SYNAPSE - 2014
Shifting Mindsets: Leadership Adaptations in FMCGs
- R.S. Goenka, An Interview
R. S. Goenka is the founder and
currently Joint Chairman at Emami
Ltd. A Master of Commerce , Bachelor
of Law and a taxation expert, he is a
master in strategic planning, corporate
affairs and finance. He is a great
creator of shift of mind set, and is
always open to new ways of doing things
to build new capabilities. He recognizes
the need to go into details and gives
significant premium on loyalty and
commitment. He served as the Honorary
Consul of Republic of Poland in
Kolkata and was the 5th Indian to have
been awarded the Cavalier Cross of the
Order of Merit of the Republic of
Poland in 2007. He is the Co-Chairman
of Indian Cancer Society, Kolkata and
President of Sri Sri Academy besides
being associated with a number of
Schools, Charitable Trusts and
Philanthropic organizations. He is a
Director-Member of the Managing
Committee of Merchant Chamber of
Commerce & Industry (MCCI).
Mr. R.S. Goenka was kind enough to take out
some time from his schedule and grant us an
interview.
Flat structures,
delegation and
empowerment are key
leadership traits which
would bring in
adaptability and speed in
communication, change
management and
execution.
What significant changes have you seen
happen in the industry over the past
decade?
The last decade saw some major changes in the
industry. In my opinion the following were
the ones which were game-changers.
Consumer today is much learned and needs
seeks specific solutions to his\her needs. The
demographic shift over the past decade
changed the way FMCG industry functioned.
Thrust on Innovation has led to many changes.
Innovation in the earlier times was restricted to
product development now happened in the areas
of research, packaging, pricing, distribution,
consumer and employment engagement programs. Innovation has become necessity and
core to the success of the organization in all aspects. Technology and digitalization has transformed the way we work. There has been a sea
change in the way the business is conducted today. With availability of information at click of
the button, data collation, analytics and there-by
decision making, speed, accuracy and communication have changed the business dynamics. Distances and reach are no longer impediments to
business.
The opportunity at the bottom of the pyramid
saw the industry rushing to the rural consumer.
Products, packaging, pricing and offering were
fine-tuned or developed to meet the vast population at the bottom of the pyramid. With infrastructure in the rural villages improving - be it
connectivity (roads and communication), education, electricity, health and importantly financial
health in the villages, this was one area one could
ignore any longer. This saw changes as to how
products were packaged, priced, distributed and
advertised.
With the focus in today’s environment
shifting from product to more customer
orientation, what do you think can make
an organization more adaptable?
There’s an interesting paradox that organizations
are faced with. On the one hand they realize that
the rate of change around the world of work (and
the world in general) is increasing and on the
other hand they are focusing on growth. In order
to remain competitive organizations must be
nimble, adaptable, and agile yet by focusing on
growth they make themselves more complex and
slower. We believe that organizations and marketers should constantly engage with consumers
and be aware of the societal changes impacting