat any employee with partiality and gives equal importance to each and every employee of it. This can be seen during the training period that we have carried out in RHRS and observed the corporate life of RHRS in terms of employee satisfaction and employee retention. Now further the project report will contains the various stages that a candidate goes through during the time from selection to on boarding of the candidate followed by post joining activities along with induction. The Life Cycle of an Employee:

Post Joining Joining and On-Boarding Offer To Candidate Selection Activities

Recruitment

33

Stage 1: Recruitment This stage starts with the recruiter sourcing the candidates through various sources like job portals, campus drive, employee referral etc and lining up the candidate for an interview with the respective manager as per the slot available. The lining up is done by calling up each candidate by going through their resume. Stage 2: Selection The selection stage is carried out with the managers taking the interview of the shortlisted candidates who was called up for interview. The interviewer is aware of the requirement so he makes sure that the candidate is well worked with all the aspects of the area that he is going to work in RHRS or any other group. The selection process ends with selecting the well talented candidates from the bulk. Later, the recruiter calls up the selected candidates and inform them about their selection and ask for the documents for further process. The documents are forwarded to the Operations Team who takes care of the salary part of the employee. The team prepares salary structure of candidate and sends it for approval to the HR Manager. The salary structure in RHRS varies according to the designation. The picture below highlights the same:
75% Fixed DIRECT SALES TEAM 25% Variable

RECRUITER-TA SALARY STRUCTURE

100% Fixed

60% Fixed RETAIL SERVICE ENABLEMENT 40% Variable CUSTOMER SERVICE 75% Fixed COLLECTION & RETENTION 25% Variable

34

A sample salary fitment sheet is shown below:

Current Salary

CANDIDATE NAME Vivek Shukla Designation Retail Service Manager Location Aligarh Years of Exp 4.5 years Ph No. 8449436868 Joining Date Proposed Salary (60%&40%) Component Basic HRA Conveyance Medical Allowance Spl. Allowance Children Edu. Allowance GROSS Employer contribution PF Employer contribution to ESIC Gratuity STATUTORY BENEFITS Monthly 8750 4375 800 175 1729 200 16029 1050 0 421 1471 17500 11667 29167 1050 0 0 1050 14979 Annual 105000 52500 9600 2100 20752 2400 192352 12600 0 5048 17648 210000 140000 350000 12600 0 0 12600 179752 %Increase

Component

Monthly Annual

Fix
Variable

CTC

18685 0 18685

224220 0 224220

Fixed CTC Variable Pay TOTAL CTC Employee PF dedcution Employee Esic Deduction Prof Tax DEDUCTIONS NET SALARY

56%

Net

18000

216000

-17%

Net Salary with Variable

26646

319752

Month May-13 Apr-13 Mar-13

Gross Ded. Net Incentive 18685 716 17969 18685 651 18034 18685 651 18034

6420 8670 14003

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Stage 3: Offer to Candidate The next stage is where the HR team offers the salary to the candidate by calling up the candidate and explaining him the full salary component like the COST TO COMPANY that RHRS is offering to him along with the deduction that will be done. After the acceptance of the candidate on the salary offered the recruiter drops a congratulatory mail to the candidate along with the Offer Letter mentioning the Date of Joining. Stage 4: Joining and On-Boarding The next stage is joining and on-boarding of the candidate where the candidate becomes an employee of Reliance ADA Group. On the day of joining the recruiter makes sure that the employee gets the entry pass into the campus and all the other arrangements are done. The recruiter calls the candidate and helps him by giving him directions at each step of joining. The candidate is welcomed by the HR Manager along with the entire HR team and handover the joining kit that contains the letter from his manager, HR Head along with the vision and mission documents of RHRS. The employee is taken through the entire campus as part of the Induction and later on through DAKC Induction. Stage 5: Post Joining Activities After the joining of the candidate takes place the post joining activities take place where the employee is provided with their ID cards, work space, desktop/laptop, e-maid id etc.

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PHASE 2: DIFFICULTIES FACE BY RHRS IN TRANSITION Since RHRS was an organization that was completely into the business of recruitment of man power for other group companies of ADA, they faced many difficulties while they transformed their business into postpaid sales. They were not having sales knowledge that is necessary in order to drive the business and stay ahead of the competition. They were lacking in the man power that they needed in order to drive the postpaid business. They were supposed to provide man power at the same time to various other groups at the time of transition. They were now supposed to recruit employees with excellent knowledge and experience in the field of telecommunication. They were also supposed to make a plan of actions like a new entrant in the industry. They strived hard to attain the same and worked very sincerely to convert into sales.

PHASE 3: WORK CARRIED OUT IN SALES DIVISION Sales life cycle

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Introduction Customer Approach ( Identify) Convince Sales

Growth Satisfy Customer Loyal Customer(Reference) Proper Bill Pay

Maturity Service Issue Competitors Benefit

Decline Switch Over Convert Postpaid To Prepaid

Sales life cycle is very similar to product life cycle like introduction, growth, maturity and decline but it also include several other aspect which are directly related to customer satisfaction and customer delight. As we are talking about postpaid connection where proper billing and continuous usage of that service is required so it is important to retain when it reaches on maturity stage by provide them some extra benefit and some other offers too.

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Day to Day Business Performance Report Process

At the end of every day a business performance report is to be made with the help of daily updated postpaid data and monthly dump data. It is the report which tells us about the daily achievement for the business and deviation comparison with that of last month business.

OTAF Report or Activation Report

This is the report were we find actual business held in the last month and on that basis we can take corrective action. This report is prepared on the cluster basis by doing this it make it clear that what exactly the business is and which cluster is doing good and bad. Under this report productivity also find on OTAF data and voice with that of OTAF head count.

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Purpose of the Report

To find productivity on the basis of activation of voice and data Cluster wise performance To calculate TV positive % To eliminate deviation Actual business held with positive response

OTAF Report Process

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ABMS WISE PERFORMANCE REPORT

This report is made to check the performance of the ABM and their DST/TL and SA/SE To make proper tracking of DST/TL and SA/SE It helps to eliminate the confusion of people under ABMS who are handling one or more cluster Help to make proper variables

Profit And Loss Report

Profit and Loss report is one of the very important reports for the business to analyze it and interpret about the wrong thing happened in the business. It is the report which helps us to determine the loss in the circle or cluster. It contains several aspects to determine like business category (CDMA/GSM), target incentive count and payout, LDSA incentive count and payout, number of DST and TL and their CTC etc. On the mentioned parameters should analyze.

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Process of P&L Report

42

This P&L report not only helps to analyses profit and loss of circle or cluster but also help to focus on about the plans with rental range. This plan includes 1X, 3G, All shares, Combo etc. It helps to analyze what we are earning and what we are spending and on which circle or cluster we are spending more than to earn.

Scope of P&L report

Circle and Cluster wise Profit and Loss Sales of products under different plan range Information on revenue generated and compensation given Performance of different clusters or circles Loss making clusters or circles High and low selling plans Plan count and eligible for CDMA and GSM

By analyzing the report necessary steps can be taken to enhance or boost the business. It helps us to focus on the product range and plan which is not doing business in the market or which is Under-performing. This report share to high level management people which further do some business study and try to fill those gaps.

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PHASE 4: THE IMPACT OF RHRS ON CUSTOMER BASE

1. Customer Base: Reliance HR Services took over the postpaid sales business from Reliance
Communication during the mid 2012. The number of customers that the Reliance Communication has till 31st May, 2013 is 124898961 which comprise 14.35% of market share at present. The below figure represent the customer base that Reliance Communication have acquired till June, 2013.

Findings: Till now RHRS have 4525200 numbers of customers with them. The market share has shown a variation because of the transition that took place in RHRS. The numbers have shown a slight variation during the quarter July-Sept 2012 and in Oct-Dec 2012. One of the reason for this change in the number of customers was the business transition that took place in RHRS and the other reasons may be the new entrant that have came in like Uninor who offered less price subscription plans to the customers and customers left Reliance Communication.

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2. Percentage Change in Customer Base

The below figure highlight the same:

Findings The figure shows that the number of customers of Reliance Communication has dropped from 13% to 12% at the time of transition time. From April- 2012 to December-2012 the because of the changes that took place during the handover of business from Reliance Communication to RHRS. This resulted in a sudden cutomer loss to Reliance Communication.

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3. Percentage Change in Market Share

The below figure highlight the market share of Reliance Communication that have seen a trend over the last 2 years.

Findings The graph shows due to the loss that has happened during the April to December 2012 Reliance Communication has lost their grip in the market. From 16.5% market share they have dropped to 14.35% of market share till May, 2013. This shows that the business transition have impacted the business.

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The above graph also highlights the same fact that the Reliance Communication has lost its market share by 10% during the period July-Sept 2012. But later on in the quarter Oct-Dec 2012 Reliance Communication gained 1% market share.

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Data Collection
The data collected for the research is secondary data from the financial reports of Reliance Communication and from the website of TRAI. The remaining data are collected from managers of RHRS. The primary data was not available because of the company policy.

Hypothesis
Null: RHRS have made a positive impact on the customer base of Reliance Communication. Alternate: RHRS have not made a positive impact on the customer base of Reliance Communication. In order to analyze the data Paired T-test has been applied on the data that have been collected from various sources. Paired t-test is way to test for comparing two related samples, involving small values of n that does not require the variances of the two populations to be equal, but the assumption that the two populations are normal must continue to apply. For a paired t-test, it is necessary that the observations in the two samples be collected in the form of what is called matched pairs i.e. each observation in the one sample must be paired with an observation in the other sample in such a manner that these observations are somehow matched or related, in an attempt to eliminate extraneous factors which are not of interest in test. Such a test is generally considered appropriate in a before-and-after-treatment study.

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The secondary data collected from the various financial reports of Reliance Communication for the quarter April-June 2011 to April-June 2013 is been shown below:

Quarter April-June 2011 July-Sept 2011 Oct-Dec 2011 Jan-March 2012 April-June 2012 July-Sept 2012 Oct-Dec 2012 Jan-March 2013 Apr-June 2013

From To 4071556 4297955 4297955 4412616 4412616 4502368 4502616 4591371 4591371 4638022 4638022 4045477 4045477 3556957 4384500 4551000 4551000 4525200

The above table highlights the number of postpaid customers that Reliance Communication have gained and loosed during the quarters. The table shows that the number of customer base of Reliance Communications in the postpaid division have shown a decrease during the quarter July- September 2012. This was due to the transition that was taking place in Reliance Communication. The number of customer base has declines from 4638022 to 4045477 which indicate a decrease of 13%. Similarly, the number got even more reduced during the next quarter where the number went down to 3556957. This also decreased the customer base by another 12%.

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The below table highlights the percentage increase and decrease in the number of postpaid customers.

Quarter April-June 2011 July-Sept 2011 Oct-Dec 2011 Jan-March 2012 April-June 2012 July-Sept 2012 Oct-Dec 2012 Jan-March 2013 Apr-June 2013

% Customer Base Increase 6% 3% 2% 2% 1% -13% -12% 4% -1%

From the above table it is clearly visible that the customer base has reduced by 13% during the quarter Jul-Sept 2012 and by 12% during the quarter Oct-Dec 2012. Later on in the next quarter RHRS improved the figure by showing a increase in customer base by 4% which is very less as compared to the loss that has happened earlier. The next quarter has again shown a decrease of 1% in the number of customers.

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The loss of customers has made its impact on the market share of Reliance Communication compared to the other competitors like Airtel, Idea, Vodafone ect.

Quarter April-June 2011 July-Sept 2011 Oct-Dec 2011 Jan-March 2012 April-June 2012 July-Sept 2012 Oct-Dec 2012 Jan-March 2013

From(%) To(%) 16.8 16.9 16.9 16.9 16.9 16.9 16.9 16.7 16.7 16.6 16.6 14.9 14.9 15.0 15.0 14.3

The below table shows the percentage change in the market share.

Quarter April-June 2011 July-Sept 2011 Oct-Dec 2011 Jan-March 2012 April-June 2012 July-Sept 2012 Oct-Dec 2012 Jan-March 2013

%Increase 1% 0% 0% -1% -1% -10% 1% -5%

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Hypothesis Test
To the test the hypothesis Paired t-test were applied. The level of significance is 0.05 percent.

Months April May June July August September October November December January February March April
(Figures in lakhs)

Year 2011-12(X) Year 2012-13(Y) 40.71 45.91 41.67 45.95 42.97 46.38 42.97 46.38 43.58 42.25 44.12 40.45 44.12 40.45 44.45 37.81 45.02 35.56 45.02 35.56 45.43 36.10 45.91 37.06 45.51 45.25

The table above shows the customer base during the year 2011-12 and during the year 2012-13. This shows that after the postpaid business was took over by Reliance HR Services whether the customer base has increased or decreased. To test the same Paired t-test is been applied with 0.05 percent of level of significance.

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The table below shows the result of paired t-test applied on the data collected.

t-Test: Paired Two Sample for Means Year 2011-12 43.96 2.4013 13 -0.728575862 0 12 1.782997847 0.049939726 1.782287548 0.099879451 2.178812827 Year 2012-13 41.16230769 19.6069859 13

Mean Variance Observations Pearson Correlation Hypothesized Mean Difference df t Stat P(T<=t) one-tail t Critical one-tail P(T<=t) two-tail t Critical two-tail

Degree of freedom is 12. As the null hypothesis is one sided so one-tailed test is been applied for the data. The observed value of t is 1.782997847 and the tabulated value of t is 1.782287548. This shows that the calculated value of t is greater than the tabulated value. Thus, null hypothesis is rejected and alternate hypothesis is accepted. It can be concluded that there is a significance growth in the number of customer base of Reliance Communication.

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CONCLUSION AND RECOMMENDATION As a leading HR organization RHRS faced many difficulties to cope up with the change that have taken place. Earlier, RHRS was only concentrated into the sourcing of manpower for Reliance Group through various methods and they were doing well in that business but as the business expanded and RHRS became the channel partner of Reliance communication they felt the heat of competition from the competitors because now RHRS is fully responsible for the Sales part of the ADA Group. RHRS now have to source candidates who will be looking after the Sales part of Reliance Communication and RHRS has to meet the target set by Reliance Communication. At the starting faces RHRS faced problems in handling both the verticals simultaneously. Later on when the work started in full fledged manner they were able to handle the pressure. RHRS were leading in terms of recruiting good candidate for the Reliance Group, so they took the advantage of the same and recruited good managers for the post of Area Business Managers, Teal Leaders for Direct Sales Team etc who were having good industry experience and were looking for an opportunity to show their talent and apply their knowledge. As a result RHRS showed better result in Sales part and kept the business going for Reliance Communication. The finding which shows that the customer bases have reduced has to be corrected by increasing the customer base of postpaid business.

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Recommendations are as follows: Importance should be given to employees suggestions while in a team meeting. Involve employee in decision making, so that they also feel that they are part of the organization. Proper training and induction programs should be incorporated for the new employees. Apart from work, employees should also participate in CSR activities within the organization. Incorporate SAP so that the manual work gets minimum and all the data can be fetched easily at any point of time. Recruitment process should have a proper check of all documents, prior employment, criminal check and medical examination. Employees at the Reliance Web stores should be trained about the new gadgets, new tariff plans and should be well worse with their communication skills. A proper weekly audit should be done at the Reliance Web Stores to make sure that the employees working at the store are productive for RHRS.

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BIBLIOGRAPHY

www.google.com

www.relianceadagroup.com

www.wikipedia.com
http://www.rcom.co.in/Rcom/aboutus/ir/pdf/RCOM-AR-2011-12-Full-Final.pdfa

http://www.rcom.co.in/Rcom/aboutus/ir/ir_financials.html

http://www.rcom.co.in/Rcom/aboutus/ir/ir_pressrelease.html

http://www.trai.gov.in/News.aspx

http://www.trai.gov.in/NewsDetails.aspx?NEW_ACT_ID=947&pg=0

http://www.trai.gov.in/WriteReadData/WhatsNew/Documents/PR-TSD-May13(60).pdf

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