Perfect Relations at Delphique 2010 Compendium On Social Media Discussion

20-21 NOVEMBER
Management Development Institute, Gurgaon
Delphique 2010
INDIA INC.
THE PATH TO TREAD
IN THE NEW DECADE
DELPHIQUE 2010
Contents
Management Development Institute, Gurgaon ............................................................................................... 3
Delphique ....................................................................................................................................................... 4
Note from the Secretary .................................................................................................................................. 5
Acknowledgements ......................................................................................................................................... 6
Our Sponsors .................................................................................................................................................. 7
Our Knowledge partners ................................................................................................................................. 8
Inauguration ................................................................................................................................................... 9
Research Panels ............................................................................................................................................ 10
Communications panel .................................................................................................................................. 10
Entrepreneurship Panel................................................................................................................................. 15
Finance Panel ................................................................................................................................................ 18
Human Resources Panel ................................................................................................................................ 22
IT Panel ......................................................................................................................................................... 26
Marketing panel ............................................................................................................................................ 30
Operations Panel........................................................................................................................................... 33
Strategy Panel ............................................................................................................................................... 36
Social Responsibility Panel............................................................................................................................. 40
Valedictory.................................................................................................................................................... 44
Media Coverage ............................................................................................................................................ 45
Feedback from Panelists................................................................................................................................ 50
Photo Gallery ................................................................................................................................................ 52
Team Delphique ............................................................................................................................................ 53
Contact Us .................................................................................................................................................... 54
2 | INDIA INC – THE PATH TO TREAD IN THE COMING DECADE

DELPHIQUE 2010
Management Development Institute, Gurgaon
Management Development Institute (MDI), Gurgaon, a top business school in India, is a flourishing cauldron of
excellence in management education, high quality research, executive development, and value added
consultancy. Having established its footprint worldwide, MDI‟s vision is to become one of the top business
schools in the world.
MDI‟s vision brings a global perspective to all its activities. Driven by this vision, MDI has constantly
endeavored to grow and consolidate its global network. Our aim is to incorporate the world‟s best academic
practices into all our programmes, namely our management and executive programmes, as also our training
programs for the Top Management of the corporate world.
MDI has consistently focused on designing practice oriented learning and a contemporary industry-focused
curriculum, driven by our strong corporate interface. This unique blend of MDI‟s global perspective and strong
industry linkage contribute to bringing best practices to corporate, through training programs as well as action-
centric research and consulting

DELPHIQUE 2010
Delphique
As MDI‟s flagship event, Delphique conducts quality research and industry review, and is attended by distinguished
guests from industry and academia. As a student-driven initiative, Delphique offers a unique platform for
comprehensive corporate interaction and access to research on contemporary business issues through engaging panel
discussions, merging theory and practice in a way very few forums do. The theme for this year, “India Inc: The path to
tread in the new decade”, is highly relevant to the strategic perspectives of Indian businesses.
With topics ranging from the growing importance of Tier II/III cities and Digital and Social Media to Human Capital
Management and challenges and opportunities in financial markets, the presentations of student research and the
subsequent discussions by industry practitioners defined our points of view. The discussion panels included various
business functions such as Marketing, Finance, Strategy, Communications, Human Resources, Information
Management, Operations, and Entrepreneurship and socially relevant issues such as Food Security.
With MDI‟s strong commitment to sustainability and social responsibility, not only were there dedicated panel
discussions on social entrepreneurship and food security to sensitize students to this increasingly relevant way of
thinking and of doing business, but we also endeavored to walk the talk by making this event a green and sustainable
one in every measure, small and large.

DELPHIQUE 2010
Note from the Secretary

When I started my journey as the Secretary, Delphique
2010, I knew that the opportunities that existed were
immense, but the challenges that lay in the path weren't few
either. Having cult companies in each field of management
as the Knowledge Partners of various panels, and having 50
top corporates in the MDI campus over two days was a
humongous task. We, as a team not only had to emulate the
success of Delphique'09, but we also had to transcend
Delphique to new horizons.
Carrying forward the legacy of Delphique, the theme

decided upon for Delphique 2010 was “India Inc: The path to tread in the new decade”. After having surprised
the world by leading the path to recovery, India stands at a transition point where the coming decade promises
economic and social leadership. This was what we wanted to have as the major backdrop of Delphique'10.
As Albert Szent rightly said, “Research is to see what everybody else has seen and to think what nobody else
has thought”. With topics ranging from the growing importance of Tier II/III cities to challenges and
opportunities in financial markets, the presentations of student research and the subsequent discussions by
industry practitioners defined the research carried out in various panels.
With MDI's strong commitment to sustainability and social responsibility, not only did we have dedicated panel
discussions on social entrepreneurship and food security, but we also endeavored to walk the talk by making this
event a green and sustainable one in every measure, small and large.
When I look back at Delphique, I remember the words said by Dr.Gopal Pingali of IBM. He said, "Delphique is
one of the best events that I have ever attended, and the way I have been looked after at MDI, I will never forget
that." These encouraging words, coming from a very senior professional on the first day of the event filled me
with such enthusiasm and optimism that I said to myself - nothing would go wrong from here. And by God‟s
grace, nothing did.
There are a few people without whom the event wouldn‟t have been what it turned out to be in the end. The
unflinching support extended by Director Sir, Prof V.K.Gupta and Dean Sir, Prof. B.A. Metri went a long way
in ensuring the success of the event. If there's someone who has been instrumental in ensuring that each and
every detail, however miniscule ,was planned before hand, that person is Prof.Neelu Bhullar, Area Chairperson,
Students Affairs. She has been the unrelenting force behind the Delphique team throughout.
Last but by no means the least, is Team Delphique. As the secretary of Delphique'10, the voyage of more than 5
months had been full of ebullience. And it has been because I had a team with me which was as passionate as I
was. The efforts put in by the entire team just cannot be described in words. The credit of success is often
attributed to the leader. But I strongly believe that the leader is as good as his team and it is the team which
inculcates the strength and confidence in the leader to carry out the challenge.
This, truly, has been a journey of a lifetime!
Harmanjeet Singh Baweja

Secretary, Delphique‟10
MDI, Gurgaon

DELPHIQUE 2010
Acknowledgements
Success is never achieved alone. It is achieved only through the combination of team efforts and support and
motivation of the people around them. For the success of Delphique 2010 , we would like to take this
opportunity to thank each and every person who has contributed in making this event the success it was.
We deeply appreciate the constant support given by the Director Sir, and thank him for encouraging us to go
ahead with all our endeavors
Any talk of encouragement is incomplete if we don‟t thank the Dean, Professor B.A. Metri. We can‟t thank him
enough, for the interest he has shown in the event, and for being always ready to take time out for us.
The guidance and wisdom of a lot more experienced person is

invaluable while handling an event of such a huge magnitude.
We thank Neelu Bhullar Madam for the concern and
involvement she has shown towards the event. It‟s not untrue
to say we would have had a tough time organizing this entire
event without her knack for spotting loopholes and her
meticulous planning.
We would also like to thank all the faculty mentors who were always there for the students, constantly
guiding and supporting them during their research.
Professor Ashok Kapoor Professor Radha Sharma
Professor G.K. Agarwal Professor Rohit Prasad
Professor Gita Bajaj Professor S Chaterjee
Professor Kanwal Kapil Professor Sandeep Goel
We would also like to thank the panelists for having agreed to come over and share their insights regarding the
functioning of corporate entities, and the sponsors for showing their complete trust in the institute. All these in
conjunction with the effort of the students helped in the making the event a grand success.

DELPHIQUE 2010
Our Sponsors
Title Sponsor
Associate Sponsors
Online Media Partner Web Partner

DELPHIQUE 2010
Our Knowledge partners
Communications Panel: Perfect Relations Entrepreneurship: NEN
Finance: ICRA HR: Hewitt Associates
IT: Dell Marketing: Madura Fashion & Lifestyle
Operations: Keane Strategy: PricewaterhouseCooper Ltd.
Social Responsibility panel: Youth for Safe Food

DELPHIQUE 2010
Inauguration
spoke to the students regarding his exciting journey,
switching across three careers, from journalism and
technology, and finally into working with NGOs. He
inspired the students to explore various opportunities
over the 2 years and understand their passion and pursue
their career in an area where their heart really lies. He
spoke about the need for the younger generation to get
involved in solving significant national problems and
deliver impact across the country. Mr. Anil Sethi,
director and VP, SMB cloud sales services at Tata
Consultancy Services, shared with the audience his
experiences in the corporate world. He spoke in detail
regarding the effects of globalization on the ways of the
business world, and other emerging trends that could
impact the world in a big way in the years to come. He
The 14th annual National Management Convention of also spoke about customer satisfaction and the constant
Management Development Institute, Gurgaon, need for companies to revise their strategies to adapt to
Delphique 2010 was auspiciously inaugurated on the the ever-changing consumer dynamics.
November 20, 2010. The occasion was graced by the
esteemed presence of the Chief Guest, Mr. Anil Sethi,
Vice President, TCS, the Guest of Honor, Mr. Vivek
Sharma, Program Director, Gandhi Fellowship Program,
Kiavalya Education Foundation, Prof. Vinod K Gupta,
Director, MDI, Prof. B.A. Metri, Dean, MDI and Prof
Neelu Bhullar, Student Affairs Chairperson, MDI.
Mr. Anil Sethi is director and VP, SMB cloud sales

services at Tata Consultancy Services, prior to which he
has also been with Microsoft as the group director-OEM
and also as VP, ASEAN/SA at IBM, Singapore.
Mr. Vivek Sharma, Program Director at Gandhi Prof. B. A. Metri, dean, MDI spoke about the growth of
Fellowship Program, Kiavalya Education Foundation, Delphique over the 13 years, and the way it has
gradually evolved into its currently effective form, and
its currently unique form in which the students are
exposed to the various fields of management
specialization. He also spoke regarding the immense
learning that the students get by interacting with the
corporates through this event.
Prof Vinod K Gupta urged the students to be involved in

events like Delphique to ensure their overall
development and not to restrict them to academics alone.
He asked the necessity for the students to develop a
sense of corporate social responsibility.

Research Panels
Communications panel
Knowledge Partner
Discussion Topic: Social Media Campaigns – The panelists‟ experiences and points of view on these
Uncovering design intricacies topics built the students‟ understanding of the subject
through a blend of theory and practice.
Social Media is scaling new heights in India. Many
companies are focusing on the use of Social media for The emerging issues and paradigms of Social Media,
tangible and intangible benefits. The core objectives for which need implementation know-how to churn into an
a company to employ social media campaigns may empirical base of knowledge, include the behavioral
include increasing awareness, generating leads, drivers of social media participation, the key factors of
increasing sales / market share, managing crises and social media campaigns that use these drivers to ensure
image, changing consumer perceptions and influencing success and the extent to which culture, region and
consumer behaviour. gender determine behavior and success factors.
These trends give rise to issues concerning the Why, There is a whole gamut of issues, challenges and
What, Where, When, Who and How of Social Media, opportunities, facts and fiction in Social Media even
that need addressing. beyond what the students studied, that are key to the
effectiveness of Social media campaigns and that the
As a part of their research, the students tried to answer students gained a better understanding of, through the
some of these questions, including the behavioral opinions of the panelists.
drivers of social media participation and the ingredients
of successful social media campaigns, relevant to the
Indian culture and context.
Faculty mentor for Negotiating the Education Sector under the WTO
regime. She is also on the Board of Studies, All India
Prof. Gita Bajaj Management Association – Centre for Management
Education.
Prof. Gita Bajaj is Associate
Professor and Chairperson, Prof. Bajaj has been training managers of various
Corporate Communications at organizations including Cairn Energy, Eli Lilly, Hero
MDI Gurgaon. She has Honda, ABB, Roche Pharma, Nestle‟ India, IBM
completed GCPCL at Harvard Daksh, Coca Cola, Birlasoft and HP.
Business School and is an HBS Affiliate. She is a
She teaches Managerial Communications, Negotiation
prolific writer and along with a colleague, she was
Skills and Case Writing at MDI Gurgaon. She has also
bestowed the Gold Medal for writing the Best Case in taught at IIM Calcutta and to executive participants of
India in the ISB IVEY Case Writing Competition, 2010.
University of Maryland. Her research interest area is
She was a member of the Ministry of HRD‟s Committee
DELPHIQUE 2010
Crisis Communications and impact of new media on Mr. Chiragh Cherian

Communication. She has to her credit more than 200
articles published in national news papers and many Mr. Chiragh Cherian is a young
published teaching cases. and energetic individual who has
best used his learnings from
Prior to joining MDI, Prof. Bajaj worked in the industry various spheres where it‟s needed
for almost 12 years. Some of the organizations that she most today, the Internet. He has
was associated with include The Hindustan Times, The also had the privilege to work in
Pioneer, and NIEPA. Her assignment with the various industries and currently
Hindustan Times was as the Editor of HT Horizons and heads the Digital PR practice at India's largest public
HT Careers. relations firm, Perfect Relations.
Panelists
Prior to his tenure with perfect relations, Mr. Cherian
Mr. Aman Gupta has had an extensive experience in marketing at
Europe‟s largest Asian TV network, Zee network.
Mr. Aman Gupta is the Chief
During his career with Zee, his quick ability to absorb
Executive Officer of Imprimis Life
and implement gave him opportunities to explore other
PR, one of the leading PR and
career options such as events and PR. He was a key
communications firms in India. It
person to organize, market and PR large scale annual
offers services ranging from media
events such as the Zee carnival and the Zee cine awards
relations, crisis and reputation management, training,
across Europe. His contribution assisted in the channel‟s
market research, public affairs and communications.
continued growth and in maintaining the channel‟s
He has more than ten years of experience in strategic leadership position.
communications and media across a wide spectrum of
industries. His professional experience includes
Apart from this, in his initial days Mr. Cherian has also
communications around product positioning and market
had experience in Sales and Advertising. His innate
development as well as national media campaigns and
ability to meaningfully combine and apply his learnings
media training. He has developed and implemented a
from various cultures and professions to a measurable
continent-wide media and market program for more
outcome in this new and upcoming field of digital PR is
than 50 clients including names like – IIFT, GEMS
well recognized not only by his colleagues but all the
Educations, Edexcel Learning, ISB, ICFP, Educomp etc.
various industries he has served in his short period with
Mr. Gupta holds a postgraduate degree in business Perfect Relations.
management, with a focus on marketing and brand
Mr. Deepak Mukarji
building, from the International Management Institute in
New Delhi. He is a frequent contributor to leading Mr. Deepak Mukarji, Country
national and international journals. He was awarded a Head of Corporate Affairs for
fellowship by TED, the leading conglomeration of the the Shell Group of Companies
top 500 people from technology, entertainment and in India, is a seasoned
design. He is also the founding associate member of professional with over 26 years
Baird‟s CMC, the global conglomerate of senior of experience in creating the
communications and public policy advisors networked space for business to grow in
across the world. India.
As a communications and management leader with

various multinational organizations, he has nurtured the
license to operate by driving strategic positioning of

DELPHIQUE 2010
issues across industry profiles. He has strong credentials non-profits and startups formally or informally, both on
in corporate image and expectation management with the product and the strategy side.
key stakeholders and decision influencers including the
government, civic society, institutional vested interests His blog, Gauravonomics.com, has been voted as the
and media. Best Business Blog in India by Indibloggies, and is
among the top 150 advertising and marketing blogs
The industries Mr. Mukarji has worked in include worldwide, as per AdAge Power 150.
engineering, publishing, chemicals, the United Nations,
telecommunications, insurance and energy. The brands Mr. Mishra has written several book chapters, including
he has worked with include JWT, DuPont, the United for the acclaimed book, “The Age of Conversation”, and
Nations, Bell Labs (Lucent Technologies), MetLife and is now working on his first novel.
Shell. Ms. Meena Vaidyanathan
An erstwhile theater personality with over 350 stage Ms. Meena Vaidyanathan is a
performances, 2 television serials & 1 television film, he consultant on business
is also a published business writer in various
development and strategy,
newspapers and has written an article on PR for focusing primarily on social
Encyclopaedia Britannica. He has lectured at various enterprises. She has contributed
management schools and has attended business in creating significant brand
leadership programs at IMD in Switzerland and Henley impact through focused
Management College in UK. He has authored a book of customer programmes, online
short stories and is working on a novel while living in marketing, media visibility, and
Gurgaon with his wife and son. innovative marketing strategies over the past 17 years.
Mr. Gaurav Mishra She is presently working with Dialogue Social
Mr. Gaurav Mishra helps global Enterprise as a Director for Development creating a
brands benefit from Social global programme to build awareness on the importance
Squared, the intersection of social, of trust, empathy and respecting human diversity while
as in connecting people, and social, empowering people with disabilities. She has worked in
as in benefiting the society, as Monsanto, Honeywell and HCL Technologies in the
Director of Digital and Social past, before she turned a full-time social entrepreneur.
Media at MS&L Group Asia. Ms. Vaidyanathan has worked closely with business
He has studied at IIM Bangalore, held senior marketing schools like Harvard and INSEAD on several case
roles at the Tata Group, taught social media at studies and played a key role in the conceptualization,
Georgetown University as the 2008-09 Yahoo! Fellow, production and marketing of the book Employee First
launched crowd-sourced election monitoring platform Customer Second published by Harvard Business
Vote Report India and co-founded social media agency School Publishing.
2020 Social. She is also a partner in Niiti Consulting, a consulting
Mr. Mishra is frequently invited to guest lecture at company seeking to be a change agent for society, by
business schools, speak at conferences and lead supporting organizations that aim to create a strong
workshops. He is also frequently invited by Indian and social impact by providing local sustainable solutions
international media, including the Wall Street Journal, around business strategy, marketing and execution
Forbes, Business Week, CNN, BBC and CBS to support.
participate in panel discussions, write articles, comment Ms. Vaidyanathan is a Biotechnologist by training and
on stories and contribute op-eds. He advises several
holds a Post Graduate Diploma in Business
Management with a specialization in Marketing. She

DELPHIQUE 2010
teaches occasionally in business schools on effective 4. Innovation

business communication, brand management and crisis 5. Integrating offline marketing
communication. She is a voracious reader, enthusiastic 6. Building relationships with followers
traveller, singer and an occasional blogger. 7. Using blogs and following other people‟s blogs
8. Branding social media presence with company's
Student Research Outcome logo and other promotional information
9. Humor
1. Segmenting can be done on the basis of gender.
10. Launching a micro campaign before going for
Using social influence and flow experience
costly campaign
related communication we can tap the male
11. Being consistent with update schedules
community because these two constructs are not
12. Using freebies like e-books, free products and
visible for females in their social media
white papers
behaviour.
13. Not Selling
2. A social media website or campaign should be
14. Sharing company events
perceived as enjoyable as well as useful.
15. Having a limited presence
Although there is subjectivity in the definition of
what is enjoyable, one factor which can predict Panel Discussion
usefulness is how easy it is to use it.
3. Do not restrict the user‟s ability to navigate within Mr. Gaurav Mishra spoke about the Pepsi Refresh campaign
a social networking website or campaign; rather and that a lot of fresh perspective is required with each
play the role of a facilitator. Eg. Photo tagging or campaign. He also spoke about the growth of Social media
designing/customizing your dream car in an from a niche medium to a mass medium. He spoke of the
automobile company‟s page. importance of traditional media, the social media and the
4. In general we find that majority of the people paradigm shift in the usage of these media, a value
have a low network size. A social media proposition shift.
campaign focused on enjoyment would be best
served by going in for a mass broadcast. However Mr. Deepak Mukarji spoke about the relevance of Social
a social media campaign which delivers value for media in various sectors. He spoke about the challenge of
the social media users should be more focused taking social media to the traditional people who do not use
towards individuals having a high network size. 3G or GPRS enabled phones and companies whose
Eg. Book reviews from popular reviewers operations favour more traditional paradigms. He in
5. Communication in social media should be an particular spoke about how Anand Mahindra took customer
integrated effort; it should not be focused on only satisfaction to another level by use of twitter.
one medium. People with multiple accounts may
Mr. Aman Gupta focused on the importance of innovation.
not use all those accounts with the same He also spoke about getting influenced by the feedback
frequency. Hence, it is better to have a multiple acquaintances share about various movies, shows etc. He
pronged communication reinforcing the message focused on the concept of bait where the consumer sees the
of the campaign in most popular social media benefit that he gets from any campaign and is attracted only
websites. then.
Following are the factors that have been identified as
Ms. Meena Vaidyanathan spoke about designing a social
very important for the success of social media media campaign with key features being ease of use,
campaigns. Their presence increases the probability of defined segmentation and use of employers as ambassadors.
the success of the campaign manifold. They have been She also spoke about specific sites to research on like
ranked in the order of their importance for the success: innovators.com by the students of Cambridge. During her
1. Making sure that they do not spam the followers talk, she talked about Social Media Campaigning specifics
2. Listening and tangibles that could be used to quantify and increases
3. Maintained by Humans the effectiveness of such campaigns.

Research Team
Aakanksha Jain Madhvi Marathe
Aman Garg Payal Aggarwal
Anshul Gupta Raghoo Puri

Rahul Kaushal
Jaban Jyoti Phukan
Rahul Sharma
Lokesh Harnal
Swati Bhadada
DELPHIQUE 2010
Entrepreneurship Panel America¸ Europe¸ and Australasia. He has also taught at

Knowledge Partner SUNY Stony Brook from 1991-1997. His areas of
interest include monetary theory¸ public policy¸ and
practical applications of game theory to business. He
presented papers at the International Conference on
Game Theory at SUNY Stony Brook¸ 1996¸ and 2006.
His thesis “Public Good and Macroeconomic Policy in A
General Equilibrium Model” models the fiscal and
Discussion Topic: Social Entrepreneurship in India monetary policy choices of the government in the
context of a monetary equilibrium. He writes regularly
Transforming ideas into economic opportunities is the
on Economics in the financial press. Professor Prasad‟s
crux of entrepreneurship. The role of entrepreneurship
educational qualifications include BA (Hons.)¸
and an entrepreneurial culture in economic and social
Economics St. Stephen‟s College¸ Delhi University,
development has often been underestimated. Over the
MA¸ Economics¸ Centre for Economic Studies and
years, social entrepreneurs have acted as the change
Planning¸ JNU¸ Ph.D. Economics (with specialization in
agents for society, seizing opportunities, improving
game theory)¸ SUNY Stony Brook
systems, inventing new approaches and creating
solutions to change society for the better. Whatever the Panelists
definition of entrepreneurship, it is closely associated
with change, creativity, knowledge, innovation and Mr. Ashwin Raghuraman
flexibility-factors that are important sources of Mr. Ashwin Raghuraman is
competitiveness in an increasingly globalizing world currently the Vice President at the
economy. India Innovation Fund, an early
stage venture capital fund
These trends give rise to many issues surrounding Social promoted by NASSCOM. He is
Entrepreneurship, that need addressing. responsible for initiating deal
For the environmentally and economically sustainable flows, fundraising, evaluating
growth of the country, the role of social entrepreneurs start-ups for investment and
supporting portfolio companies in the technology sector.
and entrepreneurship is of paramount importance.
Creating solutions to change society for the better and In his earlier role at NASSCOM, he was responsible for
challenging the status quo would increase our creating the India Innovation Fund. He managed the
Innovation Initiative at NASSCOM and was instrumental
competitiveness in an increasingly globalizing world
economy. in creating a Special Interest Group on Embedded
Systems, an Auto Component-Information Technology
Faculty Mentor cluster. He also led the NASSCOM Innovation Awards
program, which recognized the most innovative
Prof. Rohit Prasad companies in the ICT sector. Mr. Ashwin played
business and operational roles at Wipro Technologies
Prof. Rohit Prasad was VP of
and Maersk, Singapore, prior to this. Mr. Ashwin has
Strategic Initiatives at Xansa, a $
been a member of the SIP-EIT committee to evaluate
700 M BPO and IT services
start-ups for providing funding for International patent
company before joining MDI as an
and the CII committee on Security and Imaging. By
Associate Professor in Economics.
education, he holds degrees in Engineering and Masters
He has also been a senior IT
in Business Studies. He was an active sportsperson and
executive for companies in the US and India looking
now avidly follows Arsenal in the English Premier
after large offshore engagements¸ Corporate Knowledge
League
Management¸ and Internal Communications. He has
handled the implementation of the Balanced Scorecard in
two organizations and has served clients in North

DELPHIQUE 2010
Mr. Anoop Kaul

Mr. Anoop Kaul, based in Delhi, Mr. Sanjay Kapoor
is the National Head of Financial Mr. Sanjay Kapoor is currently
Inclusion of BASIX Group which working with NEN as a
works in the Livelihood Promotion Consultant since April, 2010
space. A post graduate from the looking after Entrepreneurship
Delhi School of Economics he Development of 30 leading
worked with the State Bank of Management, Engineering,
India for 35 years before joining BASIX in 2007. While Vocational and Arts/ Science
in State Bank he held senior level positions in the State Institutions in Delhi NCR region,
of Gujarat, West Bengal, Delhi and Andhra Pradesh and working closely with and supporting young
Bank‟s Central Office and seen all aspects of Banking entrepreneurs. He has been an entrepreneur for 14 years
and Financial Sector. Later he was on deputation to GE with expertise in Franchising and managing Small
Capital at Delhi where he worked as Chief Financial Businesses. He has run franchisees of 3 International
Officer in SBI Credit Card joint venture. In BASIX, he companies in the domains of Computer Education with
was the Chairman of the Rajasthan Livelihood NIIT Ltd, Computer Troubleshooting with Computer
Promotion Initiative under which 4.1 million BPL Troubleshooters, USA and Immigration with WWICS,
families were enrolled for Financial Inclusion in just 45 India for a total of 12 years. He did his MS in
days, a global record. He is a Director on the Board of Consultancy Management from BITS – Pilani and did
Basix Academy for Building Lifelong Employability [B- Bachelors in engineering and telecom from BMS
ABLE] as well as a Member of the Governing Council of College of engineering.
BASIX Academy. He is on the Executive Committee of
Bhartiya Samruddhi Finance Ltd., an NBFC and the
flagship company of BASIX Group.
Mr. Anupam Jalote

Mr. Anupam Jalote is currently
working as the Director – CEO
of GreenOil Energy Sciences
(Pvt.) Ltd., an entrepreneurial
start up that he has promoted –
for producing second generation
biofuels and renewable electricity
via the reforestation of
wastelands in a unique, inclusive project. He is also a
Partner in Jigyasa Consulting, a Singapore based
consulting firm. He is a techno-commercial expert with
over 22 year leadership experience in the fields of
Telecom, Renewable Energy, Green House Gas
Reduction / Clean Development Mechanism and
Management Consulting. He has core competence and
hands-on experience that enables him to advise
organisations on Organisational Design, Business
Process Reengineering. Mr. Anupam holds an MBA
from Purdue University and is a graduate from Lucknow
University with specialization in Statistics, Mathematics
and Economics. He is a regular speaker at various
business schools and media events.

DELPHIQUE 2010
Panel Discussion
of technology in helping create jobs for the society. He
The panel discussion focussed on entrepreneurship talked about the digital divide and serving the people at
in the coming generation which would work towards the bottom of the pyramid.
solving social problems such as hunger, poverty etc and Mr. Anupam Jalote dwelled about the social
how that would help a country like India grow. impact of a purely technical project such as a powerplant
All the panelists also pointed out the difference and went on to relate that to projects having core values
between entrepreneurship and social entrepreneurship that benefit the society. He talked about the role of
and reminded the audience that the role of the social electricity and power on demand for the people residing
entrepreneur did not imply his foregoing of profits. in the villages and how it can improve the productivity
The discussion also touched upon the changes in and efficiency.
the core values of an organization as it grows in size and Mr. Sanjay Kapoor apprised the audience about the
about the difficulties in tracing the trajectory of social role played by NEN in fostering entrepreneurship. He
enterprise, as it grows in size. talked about the various initiatives of NEN and the
All the panellists shared their viewpoints and their impact of the same. In particular he talked about the role
experiences and talked about how the work they had of NEN in the education sector.
been doing in their respective fields had helped create The role of government in facilitating the rise of
employment and benefited the society. social enterprises was discussed at length by the
A discussion was also done about the difficulties panelists. The discussion emphasised about the role of
faced by social entrepreneurs in setting up their business government as the biggest provider of capital and how
ventures and the regulatory issues that need to be the government is helping to create awareness about
addressed social issues.
Mr. Anoop Kaul talked about the role of The discussion also touched upon the role of
Microfinancing and the work done by Basix India microfinance institutes and the role of the kind of money
limited in this space. He pointed about the role of MFI‟s invested in the businesses and how it dictates the growth
in fostering the growth of education and small path followed by social enterprises.
entrepreneurs in the hinterlands of India. Prof.Rohit Prasad and the other panelists talked
Mr. Ashwin Raghuraman talked about the role of about the role of academia in helping to hasten the
India Innovation Fund and its role in promoting product growth of this nascent industry. Academia and studies
orientation in the Indian IT industry. He also talked can help validate the models of the entrepreneurs and
about the difficulties faced by entrepreneurs in getting lead to more such sustainable models.
the seed funding for their projects. He explained the role

DELPHIQUE 2010
Finance Panel
Knowledge Partner
Discussion topic: Role of financial markets in Faculty Mentor:

developing India - Key Challenges and opportunities
Prof. Sandeep Goel
Indian economy is one of the fastest growing
Prof. Sandeep Goel is an Assistant
economies in the world, backed by physical and
Professor in the domain of Finance
financial infrastructure. The issues of capital allocation,
at MDI. He started his teaching
financial inclusion, infrastructure funding and
career with the University of Delhi
regulations are the challenges before the financial
and has about eleven years of
environment of the country. Development of financial
teaching and research experience. His special areas of
markets presents an opportunity to overcome these
teaching and research interests are Financial Reporting
challenges. Indian markets are currently in
and Analysis¸ Management Accounting and Control,
development phase. Only equity market has
Corporate Finance¸ Corporate Governance and Earnings
significantly developed and has expanded in terms of
Management. Dr. Goel did his Honours in Commerce
participants and volumes. Indian growth story has
from Shri Ram College of Commerce¸ University of
brought this increased interest in equities. This has led
Delhi. He then got his Master’s degree in Commerce
to increased interest to find new avenues of
with specialization in Finance from Department of
investments. This creates a necessity to build other
Commerce¸ University of Delhi. He earned his doctorate
financial markets in India. Financial inclusion is the road
in Finance on ‘Management of Finance in Public Sector
ahead which involves innovations, refinement of
Enterprises
regulations and visionary time and fund investments.
Financial innovation can also help to develop the Panelists:
markets by providing easier access to cheap capital and
this will in turn help to grow the economy. The need Mr. C. S. Mohapatra
for new investment opportunities in India is helping to Mr. C S Mohapatra is an officer of
increase the depth of capital, money, for-ex and the Indian Economic Service of
commodity markets. 1986 batch and is currently
This research identifies the key success factors of global Director in the Capital Markets
markets and the strategies that India can implement to Division of the Ministry of
further the development of Indian financial markets. Finance of the Government of
The study gives an analysis of these strategies and India. He handles Secondary
issues that India will face in their implementation. It Market and International
analyses the challenges faced by Indian markets and Cooperation. Apart from the wide experience spanning
opportunities that India can capitalize on. over 22 years in key positions in various
Ministries/Departments of the Government of India, he
has also taught Economics early in his career and was a
Banker for some time. Mr. Mohapatra is an M.Sc in

DELPHIQUE 2010
Economics from the London School of Economics and President in the Private Wealth Management division –
Political Science and is presently engaged in his doctoral Delhi.
research at the Centre for Economic Studies and
Planning in Jawaharlal Nehru University. He also has a Mr. Vivek Mathur
Masters degree in Analytical & Applied Economics from Mr. Vivek Mathur is a Senior
Utkal University and holds an M.Phil from Punjab Group Vice President of ICRA
University. He is a member of the Secondary Market Limited and member of
Advisory Committee of SEBI. rating committee of the
company. He holds a
Mr. Lakshminarayanan Ramlingam Bachelor’s Degree in
Mr. Lakshminarayanan Commerce from University of Delhi and Chartered
Ramalingam is a delivery director Accountant from The Institute of Chartered
in BFS, Cognizant. He has been Accountants of India. Mr. Mathur has an aggregate
working at Cognizant for 11 years, work experience of 19 years, out of which he has been
moving between various roles, associated with ICRA for a period of over 15 years.
starting as a Senior Business
Analyst and moving into account
management and finally to delivery management, Student Research Outcome:
where he has been working for 6 years now. Prior to For debt market, all countries studied in the research
joining Cognizant, Mr. Ramalingam worked for Infosys have a bouquet of debt instruments of various periods
for a year and for a boutique Product Company for a varying from a few weeks to a couple of years in both
couple of years. the government backed and privately backed
Mr. Ramalingam holds an Engineering degree from Birla instruments. In India, policymakers face challenges in
Institute of Technology and Science, Pilani and a PGDM developing these markets by focusing on areas like
from IIM Lucknow. Mr. Ramalingam holds the effective market mechanism, robust trading platform,
distinction of receiving the PGP Chairman’s medal for simple listing norms and development of market for
standing 3rd in his academic batch. debt securitization.
Mr. Mohit Bhatia For Indian forex market, there have been major
Mr. Mohit has professional positives like the introduction of currency futures for
experience of over 15 years in USD, EUR, GBP and Yen against the Rupee. However,
the Financial Services Industry. the excessive foreign inflows into Indian assets, has
His educational background been a cause of worry for the Indian authorities as that
comprises a BE (Mechanical has led to rapid appreciation of Rupee which in turn
Engineering) and an MBA- translates into decreased competitiveness for Indian
Finance. He started his career exports in the world markets.
at Kirloskar Pneumatic Co Ltd in 1992 and worked there
In India, corporate bond market is in its infancy both in
till 1994 after which he pursued his MBA from
terms of the market participation and the structure
Management Development Institute (MDI) Gurgaon.
required for efficient price discovery. Public offering of
After completion of his MBA in 1996 he has worked
bonds being expensive, time consuming and procedure
with three of India’s leading mutual fund companies in
oriented, corporates have been finding it easier to
areas of Equity & Fixed Income Research and Sales &
either borrow from banks or make a private placement
Marketing. Before joining Axis Bank in his current role
of their bonds. Though there has been slow
as Zonal Wealth Head – North India, he briefly worked
development in revitalizing the bond market, newer
with Anand Rathi Financial Services as a Senior Vice
challenges face the country.
DELPHIQUE 2010
The opportunities for financial inclusion that India can Markets than ever before and the decision to increase
utilize revolve around IT-enabled financial inclusion. It is limits on investments in bonds showcases that India is
essential for doorstep banking as IT solutions enable confident about these investments.
large transactions like processing, credit scoring, credit
record & follow up etc. It can significantly alter the Mr. Vivek Mathur opened the discussion by
cost, distance and access equation for poor people. appreciating the work of the research panel and the
Mobile network operators need to be at the forefront, relevance of the topics discussed in Indian context. He
creating the “roads” on which new products and continued by mentioning the difference between
services can travel. Now, exchanges are looking into growth oriented investment and speculative
investment and what India can learn from China in
using mobiles to reach the rural areas. The major issue
that India will face is Obsession with certainty. Lack of terms of infrastructure development. Thus he pointed
communication, language barriers and low literacy means to channelize investments in India through
levels, Lack of awareness about financial services and individual savings and international investors instead of
products, complicated procedures, Lack of legal identity banks which creates asset-liability mismatch.
are further hurdles in the way. Mr. C. S. Mohapatra started by congratulating the
research team for bringing out brilliant research
Panel Discussion
highlights. He mentioned that his insights were purely
Prof. Sandeep Goyal opened the panel discussion by his opinion and personal views. He talked about
thanking the other panelists for attending the aspects like the importance of NSDL, the ease of
Delphique Finance Panel discussion. He highlighted the entering the Indian Capital Markets, the sovereign
importance of financial shenanigans and governance in credit ratings of India and the Financial Sector
today’s world with an example highlighting the need of Legislative Reform Council. He continued by
corporate governance. highlighting the role of Credit Rating Agencies in
developing the Indian Financial Markets, especially the
Mr. Lakshminarayanan Ramalingam followed up by
Debt Market. He concluded with the need of forming
questioning the need to control FIIs in India. He
regulatory bodies for catering to financial conflicts of
continued with the need for fundamental innovation in
interests.
financial products and the role of securitization in the
market development context. He extended this need to
the Indian debt market development its importance.
Later in the discussion, he highlighted the differences
with which markets in East and West have developed
and underlined the transparency required in the system
to develop the corporate debt market.
Mr. Mohit Bhatia also talked about the need to develop

the debt market by highlighting that National Stock
Exchange (NSE) was envisaged for dealing in wholesale
debt. About the issue of FIIs, he pointed the fact that
International investors had more stickiness with Indian

DELPHIQUE 2010
Research Team
Ankur Bharadwaj Milind Agrawal
Chintan Singh Pratyush Mishra
Debajyoti Mitra Raghav Nanda
Gaurav Tripathi Rajat Maheshwari
Manu Krishna Saxena Varun Shah

Faculty Mentor:
Human Resources Panel
Knowledge Partner: Prof. Radha Rani Sharma
Prof. Radha Sharma has 3 decades of

experience. She has been appointed as
the ambassador for India for the world‟s
most prestigious professional body –
Academy of Management, USA. She has taught MBA
courses at ESCP, Europe. She has received four gold
medals for academic excellence. She is on the editorial
Discussion Topic: Human Capital Management Models
board of several national and international journals. She
in the Service Industry
is a passionate researcher and has received the AIMS
Organizations have come to realize over the years that international “outstanding management researcher
improving technology and cutting costs enhance award”. She has also received the faculty award at MDI.
performance only up to a point. To move beyond that She has published 9 books. She has also undertaken
point, the organization‟s people are its most important training and consulting in various verticals of Human
resources. In the end everything an organization does Resources. Some of her assignments have been
depends on people. To get the best out of people the sponsored by the UNICEF and the World Bank
organization must offer a healthy work climate where
Panelists
they can us their knowledge skills and abilities fully
with organizational goals. There is where HR managers Mr. Amit Jagga
play a crucial role – that of bridging gaps between Mr. Amit Jagga is responsible for
employee and organizational requirements by adopting managing the HR function for
appropriate HR policies strategies and practices. Human IBM Global Process Services –
capital management is about optimizing the performance NCR and Chandigarh. He has been
and capabilities of management and employees working with IBM for the last 10
years. A seasoned HR Professional
Human Capital Management can be defined as an
with experience in multiple roles
integrated effort to manage and develop human
within business, recruitment and
capabilities to achieve significantly higher levels of
HR. He has a Bachelors Degree in Business with
performance. Intellectual capital can be classified as
specialization in HR and has done Executive PG Course
organizational capital (institutionalized knowledge
in HRM from XLRI. He has also been a part of an
possessed by an organization), human capital
Accelerated Advanced Management Program from IBM
(knowledge, skills, abilities and capacity to develop and
in collaboration with Harvard University.
innovate possessed by people) and social capital (the
structures, networks and procedures enabling people to
Mr. Daljeet Singh
acquire develop intellectual capital).
Mr. Daljeet Singh is the president –
The students‟ research brought forth the theoretical strategy & organizational
aspects as well as the models and systems practices in development of Fortis Health Care
the industry, the various drivers of human capital Limited. Prior to his current role,
management were identified and the research was Mr. Singh was the Chief Executive
carried out in the basis of these drivers. Officer of Fortis Health Care Ltd.
Before joining FHL, he was the
The panelists‟ experiences and points of view on these Director in charge of HR,
topics built the students‟ understanding of the subject manufacturing, and external relations with ICI India ltd.
through a blend of theory and practice. with a proven track record of growing diverse
businesses through his leadership. His key achievements
have been in the field of developing progressive HR
DELPHIQUE 2010
strategies, and ensuring their implementation, Mr. Shiv Chandra

organizational restructuring, building a high Mr. Shiv Chandra is working with
performance culture and leading teams to deliver Aon Hewitt
business values. He is a gold medalist from IIT Delhi
and a commonwealth scholar to the senior management
program at the Manchester Business School.
Mr. KK Ahuja
Mr. KK Ahuja is advisor and
head operations, Napino Auto and
electronics ltd. He has an
experience of more than 40 years Student Research Outcomes
with various leading public and
private organisations. He was the 1. The HR Managers emphasized that Systems
director on board of various pertaining to Leadership Practices are well defined but
companies of the Dalmia group, employee surveys show otherwise.
General Manager – HR of Usha 2. Employees feel that career development
International and Chief Personnel Division of IDPL. Mr programs were not adequate.
Ahuja is an expert in Industrial relations environment, 3. Information systems pertaining to knowledge
developing people based competence strategy. Under his systems have been rated low consistently by HR
supervision, Napino Auto and Electronics has been Managers and employees.
conferred with a certificate of commendation for best 4. Average HCM scores of firms in the BSFI
practices in HR in CII HR conclave 2010. Mr Ahuja sector higher than the scores of IT/ITES companies
takes keen interest in management education and has 5. None of the drivers achieved a Maturity Level
been a visiting faculty at MDI, LBSIM New Delhi, LBS of 4.
Bareiley, and Amity Institute of Management. He has 6. Although all organizations laid a lot of emphasis
presented papers in international conferences and on trainings, the employees feel that the trainings were
authored several books on management. not well-defined and effective.
7. Various different practices are followed across
Dr. Maninder Khalsa companies in the service sector however most of them
Dr. Maninder Khalsa has are common for all of them.
professional experience of over 8. Some of the issues faced In the service industry
19 years in customer service & are:
sales operations and managing a. Attrition - McKinsey Associate Partner, Supriyo
learning & development and Sinha said that nearly 63,000 employees of public-sector
over 13 years of experience in banks will retire from the service over the next three
HRD & Learning & years and banks will have to devise ways to overcome
Development consulting. He this challenge.
has been performing at national b. Talent Management - India meets only 15-20%
role for last 9 years. He has also been a speaker at of the demand for Knowledge Process Outsourcing. By
various conferences including “Power Industry–National 2009, there will be a shortage of at least 3, 00,000
Training Policy.” He has done a Ph.D. in Business professional in outsourcing in India.
Administration from AMU, an advanced course in c. Training and Development - $126 Billion Spent
„HRD and Research Methodology‟ and holds a PGDBM on Employee Learning and Development in 2009. "The
from IMT, Ghaziabad. He has worked with a number of findings in our latest State of the Industry Report clearly
companies such as WTTIL, Aircel, Bharti Airtel, Godrej demonstrate that executives and business leaders know
Nelco, among others. their investments in employee learning and development
are keys to survival, recovery, and future growth”

DELPHIQUE 2010
d. Employee Engagement - Employee engagement Prof. Radha Sharma commented that there is a
is the most important driver for Talent retention. difference between Industry and academia and both have
their roles in development of the profession.
9. From the employee angle, outcomes that HR
desires are being achieved. Leadership development Mr. Amit Jagga of IBM was the next speaker. He gave a
programs are not widely known of because a small very interesting example where he quantified into rupee
number are exposed to them. There are two roles that amounts the cost that attrition has to an organization.
HR has. The functional role, which deals with expertise According to him, 30% of profits were compromised as
and the team role which is not clearly defined. There are a loss due to attrition. Another example that he gave was
three things that happen in an organization. Alignment, the quantum of applicants that a large IT firm such as
the process of execution, and the process of renewal. An IBM needs to reach in order to meet growth needs. One
interesting definition of the role of an organization cannot have a gate keeping mentality when doing such
is:”To survive in perpetuity”. mass recruiting. The discussion then turned to how this
10. The role of an HR manager is to create an function of HR is akin to supply chain management,
ecosystem where the leadership can do its job. The HR when the massive inflow and outflow of Human
manager must facilitate leaders to be able to perform resource is involved. This reaises the question is attrition
their role. From the research findings, it was seen that really an HR problem? Is it the CEO‟s problem? It is an
the business leaders have scored highly, HR managers issue of leadership and HR has an important role to play.
have not. There is too much emphasis on systems and
Mr. Jagga gave an analogy of an „emotional‟ bank
initiatives. They have become the end in themselves account of an employee. The employee has a mental
rather than the means.
balance with the firm. If it is positive, he is happy
Panel Discussion working there, if it is negative, it is a cause for concern.
The discussion started out with Prof. Radha Sharma Mr Daljit Singh was the next speaker. He said there are
two roles that HR has. The functional role, which deals
acknowledging the presentation of the research team.
She then gave her thoughts on the findings and some with expertise and the team role which is not clearly
comments for further discussion by the panel. She defined. There are three things that happen in an
mentioned how the importance of human capital was organization. Alignment, the process of execution, and
first recognized in history by Adam Smith. From the the process of renewal. An interesting definition of the
role of an organization is:”To survive in perpetuity”. He
1960s onwards, beginning of the knowledge era, land,
labor etc. have been replaced by human capital as the took the example of the Tata group. Mr. Singh said that
primary factor in wealth creation. the HR manager must have his finger on the pulse of the
organization.
The next to speak was Mr. Shiv Chandra of Hewitt. He
said that all the issues highlighted by the research are The next speaker was Mr. Maninder Khalsa. He said that
very relevant today. He commented that the the role of an HR manager is to create an ecosystem
methodology adopted had a prime focus on models of where the leadership can do its job. The HR manager
must facilitate leaders to be able to perform their role.
Human Capital. As important as it is to understand
models, it is equally important to be able to implement From the research findings, he pointed out the business
them. He said that one failing of the HR professional is leaders have scored highly, HR managers have not. He
that that he tries to jargonize, make things that are said there is too much emphasis on systems and
initiatives. They have become the end in themselves
simple, esoteric. What the research findings show is that
rather than the means.
on from the employee angle, outcomes that HR desires
are being achieved. Leadership development programs
are not widely known of because a small number are
exposed to them. Mr. Chandra then gave his thoughts on
workforce optimization, how to be proactive as an HR
professional and what is the right amount of HR.
DELPHIQUE 2010
Research Team
Hemanth Roshni Arora
K.R.Ramakrishnan Ruchira Pandey
Kanika Kakkar Sachin Batra
Kartik Gupta Sohil Hemnani
Parul Malik Swathi Pasumarti
Piyush Tushar
Prerna Mathur

IT Panel
Knowledge Partner: Faculty Mentor

Prof. Kanwal Kapil
Prof. Kanwal Kapil is an Associate

Professor in the field of Marketing
and Chairperson Open-
Programmes at MDI. Prior to
Discussion Topic: Outline and Application of next joining MDI he has worked with
generation CRM IPM as Deputy Director and IMT
There are various pieces of CRM we currently Ghaziabad as Assistant Professor.
understand – 360 degree view of customers, integrated He has worked in various companies such as Chemtrol
marketing communication, Above the line & Below the technologies¸ L&T and Cipla handling product and
line channels to interact with the customer, org-wide IT brand management functions. He has been active in
systems (SAP, CRM software) etc are some pieces of academics for last 13 years where he taught various
this definition today. While these really help courses such as Marketing Management¸ Brand
organizations focus their energies, it seems we are Management¸ and Consumer Behavior. Dr. Kapil is
nearing the inflection point where the returns from actively involved in executive education¸ consulting and
these start diminishing, given that these have now research. Apart from writing three books he has also
become ubiquitous. Hence, there arises the need to published research papers and case studies in various
understand the future CRM drivers. international and national journals of repute. Dr.
Kanwal Kapil holds PhD and MBA in marketing.
The research included identification of the future
drivers of CRM and then the various methods of
Panelists:
capturing sentiments along with their inherent
advantages and limitations, thus arriving upon a market
Mr. Murthy Chebiyyam
segmentation methodology for better customer
Mr. Murthy Chebiyyam is
servicing. The discussion focused upon the future and
currently the program director
current challenges/ limitations facing the evolution of
of services Quality at IBM
CRM to next level and the future of the CRM – from
Research India. He has 29 years
technology as well as marketing perspective The growth
of experience in Electronic
drivers for the CRM in future was discussed, with
Components/ Hardware
particular emphasis on social CRM, focusing on the
Systems, Reliability and Quality
moral and ethical aspects of using information from
Assurance, S/W Project
sources galore
management and Quality Assurance, Total Quality
Management (TQM), Six Sigma, Business risk
The subject of focus in the discussion was how to go
management, Knowledge Management, Information
about finding new avenues of reaching out to
Security Management, Disaster Recovery & Business
customers so as to gain competitive advantage
Continuity Management, Customer SAT Management.,
throughout the value chain of an organization.
and Services Value management. He has been defining
Furthermore, the discussion also focused on how to
and driving Service Quality & Service Value research
harness the full capability of the ever emerging
agenda for IBM India Research lab. He has also been
technology, since the technology, along with its
influencing the impact of service quality/ value on
benefits, also brings quite many challenges with itself.
contract growth, client loyalty & global reference
ability in a B2B contracts.
DELPHIQUE 2010
engage with the Student

Mr. Ravi Pratap Singh community across India
Mr. Ravi Pratap Singh is understand their
President, Nucleus School of requirements and create a
Banking Technology (NSBT) strong and sustainable
which is a new division of engagement framework for
Nucleus Software Exports Microsoft India to empower
Ltd., started by Mr Singh the Education community
himself. Prior to this, he had with programs like Students to Business Programs for
a long stint as President, Skilling & Employability, Student & Faculty Trainings
Global Delivery at Nucleus Software. His entire career and certifications and also to drive the Corporate Social
was spent designing, developing & delivering software Responsibility engagements like Digital Literacy
solutions for global Banking and Financial Services Certifications at one India level. He was awarded the
leaders like Citibank, Bank of America, ICICI Bank, HDFC prestigious Microsoft Gold Star Award for the year 2009
Bank, SBI, Standard Chartered and many others. He by the Chairman Microsoft India for his outstanding
started his career 25 years back with Nucleus Software contribution in setting up of India community council
as a summer trainee and grew to head its operations (ICC) with INETA & CULMINUS. He was also featured as
quickly. He headed the delivery operations for more one of the Frontrunners and the Youngest AVP of
than a decade before moving to the new venture. He Corporate India at the age of 26, by Business India 23rd
did his graduation in Economics from SRCC, Delhi March 2008 edition.
before doing his Post Graduation in Computer
Applications. Student Research Outcomes:
Mr. Sudeep Goswami The findings can be classified into 3 broad categories:
Mr. Sudeep Goswami is the 1. Identification of drivers of Next Generation CRM
2. Capturing Sentiments – Methodology, Tools
Senior Manager – Analytics
3. Suggesting Segmentation Methodology using the
at Dell International
Service. He has been in this Sentiment Analysis Outputs
position for over 4 years. The initial phase involved identifying the drivers for
He is currently leading the next generation CRM and research findings clearly
Commercial and Services pointed to Social Media as one of the major drivers.
marketing Analytics team at Dell Global Analytics. He Social media is the platform where majority of the
has led and successfully executed several key strategic consumer-company and consumer-consumer
projects for Dell, in the areas of Supply Chain, customer interactions are happening and this trend will be
experience and alternate hiring channels. Previously, he gaining more momentum in future.
was a consultant at Satyam Computer Services Ltd.,
where he worked for nearly 2 years. He has also worked These developments have made companies give serious
with Britannia and Infosys. He holds a PGDM thought to the development of a social media strategy
(marketing) from IIM B and is a Ceramic engineering as a way to leverage the strength of the medium. Dell
graduate from IT BHU. Social Media Strategy had been discussed and the
merits of listening methodology of Dell were seen.
Mr. Venkatesh Sarvasiddhi Based on the parameters of the research as set by the
Mr. Venkatesh Sarvasiddhi is currently the head of research partner, the research team concentrated on
Student Skills & Employability Initiatives at Microsoft looking at Sentiment Analysis as one of the ways to
Corporation, India. His primary responsibility is to leverage power of Social Media. As part of this,

DELPHIQUE 2010
Sentiments were defined in the context of research and Mr. Sudeep Goswami talked about the social media
then the methods to capture the expressed sentiments strategies adopted by Dell. He said that Dell being the
were identified. second biggest eRetailer after Amazon, it is important
for Dell to understand the sentiments expressed by its
In the next stage of the research, the segmentation customers. He opined that due of the growing
methodologies currently being used to effectively use importance of the future drivers of CRM like social
the outputs of sentiment analysis were researched and media, it is important to have the entire product
an in-depth analysis carried out on the applications, development steps based on customer feedback. Mr.
strengths and limitations of the existing segmentation Goswami talked about how Dell’s products are
methodologies. The existing segmentation method was
designed based on customer feedback. He talked about
found to be insufficient in capturing the sentiments in an incident where Dell’s B2B client’s employees were
an effective manner through application of the chatting on their intranet that they don’t like gray
methodology for various alternative scenarios. This colour laptop and how Dell incorporated such
finding made it necessary to come up with improved comments.
segmentations methodology.
Mr. K P Sharma talked about how listening to social
An extensive research was conducted and intense
media has helped Dell. He said that every week around
brainstorming sessions were conducted by the team to
10 million users call Dell and that 30% of them are
come up with an alternative segmentation recorded by Call clinic Tools for analysis. He also talked
methodology. This methodology was a multi out how capturing sentiments helped in understanding
dimensional segmentation model and it was mapped in the drawbacks of Dell’s unsuccessful products by giving
a way so as to be applicable for a diverse range of an example of Dell’s DVD Drives. Only after the
situations. This methodology was built with an inherent
feedback from customers were they able to understand
flexibility which allowed it to be applicable for every that temperature was one of the failure points. He also
situation. The improved methodology needed one to compared the social media usage patterns of China and
have data on the same consumer for multiple India and said that data gathered from Social Media in
parameters which is difficult but is being made possible China is much higher than that of India.
as the social media evolves. Companies are investing
huge amounts of money so as to get the data on Mr. M Chebbiyam brought in the technology
multiple parameters and this methodology is a good perspective of CRM. He identified three major success
way to benefit from the investments made.The
factors for CRM. Firstly, he said that we should target
limitations of the segmentation methodology suggested agent proficiency where the calls are transferred based
had been discussed. One of the limitations stemmed on either the language spoken by the caller or the
from the limitation of sentiments analysis itself. criticality of the issue. He talked about the concept of
Sentiments being a psychological parameter had a agent “buddy” where an agent can assist customer
limited area of application. transactions. Secondly, he said that it is important to
Panel Discussion: manage the call volume effectively. Finally, it is
The discussed was moderated by Prof Kanwal Kapil. He important to make customer happy and relaxed -
gave his view points on the limitations posed by sentiment analysis can play a major role. He said that
sentiment analysis tools and also the moral and ethical same sentiments can be expressed in same/different
implications of capturing sentiments. He also talked languages depending on different regions and also that
about the important concepts of Customer lifetime different methods of CRM must be used for different
value and customer referral value and their practical verticals. He concluded by saying that the outcome of
usage. Technology should be to enable company for better
decision making.

DELPHIQUE 2010
Mr. V Sarvasiddhi discussed about the social media challenge in banking is to provide a single view to the
engagement plan at Microsoft. He said that earlier customer. Other challenges include identifying unique
Microsoft used to rely on research done by Gartner and customers and reliability of the data. He said that banks
Forrester but now it has created its own blog still thrive on transactional data even when customer
department. It now launches its products to the top 150 dissatisfaction happens before they even start their
technology bloggers identified by the blog department. transaction. Ex: Opening an account and getting all the
Microsoft also invites such bloggers to their major rights. Speaking of technology, he said that it should
events so that they have better knowledge about their assist a company in effective data mining that can be
products. Microsoft also conducts Tweeter contest considered for better outcome (decision making). He
where 5 persons with maximum tweets are selected also said that Social Media is still not used for profiling
and they can ask questions directly to Steve Ballmer. of customers because of lack of information. He
Mr. Sarvasiddhi also said that this trend cannot be concluded by saying that though many tools are
stopped and that it will continue growing. Hence, available to capture and analyse the sentiments, only
leveraging technology is also very important. those tools should be used which are in perfect
alignment with the overall strategy of the company.
Mr. Ravi Pratap Singh focussed on the CRM strategies
of the Banking Sector. He said that the biggest
Research Team:
Abhinav Dakalia Raghunath Ganti
Anil Choudhury Shantanu Verma
Debmalya Sushma T
Esha Sharma Tarun Dudeja
Piyushi Sobti Vivek Jain
Preetam Biswas

DELPHIQUE 2010
Marketing panel managing the operations of medium sized Export

Knowledge Partner Oriented Units. His areas of interest include Strategic
Marketing¸ Brand Management¸ Sales and Distribution
Management¸ and International Marketing. Professor
Godinho is a PGDBM from Indian Institute of
Management¸ Ahmedabad (Batch of 1974) with
specialization in Marketing and BSc (Physics) from the
University of Madras
Panelists
Mr. Amit Sahni

Discussion topic: Marketing strategies for apparel Mr. Amit Sahni is the Group
brands to gain market share in tier-2/3 cities Business Director – IMRB
Currently India is at the maturity stage of the organized International. He is responsible
apparel market with increasing spending power and for Bharti Airtel account for their
foreign and domestic players have already crowded the Mobility, International and DTH
tier 1 market. Hence apparel brands performing well in Retail Research. He has worked
tier-1 cities need to see beyond and tap growing with clients in the domain of
opportunities in tier 2 and tier 3 cities. The research telecom, DTH, FMCG, Retail and Media. His areas of
was done for Madura - Fashion and Lifestyle - A
expertise include market research, brand management
Division of Aditya Birla Nuvo Limited to determine
marketing strategies (marketing mix) for apparel brands and sales/marketing. Prior to joining IMRB in 2007, he
to gain market share in tier-2/3 cities who are currently was working with Vardhman Textiles for around 8
doing good in Tier-1 cities (focus of medium apparel years. He has received letter of appreciation from GM-
brand like Peter England). The research consisted of :- Marketing of Bharti Airtel Ltd for preparing Retail
Effectiveness Model. He has done his MBA (marketing)
Understanding of consumer (across different and BA (Economic honours) from Punjab University,
variables)
Patiala.
Understanding the competition/local brands
Drivers and nondrivers of apparel in these
markets Mr. Kedar Apshankar
Ways to leverage its market share and gaining Mr. Kedar Apshankar is currently
preference working as CEO of Peter England
Cluttered presence or exclusivity - Right segment in Madura Garments.
strategy He holds an MBA from SIBM,
Pune and did his graduation in
Mechanical Engineering. He has
Faculty Mentor been with Madura Garments for
6 years now and has set up several major brands. Prior
Prof. J. N. Godinho to joining Madura, he was with Britannia Industries for
10 Years where is he was actively involved in launching
Prof. J N Godinho is an
new brands and developing flagship brands. He
Associate Professor in the field
achieved the Best National Young Manager award in
of Marketing at MDI. He has an
2005 given by AIMA.
Industry experience of 29 years
spanning 15 years in the
marketing of fashion textiles, 9
years in international marketing and 5 years in
DELPHIQUE 2010
Mr. Mrityunjay Kumar Quality, good Fitting, great Variety .Also make them
Mr. Mrityunjay Kumar is the aware of inside brands so that like elite especially for
national head of retail and Sales tier 2 cities where awareness of inside brands was
at ITC Ltd - Lifestyle & Retail especially low.TV still is the prime source of
Business Division. He has been information. Hoardings leading to stores in tier 3 are
in this position for over 8 years. important since decision on which store to go are made
He was previously the Division after reaching the market. There’s a preference for
manager, Sales Operations at multi brand stores and it will be best to keep the entire
ITC Ltd for 2 years. He did his MBA in Sales and range of Madura Garment’s brands in one store
Marketing form Kurukshetra University. (specifically for tier 2 cities) so as not to lose the
customer to higher or lower price points. For tier 3
Mr. Nitin Mohan cities Exclusive stores are still the way to go because PE
Mr. Nitin Mohan is the Director has a USP for office going public. The location of the
of Blackberrys, the manufacturer above talked about store would be best suited in a
– retailer of men’s formal wear. centrally placed mall/shopping centre. A separate
Nitin Mohan is a commerce section can be introduced displaying the fresh stock
graduate from Delhi University,
followed by a post graduation Panel Discussion
degree from NIFT. He specializes
in Garment Manufacturing Technology. Nitin, in the Mr. Kedar Apshankar first raised the point that we
capacity of a director is responsible for production, new should first find out whether we have fully saturated
product development, R&D, design; entire back end the potential of tier- 1 markets before entering tier- 2
operations. and tier-3 markets. He highlighted the point that
Within the span of 18 years he, along with Mr. Nikhil national ready to wear apparel market was very small in
Mohan, has taken the brand to all states of India. number. So there is a huge growth opportunity over
here. He also gave an insight about the mindset of
Research Outcome consumers who don’t know about their needs and what
exactly do they want. Awareness drives the apparel
The company should increase the variety in the casuals industry so companies should focus on increasing
segment: Elements especially in tier 3 cities. The variety awareness among consumers. He also raised the point
exists but is not reaching there. Elite should also be that we are the youngest country in the world so
made available since there’s a large population that casuals are going to be in great demand. He also
buys from metros and tier 2 cities. Facility to stitch acknowledged that aspirational level in tier- 2 and tier-
again should be made available in tier 3 since many 3 cities were very high.
people still believe local brands fit better. Though heavy
discounts are a norm in the segment, this strategy Nitin Mohan also said about increasing awareness of
should not be adopted as it affects the quality consumers about the brand.
perception adversely. A seasonal 15-20% discount can Mrityunjay Kumar raised the point that a brand faces a
be given. This brings the price comparable to other lot of challenges as consumer preferences changes
brands because 600 with 20% is 480 and that is what from region to region . He said that the requirement in
other brands are selling. Discounts like up to don’t work South are different from that in North, East and West.
well customers. They want a clear idea of the discount So creating a complete package for the entire country is
available inside. It goes well with the brands image of very difficult for the brand.
being the honest shirt. The communications should be
targeted towards the men. The objective should be Amit Sahni raise the point that brands cannot miss out
make the customer aware of a brand which has high the tier-2 and tier-3 cities as the aspiration level and
DELPHIQUE 2010
confidence in brands of the consumers was very high in and tier-3 cities as the return on investment was very
these areas. The retailers are also expanding to tier-2 high.
Research Team
Anuj Mahajan Rahul Jain
Ayushi Agarwal Rohit Agarwal
Deep Patel Saaransh Malani
Jasjeet Singh Sharad Deep
Kanika Narang Tanika Gupta
Rachna Agarwal

leading Business Analysis & IT Consulting organization
Operations Panel along with the expertise in Strategic Management,
Knowledge Partner Business Development and Quality. Being a certified six
sigma black belt, he has leveraged various tools and
techniques to enhance the business analysis delivery
capabilities. He has invented highly effective System
Testing methodology to automate the identification of
System Test Cases from requirements resulting in 60%
cost reduction and optimizing the test coverage. He has
managed highly complex business analysis assignments
Discussion Topic: Cloud Computing: The answer to in the areas of Business Process Mapping /
supply chain problems Reengineering, Application Portfolio Management,
Forward Engineering, Reengineering and Reverse
By 2012, research firm IDC estimates that $7.7 billion
Engineering. He holds a Bachelor of Engineering in
will be spent worldwide on cloud services, but the lion’s
Computer Science and an MBA
share of it will go to ERP and CRM cloud services
providers, not to supply chain management. Supply Dr. Gopal Pingali
chain cloud solutions lag the marketplace, but there are Dr. Gopal Pingali is
signs now that initial enterprise anxiety about currently the Program
outsourcing supply chains is starting to fade. There are Director for IBM Cloud
two aspects to the benefits of cloud computing models Center of Excellence and
for manufacturing and logistics organizations: Collaboratory for Service
Science. In this joint role
1. To remove the internal costs associated with role between IBM's Global Technology Services (GTS)
running the IT infrastructure. business and IBM Research, he has a dual role of
2. The benefit of augmented visibility across serving as the global leader of the GTS Cloud Center of
organizational boundaries, particularly if a 3rd Excellence, an organization of technical experts with
party is involved. the mission of driving adoption and enablement of IBM
Cloud offerings, as well as being the senior lead for the
Here are some of the current supply chain problems Research Collaboratory for Service Science, established
that companies are fighting: Support of the community in association with the Indian School of Business (ISB) at
collaboration, Re-projecting forecast, Workflow Hyderabad. He has obtained his Ph.D. in Computer
visibility. There is a widespread agreement that this is Science and Engineering from the University of
an area particularly well matched to current cloud Michigan in 1993, worked at Bell Labs in Murray Hill, NJ
provider strengths. A typical cloud supply chain solution from 1994 to 2001 when he joined the IBM T.J. Watson
already has the entire infrastructure in place to solve all Research Center at
the above listed issues with lowest possible costs. Hawthorne, New York.
Panelists Mr. Prashant Agnihotri
Mr. Ashish Mehta Mr. Prashant Agnihotri is
Mr. Ashish Mehla is currently head of
GSM/EDGE Product and
Senior Director, Global
Business Analysis Solutions Management
Global at Nokia Siemens
Practices at Keane. With
Network. Fifteen Years of
15+ years of experience,
he has proven industry leadership in building and Diverse experience in Telecommunications and IT
DELPHIQUE 2010
ranging from leading extremely large Multiple Billion customization especially at the SaaS level to cater to
Euro Large Global Business, leading Product Solutions varying needs of customers. Cloud computing can also
and applications sales to managing Telco network be used in the public domain to streamline national
evolution, expansions, network rollout needs. He holds supply chains like the Public Distribution System.
a diploma in management from FORE School of Various vendors are eyeing this space for showcasing
Management and has done his engineering from YMCA the benefits of cloud computing.
Institute of Engineering.
Panel Discussion
Mr. Tej Nirmal Singh Tej Nirmal Singh: On speaking on viability of
Mr. Tej Nirmal Singh is collaboration through cloud computing, Mr.Singh made
highly committed and a point about small operators being prevelant in India
flexible business supply chain and the difficulty in getting real time data
professional, having 23 from such nodes.
years of Hands on
experience in the area of Prashant Agnihotri: When point came on how cloud
Supply Chain & Projects. computing is going to impact common man, he agreed
Experience encompasses the areas on Production, that ‘Yes, cloud computing is the future’. Belonging to
Planning, Inventory Management, Material telecom industry, he stressed on cost cutting in the
Management, Procurement, Logistics, Imports-Exports industry for end to end delivery solutions. He stressed
& Projects. He has worked in various Industries ranging on a point that companies should shed their inertia and
from Automobile, Consumer Durables, Fashion adopt the technology. Though he agreed on the
accessories, Consultancy & Telecom. Currently he is security concerns over data transfer through public
heading the Supply Chain for Ericsson - Region India clouds, but he was very much positive on taking risks
(RINA), responsible for complete supply chain for 5 and challenges for integration of departments across
countries in the region. the company- be it marketing, sales, operations, design
or finance.
Student Research Outcome
Ashish Mehta who was beautifully moderating the
Cloud computing is definitely the next big thing; discussion made an interesting point about data of UID
however it yet needs a lot of awareness in the industry. available and its possible utilities by various
The current concerns circle around security issues as government bodies to provide quick & innovative
well as lack of standard practices in the industry. There service to citizen.
is also a concern about shifting to different
On asking about challenges to adopt cloud computing,
technologies which is both time consuming as well as
Mr.Singh again picked up micro players like small shop
an expensive affair. Cloud computing provides huge
owners who would be required to upload data on
potential in SMEs due to the cost reduction it provides.
cloud. He raised issues like training of these people to
However there is a lack of awareness and also standard
make them competent to use cloud, cost involved and
industry practices needed to tap this market. Cloud
acceptability at that level. But taking the example of
computing is definitely helpful in removing supply chain
telecom penetration and 3G entering our world, he
bottlenecks through real time data and standardized
expressed sheer optimism on these changes taking
interfaces across the entire supply chain, however
place very fast.
process shift and the ensuing training is a huge concern
for large companies. There is also no one solution to all
supply chain problems. There is a definite need of

DELPHIQUE 2010
Research Team
Akshat Gupta Hareet Arora
Anirav Sen Harman Baweja
Ankur Sharma Kumar Niraj Mohan
Anshul Sehgal Manan Nagori
Aviral Chandra Pooja Shirkhande
Simron Sharma

DELPHIQUE 2010
Strategy Panel channels, thus providing a holistic perspective to the

Knowledge Partner: discussion.
Faculty Mentor:
Prof. G.K.Agarwal
Prof. G K Agarwal is a Professor in

the field of Strategic Management
at MDI. He is the Chairperson In-
Company Programmes for Public
Sector. He has been conferred
Discussion topic: Role of Digital Channel in the AIMA Fellowship and given HR
changing Insurance marketplace in India Leadership Award by Employer Branding 2007-08 and
was listed among 40 Most Powerful HR Professionals in
India has a very huge potential for Insurance sector and
India (2008) by Fun & joy at Work¸ Mumbai. Professor
therefore it is necessary to not just reach out to the
Agarwal’s educational qualifications include B.Tech.
urban population but to also reach out to the bottom of
(Mechanical Engineering)¸ I.I.T.¸ Kanpur and
pyramid which comprises of people living in rural areas,
M.S.(Industrial & Management Engineering)¸ M.S.U.¸
villages, mid tier cities and towns. The panel
USA
concentrated on the need to increase the pie available
to insurance companies by tapping the rural market,
providing customized and simple to understand Panelists
products.
Mr.Anurag Dua
The panel intended to focus on the need for insurance Mr. Anurag works with the
companies to evolve their business models and Consulting practice of PwC
constantly innovate by providing new products targeted India. He has been with the
to new customer segments. In addition to this, the Firm for the past 7 years. He
panel also delved upon how digital channels would be is primarily supports the
utilized in the complete value chain rather than only for Financial Services clients in
pre-sales activities, thereby providing increased the area of information
customer satisfaction. technology strategy and implementation, covering
areas such as enterprise architecture, portals, business
Given the current regulations related to Insurance
process management, content management,
sector, it was important for the panel to focus upon
knowledge management etc.
understanding the need to relax the norms to further
develop the opportunities in the digital space in order
Mr. Shalabh Saxena
to remove the inertia preventing the insurance
Mr. Shalabh Saxena is currently
companies to adopt digital channels fully.
the Senior VP – Sales strategy
The importance of increased awareness about and Business Development at
insurance and building trust among the customers was Canara HSBC Life. His job
researched upon. Given the increasing importance of involves business planning,
digital channels as a medium of communication, the exploring new avenues for sales
panel also discussed the role of digital channels to and new tie ups, etc. He has
spread awareness and how companies can use these been working in this position
channels to augment and supplement the traditional for over a year. Prior to this, he was the senior VP –

DELPHIQUE 2010
Customer service and branch operations for a period of be a reduction in administration and claims settlement
over two years. He has also worked as the National costs. For example, better data analysis may improve
head, sales planning for ING, and as Standard risk selection, while the detection of insurance fraud
Chartered’s Regional Head (North), Assets. and tighter control by partner companies can help to
reduce claims costs.
Mr. Yashish Dahiya 2. IRDA:
Mr Dahiya is the Co-founder Analysis: It will help ensure fair treatment to
and CEO of policyholders through reliable information and prevent
Policybazaar.com, India's fraud and other malpractices through digital signature
largest financial services and other privacy encryption. It will also facilitate
comparison site. Prior to this, awareness and growth of consumers by providing
he has been the Co-Founder information on their policies, obtain price quotes on
& CEO at First Europa, possible new policies, or submit claims and increase
Managing Director at productivity and provide ease and simplification of
Ebookers Plc and Consultant at Bain & Company. He is processes. IRDA will be able to track the activities of
an alumnus of IIM-A and IIT-D. He also did a 1-year MBA Insurers as they happen.
from INSEAD. 3. Customers:
Analysis: It will ensure increased opportunity to
Student Research Outcome: compare policies through online visibility and help
minimize time and costs while buying insurance or
The research conducted by the students led to the paying for premium. Reduction of paper work involved
following inferences- in claims and efficient grievance handling and customer
Preferred Channels: Initial Policy Purchase: Most care services will also be facilitated through this.
customers prefer buying initial policies from agents,
followed by banks and the internet. Mobile technology Recommendations
is yet to catch the imagination of customers with Improving Channel Effectiveness: Channel
respect to insurance policy sales. effectiveness can be achieved through the use of
Preferred Channels: Premium Payments - internet multi-distribution channel to exploit the natural
emerged as the most preferred channel for premium synergies among the networks.
payments, followed by banks and agents. Increasing Market Penetration
Channel Associations: Convenience is the most o Cross-sell or up-sell opportunities: Use of
important factor for mobiles and agents, while safety technologies like SaaS. Internet can also be
ranks first with respect to banks. used to identify needs of the customer
Reasons for falling out of the Insurance Net: based on tracking the type of insurance
Respondents claim to miss premium payments due to products one is looking for (analytics and
lack of time. Most respondents were comfortable using data mining can be used). Online channels
technology to make premium payments, while a allow an insurance company to react
majority also said that if reminded regularly, they would quickly to ever changing market conditions.
never miss making a premium payment. o Promotion and branding: Internet acts as
an open channel to reach out to non-
Digital Channel: Stakeholder Analysis customers as well along with the
1. Insurance Company customers. There is a need to gain market
Analysis: The proportion of insurance purchases/ information by collecting customer
renewals online via insurers’ websites will increase. information and gauging market sentiment
Digital Marketing will reduce the churn and there will through use of analytics to monitor

DELPHIQUE 2010
customer traffic and reactions on social reluctant to employ digital channels to sell insurance to
channels for the company. In addition, the customers. They are still dependent on their
there is also the necessity to get customer traditional agent channels for lead generation and sales
perspective; discuss common interests and of policies. If the insurance companies fail to recognize
relationship building. the potential of digital channels, they would be unable
Improving the website utilization: Directory Listing to make inroads in the market – urban or rural. Mr.
and search engine listing of the website. Links and Saxena voiced his disagreement by highlighting the fact
back-links to the website. Chat room posts and that more and more insurance providers are
presence in social media. RSS feeds, newsletter, recognizing the difficulty of reaching out to the mass
briefs on insurance sector are some of the without digital channels and that they are actively
recommendations. looking out for feasible, effective solutions to do so.
Tapping UID: Improved payment systems and more
Mr. Anurag Dua stated that internet is not the only
accurate computation of Actuarial risk. Increased
digital channel that can enable this penetration. With
customization and establishment of identity. UID
mobile penetration being much higher than internet
will finally help reach the bottom of the pyramid
penetration, m-commerce would play a critical role in
and tap the untapped potential of the insurance
defining the digital insurance space. Digital channels are
industry.
not meant to replace the traditional channels; rather
they should be used to supplement the existing
Panel Discussion traditional modes, which can be achieved by
empowering the agents with digital channels. This
Professor G.K.Aggarwal started the discussion by re- strategy would result in reaching the bottom of the
emphasizing the relevance of the discussion topic and pyramid as well as increased market penetration. He
inviting Mr. Saxena to voice his opinions and also touched upon the inertia of insurance companies
experiences regarding the research presentation. Mr. to adopt digital channels and include them along with
Saxena set the tone of the discussion by highlighting their traditional channels.
the expectations from the digital channels in the field of
insurance. He pointed out that digital channels do not Moving forward, the panel discussed that unlike
have the same role to play across all aspects of developed countries, where insurance is planned holds
insurance; rather they have to be implemented importance, in India it is low on priority and considered
differently and have different functions to perform with secondary in their expenditure plan. One of the
respect to life, general and health insurance. He opined challenges that was identified by the panel was that
that for implementation to become prevalent, it is very some of the insurance offerings are quite complex
important for digital channels to deliver scale and which require face-to-face interactions with the
constant cash flow to the insurance companies. He also agent/company and such aspects cannot be covered by
pointed out that it is very easy to reach out to the digital channels. The panelists proposed that in order to
urban population – but that comprises of just a small reduce the trust deficit on digital media, the agents
percentage of the population. This poses a great should be given technology to access all products of all
requirement to reach out to the bottom of the pyramid the insurance providers with the same commission.
- 65% of people living in villages and rural areas. With a There should be regulations in place so that this
low insurance penetration and inability of the insurance technology enablement is not restricted to any one or
providers to reach out to this segment, the role of few insurance providers. There should be overall
digital channels is critical. technology enablement throughout the value chain and
not just for pre-sales lead generation.
Mr. Ashish Dahiya expressed the opinion that the
biggest challenge today is that insurance companies are

Research team:
Adithya N Priyata Modi
Gaurav Anand Shrikanth SNR Rayasam
Ingit Tibrewal Shubhi Gupta
Jalad Mukerjee Sumit Agarwal
Lakshmi G Umang Choudhary
Mohit Tyagi Vishwas Saxena

sellers and the consumers to ensure that the food that
Social Responsibility Panel India consumes is safe.
Knowledge Partner
The panelists‟ experience and points of view on the
topic built the students‟ understanding on the subject.
Faculty Mentor
Prof. Ashok Kapoor

Prof. Ashok Kapoor has over
32 years of professional
experience in industry and
Discussion Topic: Politics in the food industry of India academia. He has a Bachelors
in Mechanical Engineering
When one talks of the problems regarding food in India,
from BITS, Pilani and a
it can be divided into 3 broad categories:
Masters in Management
Food Poverty Studies with Distinctions from
Food Security the same Institute.
Food Safety
Professor Kapoor‟s industry experience includes
Food Poverty deals with a sizeable chunk of population companies of very high repute such as Voltas Ltd.,
not being able to afford healthy and nutritionally Eicher Ltd., Sankey Wheels Ltd. (GKW Group),
adequate food. Food Security means there being enough Shalimar Paints Ltd., and Sahara India Group in the
food available for the entire population. Food Safety is a areas of Corporate Communications, Marketing,
new issue that has come up where the concern is Marketing Services, Training, Corporate Strategy and
whether the food is safe for regular consumption. New Projects . Prof. Kapoor is very active in Social
Service and runs a trust named Stmarg which works in
Government of India has subsidized fertilizers and the area of Social Entrepreneurship, Value Based
pesticides to increase food production and tried to Education, Health Related Projects and Generating
establish food security. Yet India faces glaring food Resources for other NGOs. He has been an Honorary
shortages. It has been proven that organic food is much Consultant to Parivar Seva Sansthan (Marie Stopes
safer than its scientific counterpart, yet farmers are not International, India), Sehgal Family Foundation and
ready to produce it and even when it is produced, the India Quality Foundation.
consumer does not accept it and doubts its authenticity.
What creates these gaps? Why is so much stress laid on
intensive farming even when it has been proven that Panelists
pesticides poison our food?
Mr. Ajay Kanchan
Is there a need of introduction of GM crops or is it just Mr. Ajay Kanchan is a versatile
another way to render us helpless and dependent on professional with 29 years of
modern corporates. How has the farmer, who is experience in active journalism,
supposed to be a producer, been affected by corporate communication,
consumerism? development sector and is a
United Nations film director.
The students‟ research tried to find out the degree of The turning point in his life
awareness of the average Indian about these issues and came when maverick filmmaker
their willingness to bring about change. They suggested Mahesh Bhatt spotted a storyteller in him and
the measures that could be taken by the producers, the encouraged him to go behind the camera. Their very
first venture “The Calamity That Was” was an eye
DELPHIQUE 2010
opening film on the Super Cyclone in Orissa that Student Research Outcome
exposed the callousness in dealing with disasters in
India. His latest film “Poison on the Platter”, on the The research on politics in the food industry was a
impact of GM foods on human health and environment research directed towards the understanding of the
has made the biotech industries run for cover and has policies and practices of government, corporate and
sensitized people about the perils of unnatural foods. individuals pertaining to the food industry. The research
The film succeeded in getting across the message to the divided the issue along 3 lines
public at large and in making everyone think about the
issue. Mr. Kanchan has a Masters degree in Sociology 1. Food Security
and Population Studies. 2. Food Safety
3. Food Poverty
Mr. Bhaskar Goswami
Trained in agriculture Primary research conducted by interviewing families in
economics, Mr. Bhaskar Gurgaon indicated a certain degree of awareness about
Goswami is an agriculture food safety – including GM food, organic produce etc.
and trade policy analyst However, a large proportion of the sample was still
associated with the Forum for hesitant to purchase organic food due to extremely high
Biotechnology & Food prices, low immediate availability and lack of a proper
Security, India. Over the last certification facility – to label organic food as indeed
17 years, he has worked with organic food.
various national and
international bodies covering domestic and international The secondary research was a fact finding mission to
policies that affect agriculture. He works closely with ascertain the ground situation regarding food production,
farm movements and NGOs across countries on storage and distribution of food grains, farmer suicides,
promoting sustainable agriculture, and writes the frameworks of the government policies and
extensively on agriculture and trade issues in the media, legislation such as the Food Security Bill, Food Safety
highlighting links between biotechnology, agriculture and Standards Act etc. It also looked in detail at the
and food policies, trade policies, IPRs, poverty, and the controversy surrounding the launch of BT Brinjal in
implications of the free trade paradigm on developing India – a review of the statements, justifications and
countries. literature from either side of the dais.
Mr. Yudhvir Singh This was followed by the analysis and extrapolations of
Mr. Yudhvir Singh is a the insights gained from the research above. The
farmers‟ leader from effectiveness and the need for government steps relating
Delhi. He belongs to the to farmer loan waiver, fertilizer subsidies – particularly
farmers‟ organization on Urea etc. were determined. Even the much reveled-
called Bhartiya Kisan about „Green Revolution‟ – its need, its timing, its
Union (BKU), which is a impact – was questioned as part of this analysis. The
national movement of present status of farmers in Punjab, which was the
farmers spread mostly epicenter of the revolution was studied – which noted
across north and central India. He is also the co- their dissatisfaction with the low yield and productivity ,
coordinator of the international peasants‟ movement low marginal returns on investments and the
called La Via Campesina. La Via Campesina is the deterioration of the natural bio-diversity of the region
international movement of small and medium farmers, due to use of chemical fertilizers and pesticides.
landless people, fisherfolk, indigenous people, women
and rural youth. La via Campesina struggles for food The recommendations emphasized the need for better
sovereignty and farmers‟ rights. legislation – and more importantly better execution of
the legislations to ensure adequate nutritious food to

DELPHIQUE 2010
everyone. The research threw the spotlight on the fact questions about the quality of GM crops which are still
that food production was not the core of the problem – not properly tested and do not have verified results.
but transportation and storage were. The issue was one
of food poverty. Mr. Bhaskar Goswami gave the technical details about
the agriculture trade and a global perspective. He talked
In light of renewed emphasis on Green Revolution in about the cartelization of a small number of big private
India – the recommendations focused on the Non companies which control the seeds, fertilizers and the
Pesticide Movement being undertaken. In Andhra, produce. In India, bulk food produce is controlled by
organic farming practices being successfully employed government which claims to not having funds to
by Bhaskar Save and the seed initiative by Navdanya - distribute the produce to poor. He talked about the
initiatives which were economically, socially and speculation of prices in the commodity market which led
environmentally sustainable. to artificially high prices and a situation of shortage of
food in year 2008-09. Some companies which are not
associated with the food cycle in any way were trading
Panel Discussion in large volumes and were instrumental in high prices.
He also talked about the policies which are against the
The discussion was moderated by Prof. Ashok Kapoor.
farmers and promote corporatization of agriculture
He laid emphasis on students being socially responsible
which is leaving farmers workless and forcing them to
as they are the future leaders who can influence
migrate to the cities. He also discussed about the role of
decisions of future generations. He gave insights from
US in regulating the world produce.
shastras and told about the classification of food as
satvik, rajasik and tamasik and stresses that we as
Mr. Ajay Kanchan‟s film, “Poison on the platter” was
consumers should understand the different types so that
screened by the research team, which was a
we can take decisions about the quality of food we eat.
documentary about the GM crops and its effects. It
He also laid emphasis on water, and its importance and
showed the realities about the GM crops and the ill
the shortage of water for the coming generations.
effects it generated on the agriculture produce and
human body. Mr. Kanchan talked about the decreasing
Mr. Yudhvir Singh gave his insights about the problems
quality of food available in the market and consumer
which farmers are facing which are majorly due to lack
having no choice to select. He gave his insights about
of political will of the government. The major problem
the GM crops and told that after the introduction of BT
according to him is not the agricultural production,
cotton in US in year 1996, the production fell each year
which is sufficient to feed whole of India, but the
till 2002. And the very same year in 2002, India adopted
purchasing power of people. Agricultural produce is
BT cotton. This resulted in decrease in production. What
rotting in the storage facilities of the government, and
were the reasons India choose to adopt a failed
people are dying of hunger. This is due to the wrong
technology? The promises of GM foods of quality and
policies. Farmers are not given the adequate minimum
large production were not met and still India adopted it.
support price for the produce to support their living,
He concluded by illustrating how the west is moving
which forces them on a suicidal path. He also talked
toward organic farming and India is using a failed
about the American and European model of farming and
technology by going for GM food.
the direct subsidy given to farmers there, which gives
them huge competitive advantage. He also raised

DELPHIQUE 2010
Research Team
Mohit Gulyani
Nikhil Singhal
Rinshul Pruthi
Rohit Sharma
Shreyas Parvate

DELPHIQUE 2010
Valedictory
The Valedictory function for DELPHIQUE 2010 was
privileged to have Mr. Sanjeev Agarwal, Founder and
CEO, Daksh and currently, Managing Director, Helion
Ventures Pvt. Ltd. (a VC firm) as the Chief Guest. The
other distinguished guests at the function included
Prof. Vinod K. Gupta - Director, MDI, Gurgaon, Prof. B.
A. Metri - Dean (PG Programmes), MDI, Gurgaon and
Prof. Neelu Bhullar - Chairperson (Student Affairs), MDI,
Gurgaon.
The Director expressed his deep sense of satisfaction

conceding that DELPHIQUE 2010 had, in its 14th year,
amassed new heights and that its successful
organization and execution was indeed a proud experience on grassroots management, having an
moment for the institute. He congratulated students for adequate sense for the bottom of the pyramid and end-
the quality of the research work done and commended to-end project management helped him in good stead
all the research teams for the insightful, commendable, in this respect.
deeper understanding of nuances of business that it
He emphasized the importance of grasping the
had brought forth. He praised DELPHIQUE for its ability
essentials of all the different management verticals like
to bring more than 50 top corporate leaders over this
finance, marketing and HR if one hopes to be a
period of 2 days which had led to bountiful exchange of
successful entrepreneur. He also highlighted the role of
ideas. The audience was also appropriately praised for
decentralization and empowerment of people play
the thought – provoking questions they put forward. He
while a company tries to scale up. While giving us his
also commended DELPHIQUE’s increased focus on
perspective on the factors which would play a decisive
entrepreneurship in line with the vision of the institute.
role in the coming years, he mentioned several factors
Sir also extended his full support and co-operation for a
like globalization, increased use of technology,
bigger and better DELPHIQUE next year with the aim of
increased consumer empowerment and timely
making it a prime event among B-schools.
utilization of opportunities lurking at the bottom of the
Mr. Sanjeev Agarwal, in his speech, commended pyramid.
DELPHIQUE as testimony of MDI’s closeness with the
The Valedictory function concluded with the Joint
industry and on trying to ignite the spirit of
Secretary, Delphique, thanking our Director, Dean and
entrepreneurship among the student community. He
Chairperson (Student Affairs), on behalf of the entire
urged students to take up the challenge of
team, for their unflinching support and whole-hearted
entrepreneurship without being in awe of the
co-operation over the past 2 days in making the event a
challenges and risks fraught with such a decision. In a
success. We also had a vote of thanks for Mr. Sanjeev
lighter vein he remarked that if he has been able to
Agarwal for taking time from his busy schedule to grace
make his mark as an entrepreneur then it would also be
the event as its Chief Guest and sharing his valuable
possible for others. He exhorted students to follow
insights with the students and urging them to follow
their calling in life and to be brave enough not to follow
their dreams.
the beaten path, which would definitely make them
successful. He shared with us the story of how he
turned into an entrepreneur and how his prior

DELPHIQUE 2010
Media Coverage
Tribuneindia.com Dated: 25 November 2010

DELPHIQUE 2010
mbauniverse.com Dated: 22 November 2010

DELPHIQUE 2010
indiaeducationdiary.in Dated: 22 November 2010

DELPHIQUE 2010
IndianExpress.com Dated: 20 November 2010

DELPHIQUE 2010

DELPHIQUE 2010
Feedback from Panelists
“Commendable effort; keep at it. Continue to embed your knowledge in the real world”
-Mr. Daljit Singh,President Strategy, Fortis
“Great effort by team and objective research reflecting real world and open to learning”
-Dr. Maninder Khalsa,Head Talent Development & Nurturing, Viom Networks
“The presentation was extremely good. The study group knew what they have done and did
a comprehensive and intellectual work and need to be complemented”
-Mr. K.K. Ahuja, CEO Napino & Electronics
“Extremely topical and insightful presentation and discussion. All the best! Look forward to
more such interactions”
-Mr. Shiv Chandra, Aon Hewitt
“Great program. I was impressed by the way it was organized”

-Mr. Amit Jagga, Location HR Leader, NCR&Chandigarh, IBM
“I am very happy that in an esteemed institution like yours there is so much interest being
taken in social enterprise. Congratulations organizers of Delphique for this. I would request
MDI to look at policies/regulations in social sector & trigger reforms. By being located in
Capital they should be able to work”
-Mr. Anup Kaul, Senior Advisor Livlihoods,Basix
“Great organization. What impressed me were the quality of questions asked by the
audience and the nature of topics. Well done!”
-Mr. Ashwin Raghuraman,Vice President,India Innovation Fund
“Loved the fact that MDI wants to expose its students to the world of social entrepreneurs.
Bright students. Good questions. Well organized. Congratulations!”
-Mr. Anupam Jalote,CEO,Greenoil
“Wonderful program – Delphique. Students should walk the talk now – go out and do
something and tell us about it. Thanks.”
-Mr. Sanjay Kapoor, Consultant, NEN
“Wonderful experience. Good presentation. Very nicely moderated session. Great bunch of
students”
-Mr. Sudeep Goswami, Dell
“Very interesting experience to be part of the panel. I learnt a lot with interaction with
other members and students.”
-Mr. Murli Chetoyyami
“Excellent work done by students. I learnt a lot out of the presentation as well. I feel that
the panellists that were brought together was very good”
-Mr. R.P Singh, NSBT, Nucleus Software

DELPHIQUE 2010
“Excellent work and really impressed with detailing. Excitement and hunger to do more. I
would love to work with MDI for more association.”
-Mr. N.P Sharma, Dell Director
“Good work done by students. Great experience”
-Mr. Venkatesh S, Head-Student Skills & Employability, Microsoft India
“Very good research. Good organization”

-Mr. Yashish Daheja, CEO, Policy Bazaar
“Excellent work and really impressed with detailing. Excitement and hunger to do more. I
would love to work with MDI for more association.”
-Mr. N.P Sharma, Dell Director
“Insightful work. Good secondary research”
-Mr. Pratik Gupta,Senior Consultant,PWC
“Had fun. Keep it up”

-Mr. Gaurav Mishra, Director of Digital and Social Marketing,MSL Group Asia
“Good, well organized. Keep it up”

-Mr. Prashant Agnihotri, Head of GSM, Nokia Siemens
“I would compliment and congratulate you on doing such an excellent job organizing
Delphique. The dedication and passion of the students really stood out. I am impressed by
both the research work presented and the commitment to every detail in running the
conference. Keep it up!”
-Dr. Gopal Pingali,Prog Director,Global Centre for Cloud Coputing, IBM
“Amazing Report!! Excellent job”

-Ms. Tinky N
“Excellent research using the secondary data and that too in just few weeks!! You have
taken the “HAPPENING DOMAIN” for your research. WOW!! Thanks a ton for your invitation
and hospitality which was ‘Planned’ so well. All the best”
-Mr. Tej Nirmal Singh, Head SCM, Ericsson
“I very much appreciate the research efforts and the sincerity in organizing this quality
discussion. It was of immense pleasure to interact with the team of budding researchers
who had almost brought all the issues of finance. I wish the students, organizers & teachers
of MDI all success in such endeavour ”
-Mr. C.S. Mohapatra, Director, Capital Markets

DELPHIQUE 2010
Photo Gallery

DELPHIQUE 2010
Team Delphique
Pooja Shrikhande Madhur Kathpal Parul Malik
Hitesh Yeolekar Nikhil Singhal Tanika Gupta
Swathi Pasumarthi Deepika Mangla Vineet Singh
Rohan Kumar Swati Bhadada Ritesh nagpal
Tarun Dudeja Shauvik Chakraborty Urvashi Agarwal
Sachin Batra Abhishek Singh Annapoorni CS
Vishwas Saxena Rahul Sharma Himani Kansara
Deep Patel Kandarp Suchak Jayneelsinh Jadeja
Sushma T Piyush Aren Pranshu Agarwal

DELPHIQUE 2010
Contact Us
Event website: www.mdidelphique.com
College website: www.mdi.ac.in
Secretary
Harmanjeet Singh Baweja

+91-9560102468
pg09harmanjeet_s@mdi.ac.in
Joint Secretary
Rohit Agarwal
+91-7838451879
pg10agarwal_s@mdi.ac.in

Perfect Relations at Delphique 2010 Compendium On Social Media Discussion

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20-21 NOVEMBER

Management Development Institute, Gurgaon

Note from the Secretary .................................................................................................................................. 5

Our Sponsors .................................................................................................................................................. 7

Our Knowledge partners ................................................................................................................................. 8

Research Panels ............................................................................................................................................ 10

Communications panel .................................................................................................................................. 10

Finance Panel ................................................................................................................................................ 18

Human Resources Panel ................................................................................................................................ 22

Marketing panel ............................................................................................................................................ 30

Strategy Panel ............................................................................................................................................... 36

Social Responsibility Panel............................................................................................................................. 40

Media Coverage ............................................................................................................................................ 45

Feedback from Panelists................................................................................................................................ 50

Photo Gallery ................................................................................................................................................ 52

Team Delphique ............................................................................................................................................ 53

2 | INDIA INC – THE PATH TO TREAD IN THE COMING DECADE

Management Development Institute, Gurgaon

3 | INDIA INC – THE PATH TO TREAD IN THE COMING DECADE

4 | INDIA INC – THE PATH TO TREAD IN THE COMING DECADE

Note from the Secretary

Carrying forward the legacy of Delphique, the theme

This, truly, has been a journey of a lifetime!

Harmanjeet Singh Baweja

5 | INDIA INC – THE PATH TO TREAD IN THE COMING DECADE

The guidance and wisdom of a lot more experienced person is

Professor Ashok Kapoor Professor Radha Sharma

Professor G.K. Agarwal Professor Rohit Prasad

Professor Gita Bajaj Professor S Chaterjee

Professor Kanwal Kapil Professor Sandeep Goel

6 | INDIA INC – THE PATH TO TREAD IN THE COMING DECADE

Online Media Partner Web Partner

7 | INDIA INC – THE PATH TO TREAD IN THE COMING DECADE

Our Knowledge partners

Communications Panel: Perfect Relations Entrepreneurship: NEN

Finance: ICRA HR: Hewitt Associates

IT: Dell Marketing: Madura Fashion & Lifestyle

Operations: Keane Strategy: PricewaterhouseCooper Ltd.

Social Responsibility panel: Youth for Safe Food

8 | INDIA INC – THE PATH TO TREAD IN THE COMING DECADE

Mr. Anil Sethi is director and VP, SMB cloud sales

Prof Vinod K Gupta urged the students to be involved in

9 | INDIA INC – THE PATH TO TREAD IN THE COMING DECADE

Crisis Communications and impact of new media on Mr. Chiragh Cherian

As a communications and management leader with

11 | INDIA INC – THE PATH TO TREAD IN THE COMING DECADE

12 | INDIA INC – THE PATH TO TREAD IN THE COMING DECADE

teaches occasionally in business schools on effective 4. Innovation

13 | INDIA INC – THE PATH TO TREAD IN THE COMING DECADE

Aakanksha Jain Madhvi Marathe

Aman Garg Payal Aggarwal

Anshul Gupta Raghoo Puri

Entrepreneurship Panel America¸ Europe¸ and Australasia. He has also taught at

15 | INDIA INC – THE PATH TO TREAD IN THE COMING DECADE

Mr. Anoop Kaul

Mr. Anupam Jalote

16 | INDIA INC – THE PATH TO TREAD IN THE COMING DECADE

17 | INDIA INC – THE PATH TO TREAD IN THE COMING DECADE

Discussion topic: Role of financial markets in Faculty Mentor:

18 | INDIA INC – THE PATH TO TREAD IN THE COMING DECADE

Mr. Mohit Bhatia also talked about the need to develop

20 | INDIA INC – THE PATH TO TREAD IN THE COMING DECADE

Ankur Bharadwaj Milind Agrawal