Ultimate Mantras of Management Success

It was the BEST OF TIMES, it was the worst of times”-- Charles Dicken’s description
in A Tale of Two Cities perhaps best describes the scenario facing Indian Companies
today. On the one hand, unprecedented growth in the Indian economy has led
companies to post record revenue and profits. On the other hand, the spectre of a
world recession threatens to play spoilsport.

At Earnst & Young, we have been studying corporate performance over many years.
Our research tells us that while business goes through cycles of boom and bust,
some companies are successful in riding the boom periods and defying the period of
bust. These companies consistently outperform the market and deliver superior
results on an ongoing basis. These successful companies cut across industries, have
disparate backgrounds, some are mature and established, and others are newer and
younger.

These companies are more successful because of the quality of their management
processes. As we conducted a study of India’s best managed companies, our aim
was to identify what is it that makes one company better managed than another and
what are the leading practices that India’s best companies adopt to outperform
industry and competitors.

Our survey revealed several common threads that run through India’s best managed
companies. We summarized these as “10 mantras” of management success. Many
companies focus on one or some of these mantras, but when practiced together,
these mantras churn out a “best managed” company.

Mantra #1: Be audacious in your vision

Sam Walton once famously said, “Capital isn’t scarce: vision is.” However, looking at
the best managed companies of this year, there seems to be no dearth of vision. In
fact, these companies have displayed a boldness of vision that was quite
unimaginable for Indian companies a decade ago. If one were to select the leading
beacon for its vision, it would undoubtedly be Tata Motors. Who would have thought
that a company, which started making passenger cars barely a decade ago, could
even think of making the world’s least expensive car, and that too half the price of
the cheapest car available in the market. But this should not come as a surprise.
Over the past few years, Tata Motors has time and again set out to achieve targets
that skeptics have proclaimed to be unattainable. But every time it has delivered on
these promises—be it in Indica or the Ace.

ITC is another interesting case in point. A strong vision not only helped it recover
from not-so-successful forays into finance, trading and real estate but also
galvanized the company to brace for a new round of Growth. It sets itself an
ambitious target to become India’s biggest FMCG Company and then went on to
launch a product blitzkrieg, unleashing a new product in the Indian market every
quarter. Today, after successful competing against the FMCG majors in the foods
arena, ITC is entering the highly-competitive personal care market with a new-found
confidence. This new approach of Indian industry is perhaps best summed up in
Ratan Tata’s modest words: “We rescaled our thinking in term of growth and cajoled
our business to make this happen.”
Mantra#2 : Focus on what you know Best

In a rapidly expanding economy like India’s, diversification into unrelated but high-
growth sectors becomes a tempting proposition for companies. However, if one looks
at the best managed companies, they have largely achieved growth by leveraging
their value chain inter-relationships or through geographical expansion. The classic
example of growth through backward integration is Reliance Industries. Starting with
textile in the late ‘70s, Reliance pursued a strategy of backward vertical integration-
in polyester, fibre intermediates, plastics, petrochemicals, petroleum refining and oil
and gas exploration and production—to be fully integrated along the materials and
energy value chain, while also emerging as a leader in each of the industries it
entered.

On the other hand, a remarkable case of sharpening focus through divesture is L&T.
In 2003, L&T’s cement business accounted for more than a quarter of L&T’s
turnover, but it was still proving to b a drain on resources that could otherwise have
gone into growing the core businesses. As L&T’s top boss A.M.Naik says: “It was only
because of cement that the company’s financial parameters were depressed. L&T
could have grown much faster without the cement business.” Finally in 2004, L&T bit
the bullet and divested its cement business and decided to focus on engineering. The
success of the measure was evident in the financial results of that year when,
despite the divestment, the company’s revenues saw a minor dip and the profits
actually grew by 23%.

Mantra#3: Trim flab to achieve operational excellence

For the best managed companies, cost efficiency is more than a source of
competitive advantage. This has pervaded the companies’ philosophy to become an
ongoing exercise. Innovative solutions are helping the best managed companies
reduce costs without compromising on quality. Though a blend of backward
integration, competitive sourcing strategies and efficient systems, these companies
have managed to significantly rein in costs.

The best managed company in the material sector, Grasim Industries, is the lowest-
cost producer of viscose staple fiber in the world. According to the management, the
company is the most-integrated fiber producer, with the chain stretching right from
forest to pulp to fiber to yarn. Almost all the intermediate inputs are captive.
Besides, Grasim’s in-house engineering division enables the company to grow in the
most cost-effective way.

Other winning companies are also undertaking several initiatives to trim the flab.
Tata Motor’s landmark exercise conducted in the wake of a Rs 500 crore loss in 2001
helped it return to the “black” and gave it the confidence to produce the world’s
cheapest car. Tata Steel has long maintained its position as one of the lowest-cost
producers of steel in the world.ITC’s e-Choupal initiative has revolutionized the
agricultural supply chain, creating value not only for the company but also for the
farmers.
In an increasingly globalize playing field, operational excellence, as the best
managed companies illustrates, has become a necessity. Cost efficiencies are
instrumental in helping these companies defend their turfs from foreign players.
More importantly, these companies are now taking the war abroad by effectively
wielding the cost advantage to emerge as a serious threat to global incumbents.

Mantra#4: Good governance makes business sense

Corporate Governance has become a priority for a world recovering from the shocks
of scandals such as those as Enron and WorldCom. In India itself, Clause 49 of the
listing agreement, which contains the corporate governance requirements, has been
revised at least four times in six years. Most Indian companies have been struggling
to comply with the mandatory requirements of this clause. However, we noted that
the winning companies go much beyond what is mandated by the law. All but one of
these companies has a documented Corporate Governance Policy and a
Whistleblower policy. Most of these companies provide formal training to their
Directors and have instituted mechanisms to track the performance of their Boards.
The Tata Group stands out as leading practitioner of good Governance. It claims that
adherence to ethical business conduct is rooted in the vision of its founder, Jamsetji
Tata, for whom the ‘end’ of entrepreneurial triumph was always secondary to the
means’ by which it was achieved. It is this very reputation for honesty and integrity
that has helped the Tata Group immensely in its bid to grow internationally. This was
reflected at the time of the corus acquisition; when Jim Leng, the Chairman of Corus,
went on to call Tata the right partner at the right time for Corus shareholders and
employees alike.

Mantra#5: Develop leaders from within

A common feature across the best managed companies is that their leaders have
grown from within. A.M.Naik started his career as a Junior Engineer with L&T in year
1965. Y.C. Deveshwar, the CEO of ITC, began his career as a management trainee in
the company in 1968. K.M Sheth joined Great Eastern Shipping in 1952. B
Muthuraman started off as a Graduate Trainee with Tata Steel. The list goes on.
These companies have made a conscious effort towards creating talent pools within
the organization and grooming employees for leadership positions.

L&T has launched a company-wide endeavor covering more than 4000 managers to
enable them to hone their abilities in people management, and translate those skills
into effective leadership and motivation. To ensure quality and depth of leadership,
L&T has linked the leadership process with consistency of performance. Select
employees are also sent to premier business schools and management institutes to
gain experience and knowledge through their Advance Management Programs.

Another best managed company, Grasim, believes in identifying and grooming

management talents as also undertaking leadership development across levels
through various initiatives such as ‘Competency Honing and Leadership
Development’ programme at Gyanodaya, the company’s institute of Management
and learning.

Henning Holck-Larsen, the co-founder of L&T, couldn’t have been more correct when
he said: “ If you want to belong to a country that is becoming a nation, you have to
keep the economy growing by creating jobs. And you can only do that by investing in
tomorrow, and tomorrow is made by people.” Quality and commitment of workforce
can make a significant contribution to the company’s success. India Inc. is becoming
well aware of this and is making an effort to take care of people through initiatives
that range from providing better facilities at offices, regular trainings and
development programs as well as liberal leave policies. Findings from the survey
reinforce this trend: 67% of the best managed companies have specifically
documented policies offering sabbaticals to employees and 78% of the best managed
companies have institutionalized ‘Fast Track’ programs to recognize high performers.

This year’s best of best winner, L&T, has been the recipient of number of awards for
its innovative HR practices. One such initiative is the Hitori Yatai Seisan or the Single
Workman Station, at L&T’s electrical engineering division. Employees are challenged
to take complete responsibility for a product instead of letting them work on
individual components. “Ever since we introduced the concept of the Single Workman
Station, our productivity has increased, as the employee has a sense of ownership
for the final product. This is a great motivation,” said R.N. Mukhija, President
(Operation), L&T.

Best managed companies use a variety of approaches to reach out to their

employees and go beyond the conventional offering of responsibility, security and
salary. They create work environments in which their employees can flourish and
dream the organization’s dream.

Mantra#6: Forge stronger partnerships with your supplier base

The top companies in India realize that their performance is inextricably linked with
that of their partners. As one of the CEOs put it, “The strategic vision of the company
must get absorbed and assimilated across the entire value chain.” To this end,
companies are increasingly sharing their vision with partners and seeking active
participation in realizing their growth objectives.

Our study shows that the best managed companies in India view development of
vendors as a key investment towards value creation. It was interesting to note that
each of the best managed companies conducts quality audits at vendor sites and has
structured systems for vendor performance appraisal. Indian companies are also
actively partnering their suppliers in planning, procurement, research and
development, quality assurance mechanisms and process improvement initiatives.
Two-third of the best managed companies is actively investing in enhancing the
technology of their vendors.

Bharti Airtel exemplifiers this mantra in that it has integrated the partnership
approach in its business model. Deviating from the conventional model wherein
telecom companies owned network equipment, Bharti strategically outsourced the
entire network infrastructure to its vendors and incentivised the arrangement by
offering 1% of the company’s revenues through SLAS. To allay vendor concerns
regarding sustainability of the business, the company further outsourced network
management to vendors.

The results that the partnership approach can yield are perhaps best visible in the
case of Tata Motor’s breakthrough car, the Nano. Auto component suppliers played a
key role in the development of the car and ensured that it met the cost target.
Mantra#7: Pursue quality with Zeal

Best managed companies use quality to do what they do best—create values. These
companies devote significant efforts towards achieving the highest levels of quality.
Our study confirms that quality is a concept that pervades all sectors and each
business. Each of the best managed companies had process quality certifications and
78% of these companies had undertaken organization-wide six sigma exercises.
Importantly, all of these companies’ strategic plans include targets for process
improvements.

At ICICI Bank, increasing customer grievances and service lapses made the
management set up an organizational excellence group (OEG) in 2002. Its aim was
to engage in building, sustaining and institutionalizing quality in the bank by
facilitating development of skill and capabilities in various quality frameworks.
In the industrial products sector, L&T’s Heavy Engineering Division is focusing on
improving manufacturing operations through automation, TPM, Six Sigma and IT-
enabled re-engineering.Tata Steel’s focus on quality led it to launch the ASPIRE
program, incorporating best practices of different improvement initiatives such as
TOC (Theory of Constraints),TQM(Total Quality Management) and technology.
Unrelenting commitment to quality, which is a defining features of each of the best
managed companies, creates that all important value among stakeholders—trust.

Mantra#8: Innovate to create value for customers

L&T’s definition of technology “as the springboard for the future and a bridge
between aspiration and accomplishments” typifies the new-found attitude of business
in India. The new mantra is to indigenize technology, which is evident from the
increased R&D expenditure incurred in better managed companies. Companies are
increasingly emphasizing on R&D for reducing costs and developing new products.
A case in point is Tata Motors, whose new business strategy is focused around the
development and production of technically advanced commercial vehicles and
passenger cars of world-class quality. The recent launch of the first of its kind goods
career, Ace, and its passengers-carrying variants, is the result of the company’s
aggressive new product development programme. Innovation in products and
services has helped ICICI address the needs of various customer segments. A recent
example is the introduction of an end to end technology solution in rural geography
that provides customers with biometric-enabled smart cards.

To sustain strong growth rates companies need to look for creating know-how in new
areas by building in-house technological expertise and the best managed companies
are constantly working towards this very goal.

Mantra#9 Give back to the Society

Corporate social responsibility (CSR) in India can probably be traced back to when
the Tata Iron and Steel Company was floated in 1907. the Jamshedpur plant today
can be described as a mammoth social out reach programme that covers 600
hundred villages in and around its manufacturing and raw materials operations
through initiative in the areas of income generation, health care and education, a
good example of linking business goal with a larger societal cause is ITC’s e-Choupal
initiative, which has proven to be a digital revolution and has been reshaping the
lives of farmers in remote Indian villages.

The Aditya Birla Group believes that CSR id textured into the group’s value systems.
The group has created a whole parallel organization to focus on CSR under the
stewardship of Rajshri Birla. Its vision is “to actively contribute to the social and
economical communities in which we operate. In so doing build a better, sustainable
way of life for the weaker section of society and raise the country’s human
development index.”

L&T believes that the true and full major of growth, success in progress lies beyond
balance sheet or conventional economic indices. It is best reflected in the difference
that business and industry make to the lives of people. Today, it views itself as a
company engaged in a higher cause of Nation building. In the case of Tata Motors,
Singur was chosen by Ratan Tata as the location of the new plant because he
believed that eastern India should not be deprived of the economic development
enjoyed by the rest of the company. His decision may not have been an
economically-prudent one, but it was backed by a strong commitment to the cause
of social development. The CSR agenda of Indian companies, indeed, boarders on
the extraordinary in vision. The leading Indian companies do not view CSR as an
instrument of enhancing their reputation; instead they display an earnest desire to
gives back to society and to contribute to the Nation’s progress.

Mantra#10 The Indian Edge

Management thinkers have often talked about the differences in management

philosophy and practices as developed in the US, Europe, Japan and even China. Of
late, there have been calls to identify what can be termed as the “Indian Approach to
Management.” While we can not venture to define the Indian approach to
management here, we noted one key difference that distinguishes the approach
Indian companies from those of others. This difference lies in their inclusive nature
and manifests itself in the way Indian Companies deal with their stakeholders.

Today, as companies the world over struggle to show their more humane face and
find the balance between profitability and social responsibility, Indian companies are
comfortably partnering with their stakeholders to create value for society. Our
companies often allude to their business partners as part of the larger corporate
family. Employees are treated with respect and hardly any Indian company hands
out pink slips in times of difficulty. Indian companies often engage in societal
upliftment and nation-building projects, not due to any regulatory pressures but from
a natural sense of duty.

It is this attitude of inclusiveness that is giving Indian companies a strategic

advantage in areas where other companies failed. Indian companies are far more
successful in reaching out towardsly different customer segments-reach and poor,
urban and rural. So they endeavor to globalize, they gain easier acceptance across
diverse countries. The support they get from the extended organization multiplies
their capabilities. Their strong talent pools par them to successfully compete with the
best companies in the world. The mutually-beneficial relationship that the companies
have with the community preempts conflicts and ensures smooth conduct of their
businesses.
We believe that the inherent trait of inclusiveness that Indian companies posses, in
addition to the “10 Mantras”, could well be the defining factor of their tremendous
success in the years to come.

Compiled and Shared by:

Mr. Hari Nair is a Young Masters in Public, Personnel

Management & Industrial Relations from Osmania
University, did his Graduation in Commerce and has a
Degree in Education with Psychology also a Diploma in
Journalism. Currently he is at the helm of affairs as Head
- Manufacturing HR, SHRIRAM Fuel Injection Industries
Ltd., USHA International Ltd., Balanagar, Hyderabad and
is heading the Manufacturing HR & IR at Hyderabad,
Kolkata and Faridabad. He can be reached by e-mail
hari.nair69@gmail.com and on his Mobile No. +91-98-
102-89047