Date: July 16, 2011
Mr. Nagarajan Sivaramakrishnan, MD Mother Dairy Fruits & Vegetables PVT LTD, completed his dairy science and technology degree from the College of Dairy Science, Anand in 1984 and went on to do his post graduate diploma at the famous Indian Institute of Management, Ahmedabad. He then worked at Cadbury India as a Branch Manager for close to 8 years. Mr. Nagarajan then went on to the sales sector of Fritolay India and then Joyco India. He completed his 8 year association with Philips Electronics India Ltd. as the vice president of the HR department.
Last year in 2010, he went back to his original passion and interest – the dairy industry. He was recruited by Mother Dairy Fruits & Vegetables Private Limited. Mother Dairy manufactures and markets a wide range of dairy products that include Butter, Dahi, Ghee, Cheese, UHT Milk, Dairy Whitener, Lassi & Flavoured Milk. Mother Dairy products are available in the markets of Northerm India, Eastern India, Mumbai, & Port Blair.
The company markets an array of fresh and frozen fruit and vegetable products under the brand name SAFAL through a chain of 295 owned Fruit and Vegetable shops and more than 20,000 retail outlets in various parts of the country.
Speaking to the students of KSOM on “STRATEGY”, Mr. Sivaramakrishnan said that strategy is the direction and scope of an organization over long-term, which achieves advantage for the organization through its configuration of resources within a challenging environment, to meet the needs of markets and to fulfill stakeholder expectations. While deciding on strategy one needs to be careful because it is all about creating disruptions and at the same time about managing them. He spoke at length on the strategy of two leading companies- Philips and Mother Dairy. He said that as a leader one has to make strategic choices and while making the choice one needs to be very careful as it should be beneficial to the company as well as to all the stakeholders. While talking about Philips and its strategy, he said that the company went on to generate more than one technology and build on its competencies which helped it in not only creating value but also in having an edge over its competitors.
Speaking about his organization, Mother Dairy he said that it is currently growing at a rate of 22% and about 90% of the business comes from North India. Granularity of Growth is what the company focuses upon. He elaborated on the concept that sustainable growth requires to satisfy all the stakeholders. In the same process the company should know where to apply cost minimization techniques and operational efficiency measures across the value chain. In order to assure future success and to hold the market share, the company should keep on reinventing new strategic ideas and reviewing the supply chain every six months, so that customer satisfaction is ensured. They should look for prospective opportunities in the market and try to capture the same by providing low cost services to the customers and at the same time delivering best quality products.
While interacting with the students, Mr. Shivaramakrishnan said that the key drivers of change today are performance, change acceleration and strategy implementation. Eventually he said that strategy is all about choices and a right choice once made can lead to success.